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NFTs and the future of fan engagement: How NFTs can boost engagement with sports brands

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By: Evgeniy Babitsyn, Chief Marketing Officer, Bets.io

The sport industry finds itself amidst its own digital transformation journey with the introduction of new technologies, and at the forefront of this digital shift are NFTs – otherwise known as Non-Fungible Tokens.

NFTs can represent any kind of digital item, and in recent years have commonly been used for quirky collectibles and art work – but they now enter the sports arena in a unique way. The beauty of NFTs is the unique metadata and ownership information which is tracked via blockchain, making them a one-of-a-kind digital collectible that cannot be duplicated. As a result of their collectible nature, it’s only natural that NFTs caught the eyes of eager sports enthusiasts and die-hard fans.

In fact, according to Deloitte research, around 40% of Gen Z and millennial sports fans are at least somewhat familiar with the use of NFTs and fan tokens in sports.

But why is that? And how can they boost engagement?

NFTs are rapidly emerging as a powerful tool for sports brands in driving deeper fan engagement and unlocking new revenue streams. This is because sports fans are, by nature, competitive and eager to own exclusive content from their much loved players, teams and brands. They want to be part of the action.

By playing on this feeling, and reinforcing loyalty among fans in this way, sports brands have a huge opportunity to take their revenue streams to new heights and gain a competitive advantage over other brands.

Imagine an athlete releases a limited-edition NFT that represents the most iconic moment in their career, such as the winning shot or a record breaking performance. Fans who own that NFT can then access exclusive content related to that moment including behind-the-scenes footage or interviews.

There really is no limit to these tokens, and depending on the asset, they can be much sought after. As more and more sports fans embrace the digital tokens, sports brands are quickly learning that there is huge potential for fan engagement, if they continue to innovate with this technology.

 

Taking collectibles to the 21st Century

Sports memorabilia and collectibles have for centuries been a way for fans to feel more connected to their favourite teams and athletes. And now thanks to the advances of technology – more specifically, blockchain technology – fans can collect within the digital realm, gaining access to truly “own” unique digital items and experiences.

Beyond just digital art or collectibles, NFTs can also integrate the idea of gamification, exclusive content and experiences into their NFTs – allowing fans to engage more actively while unlocking new revenue opportunities.

The possibilities are endless, extending far beyond just digital collectibles. They can provide fans with access to exclusive digital or in-person experiences, events and merch as well. Think front row seats or the chance for a meet and greet post-game.

With this, NFTs provide an excellent way for brands to diversify their revenue streams by monetising their content and intellectual property strategically.

It really is win-win, fans can own a piece of their favourite team’s history while supporting their team financially. And sports brands can benefit from more loyal fans.

 

Transforming the fan experience

Engagement is everything to sports brands. After all, the fans are really the most important stakeholders in the end. And offering NFTs can be a powerful tool in fostering deeper engagement within fan communities. NFTs provide more innovative ways for fans to connect, prove their loyalty and gain recognition for their allegiance.

Let’s look at NBA Top Shot. NBA Top Shot is the perfect example of a blockchain-based platform that allows fans to own and collect officially licensed NBA collectibles digitally. The platform offers exclusive collectibles including videos of the biggest NBA moments and highlights.

And football teams are also following suit. Manchester City, PSG, FC Barcelona have all joined in on the NFT hype – offering their own NFT collections for keen supporters such as worn jerseys, trophies and more.

 

Sports Betting and NFTs

And when it comes to sports betting, NFTs take the iGaming experience to the next level. Fans can purchase NFTs that represent specific bets, such as the winner of a particular game or the performance of a specific player. These NFTs can then be traded or sold, just like other NFTs, providing a new level of flexibility and excitement for betting.

The use of NFTs in the sports industry is still in its early stages, but has already shown great potential. We can expect more applications to come in the world of sports – including at Bets.io. Watch this space.

Looking ahead, the future is incredibly promising for sports brands who leverage NFTs within their business operations. Those who embrace these new powerful ways to inspire fans and forge deeper relationships with their communities, will see their efforts translate into business value.

The post NFTs and the future of fan engagement: How NFTs can boost engagement with sports brands appeared first on European Gaming Industry News.

EEGaming.org

Welcome to the Team: Joe Ewens Joins EEGaming.org

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Some partnerships take a few emails. Some take a few years. And then there are the ones that quietly build momentum from 2017… until one day you look at each other and say, “Alright, let’s do this properly.”

We’re proud to officially welcome Joe Ewens to the HIPTHER team, where he will play a leading editorial role at EEGaming.org – our premier B2B platform and the definitive Intelligence Hub for industry leaders.

If you’ve been around the European gaming ecosystem for more than five minutes, you already know Joe. Sharp analysis. Direct questions. No fluff. Just substance. The kind that makes boardrooms slightly uncomfortable, in the best possible way.

What Joe Will Be Doing

At EEGaming.org, Joe will:

  • Deliver weekly articles and breaking news
  • Cover European market insights, trends, and jurisdictional analysis
  • Provide structured, forward-looking commentary on regulatory and commercial developments

In short: more signal, less noise.

But that’s not all.

Joe will also take a central role in our iGaming Exchange virtual meetups, where he will:

  • Act as host and moderator
  • Bring the latest discussion topics and jurisdictions to spotlight
  • Help elevate conversations beyond the usual “market update” routine

Expect sharper debates. Deeper dives. Fewer recycled slides.

