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Evolution Gaming announces a recommended public offer to the shareholders of NetEnt

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Evolution Gaming Group AB (publ) (”Evolution”) announces a public offer to the shareholders of NetEnt AB (publ) (“NetEnt”) to sell all their shares in NetEnt to Evolution in exchange for 0.1306 Evolution shares for each share in NetEnt (the “Offer”). The Offer includes both the unlisted shares of series A and the shares of series B that are admitted to trading on Nasdaq Stockholm. Evolution will not increase the offered consideration.

The Offer in brief

  • Evolution offers 0.1306 Evolution shares for each share in NetEnt. Evolution will not increase the offered consideration.
  • The Offer values each share in NetEnt to SEK 79.93 and all shares in NetEnt to approximately SEK 19.6 billion.[1]
  • The offered consideration represents a premium of 43 per cent compared to the closing price of the NetEnt share of series B on Nasdaq Stockholm on 23 June 2020 (which was the last trading day prior to the announcement of the Offer) and a premium of 72 per cent compared to the volume weighted average price per NetEnt share of series B on Nasdaq Stockholm during the 30 latest trading days up to and including 23 June 2020.
  • The board of directors of NetEnt unanimously recommends the shareholders of NetEnt to accept the Offer.
  • Shareholders who in total directly or indirectly control 21.02 per cent of all shares and 45.02 per cent of all votes in NetEnt have undertaken to accept the Offer. In addition, certain board members of NetEnt who in total directly or indirectly control 8.48 per cent of all shares and 23.20 per cent of all votes in NetEnt have expressed that they intend to undertake to accept the Offer.
  • The completion of the Offer is conditional upon, among other things, the Offer being accepted by shareholders to such an extent that Evolution becomes the owner of more than 90 per cent of the shares in NetEnt (on a fully diluted basis) and that an extraordinary general meeting in Evolution resolves to authorise the board of directors to resolve on the issuance of the number of shares in Evolution that Evolution shall pay as consideration to the shareholders of NetEnt that accept the Offer. Shareholders who in total control approximately 32.53 per cent of all shares and votes in Evolution have expressed that they are positive to the Offer and that they intend to vote in favour of the board of directors’ proposal for an authorisation to issue shares.
  • Evolution will publish an offer document regarding the Offer on or around 14 August 2020. The acceptance period of the Offer will commence on or around 17 August 2020 and expire on or around 26 October 2020.

Background and reasons for the Offer

  • This is a landmark deal which will accelerate Evolution’s move towards becoming the world leader in the online gaming industry.
  • The merger of Evolution’s leading position in Live Casino with NetEnt’s strong position in online slots will create a best-in-class B2B provider with capacity to drive the digitalisation of the global gaming industry (90 per cent of the global casino industry is still land-based).
  • The US market has a potential to become Evolution’s largest market over time as individual states regulate. The merger of Evolution’s existing Live Casino offering through the existing New Jersey studio as well as the planned studios in Pennsylvania and Michigan with NetEnt’s strong US presence in online slots will accelerate this development and fast-track the combined company’s move into the US online gaming market.
  • The combined product portfolio will include some of the world’s most popular Live Casino and online slots games and generate revenue upsides through cross-selling and improved distribution via both companies’ customer bases, with closer customer partnerships and additional geographical spread of the companies’ products as result. The range of the combined offer will provide significant upsides to customers and player experience as well as enable new collaborations between world-class development resources.
  • The combination is expected to result in annual cost savings of approximately EUR 30 million, compared to the combined cost basis of NetEnt and Evolution as of the first quarter of 2020. This includes the cost savings of approximately SEK 150 million which NetEnt has already disclosed.
  • The combined company will become a leading online gaming provider with a strong platform for international growth and expansion, both organic and through additional acquisitions.

