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A Casino Guru News interview with Jack Crabtree, Head of Sales at Gamecheck
Game integrity has been climbing the agenda in iGaming for a while now. But there's a telling moment when an idea moves from niche concern to mainstream conversation, and for Gamecheck, that moment arrived at ICE Barcelona 2026. Jack Crabtree, Head of Sales at Gamecheck, sat down with Casino Guru News to talk about how the industry's relationship with fake game detection is changing.
In the interview, Jack unpacks what happens when third-party game verification stops being a safety net and starts becoming a competitive advantage. He explains why brand reputation alone is no longer enough, and how operators carrying the Gamecheck SEAL are using it to lead on fair play. He also covers how Gamecheck's collaboration with Casino Guru is raising the bar across the industry.
Gamecheck was Headline Sponsor of the Sustainable Gambling Zone at ICE Barcelona 2026 - a fitting backdrop for a discussion about where game integrity is headed next.
Watch the full interview below
For years, operators relied on a simple principle: a strong brand does the work. Players recognise the name, trust the platform, and return. That thinking is being tested.
As Jack explains, even top-performing operators are now actively seeking third-party game integrity tools, because the landscape has changed. More online casinos are entering the market. Players have more choice. And when players have more choice, they look for signals beyond a familiar logo. Third-party checks have become a way for operators to demonstrate they're taking the extra steps to show rather than just tell.
What's particularly striking is that the appetite for this kind of tool is strongest at the top end of the market. The operators who might be expected to need it least are often the most receptive. That says something important about where the industry's thinking is heading.
One of the more significant developments Jack discussed is Gamecheck's partnership with Casino Guru, one of the most widely used online casino review platforms in the world.
The collaboration came about organically. Casino Guru was conducting its own research into fake casino games and finding it difficult to get reliable data. Gamecheck, with its established relationships with original game providers, was well-positioned to fill that gap.
The result is an integration that benefits players at the point of decision. Casino Guru reviews already cover customer service, licences, bonuses, and game selection. Adding Gamecheck's game integrity data means players can also see whether an online casino has been found to operate fake casino games at the crucial moment before they deposit.
Jack drew an interesting parallel about how online scams have evolved. The old model was a quick exit with stolen funds. The newer model is more patient: a drip of small deposits. The experience feels fine, until it doesn't. Gamecheck's data, surfaced through Casino Guru, gives players an earlier signal.
The Gamecheck SEAL is the operator-facing element of Gamecheck's offering, a trust badge that sits on a casino's website and tells players, in real time, that the site's games have been assessed by Gamecheck in collaboration with original game providers.
A few things make it worth understanding in some detail.
First, it's blockchain-linked. The Gamecheck SEAL is tied to a specific domain, so it can't be copied and placed on another site. If fake games are later detected, the seal is removed immediately, and reapplication is blocked for 12 months.
Second, it's revocable. The Gamecheck SEAL isn't a one-time award. Gamecheck continues to monitor casinos after the SEAL is in place, including as they onboard new games. If standards slip, the SEAL can be revoked at any point. That ongoing monitoring is what gives it credibility.
Third, it can only be checked via the Gamecheck app. A copied seal is flagged as invalid.
One aspect of the Gamecheck SEAL that doesn't get enough attention is what it means for newer online casinos. Establishing trust takes time. Player reviews accumulate slowly. Reputation builds through years of operation. A new online casino starts at a disadvantage.
Gamecheck's approach changes that dynamic. The assessment of a casino's games is a technical process, it doesn't depend on how long the casino has been operating or how many reviews it has. The assessment is binary. Either the games are real or they're not. A new online casino that passes that assessment can demonstrate something meaningful to players.
That matters in a market where new operators are constantly entering. Players need ways to assess sites they haven't heard of before. The Gamecheck SEAL gives them one.
Game integrity is a compelling idea, but online casinos also have bonuses, affiliate programmes, and years of acquisition experience to draw on. Where does the Gamecheck SEAL fit?
"Online casinos with a Gamecheck SEAL acquire players faster and retain them for longer." - Jack Crabtree, Head of Sales & Partnerships, Gamecheck
Jack explains that the SEAL works best alongside a strong customer experience, not as a substitute for it. But the data is there, and it reflects something intuitive: players who choose an online casino because of its game integrity credentials are likely to be more considered in their choices and more loyal when their experience matches their expectations. The result is a tool that drives both player acquisition and retention.
2025 was a significant year for Gamecheck, and 2026 is intended to be bigger. The focus is on new markets, more casinos carrying the Gamecheck SEAL, and further development of the SEAL itself, with more nuance built in to reflect the different ways operators engage with game integrity.
The Casino Guru partnership is part of a broader pattern. Gamecheck's tools work best when they're visible at the points where players are already making decisions on review platforms, on casino homepages, through the Gamecheck app and Chrome Extension. The more of those touchpoints that carry reliable game integrity data, the more useful the information becomes.
Game integrity has become a part of how operators compete, how review platforms differentiate themselves, and how players decide where to play. Gamecheck's interview with Casino Guru at ICE Barcelona makes that case clearly and the momentum behind it looks set to continue through 2026.
Fake game detection started as a player safety issue. It's now something operators at the highest level are actively investing in - not just to protect players, but to stand out in a crowded market. The Gamecheck SEAL, the Casino Guru partnership, and the research backing player acquisition and retention all point in the same direction. Game integrity is moving up the commercial agenda, and the platforms building around it early are well-positioned for what comes next.
Download the free Gamecheck app to scan the Gamecheck SEAL and play with confidence.
