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The Unit moves into second year as start-up LulaBet’s marketing services supplier

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This follows LulaBet’s successful launch in South Africa, as The Unit continues to build its reputation across the globe

28th June 2023 – The Unit, the leader in nearshore product development and marketing for sports betting and igaming, is continuing in its role as marketing services supplier for LulaBet following the operator’s successful launch in South Africa.

LulaBet launched last September after The Unit came on board, bringing extensive experience of providing strategic marketing expertise gained across several years in sports betting and casino. The Unit has provided this service to LulaBet with a particular focus on paid search and paid social.

Based in Cape Town, LulaBet was set up by an experienced team of industry experts and has rapidly become one of the leading online sports betting and casino operators in South Africa, combining customer insight and technology to provide a rewarding and engaging experience.

Through this partnership, The Unit has showcased its ability to provide its world-class services in geographic locations across the world, launching and growing paid search and paid social marketing channels for a start-up in the sports betting space.

The Unit’s experienced industry professionals provide expertise for each partner’s marketing roadmap. From strategic marketing to budgets and planning, The Unit can help partners launch their sportsbook/casino into new markets or improve marketing channels that are currently underperforming.

The marketing team is made up of consultants with strong practical backgrounds, having worked on the operator side for many years, which means they understand the issues partners face both on a strategic and day-to-day level.

After assisting with LulaBet’s launch and identifying the strengths of a start-up business, The Unit will work with LulaBet on further plans to expand in the South African market, with a second wave of growth expected as more product features are added by the LulaBet team.

Paddy Casey, Co-Founder at The Unit, said: “I am delighted to continue working with LulaBet following an enjoyable and successful first year of our partnership. LulaBet has proved it can gain cut-through in the South African market in a short space of time, and the experience brought into the project from both sides has led to a fruitful collaboration. I am excited to see how our marketing expertise can help them take their brand to the next level.

“We have built our reputation globally since launching five years ago, and our success in helping grow a start-up like LulaBet is further proof of how we can help businesses across several jurisdictions. I look forward to providing our services in more markets as we continue to showcase our abilities.”

Iain Gutteridge, Managing Director at LulaBet, said: “We wanted to work with an agency who had extensive sports betting experience. We chose The Unit because the team there has experience from the operator side which made our communication with them fast and direct. We are a team of experienced betting professionals who operate at a fast pace, so The Unit were a great fit with our culture.”

Africa

EGT showcases African growth strategy at SiGMA Africa 2026

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EGT welcomes visitors to its booth 090 at SiGMA Africa 2026, scheduled for March 4-5 in Cape Town. The business will greet guests with an enticing range of products, featuring both popular high achievers and offerings tailored for the regional markets.

The Bulgarian manufacturer of gaming equipment will display its newest Supreme Series of slot cabinets, featuring the S 55 S ST and S 32-32 ST models. Fueled by Exciter IV, they will engage players in an enchanting gaming experience through their HD 4K screens, providing breathtaking visuals and fluid interaction. With striking design, exceptional performance, and cutting-edge features, these two models are sure to be among the new arrivals that will generate the most excitement.

The Supreme cabinets will feature Supreme Selection multigames: Jackpot Supreme Purple Selection, Supreme Buy Bonus Prize Selection, and Supreme Green Selection. The mixes will showcase a new combination of well-known titles from the company’s collection alongside innovative products with great promise.

In addition to the popular Bell Link, the successful jackpot Bell Link Boost will also be showcased, making its debut to local gaming audiences with the Bell Link Boost 2 mix. Featuring 8 intriguing titles across various themes along with the renowned 4-level jackpot, this multigame will turn each moment into an opportunity to win big.

Participants at the event will have the opportunity to sample the popular Big 5 Collection Lion blend, crafted specifically for the South African market. Located within the well-liked P 24-24 UP cabinet, the 12 titles of the multigame will offer players an exhilarating adventure, with the in-game spin wheel, referred to as the Thriller Game, enhancing the gaming experience even more.

The well-established G 50 C ST, G 27-27 ST and G 32-32 ST cabinets and the Gold General HD multigame will complement EGT’s slot selection for the exhibition.

EGT Digital will also demonstrate its portfolio of online gaming solutions, including the proprietary iGaming platform X-Nave, as well as a vast array of casino games.

Nadia Popova, Chief Revenue Officer and VP Sales & Marketing at EGT, said: “Africa continues to demonstrate strong growth potential and increasing sophistication across regulated markets. Our presence at SiGMA Africa reflects our commitment to the region and our focus on delivering solutions that combine performance, flexibility, and local relevance. We are dedicated to creating long-term value for our partners while strengthening our footprint across the continent.”

The post EGT showcases African growth strategy at SiGMA Africa 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Gaming Realms Makes South African Debut in Partnership with Hollywoodbets

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Gaming Realms, a top supplier of mobile-centric gaming content, has expanded its global presence following its entry into South Africa with prominent operator Hollywoodbets.