Jens von Bahr, Chairman of Evolution, comments: “This strategic deal marks a significant step towards Evolution’s long-term vision of becoming the global market leader in the online casino industry. The combination of Evolution’s strong offering in Live Casino with NetEnt’s leading position in online slots will result in a world class portfolio of online games that will enable us to serve a growing customer base. Furthermore, NetEnt’s established US positioning combined with Evolution’s existing US studios and first-to-regulated-market strategy will put us in a favourable position to capitalise on the on-going regulation in North America.

Mathias Hedlund, Chairman of NetEnt, comments: “Recently, NetEnt has vastly improved its tech and product development capabilities and thereby its growth prospects and at the same time reaching a strong position within the US states that have opened up for online casino. With this deal, there are unique possibilities to shape a leading global B2B provider of online casino, taking advantage of the market development with continued digitalisation and strong growth, especially in North America. Evolution’s position within Live Casino combined with NetEnt’s position within online slots will create a company well positioned to take significant market shares. Through this transaction, a new chapter in the development of more entertaining online casino begins, in the best interest of players, operators, employees and shareholders.”

The Offer

The offered consideration and the value of the Offer

Evolution offers 0.1306 Evolution shares for each share in NetEnt. Evolution will not increase the offered consideration.

The Offer includes both the unlisted shares of series A and the shares of series B that are admitted to trading on Nasdaq Stockholm. The Offer values each share in NetEnt to SEK 79.93 and all shares in NetEnt to approximately SEK 19.6 billion.[2]

Evolution will only pay full (and not fractions of) Evolution shares to shareholders of NetEnt that accept the Offer. If a shareholder of NetEnt tenders such a number of shares in the Offer that the share consideration that is to be paid by Evolution for such NetEnt shares does not amount to an even number of new Evolution shares, consideration for excess fractions of shares will be paid in cash.

No commission will be charged in connection with the Offer.

Premium

The offered consideration represents a premium of:

  • 43 per cent compared to the closing price of the NetEnt share of series B on Nasdaq Stockholm on 23 June 2020 (which was the last trading day prior to the announcement of the Offer);
  • 72 per cent compared to the volume weighted average price per NetEnt share of series B on Nasdaq Stockholm during the 30 latest trading days up to and including 23 June 2020; and
  • 173 per cent compared to the volume weighted average price per NetEnt share of series B on Nasdaq Stockholm during the 180 latest trading days up to and including 23 June 2020.

Potential adjustment of the offered consideration

If NetEnt pays any dividend or makes any other value transfer prior to the settlement of the Offer, Evolution will reduce the offered consideration accordingly.

Rights under NetEnt’s incentive programs

The Offer does not include any rights granted by NetEnt to its employees under any incentive programs. Accordingly, the Offer does not include the warrants of series 2017/2020, series 2019/2022 or series 2020/2023 that certain employees of NetEnt hold under the long-term share-related incentive programs that were established by the annual general meetings of the company in 2017, 2019 and 2020, respectively. Evolution intends to procure that the holders of the warrants are afforded a reasonable treatment in connection with the Offer.

Recommendation by the board of directors of NetEnt

The board of directors of NetEnt unanimously recommends that the shareholders of NetEnt accept the Offer.

Undertakings to accept the Offer

Certain members of the Hamberg, Knutsson, Lindwall, Kling and Wattin families, who in total directly or indirectly control 21,727,000 shares of series A and 30,087,360 shares of series B in NetEnt (corresponding to 21.02 per cent of all shares and 45,02 per cent of all votes in NetEnt), have undertaken to accept the Offer.[3]

The undertakings to accept the Offer terminate if (i) Evolution withdraws the Offer, (ii) Evolution does not declare the Offer unconditional by 31 October 2020, (iii) a third party makes a competing public offer at a value (calculated at the time of the announcement of the competing offer) exceeding the value of the Offer (based on the volume weighted average price per Evolution share on Nasdaq Stockholm during fifteen consecutive trading days preceding the day of the announcement of the competing offer) by more than 5.0 per cent, or (iv) the value of the Offer (calculated at the time of the announcement of the Offer) has decreased by more than 2.5 per cent and the Evolution share has underperformed the Nasdaq Stockholm Large Cap index by more than 10 per cent during the period from the date of the announcement of the Offer until the date falling six days prior to the expiry of the initial acceptance period of the Offer, based on the volume weighted average price per Evolution share on Nasdaq Stockholm during such period.

