Betinia, the award-winning brand from Soft2Bet, has unveiled its most ambitious marketing campaign to date, appointing Diego Simeone as brand ambassador and launching a reimagined Football Manager experience designed to deepen player engagement and lifetime value.

Campaign: grit, strategy, legacy

Fronted by Simeone — a global symbol of discipline and tactical mastery — the campaign positions Betinia as more than a betting site: it’s a platform for players who want to build a legacy. Creative messaging and visuals challenge users to move beyond casual play, adopt a long-term strategy, and progress through skill-based tiers.

Watch the campaign video: youtube.com/watch?v=SgTFIAaS5mw

Football Manager: manager-style progression

Betinia’s upgraded Football Manager turns fans into decision-makers. The feature offers a tiered journey from Beginner → Legend, where players:

• Build and manage a squad
• Select formations and matchday tactics
• Track performance metrics (form, goals, assists, clean sheets, momentum)
• Complete missions and challenges to level up and unlock rewards

This gamified approach blends manager simulation with wagering mechanics, rewarding loyalty and consistent play while delivering a personalized session experience.

Brand voice & player promise

“Diego Simeone represents what football fans admire most: commitment, focus, and the will to improve,” said a Betinia spokesperson. The campaign translates that mindset into a platform where progress is visible, loyalty is valued, and every session feels meaningful.

Why it matters

By pairing a high-profile ambassador with a deep, manager-driven product, Betinia aims to increase retention, boost engagement, and create clearer pathways for long-term player value—appealing to both football fans and competitive players who prefer strategy over chance.

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Brazilian MMA fighter to promote the world’s number one crash game to his fan base worldwide as it soars past 66 million players per month 

SPRIBE, the studio behind Aviator, the world’s number one crash game, has landed yet another knockout partnership with UFC superstar Valter “The Clean Monster” Walker joining its roster of Aviator brand ambassadors.

The partnership forms part of SPRIBE’s multi-year, multi-million-dollar marketing deal with the UFC under which it has a brand ambassador fund, allowing it to partner with individual UFC fighters such as The Clean Monster.

The 12 month partnership will see Valter promote Aviator to his fans in Brazil and beyond through a series of high profile campaigns and marketing stunts.

The Brazilian Mixed Martial Artist has an aggressive and entertaining fighting style which has seen him ride a four-fight win streak, each by heel hook submission. It’s also seen him build a large and loyal fanbase in his home country and internationally.

SPRIBE plans to tap into this as part of efforts to drive awareness of Aviator in Brazil and across Latin America.

Walker joins an impressive line-up of UFC Aviator brand ambassadors including the likes of Alexander Pantoja, Michael Page, Arman Tsarukyan, Diego Lopes, Alex Pereira, Johnny Walker and Merab Dvalishvili.

These partnerships have helped Aviator become the number one crash game on the planet with 66 million players taking flight each month placing more than 400,000 bets per minute across 6,000+ online casino and sportsbook brands.

Giorgi Tsutskiridze, CCO at SPRIBE, said: “Our multi-year deal with the UFC and the brand ambassador fund we have access to has proved to be hugely effective at driving awareness of Aviator among UFC fans worldwide.

“This partnership with Valter “The Clean Monster” Walker builds on this and allows us to really tap into Brazil and Latin America, markets where Aviator has already proved to be a big hit.

“We’ve got some great campaigns with Valter in the works so keep your eyes peeled. In the meantime, strap in and take flight with the world’s number one crash game.”

Valter “The Clean Monster” Walker, UFC heavyweight fighter and Aviator brand ambassador, added: “Aviator is one of the most thrilling games I’ve ever played and I’m thrilled to be promoting it to my fans in Brazil and beyond.

“Aviator is fast paced and where high risk can lead to high reward. You strap in, take flight and hold tights as the win multiplier continues to rise. When you decide to cash out is up to you – go too soon and the win is small, but wait too long and you risk losing it all.

“I’m really honored to be working with Aviator and SPRIBE on some truly knock-out campaigns, so watch this space.”

The post TKO: SPRIBE names UFC fighter Valter “The Clean Monster” Walker as Aviator brand ambassador appeared first on Gaming and Gambling Industry Newsroom.

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BC.GAME has announced Brazilian mixed martial artist Jean “Lord” Silva as its newest brand ambassador, adding one of the UFC featherweight division’s most exciting contenders to its growing combat-sports roster.

Silva is a Brazilian professional fighter competing in the UFC featherweight division, known for an aggressive, forward-pressure style and a high finishing rate, with multiple wins coming by knockout or submission. His performances have quickly earned him attention from both fans and commentators.

A BC.GAME spokesperson said: “Jean represents exactly the kind of athlete we want to work with: direct, committed and willing to make decisions in big moments. His rise in the featherweight division mirrors how our community approaches competition and entertainment. We’re looking forward to building more around his fights and sharing those key moments with eligible audiences.”

Under the agreement, BC.GAME will build out a series of fan-focused entertainment and engagement activities around Silva’s growing supporter base in permitted markets. This will include live or near-live content around fight nights, social media features and short-form updates, as well as viewing events and selected offline activations, all designed to let fans follow his journey in a more relaxed, entertainment-driven way while respecting local regulations.

Jean Silva said: “I’m happy to join BC.GAME as a brand ambassador. The team understands the fight game and how fans follow every detail around an event. This partnership will let us share more of the real story before and after I step into the cage, and connect with supporters in a more direct way.”

BC.GAME will use the partnership to deepen its presence in global combat sports while maintaining a compliance-first approach. All activity linked to Silva will be tailored to local rules, age-gated and distributed only through appropriate channels in markets where such content is permitted.

The post Jean Silva Joins BC.GAME as Brand Ambassador appeared first on European Gaming Industry News.