EEGaming.org continues to evolve as the intelligence layer within the HIPTHER ecosystem—bridging regional heritage with global innovation. With Joe on board, that bridge just got a lot stronger.

We’ve known each other since 2017. We’ve shared panels, conversations, debates, and probably a few industry déjà vu moments along the way.

Now we build together.

Welcome to the team, Joe.

Let’s raise the standard.

The post Welcome to the Team: Joe Ewens Joins EEGaming.org appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Kiron Interactive

Kiron Interactive appoints Ramiro Atucha as Board Advisor for LATAM expansion. 

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Kiron Interactive has appointed industry veteran Ramiro Atucha as a Board Advisor to support the company’s expansion into the Latin American market.

Ramiro, founder of Leander Gaming and Vibra Gaming, most recently established Atucha Strategic Advisory, which advises technology and gaming businesses on regional growth, market development, and long-term positioning.

In his new role at Kiron Interactive, Ramiro will leverage his extensive LATAM experience to guide the leadership team, offering strategic insights and regional expertise as the company continues to expand its footprint in Latin America.

Leadership Perspective

Steven Spartinos, Co-CEO at Kiron Interactive, commented:

“Latin America is an important growth region for Kiron. Ramiro brings valuable regional perspective and experience, and we are pleased to welcome him as a senior advisor to our leadership team as we continue to build our presence across LATAM.”

Ramiro Atucha, Founder of Atucha Strategic Advisory, added:

“Kiron has a strong global reputation and a clear long term vision. I am pleased to support the board and leadership team as they continue to explore and develop opportunities in Latin America.”

Strengthening LATAM Strategy

The appointment underlines Kiron Interactive’s commitment to strategic growth in Latin America, combining its global expertise with local insights to enhance market presence, player engagement, and long-term regional success.

With Ramiro’s guidance, Kiron aims to accelerate its LATAM expansion, tapping into emerging opportunities while continuing to deliver innovative virtual gaming experiences across the region.

The post Kiron Interactive appoints Ramiro Atucha as Board Advisor for LATAM expansion.  appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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2026 BiG Africa Summit Awards

QTech Games wins Best Innovation at the 2026 BiG Africa Summit Awards

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QTech Games, a leading game aggregator for emerging markets, has won the Best Innovator Award (Shining Savannah Award) at the 2026 BiG Africa Summit in Gaborone, Botswana. The award was presented during a gala ceremony at the Grand Palm Hotel Casino and Convention Resort, where QTech Games beat strong competitors, including BetConstruct, Skilrock, and GlobaLab.

The Shining Savannah Award celebrates “groundbreaking innovation and technological innovation,” recognising companies that have delivered tailored solutions for the African iGaming market while excelling in user engagement and sustained growth over the past 12 months.

QTech Hybrid: Bridging Retail and Digital Betting

QTech’s innovation highlighted at the awards is QTech Hybrid, which enables players to seamlessly switch between traditional retail and digital play. A successful rollout across Soccabet’s 200-outlet network in Ghana demonstrates how the platform combines an AI-powered casino lobby (QTech Play) with a retail management system and an integrated Agent Management System (AMS).

The system simplifies transactions for operators and players alike, enabling deposits, withdrawals, and gameplay from both in-store and personal devices, helping operators scale their brick-and-mortar networks online.

Celebrating Excellence in African iGaming

The BiG Africa Summit recognises outstanding contributions to the continent’s iGaming and sports betting industry, from operators and technology innovators to regulators and distributors. The event showcases those who ensure a rich, engaging, and locally relevant gaming experience across Africa, the world’s second-most populous continent.

QTech Games CEO Philip Doftvik said:

“We’re delighted to have bagged another notable award for the best overall innovation in Africa over the past 12 months. Being shortlisted in such good company was already a feather in our collective cap, but victory provides the ultimate coup, validating our huge and ongoing growth in Africa with innovations like QTech Hybrid and QTechLabs.

“This win is testimony to our diligent team at QTech, and to the ever-evolving group of innovative suppliers that our offering represents. It’s a real team effort. We’ve made our name as the go-to aggregator for emerging markets and we remain committed to rolling out top-class content and retail innovation that drives new revenues for our worldwide partners across Africa and beyond.

“Being recognised for our innovation, impact and bottom-line results – to name just a few of the key judging criteria – will only embolden our expansive African mission. It’s also indicative of QTech’s broader strategic direction across emerging markets, where we are setting the gold standard and defining the future of the online casino industry, with an established reach throughout and outside of Africa.”

The judging panel added:

“This year, the calibre of nominations was exceptional, making the selection process extremely competitive. Being recognised not only as a finalist but also the market leader in Africa for its relentless innovation in our prestigious Shining Savannah category, highlights the outstanding impact and achievements QTech Games has made within the industry.”

QTech’s Commitment to Emerging Markets

The award underscores QTech Games’ mission to expand retail and digital iGaming solutions across Africa and other emerging markets, providing operators with innovative tools that enhance player engagement, streamline operations, and support sustainable growth.

By combining AI-driven personalisation, seamless retail-to-digital integration, and advanced management systems, QTech is shaping the future of the online casino and sports betting industry across Africa.

The post QTech Games wins Best Innovation at the 2026 BiG Africa Summit Awards appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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