AffPapa Conference Madrid 2026: “The Next Generation Doesn’t See a Border Between Gaming and Entertainment”

A New Generation With Different Expectations

Opening the discussion, moderator Thomas Carvalhaes emphasized that the panel was not about targeting minors, but about understanding the behavioral trends that will shape the future of the industry.

“We are talking about the future and the future of our products,” Carvalhaes said. “Gen Z and Gen Alpha are growing up with different expectations, faster content, more interaction, and zero patience for outdated experiences.”

The debate quickly moved toward how younger generations are already exposed to gambling-like mechanics through mainstream gaming platforms.

“They are already used to gambling at the age of nine,” said Henk Wolff, Strategic Director at iGaming Consultant. “That’s not because of gambling itself, but because of games like FIFA, Roblox, or loot boxes.”

According to Wolff, younger audiences are increasingly driven by aspirational content and the idea of becoming wealthy quickly.

“The data shows that young people gamble to get rich, not for entertainment,” he argued. “Everything they see on social media is about becoming rich fast.”

Community and Identity Drive Engagement

Several panelists agreed that younger users no longer separate entertainment, gaming, and social interaction.

“The new generation doesn’t see a border between gaming and entertainment,” said Filip Kouvek, Chief Executive Officer at Match Hype. “They expect the same level of community, interaction, and visibility from betting products that they get from social media platforms.”

Kouvek explained that younger users want to share achievements, interact with friends, and feel part of a larger community ecosystem rather than simply placing isolated bets.

Natalia Roitonen, Head of SEO at Xtended Gaming, also pointed to the role of storytelling and social communities in player engagement.

“It’s not only about mechanics,” Roitonen stated. “It’s about the characters, the story behind the game, and the communities around it.”

She referenced how certain slot games inspired by films or pop culture themes are increasingly attracting younger adult audiences because of their emotional and cultural connection.

Laura Gago, Chief Operating Officer at Betandeal, added that community identity has become one of the strongest drivers behind digital engagement.

“Today it’s all about community,” Gago explained. “The new generations want to feel part of something and not feel alone.”


 

Prediction Markets and Simpler Products Gain Momentum

One of the central topics of the panel was the growing popularity of prediction markets and their appeal among younger audiences.

“If you never placed a sports bet before and you enter a sportsbook, it looks like an Excel spreadsheet,” Filip Kouvek remarked. “Prediction markets are much easier to understand.”

Speakers argued that younger users prefer simpler interfaces, faster onboarding experiences, and intuitive products that resemble social apps rather than traditional sportsbooks.

Artak Ashkhatoyan, Deputy Chief Executive Officer at TotoGaming Romania, noted that traditional betting interfaces often overwhelm new users.

“For younger generations, we probably need to show only one or two pieces of information,” he said. “Not endless numbers and markets.”

The panel also explored why prediction markets are increasingly perceived as more transparent than traditional betting products.

“Young audiences understand prediction markets differently,” Thomas Carvalhaes said during the discussion. “They see them as something between entertainment and investment.”

Henk Wolff argued that the accessibility and simplicity of prediction markets are their biggest advantages.

“The ease and accessibility are the main reasons why they are growing,” he explained. “People understand immediately what they are betting on.”

However, Wolff also criticized controversial “death gambling” prediction markets tied to wars or human casualties.

“That’s something we as an industry should absolutely get rid of,” he stated.

The TikTok Effect on Betting Products

Another recurring theme during the panel was the influence of TikTok-style content consumption on gambling products and player attention spans.

“How do we close the gap between the high-speed dopamine of TikTok and the slower pace of traditional sports betting?” moderator Thomas Carvalhaes asked the panel.

Henk Wolff argued that live betting and real-time micro-events are becoming increasingly important because they replicate the rapid interaction patterns users experience on social media platforms.

“Live betting is where operators can make a lot of money,” Wolff said. “You need constant interaction and engagement.”

Meanwhile, Laura Gago highlighted the rise of crash games, particularly in emerging markets such as Brazil.

“People love crash games because they feel they have control,” Gago explained. “They believe they can control the outcome, even if they really can’t.”

The panelists also discussed how social media, streaming platforms, and short-form video content are reshaping the way sports betting products should be designed.

“Young people watch football while holding their phones all the time,” Kouvek said. “We need to provide the stories, content, and interactivity inside our platforms so users stay with us instead of moving to TikTok.”

Responsible Gaming Remains a Major Concern

Despite the enthusiasm around innovation, the panel repeatedly returned to the importance of responsible gaming and protecting younger audiences.

“We must be very careful when creating products for future generations,” said Artak Ashkhatoyan. “We must think not only about engagement and fun, but also about responsibility from day one.”

Natalia Roitonen warned that younger generations are especially vulnerable to addictive behavior because they were born into a permanently connected digital environment.

“The next generation is more vulnerable and more prone to addiction because they were born with the internet,” she stated.

Henk Wolff also argued that regulators should pay closer attention to gambling-like mechanics already present in mainstream video games.

“We should not ignore products like FIFA, where gambling mechanics already exist,” he said. “That needs stronger regulation too.”

Industry Must Adapt or Risk Falling Behind

As the discussion concluded, panelists agreed that the future of iGaming products will depend on balancing innovation, entertainment, community engagement, and player protection.

“The illegal and unregulated products will always try to be attractive,” Filip Kouvek concluded. “That’s why legal and regulated betting products need to become better experiences for the next generation.”