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iGaming 3.0: Trueplay outlines the future at ICE2023

Trueplay takes part and is available for meetings at the ICE London 2023 on 7-9 February
The online gaming industry has been changing rapidly in recent years, with many new players entering the market and existing operators fighting for customers. ICE London is the world’s largest gaming show, where all the latest innovations in the iGaming industry are announced. And Trueplay has something to bring to the table. By tokenizing gaming businesses, Trueplay not only helps reach higher metrics but changes the industry.
Why iGaming needs tokenization
Blockchain is fundamentally changing how industries operate by introducing trustless and tamperproof smart contracts. At its core, the technology is an immutable ledger that tracks transactions without the need for a centralized authority, eliminating the possibility of tampering with data after it has been recorded. It makes blockchain attractive for iGaming operators looking for ways to increase consumer trust in their betting brands.
Tokenization can attract players through loyalty programs and rewards, retain them with exclusive experiences, and even convert them into gamblers willing to pay more than they normally would for something that’s not worth as much as its face value. Furthermore, tokenization converts a traditional asset into a digital token, making it possible to trade an asset on distributed ledgers. It allows casinos to get ahead of their competitors while enjoying the benefits of tokenization themselves.
Trueplay bridges the gap between emerging smart contract technology and traditional online casinos with its gamified mechanics from the crypto world called Play to Earn and Hold to Earn. By putting such Tokenized Loyalty Programs in place, the company helps bring casinos into the blockchain era and reap the harvest first.
“Evolution of all online industries to Web 3 is inevitable, and iGaming is no exclusion. The concept of iGaming 3.0 takes the industry step further and helps you prepare for what’s to come. Tokenization is one of the latest technological breakthroughs that can help casinos stay competitive as they adapt to an increasingly difficult environment. And Trueplay is here for them to put a safety layer between Web 2 and Web 3 models,” says Alex Antsyferov, CBO at Trueplay.
The know-how of Trueplay
Trueplay provides two tokenized loyalty programs: Play to Earn and Hold to Earn. The Play to Earn program rewards players for playing on the casino’s website. Players earn branded tokens, which they can bet again. The Hold to Earn program rewards players for holding their tokens for a while and makes them return to the platform to get the earned.
The advantages for businesses include but are not limited to a loyal audience, higher GGR, retention, etc. As an operator, you can expect to see the following benefits after implementing Trueplay Loyalty Programs:
- Up to 5.2 times higher retention rate within six months. Players using Trueplay are more likely to play again after leaving the casino than those not using it, so your churn rate will drop significantly with this new technology in place.
- 148% higher traffic ROI and 67.4% higher ARPPU. Trueplay increases the number of players who make more bets on your platform. You’ll have more loyal customers who enjoy their experience and stick around longer.
- Better security for both sides of the equation. For operators and gamers, no personal data is required or shared through this process.
- Easy integration and a single set-up fee. Trueplay allows to tokenize any operating casino without extensive technical work.
- Full support. The Trueplay specialists developed a marketing strategy to make your users tune in to new opportunities.
Trueplay is constantly improving the product for casino operators and owners to make the most of it. The team will present all the updates and new features coming this year at ICE London 2023, which takes place at ExCeL London, February 7-9. The Trueplay stand is S9-360. If you’re interested in meeting up with the Trueplay team there, message: [email protected]
Doug Pollard
Pollard Banknote Awarded Contract by the National Lottery of Belgium to Deliver Omnichannel Gaming Platform

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Pollard Banknote Limited has announced that, following a notice of intent to award and a mandatory 15-day standstill period under Belgian procurement law, the National Lottery of Belgium has awarded the company a contract to deliver and operate a next-generation Gaming Platform. The new Gaming Platform from Pollard Banknote will securely support Loterie Nationale’s core business, including the sale of draw games, instant games and more, across both retail and online channels. Valued at approximately €177 million (CAD $289 million), the 12-year agreement—effective immediately—underscores Pollard Banknote’s global growth and leadership in digital lottery innovation.
This project is a key strategic advancement as it marks the first omnichannel deployment of Pollard Banknote’s Catalyst Gaming Platform—a future-ready solution designed to unify and elevate the player experience. Built on a cloud-native, microservices architecture, Catalyst delivers unrivaled flexibility and scalability to evolve with the Lottery’s changing needs, and brings everything together into one seamless ecosystem, including:
• Omnichannel Central Gaming System to seamlessly sell lottery products across retail and digital channels
• Player Account Management to securely manage player information, wallets and preferences
• Player Engagement Technology to enhance interactions and responsibly drive long-term player value
• Game Aggregation Bridge to deliver diverse game content from leading game providers in one unified player experience
• Instant Ticket Management System to optimize warehousing, inventory control and instant ticket distribution
• Integrated Marketing Engagement Platform to deliver personalised, data-driven experiences at every player touchpoint.
“This award represents a significant milestone in Pollard Banknote’s history. By choosing Catalyst to power its core operations, Loterie Nationale has not only placed its trust in us, but has also endorsed our vision for the future of lottery innovation. Together, we’re redefining the global standard for how lotteries engage with players—securely, responsibly, and seamlessly across channels,” said Doug Pollard, Co-Chief Executive Officer at Pollard Banknote.
The post Pollard Banknote Awarded Contract by the National Lottery of Belgium to Deliver Omnichannel Gaming Platform appeared first on European Gaming Industry News.
Beşiktaş Esports
HAVIT Partners with Three Top International Esports Teams to Expand Global Presence

