At the heart of SBC Lisbon, 2025 Jeremy Castillo, Head of Sales at Affnook sat down with Christoffer Mellden for conversation about his career journey, his shift from games to platform solutions, the evolution of iGaming and future of platform solutions.
Christopher opened up about his own path, why he moved from game side to platform side He also pointed out the massive shifts that are happening in the industry.and highlighting the role of regulated markets and why adaptability and constant learning is key to long term success.
The beginning of Christopher’s iGaming Journey: From Sweden to Malta
Christopher Mellden kicked off his iGaming journey in Sweden back in 2015 with Play’n GO, right from his hometown. Starting his career with a well‑known game provider gave him a strong foundation in how games are built, launched, and scaled.
Two years later Play’n Go opened an office in Malta and Christopher moved with the company. He said the real reason for moving to Malta was professional growth, it gave him global exposure and put him right into the heart of the iGaming industry. And therefore this very move led to a massive change in Christopher’s career, opening up international opportunities, high exposure and deeper knowledge.
Learning from Industry giants
Christopher continued to develop his skills after quitting Play’n Go by connecting with some of the industry’s well-known figures. He worked for two reputable Gaming companies, NetEnt and Microgaming.
He went on gaining a deeper understanding of game development distributions and account management through his work with these companies. Further he worked for several Swedish iGaming companies over the years that led to obtaining real world expertise for a variety of kiroles.
Transitioning from games to platforms
After 10 years in game centric roles, Christopher decided to shift his career toward platform solutions. He joined Bejoynd, a Swedish iGaming platform provider that has been in the market for nearly 20 years.
He further stated that one of their longest clients has been with them for 14 years which clearly demonstrates trusts, stability and long term partnerships.
According to Christopher he finds platform sales more exciting and challenging. However, unlike games sales, platform solutions require a much broader understanding of the casino ecosystem.
Platform sales and Bejoynd’s Turnkey Solutions
Christopher mentioned that diving into the platform side of iGaming has been a steep learning curve. It means getting a handle on the whole casino world, not just selling games but stuff like payments, affiliates, CRM tools and day-to-day operations. Platform solutions is a bigger job than game sales which makes it tougher and way more exciting.
That’s exactly what Bejoynd does.They offer complete turnkey platforms that give operators everything needed to start and run a casino. They don’t have white key shortcuts. They support sweepstakes and crypto casinos, helping operators easily adapt to different markets and business models.
Regulated markets and rise of Sweepstakes
When asked about demand for Sweepstake casinos, Christopher shared a balanced view. He shared that Bejoynd has always focused on regulated markets, which is their core strength.
Interestingly, they got a lot more sweepstake inquiries last year, even though they didn’t offer a solution yet. Sweepstakes aren’t their top priority, but Christopher noted the model’s growing fast. Still, regulated markets remain Bejoynd’s core focus.
Final Takeaways from SBC Lisbon, 2025
As the conversation wrapped up, one thing was clearly evident and that is that thriving in the iGaming industry really requires a person to be adaptable to any situation and is always eager to learn. Christopher’s story really shows how being open to new career switches and knowing when to switch gears can turn those changes into huge opportunities.
His transition from games sales to platform sales, from Sweden to Malta, from traditional models to cryptos and sweepstakes shows a wide shift or growth in the iGaming industry in today’s world.
Events like SBC Lisbon is a perfect setting for these meaningful discussions, bringing industry leaders together, exchanging ideas and build new connections to grow at a higher pace in iGaming industry.