Shareholding board members in NetEnt that intend to accept the Offer

Pontus Lindwall, Peter Hamberg and Christoffer Lundström, who are members of the board of directors of NetEnt and in total directly or indirectly control 11,837,285 shares of series A and 9,063,264 shares of series B in NetEnt (corresponding to 8.48 per cent of all shares and 23.20 per cent of all votes in NetEnt), are, as a result of NetEnt being in a so-called closed period up until the publication of the company’s interim report for the period January–June 2020, under applicable rules on market abuse prevented from undertaking to accept the Offer. However, Pontus Lindwall, Peter Hamberg and Christoffer Lundström (also on behalf of Novobis AB and StrategiQ Capital AB) have informed Evolution that they, in their capacities as shareholders in NetEnt, are positive to the Offer and that they intend to undertake to accept the Offer immediately following NetEnt publishing the interim report, which is planned to take place on 15 July 2020.

Conditions to completion of the Offer

The completion of the Offer is conditional upon:

  1. the Offer being accepted to such an extent that Evolution becomes the owner of more than 90 per cent of the shares in NetEnt (on a fully diluted basis);
  2. with respect to the Offer and the acquisition of NetEnt, the receipt of all necessary regulatory, governmental or similar clearances, approvals and decisions (including from competition authorities), in each case on terms that are acceptable to Evolution;
  3. no other party announcing an offer to acquire shares in NetEnt on terms that are more favourable to the shareholders of NetEnt than the terms of the Offer;
  4. neither the Offer nor the acquisition of NetEnt being rendered wholly or partially impossible or significantly impeded as a result of legislation or other regulation, any decision of a court or public authority, or any similar circumstance;
  5. no circumstances having occurred that have a material adverse effect, or could reasonably be expected to have a material adverse effect, on NetEnt’s sales, results, liquidity, equity ratio, equity or assets;
  6. no information made public by NetEnt, or disclosed by NetEnt to Evolution, being inaccurate, incomplete or misleading, and NetEnt having made public all information that should have been made public by NetEnt;
  7. NetEnt not taking any action that typically is intended to impair the prerequisites for making or completing the Offer; and
  8. an extraordinary general meeting in Evolution resolving, with requisite majority, to authorise the board of directors to resolve on the issuance of the number of shares in Evolution that Evolution shall pay as consideration to the shareholders of NetEnt that accept the Offer.

Evolution reserves the right to withdraw the Offer in the event that it is clear that any of the above conditions is not satisfied or cannot be satisfied. However, with regard to the conditions set out in items
2–8, the Offer may only be withdrawn where the non-satisfaction of such condition is of material importance to Evolution’s acquisition of NetEnt or if otherwise approved by the Swedish Securities Council.

Evolution reserves the right to waive, in whole or in part, one or more of the conditions set out above, including, with respect to the condition set out in item 1, to complete the Offer at a lower acceptance level.

Approvals from authorities

Pursuant to applicable rules and regulations, in particular regarding so-called merger control, Evolution’s acquisition of NetEnt requires clearance from certain authorities, including competition authorities. Evolution will submit the required notifications of the acquisition to the relevant authorities as soon as practicably possible. In case the competition authorities, or other relevant authorities, need more time for their respective analyses than Evolution expected when Evolution determined the initial acceptance period, Evolution may extend the acceptance period (see “Indicative timetable” below).

Financing of the Offer

The consideration in the Offer consists of new shares in Evolution (see “the Offer” above). Payment of the share consideration requires that an extraordinary general meeting in Evolution resolves to authorise the board of directors to resolve on the issuance of the number of shares in Evolution that Evolution shall pay as consideration to the shareholders in NetEnt that accept the Offer. Accordingly, Evolution’s completion of the Offer is conditional upon such a resolution being passed by the extraordinary general meeting.