Gaming Realms’ varied collection of Slingo games is now accessible to local gamers, featuring titles created through the provider’s distinctive IP and brand collaborations, including Slingo Lucky Larry’s Lobstermania, Slingo Sweet Bonanza, and Slingo Xxxtreme.

Hollywoodbets ranks among South Africa’s biggest betting and gaming brands, featuring both physical and online operations, along with a loyal customer base. The collaboration with Gaming Realms was executed via Hollywoodbets’ regional aggregation partner Light & Wonder.

The collaboration signifies Gaming Realms’ initial venture into the African market, following other recent market entries that have greatly expanded the company’s global presence. The firm is currently operational in more than 30 regulated markets and intends to grow further in 2026, including in Africa.

Gareth Scott, Chief Commercial Officer at Gaming Realms, said: “Adding new regulated markets is imperative as we continue to cement our position as a leading supplier of unique and engaging content.

“Entering South Africa together with such a prominent partner as Hollywoodbets is a significant signal of intent and we have great ambitions to make the African region a key focus for Gaming Realms, as it offers great potential and an opportunity to reach completely new audiences.”

Wayde Dorkin, Head of Product at Hollywoodbets, said: “Gaming Realms is a provider that truly brings something unique, and we are excited to be the first operator to introduce Slingo and their wider game portfolio to players in South Africa.

“Their Slingo content appeals to a wide player demographic, blending the best from slots and strategy, and we have already seen it really resonate with our customers.”

The post Gaming Realms Makes South African Debut in Partnership with Hollywoodbets appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Groove Targets Africa’s iGaming Boom at SiGMA Cape Town 2026

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Groove Targets Africa’s iGaming Boom at SiGMA Cape Town 2026 , Groove, the defiantly innovative iGaming platform and aggregator, has confirmed its attendance at next week’s SiGMA Africa Summit in Cape Town, signalling the company’s intent to establish a strong presence in the world’s fastest-growing iGaming market.

Africa’s iGaming sector is expanding at unprecedented speed, and Groove is entering not as a spectator, but as a builder, bringing its signature “Unseen Architecture” approach to scalable, compliance-ready aggregation, combined with a commitment to listening before acting.

Leading the company’s presence at the summit will be Yahale Meltzer, Founder and CEO of Groove, whose vision for the continent extends far beyond content delivery.

“Africa is not an emerging market,” Meltzer said. “It is an emerging universe. You feel it in the numbers, the youngest population on earth, mobile engagement that bypasses desktop entirely, fintech leapfrogging traditional banking in ways the West is only beginning to understand. This is not a place where you parachute in with a European playbook and hope it lands. This is a place that demands listening, adaptation, and genuine partnership.”

At Groove, the founding philosophy has always been about rhythm — the pulse that connects operators, providers, and players in sync with seamless iGaming experiences. Africa’s rhythm, Meltzer notes, is distinct.

“It’s mobile-first, payment-adaptive, and hungry for experiences that feel local, not imported. That’s exactly the kind of challenge our architecture was built to solve.”

The structural advantages driving Africa’s iGaming growth are considerable. The median age in multiple key markets is under twenty, smartphone adoption is climbing rapidly, and over ninety percent of iGaming interactions now occur via mobile, bypassing desktop entirely. Fintech integration, through systems like M-Pesa, has brought millions of previously unbanked players into the ecosystem. Regulatory frameworks are also maturing in markets including Nigeria, Kenya, and South Africa, offering licensed operators clearer paths to compliance.

For an aggregator like Groove, whose platform delivers over 15,000 games from 150+ providers via a single API, these conditions represent not just opportunity, but alignment.

Groove’s presence in Cape Town is built around four core objectives. First, forging meaningful operator partnerships. The summit gathers Africa’s most ambitious operators alongside global players seeking regional entry, and Groove will showcase localised content packages, mobile-optimised experiences, and payment-agnostic infrastructure designed for African realities.

Second, deepening regional intelligence. Meltzer emphasises: “The regulatory picture in Africa is not a monolith. What works in Lagos requires adaptation in Nairobi, and something entirely different in Johannesburg. You don’t learn those nuances just from a report, even with Groove Command, our data-driven game matching system. You learn them by sitting in the room with the people who live them.”

Third, offering African operators clear pathways to growth. Fourth, positioning for the long term: attendance at SiGMA Africa is not a checkbox exercise — it signals that Groove views the continent as integral to its global strategy.

“We’re not coming to Cape Town to hand out brochures and fly home,” Meltzer said. “We’re coming to listen, to learn, and to find the partners who see what we see: a region on the cusp of something extraordinary. Groove’s job is to provide the infrastructure and games that turn that ‘something’ into sustainable, thrilling player experiences, whether that’s in Lagos, Nairobi, Johannesburg, or beyond.”

He added: “Africa’s rhythm is rising. We’re here to Groove with it.”

The post Groove Targets Africa’s iGaming Boom at SiGMA Cape Town 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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