Fruit Biters

What is Fruit Biters?

In July last year, Veikkaus iGaming EVP Jarkko Nordlund told iGB: “The competition will be fierce when the market opens, so we must be very competitive. Our aim is to challenge the mentality of our current position, so we need to secure market leadership.” 

According to its interim report for the first half of 2026, released this week, Veikkaus reported a 1% yearly increase in sales revenue of €471.3 million ($546.8 million).

Operating profit rose to €227.7 million, up from €220.6 million, while profit for the period reached €234.2 million, compared to €229.6 million a year earlier. 

What is Fruit Biters?

There will inevitably be imitators if swipe gaming establishes itself. Yashin welcomes that prospect, but believes any rivals would struggle to match the speed, creative output and trend-spotting capabilities that sit behind it.

“I think it would be good for us to have strong competitors,” he says. “Of course, you can copy the mechanic, you can copy the name and you can copy the theme of the video, but you cannot copy the creative itself.”

Every era of iGaming has been defined by a breakthrough format. Slots became the industry’s foundation. Live casino transformed realism. Crash games reshaped instant-play entertainment. Swipe Games believes the next defining category will not simply be another game – it will be a new way of playing.

About Fruit Biters

Published on 17 September, the House of Lords Liaison Committee’s follow-up report revisits their 2020 inquiry into the social and economic effects of the gambling industry, with a focus on advertising, marketing and sponsorship. 

The committee concluded that current evidence justified taking “meaningful steps” against the sector, including a comprehensive advertising ban, to reduce exposure especially among children and vulnerable groups, and to curb problem gambling.

The report underscored gambling harm as a significant public health concern. It cited the Gambling Commission’s Gambling Survey for Great Britain (GSGB), which has indicated that between one and 1.5 million adults in Great Britain now score high enough on the Problem Gambling Severity Index (PGSI) rangeto indicate problem gambling.