If a shareholder of NetEnt tenders such a number of shares in the Offer that the share consideration that is to be paid by Evolution for such NetEnt shares does not amount to an even number of new Evolution shares, consideration for excess fractions of shares will be paid in cash. Evolution will finance any such cash consideration through own funds and available credit facilities.

Extraordinary general meeting in Evolution

The board of directors of Evolution will convene an extraordinary general meeting and propose that the meeting resolves to authorise the board of directors to resolve on the issuance of the number of shares in Evolution that Evolution shall pay as consideration to the shareholders of NetEnt that accept the Offer. Evolution will publish the notice of the extraordinary general meeting by way of a separate press release.

Richard Livingstone, Österbahr Ventures AB, Joel Citron and Jonas Engwall, that in total control approximately 32.53 per cent of all shares and votes in Evolution, have expressed that they are positive to the Offer and that they intend to vote in favour of the board of directors’ proposal for an authorisation to issue shares.

Evolution in brief

Evolution develops, produces, markets and licenses fully-integrated Live Casino solutions to gaming operators. Since its inception in 2006, Evolution has developed into a leading B2B provider with more than 300 operators as customers. The group currently employs about 8,000 people in studios in Europe and North America. The parent company is based in Sweden and its shares are listed on Nasdaq Stockholm with the ticker EVO.

NetEnt in brief

NetEnt is a supplier within digital entertainment, which develops games and system solutions to the world’s most successful gaming operators. Since its inception in 1996, NetEnt has been a pioneer in driving the market by providing thrilling games powered by a cutting-edge platform. The company employs around 1,100 people in Malta, Stockholm, Gothenburg, Kiev, Krakow, Sofia, Gibraltar and New Jersey. The shares of series B in NetEnt are listed on Nasdaq Stockholm with the ticker NET-B.

The combined group

A combination of Evolution and NetEnt, through Evolution acquiring NetEnt, forms an attractive opportunity to combine the companies’ respective offerings. The combination creates a larger customer base, a more comprehensive product portfolio and stronger operational capabilities, which enable an accelerated growth, a stronger and more service oriented offering and higher profitability.

Synergies

The combination is expected to result in annual cost savings of approximately EUR 30 million, compared to the combined cost basis of NetEnt and Evolution as of the first quarter of 2020. This includes the cost savings of approximately SEK 150 million which NetEnt already has disclosed. The cost savings are expected to be fully realised during 2021. The primary value is, however, expected to be realised through the significant revenue synergies generated through the combination. The transaction is expected to have a positive effect on Evolution’s earnings per share in 2021.

Complementary abilities

Evolution offers a leading product portfolio of Live Casino solutions to gaming operators and NetEnt offers a leading product portfolio of online slots, which has been supplemented by Live Casino solutions in recent years. A combination of Evolution and NetEnt would enable the combined group to, with a more comprehensive product portfolio, better serve its customers and create economies of scale through cross-selling of Evolution’s and NetEnt’s respective offerings to the companies’ respective customer bases. Accordingly, the companies’ joint strengths provide good opportunities for:

  • accelerated international expansion
  • wider offer on growth markets
  • decreased dependence on individual markets
  • economies of scale in development and IT/operating costs

Senior management and employees

Evolution is confident that it will be able to build a strong group together with NetEnt’s senior management and employees. Evolution recognises the value of NetEnt’s senior management and other employees and appreciates that their talent and dedication have been, and will continue to be, integral to NetEnt’s and the combined group’s success. Evolution does not currently foresee that the combination of the companies will have any material impact on Evolution’s or NetEnt’s respective employees, including their terms of employment or the locations where the companies currently operate. Following the completion of the Offer, Evolution intends to carry out a careful review of the combined business in order to evaluate how Evolution can organise and develop the group in the best possible way.