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HAVIT, a leading global consumer tech brand, officially announced strategic partnerships with three internationally renowned esports teams: Brazil’s Vivo Keyd Stars, Turkiye’s Galatasaray Esports and Beşiktaş Esports. This marks a new stage in HAVIT’s global esports expansion, further strengthening its influence in the global esports ecosystem.
HAVIT has achieved remarkable results in the esports sector across both the Turkish and Latin American markets.
In Turkiye, HAVIT’s gaming headsets consistently rank No.1 on the leading platform Trendyol. To further integrate into the local esports ecosystem, HAVIT partners with Galatasaray Esports and Beşiktaş Esports, celebrated for their prestigious legacy and youthful energy, each with a massive fan base. This collaboration not only reinforces HAVIT’s market leadership but also deepens its connection with the local esports community.
Moreover, HAVIT enters the second year of its partnership with Vivo Keyd Stars, Brazil’s leading esports team, providing high-performance gaming gear to support the team’s play. With HAVIT’s gear and their own relentless drive, VKS won the championship in LTA South 2025 Split 3 and will represent Brazil at the 2025 League of Legends World Championship. This partnership underscores both the team’s strength and HAVIT’s commitment to empowering Brazil’s esports development.
Brand Vision: Build a Global Esports Network
This strategic partnership across Brazil and Turkiye is a key step in HAVIT’s regional market expansion and lays a solid foundation for HAVIT’s future presence in wider esports ecosystems of Europe, the Americas and beyond.
“Partnering with these teams is a crucial implementation of HAVIT’s ‘For Fun. For Games. For Champions’ vision. By merging technology with esports, we aim to inspire gamers worldwide to break boundaries and shape the future of gaming,” Doug Pollard said.
The post HAVIT Partners with Three Top International Esports Teams to Expand Global Presence appeared first on European Gaming Industry News.
Daniel Lundberg Chief Revenue Officer at Shuffle Up
REEVO Games Set to Power Shuffle Up’s Global Rollout

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REEVO is thrilled to announce a dynamic new partnership with Shuffle Up, a rising force in the online gaming industry. Through this collaboration, REEVO’s in-house casino games is now available on Shuffle Up’s innovative, multi-brand platform, bringing high-quality, high-performance content to a wider audience of players worldwide.
This partnership reflects REEVO’s ongoing commitment to expanding its footprint through collaborations that align with its core values of innovation, scalability, and excellence in user experience.
Karl Grech, Head of Business Development at REEVO, shared: “At REEVO, we’re focused on connecting our partners with premium content that drives engagement and long-term value. Our partnership with Shuffle Up is a strong strategic fit, we’re excited to see our games powering the next generation of online casino experiences as Shuffle Up prepares to make its mark on the industry.”
Now live with a powerful content portfolio and a future-facing platform architecture, Shuffle Up is perfectly positioned for rapid expansion across regulated markets. The partnership will help accelerate Shuffle Up’s content rollout while reinforcing REEVO’s aggregator advantage in competitive territories.
Daniel Lundberg, Chief Revenue Officer at Shuffle Up, added: “Partnering with REEVO gives us access to some of the industry’s most engaging and polished in-house games. With our launch now live, it’s crucial that we align with top-tier providers who share our vision for quality and scalability. REEVO fits that perfectly, we’re excited about what’s ahead.”
This partnership is another milestone in REEVO’s journey to becoming the go-to aggregation hub for forward-thinking operators and studios.
The post REEVO Games Set to Power Shuffle Up’s Global Rollout appeared first on European Gaming Industry News.
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