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LEON, an international sports betting and casino brand, proudly announces the signing of Tanzanian football star Simon Msuva as its official brand ambassador in Tanzania. The partnership marks a milestone as LEON celebrates its first anniversary of operations in the country.

Simon Msuva, one of Tanzania’s most recognized players, has represented the national team for more than a decade. Known for his speed, technical skills, and consistency, he has earned over 70 international caps and remains a key striker for the Taifa Stars, celebrated by fans both at home and abroad

As part of the partnership, Simon Msuva will be the face of LEON national campaigns — from fan meet-and-greets and press conferences to autograph sessions and sporting events. His charisma and energy embody the spirit of the brand: just as a lion rules the jungle, LEON has claimed its place in the world of betting. Through these campaigns, the brand and the player connect with fans on the same wavelength, sharing anticipation, the joy of victory, and pride.

Jerome Dufourg, Regional Director of Operations at LEON, added:

“Tanzania was our first African project, where we learned to adapt to the local context. After major marketing campaigns to build brand awareness, we’re now focusing on our sportsbook with the signing of the Tanzanian national team captain. His dedication and humility reflect our vision at Leonbet Tanzania, in a country preparing for AFCON 2027 and competing in this year’s tournament.”

This collaboration reinforces LEON commitment to supporting sports culture in Tanzania and strengthening its bond with local communities through football.

The post LEON Celebrates One Year in Tanzania by Announcing Partnership with Brand Ambassador Simon Msuva appeared first on European Gaming Industry News.

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Leading online gaming firm SportPesa will reaffirm its commitment to social impact by taking part in the 2025 October Breast Cancer Awareness Month (BCAM) campaign.

Throughout the month, the gaming company will run a special campaign dubbed SportPesa In Pink aimed at raising awareness, celebrating the resilience of those fighting cancer and promoting early detection across all its markets in Kenya, Tanzania, South Africa, the United Kingdom and the Isle of Man.

The campaign will see SportPesa integrate the colour pink across its digital platforms, events and partner activations while employees, stakeholders and associates will adorn pink during their various activities, symbolising solidarity with breast cancer warriors and their families.

Being the main sponsor of football giants Gor Mahia, Shabana, Murang’a Seal and the Kenya 7s rugby team as well as Kenya Cup side Nondescripts RFC, SportPesa will collaborate with the teams to spread awareness to fans all across the country through various channels.

Breast Cancer Awareness Month, marked every October, unites people worldwide in the mission to increase awareness and reduce the stigma around breast cancer through education, support and fundraising.

SportPesa’s involvement underscores how corporate organisations can leverage their influence to drive meaningful social change.

The post SportPesa Goes Pink for 2025 October Breast Cancer Awareness Month appeared first on European Gaming Industry News.

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Players can go for goal with innovative real money virtual football management game 

Playbook Fusion, the innovative supplier that is revolutionising the online betting industry by combining the worlds of sports betting and video gaming, has taken its flagship Playbook Football title to the Nigerian market through a breakthrough deal with LiveScore Bet.

Players on LiveScore Bet will be the first in Nigeria to experience Playbook Football, a unique, real money, virtual football management betting game where players build their own teams, place bets, receive in-game rewards, climb divisions and compete on leaderboards.

Playbook Football is delivered via Playbook Fusion’s proprietary RGS platform in collaboration with the provider’s exclusive distribution partner, Games Global.

The announcement comes simultaneously with the UK launch of Playbook Football with LiveScore Bet and Virgin Bet in the UK.

Steve Rogers, Founder and CEO at Playbook Fusion, said: “Playbook Football offers a unique betting and entertainment experience, designed to draw players into the game as they build and develop their teams, place bets, earn rewards, improve their skill and progress through divisions.

“We are delighted to see it become available to LiveScore Bet’s players in Nigeria. This is a country that is mad about football, and the mobile-first nature of the game makes it easily accessible to players.

“This is an important deal for Playbook Fusion as it marks our arrival in the African market, and we look forward to working closely with LiveScore Bet to ensure the success of Playbook Football in this new territory”

James Connelley, Director, LiveScore Bet Nigeria, said: “The sports betting space has long been ready for a revolutionary product to come along and change the game, and we believe that Playbook Football is that product.

“The game offers a truly unique experience that will resonate strongly with our extensive player base in Nigeria.

“It’s partnerships such as this that have allowed us to establish LiveScore Bet as a leading online sportsbook in the market, and we are genuinely thrilled to be the first to bring Playbook Football to football fans and bettors in the country.”

The post Playbook Football™ lands in Nigeria and UK with LiveScore Bet appeared first on European Gaming Industry News.