Financial effects for Evolution

This section contains preliminary combined financial information for Evolution and NetEnt for the purpose of providing an illustration of the combined group’s earnings and financial position as if Evolution and NetEnt had been operating within the same group during the periods presented. The information is based on Evolution’s and NetEnt’s published financial reports and has not been audited or otherwise reviewed by any of the companies’ respective auditors. The information has not been prepared in accordance with IFRS and does not constitute pro forma financial information. Evolution has not made any adjustments for differences in accounting principles, effects of the Offer or transaction costs. Accordingly, the information does not necessarily reflect the result or financial position which Evolution and NetEnt together would have had if they had conducted their operations within the same group. Further, the information is not indicative of the combined group’s future result or financial position.

Evolution’s accounting currency is EUR and NetEnt’s accounting currency is SEK. For the purpose of comparability, all amounts relating to Evolution have been converted to SEK and all amounts relating to NetEnt have been converted to EUR based on an exchange rate EUR/SEK of 10.5892 for the financial year 2019 and 10.6647 for the period January–March 2020.

Financial year 2019(millions, unless otherwise stated) Evolution NetEnt The combined group
EUR SEK EUR SEK EUR SEK
Operating revenues 365.8 3,873.0 169.3 1,792.9 535.1 5,665.9
EBITDA 182.9 1,937.3 80.7 855.1 263.7 2,792.4
% margin 50.0% 50.0% 47.7% 47.7% 49.3% 49.3%
Operating profit (EBIT) 157.5 1,667.5 49.9 528.7 207.4 2,196.2
% margin 43.1% 43.1% 29.5% 29.5% 38.8% 38.8%
Cash flows from operating activities 175.8 1,861.4 54.3 574.9 230.1 2,436.3
Number of employees at the end of the period[4] 5,554 1,062 6,616
January–March 2020
(millions, unless otherwise stated)
Evolution NetEnt The combined group
EUR SEK EUR SEK EUR SEK
Operating revenues 115.1 1,228.0 48.5 517.5 163.7 1,745.6
EBITDA 64.1 683.9 21.4 228.6 85.6 912.5
% margin 55.7% 55.7% 44.2% 44.2% 52.3% 52.3%
Operating profit (EBIT) 57.1 609.2 11.2 119.1 68.3 728.3
% margin 49.6% 49.6% 23.0% 23.0% 41.7% 41.7%
Cash flows from operating activities 38.1 406.1 19.3 205.4 57.3 611.5
Number of employees at the end of the period4 5,865 1,092 6,957

Pro forma financial information will be included in the offer document relating to the Offer. Such information may deviate significantly from the above information.

Evolution’s ownership in NetEnt

Neither Evolution nor any party closely related to Evolution holds or controls any shares in NetEnt or any other financial instruments which give a financial exposure equivalent to a holding of shares in NetEnt. Neither Evolution nor any party closely related to Evolution has acquired any shares in NetEnt on more favourable terms than the terms of the Offer during the last six months prior to the announcement of the Offer.

To the extent permissible under applicable laws, rules and regulations (including Rule 14e-5 under the U.S. Securities Exchange Act of 1934, as amended (the “U.S. Exchange Act”)), Evolution, SEB Corporate Finance and their respective affiliates, any advisor to any such persons, and any person acting, directly or indirectly, in concert with any such persons, may from time to time make purchases of, or arrangements to purchase, shares in NetEnt other than pursuant to the Offer (before or during the acceptance period), including acquisitions on the market at prevailing prices or acquisitions in private transactions at negotiated prices. Any such acquisitions will be carried out and announced in accordance with applicable laws, rules and regulations.

Statement from the Swedish Securities Council

The Swedish Securities Council has in its ruling AMN 2020:26 granted Evolution an exemption from the obligation to direct the Offer to shareholders that are domiciled in the United States. AMN 2020:26 will be available in its entirety (in Swedish) on the Swedish Securities Council’s website (www.aktiemarknadsnamnden.se).

