This is another interview from the second day of the Next.io 2025 conference! The venue is a really interesting location; it’s an old hospital that was built by the Knights in Malta. At the venue, we were able to connect with Emma Blaylock, the CEO of Pretty Technical, one of the leading software providers, in the space.
Emma began by sharing her views on why their company is focused on flexible tech and how AI will change gaming as well as why the US sweepstakes market is so interesting right now.
What is Pretty Technical? (They Build the Engine)
Pretty Technical is a software company that makes useful backend tools for online gaming operators. Think of them as building the core engine that powers a casino or gaming site.
Emma highlighted their three main products:
- Player Account Management (PAM): This is the main control center. It handles all player accounts, wallets, and management tools for real money, sweepstakes, and free-to-play games.
- Content Aggregator: This platform allows operators to easily plug in all the different casino games slots, table games, etc. into their PAM system.
- Reporting Product: This is crucial for regulatory markets like the UK. It automatically generates the detailed reports operators need to follow the rules and run their business smoothly.
In short, Pretty Technical provides a full stack of tools to help operators legally and effectively manage their entire gaming operation.
Expanding Horizons: Europe and the US
Even though Pretty Technical is already licensed in the British market (a major, highly regulated area), Emma shared their big growth plans for the near future.
Their next focus markets include:
- Europe: They are working actively on getting a license by MGA (Malta Gaming Authority) and Spain, both are key European licenses.
- The US: They are aggressively pushing forward into the US Market, especially because their platform supports both real-money gaming and social/sweepstakes casino models.
The Curious Case of Sweepstakes Casinos
The sweepstakes casino model is hugely popular in the US right now because it lets players enjoy casino-style games legally in many states that don’t allow traditional online gambling.
Emma called it a “really interesting market” because it fills a huge demand for “low-risk” entertainment. However, she predicts big changes ahead:
“I think we will see regulation coming probably 18 months to two years. We’ll start to see that coming in.”
Emma believes there is a future for sweepstakes, but it will most likely evolve in a slightly different and more regulated form than what it is today.
Emma’s 2025 Prediction: Flexibility is Key
As a technology leader, Emma offered her perspective on where the industry is headed in 2025.
1. AI: Practical Use is Key
Everyone is talking about AI, but Emma emphasized moving past the buzzword to focus on the Return on Investment (ROI). It’s about figuring out how can we practically use AI to truly help with day-to-day jobs?
2. Modular and Flexible Tech
This is the most critical technical shift. Emma stressed that platforms need to become:
- Modular: Built from interchangeable parts (like Lego bricks).
- Flexible and Scalable: Able to grow quickly and easily suit each operator’s individual needs.
This flexibility is essential because it allows gaming operators to “differentiate your offerings from everyone else in an easy way,” which is a huge advantage in a crowded market.
The Power of Next.io (and the Knights)
This was Pretty Technical’s first time exhibiting at Next.io, and Emma was thrilled with the response, noting a “steady flow” of high-quality attendees.
She praised how the conference is set up—with high-quality content sessions leading to focused networking.
Finally, she commented on the incredible venue:
“I think you cannot beat the location for this conference. Just the history… and this is such a unique venue… It really stands out.”
Emma Blaylock and Pretty Technical are clearly focused on building the flexible tools needed for operators to navigate the coming waves of AI and regulation in 2025.
