Mathias Larsson, European Commercial Director at Awager, talks about the company’s current standing on a global scale, why a Swedish land-based ruling creates a unique opportunity, and just why the Scandinavian nation is the perfect starting block for a European charge.
iGaming Expert: Mathias, thanks for agreeing to talk to us. For those less familiar with Awager, can you offer an overview of your brand and its positioning in the igaming sector?
Mathias Larsson: Awager is a completely unique proposition in the iGaming industry. Our digital platform links players directly to a real-life slot machine in a land-based setting, bridging the gap between physical and online slot gaming.
We use the latest in 4K streaming quality, with touch-question technology and full-quality sound capture, to allow players to experience the sights and sounds of a real-life slot machine and casino from the comfort of their homes.
There is a real demand for live, authentic casino experiences right now, and no one else in the industry is offering a live-slot experience like what we do at Awager.
iGX: What makes you stand out from the competition when it comes to delivering the most authentic casino experience?
ML: We do not have any direct competition in the market right now. Our product is unique in the iGaming sector, which has been one of the biggest reasons for our success.
Operators are constantly seeking fresh and innovative offerings to attract players, and we are confident that our product embodies innovation in every sense of the word.
There is no technology like ours on the market right now. Not only that, but we are constantly looking at ways to improve our product and take it to the next level, ensuring we are significantly ahead of any competition that might emerge in the future.
iGX: The past 12 months have been transformational for Awager – talk us through some of the key milestones reached.
ML: Over the past 12 months, we have made significant waves in the market and taken key strategic steps to establish ourselves as a unique proposition in the industry.
One of the biggest moments for us was the opening of our custom-built studio in New Jersey, as well as receiving the go-ahead from the Division of Gaming Enforcement to launch our product in the state.
We have also successfully upgraded our product to version three with our ongoing partner, LottoQuebec. Alongside this, we have also been able to increase the number of machines with the operator up to 47, which is a real testament to the belief our partners have in what our products can offer.
The third version of our product is a real game-changer, providing new customisation features, social options, and enhanced visual and sound quality. Getting it to market has undoubtedly been one of our proudest moments in the last 12 months, as was securing our Swedish licence back in January.
iGX: Tell us more about the Swedish studio setup. Will it be similar in every jurisdiction?
ML: Yes, though every market has specific preferences and compliance requirements. In Sweden, we’ll stock the machines that were the most popular at Swedish land-based venues – before the government recently decided to close all land-based casinos– and pair them with the same streaming technology. This local flavour lets players find their favourite cabinets – those same titles they know from visiting a physical casino in the past – but all from their computer or phone.
This was an important moment for Awager as it marks the first phase of our European expansion plans. The licence allows us to offer our products to Swedish operators and players for the first time.
We identified Sweden as a strong starting point due to its strong gaming culture and rich history in land-based gaming, making Awager a perfect fit for the market. Now that land-based casinos are closed, we see a huge opportunity to provide players with an authentic casino experience online.
iGX: What are your plans for the rest of 2025 in terms of the product range you offer? What new developments are in the pipeline?
ML: Our biggest focus for 2025 is European expansion. Moving into new markets such as Sweden opens up a world of possibilities for us, and our product is perfectly placed to make serious waves on the continent. This will also include the building of a remote studio to ensure we can serve the markets we are targeting in the best possible way.
We understand that growth requires constant innovation, and we are also committed to enhancing our offerings throughout 2025. We are set to launch a range of different features, including new tournaments, enhanced free spins, and jackpot-style bonuses.
The third version of our product has proven to be our most innovative and successful to date, but that doesn’t mean we are planning to stop there. We want to provide the most immersive and authentic casino experience on the market, and we will continue to look for new ways to push the boundaries of what is possible in these areas.