Due diligence review

Evolution has, in connection with the preparations of the Offer, conducted a limited due diligence review of NetEnt (and NetEnt has conducted a limited due diligence review of Evolution). NetEnt has confirmed that Evolution has not obtained any inside information regarding NetEnt in connection with the due diligence review.

Indicative timetable

  • Estimated date for publication of the offer document: 14 August 2020
  • Estimated acceptance period: 17 August–26 October 2020
  • Estimated settlement date: 2 November 2020

Evolution reserves the right to extend the acceptance period as well as to postpone the settlement date. Evolution will announce any extensions of the acceptance period or postponements of the settlement date by way of a press release in accordance with applicable laws and regulations (including Nasdaq Stockholm’s Takeover Rules).

Compulsory buy-out and delisting of NetEnt

In the event Evolution, whether in connection with the Offer or otherwise, obtains more than 90 per cent of the shares in NetEnt, Evolution intends to initiate a compulsory buy‑out procedure with respect to the remaining shares in NetEnt in accordance with the Swedish Companies Act. In connection with such a compulsory buy-out procedure, Evolution intends to promote a delisting of the shares of series B in NetEnt from Nasdaq Stockholm.

Applicable law and disputes

The Offer is governed by and construed in accordance with the laws of Sweden. Any dispute, controversy or claim arising out of or in connection with the Offer shall be finally settled by Swedish courts and the City Court of Stockholm shall be the court of first instance. In addition, Nasdaq Stockholm’s Takeover Rules and the Swedish Securities Council’s rulings regarding interpretation and application of Nasdaq Stockholm’s Takeover Rules and, where applicable, the Swedish Securities Council’s interpretations of the Swedish Industry and Commerce Stock Exchange Committee’s former rules on public offers, are applicable to the Offer.

Evolution has, today on 24 June 2020, in accordance with the Swedish Act on Public Takeovers on the Stock Market, undertaken towards Nasdaq Stockholm to comply with Nasdaq Stockholm’s Takeover Rules and the Swedish Securities Council’s rulings regarding interpretation and application of Nasdaq Stockholm’s Takeover Rules and, where applicable, the Swedish Securities Council’s interpretations of the Swedish Industry and Commerce Stock Exchange Committee’s former rules on public offers, as well as to submit to the sanctions that Nasdaq Stockholm may decide upon in the event of a breach of Nasdaq Stockholm’s Takeover Rules. Evolution informed the Swedish Financial Supervisory Authority about the Offer and the undertaking towards Nasdaq Stockholm today on 24 June 2020.

Advisers

Evolution has engaged SEB Corporate Finance as financial adviser and Gernandt & Danielsson Advokatbyrå as legal adviser in connection with the Offer.b

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Grupo EGB projeta aumento de 45% no volume de atendimentos durante a Copa do Mundo

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Para absorver pico de demanda, companhia amplia operação interna em 55% e reforça áreas de risco, suporte e monitoramento preventivo

A proximidade da Copa do Mundo levou o Grupo EGB, responsável pelas marcas Esportes da Sorte, Onabet e Lottu, a preparar sua maior estrutura operacional desde o início da regulamentação do setor no Brasil. A companhia projeta um aumento de 45% no volume de interações durante o torneio, com expectativa de salto de 230 mil para 335 mil contatos mensais em canais de atendimento como chat, e-mail e voz.

Para absorver esse crescimento, o grupo ampliou em mais de 55% seu quadro total de colaboradores ao longo dos últimos doze meses, passando de 378 funcionários, em junho de 2025, para 586 profissionais em junho de 2026. As contratações foram concentradas principalmente nos polos de Recife (PE) e São Paulo (SP), com foco nas áreas de atendimento, tecnologia, risco e jogo responsável.

Duas áreas estratégicas concentraram metade das admissões realizadas no período: Atendimento, com 97 novos profissionais, e Risco e Jogo Responsável, que recebeu 60 novos especialistas para reforçar o monitoramento preventivo e a capacidade de resposta durante o Mundial.

