Driving Engagement in the European iGaming Market: Habanero Insights Interview

Habanero's Strategic Objectives for SiGMA World Rome 2026

“Italy has always been a very important market for us. It was where our European journey began back in 2018 and nearly a decade later, it remains one of our strongest markets. We have built some fantastic relationships here over the years, so SiGMA Rome is always a great opportunity to spend time with our partners and hear what is happening in the market firsthand,” said Milda Mikelioniene, when asked about Habanero main goals.

"We had plenty to bring to the show this year. Our portfolio now includes more than 220 slots and table games and we have been busy with new releases throughout 2026. Cirque Du Habanero was one of the latest titles we brought to the show, alongside established favourites like Hot Hot Fruit and Santa’s Village. It was a great opportunity to show operators how the portfolio continues to develop while building on featueres that have already proven popular with players."

"Of course, it is not just about the games. Italy is a mature market and operators know exactly what they are looking for. That makes face-to-face discussions even more valuable because we can talk about what matters to their businesses and where they see opportunities developing."

"We have worked hard to establish Habanero's position in Italy and we are very proud of what we have achieved. But maintaining that position takes just as much commitment as building it in the first place. That is something we are very conscious of and it is a big part of why events like SiGMA Rome continue to matter to us."

What has been the key to building that level of trust in such a mature and competitive market?

In Q&A with SoloAzar, she continued: "A lot of it comes down to understanding Italian players and what they expect from a game. Italy has a very strong land-based gaming heritage and when we first entered the market, we understood that players weren't necessarily looking for a completely different experience online. They already knew what they enjoyed and we wanted to build on that rather than try to change it."

"That is where our approach to mathematics has been so important. Italian players know their slots and introducing a new theme or feature isn’t enough to win them over. The game has to feel right when they are playing it, with the right balance between anticipation and reward to keep them interested. We have always put a lot of thought into that side of development and it is one of the reasons our content has continued to perform well in Italy."

"Today, we work with some of the country's biggest operators, which we're incredibly proud of. These are businesses that know the Italian market inside out, so earning their trust means a lot to us."

“Getting your games into an operator's portfolio is one thing but earning that spot year after year is quite another. We have been doing that in Italy for nearly a decade and those relationships are a big part of what makes the market so important to Habanero.”
 

Navigating Regulation and Market Consolidation

How has Habanero approached the recent changes, new licensing frameworks, and consolidation in Italy's online market?

"Italy always tends to move ahead of the rest of Europe on regulation, so we have followed the changes of recent years very closely. The new licensing framework and the consolidation that has come with it were part of the market’s direction for some time, so none of it came as a surprise to us. A shift like this takes time to settle and a few delays along the way are what you would expect from a market with such a long history."

"What we are seeing now is a market that is more streamlined and more clearly structured, with larger operators that increasingly think about how their online and retail businesses work together. That suits a market with such a strong land-based heritage but it also means each partnership carries more weight, which makes consistency and reliability more important than ever for a supplier."

"Our approach has always been to work with the regulation than against it. Having been in Italy since 2018, we have seen several phases of regulation come and go, with each one reinforcing how important it is to stay close to our partners and be ready when requirements change. That preparation is a big part of why we have been able to keep working with some of the biggest operators in the country."

Product Innovation and Future Growth for 2027

Which products were the main focus at SiGMA Rome, and what makes them relevant to today's operators?

"Cirque Du Habanero was one of the main titles we wanted to highlight in Rome. It is our latest release and introduces Habanero's first-ever mascot, which we are really excited about. There is a lot of personality in the game and it is a good example of how we are continuing to explore new ideas with our slots."

"We also brought some familiar favourites to Rome such as Hot Hot Fruit and Santa's Village. They have already built a strong following in Italy and that is something operators value. New releases will always attract attention, but there is a reason these games have remained popular. Players enjoy them and they continue to deserve their place in an operator's portfolio."

"Another product we wanted to highlight was Jackpot Race™, our must-drop progressive jackpot feature. It runs within a defined race window with a guaranteed payout, giving players something extra to look forward to. It is also an interesting proposition for operators looking to generate more interest around the games they already offer."

"We have seen how selective operators have become about adding new content, and understandably so. Casino lobbies are already crowded, which makes it harder for any individual game to stand out. That is why we are putting so much thought into what we release and how it can support our partners. We want operators to feel confident that when they introduce Habanero content, there is a good reason for it to be there."

What are Habanero's main priorities as the company looks towards 2027 and where do you see the greatest opportunities for continued growth?

“We have had a very positive year at Habanero and our priority now is to build on that momentum as we head into 2027,” Milda remarks.

"Italy will remain a big part of those plans. We have spent nearly a decade establishing ourselves in the market and we are proud of the position we have reached. There is still plenty of room to grow, especially as operators look for content that can stand out in an increasingly competitive casino lobby. We know the Italian market well and we are confident in our ability to keep delivering games that meet the expectations of both operators and their players."

"We are also looking at opportunities elsewhere in Europe. Our recent launch in Greece was another positive step and with Habanero now active in more than 25 regulated markets, we are in a strong position to continue expanding. We have built up a great deal of experience working across different jurisdictions and that gives us the confidence to pursue new opportunities while continuing to support our existing partners."

"Our games will remain at the centre of that growth. We have an exciting pipeline of content in the works and we are looking forward to bringing more of it to market in 2027. We have always been confident in our approach to game development and the success of our portfolio gives us every reason to keep building on it."

“We have worked hard to get Habanero to where it is today and we are certainly not slowing down. There are plenty of opportunities ahead and we are ready to make the most of them while continuing to deliver the quality our partners expect from us,” she concluded.