“A preparação operacional para a Copa envolve não apenas ganho de escala, mas principalmente reforço da qualidade e da segurança da experiência do usuário. Nosso foco é garantir uma estrutura preparada para responder com agilidade e responsabilidade em um período de aumento expressivo da demanda”, afirma Roberta Cinti, Head de Pessoas e Cultura do Grupo EGB.

Além do reforço nas equipes, o Grupo EGB promoveu ajustes na jornada digital de autoatendimento e nas Unidades de Resposta Audível (URA), buscando reduzir fricções operacionais e otimizar o fluxo de demandas estritamente informativas, como dúvidas sobre regulamentos e termos promocionais. A estratégia visa liberar os analistas humanos para interações complexas e que exijam maior sensibilidade analítica.

A estratégia também inclui a ampliação do uso de ferramentas de inteligência artificial voltadas ao monitoramento preventivo de comportamento. Historicamente, os atendimentos relacionados à área de risco e jogo responsável representam cerca de 5% do volume total mensal de contatos da companhia (cerca de 11.500 atendimentos).

Os sistemas utilizados pela empresa analisam indicadores considerados atípicos em tempo real, como tempo excessivo de sessão contínua, frequência elevada de navegação e movimentações financeiras fora do padrão habitual, permitindo que as equipes especializadas realizem avaliações preventivas quando necessário.

O uso de tecnologia aplicada ao monitoramento e à prevenção funciona como uma camada preditiva de proteção ao usuário, fortalecendo a capacidade operacional do Grupo EGB em períodos de alta movimentação. A combinação entre inteligência artificial, acompanhamento especializado e suporte humano são pilares importantes da construção de uma experiência mais segura e sustentável para o usuário.

A movimentação faz parte do planejamento operacional do Grupo EGB para o período da Copa, combinando expansão de estrutura, investimentos em tecnologia e reforço das áreas ligadas à experiência do usuário para garantir que a experiência do Mundial permaneça estritamente no campo do lazer e da aposta segura.

The post Grupo EGB projeta aumento de 45% no volume de atendimentos durante a Copa do Mundo appeared first on Americas iGaming & Sports Betting News.

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From Game Launch to Player Discovery: Why the Slot Market Has a Distribution Problem

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The online slot market has no shortage of new content. The harder question for suppliers and operators is whether players will ever find it.

Game studios continue to release new titles at a rapid pace, while aggregators make it easier for operators to add broad portfolios through a single technical integration. The result is a market where access to content is becoming less of a differentiator, but visibility inside increasingly crowded casino lobbies is becoming far more important.

Recent launches illustrate the scale of the issue. Caesars Entertainment became the first online casino operator to introduce a group of Aristocrat Interactive slot titles in West Virginia in March, bringing games including 5 Dragons and Fu Dai Lian Lian Panda to several Caesars-operated products in the state. Elsewhere, Spinmatic has expanded its content on Stoiximan in Greece, while suppliers continue to announce new Hold&Win releases, jackpot formats, branded games and feature-led titles across regulated markets.

For operators, adding games is relatively straightforward. Ensuring those games are discovered, understood and played is more difficult.

A typical online casino lobby can now contain thousands of titles from dozens of suppliers. Players may arrive looking for a specific provider, a familiar mechanic such as Hold&Win or Megaways, a progressive jackpot, a themed release, or simply the game they saw promoted elsewhere. Most will not browse through a catalogue at random for long enough to find a newly launched title.

That creates a distribution problem for game studios. A launch can be technically successful, reach multiple operators and appear across several markets, but still struggle to gain meaningful attention once it enters a live casino environment.

The challenge is not unique to slots. Streaming platforms, app stores and digital marketplaces all face similar issues when supply outpaces the attention available to any individual product. In iGaming, however, the situation is complicated by market-specific certification, different operator partnerships, responsible gambling rules and the commercial importance of keeping players engaged without overwhelming them.

Aggregators sit at the centre of that process. Their original value proposition was simple: give operators access to large volumes of casino content through one integration. That remains important, particularly as operators seek faster launch cycles and broader supplier coverage.

However, portfolio size alone is no longer enough. An operator that adds hundreds of additional games does not automatically create a better customer experience. Without effective lobby design, filters, recommendation tools and promotional placement, a larger library can make discovery harder rather than easier. The issue becomes one of curation: which games should be surfaced, to whom, and at what moment?

That is increasingly shaping how operators think about game launches. Featured placements, provider takeovers, seasonal campaigns, jackpot races and personalized recommendations are now part of the commercial path between studio and player. A new slot may need more than a prominent position in the “new games” section to gain traction, particularly when it is competing with established titles that already have recognition, search demand and a record of player engagement.

Slot tournaments have become one useful part of that visibility mix. A tournament can give an operator a reason to place a particular title, supplier portfolio or game mechanic in front of players for a defined period, while creating an event around the release rather than relying only on standard bonus messaging.

The format is not a replacement for game quality. A weak title will not become a lasting success because it appears in a leaderboard campaign. However, tournaments, prize drops and network promotions can help solve the initial discovery problem by directing players towards games they may otherwise never encounter in a crowded lobby.

Suppliers are also responding by building more recognisable product identities around their releases. Rather than marketing every new game as a completely separate proposition, studios increasingly develop recurring mechanics, sequel formats and branded families that give players a reference point before they enter the casino lobby.

Hold&Win games are a clear example. The mechanic has become widely used across the market, but suppliers continue to differentiate their versions through theme, volatility, jackpot structures, bonus features and visual presentation. That gives operators more ways to group, promote and recommend games, while giving players a clearer idea of what to expect.

Land-based recognition can play a similar role in regulated online markets. Caesars’ Aristocrat Interactive launch in West Virginia showed how established retail brands can become part of an online product strategy, with familiar titles providing an immediate reference point for players who already know the games from physical casino floors.

The same principle applies to supplier brands. Where players recognise a studio’s catalogue, a provider page or promoted collection can become more useful than a generic list of newly added games. For smaller developers, however, that makes distribution more difficult, because the strongest lobby placements often go to suppliers that already have a record of performance.

This is where operators, aggregators and affiliates increasingly overlap. Operators control the live product environment. Aggregators influence how easily content can be integrated and managed. Suppliers need commercial pathways for their games to reach the right audiences. Affiliates and comparison platforms, meanwhile, often shape discovery before a player even reaches an operator’s lobby.

On the consumer side, this has made independent sources covering online slots increasingly relevant. Players are not only comparing welcome offers; they are looking at provider coverage, game libraries, promotions, payment methods and whether a platform actually carries the types of slots they want to play.

That does not mean every game launch requires a major promotional campaign. Some titles will gain momentum through strong performance data, word of mouth or a place in a popular provider catalogue. However, as the supply of games continues to grow, the market is likely to reward operators and suppliers that treat discovery as a product discipline rather than an afterthought.

The slot market’s next competitive advantage may not come from who can add the most games. It may come from who can help players find the right ones.

The post From Game Launch to Player Discovery: Why the Slot Market Has a Distribution Problem appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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LEON announces LEON.bet Masters, a new CS2 tournament in Portugal

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LEON continues to strengthen its presence in esports with the launch of LEONBET Masters, a new Counter-Strike 2 tournament set to take place from September 24 to 27 at the SAW Esports Arena in Vila Nova de Gaia, Portugal.

The tournament will bring together 16 teams competing for a €30,000 prize pool and valuable VRS points, which play a key role in qualification opportunities for major international events, including the Singapore Major later this year.

LEONBET Masters will feature a group stage with four groups of four teams, followed by playoffs that will determine the tournament champion. The event is expected to attract some of the strongest Tier 2 and Tier 3 teams looking to improve their rankings and continue their path toward the highest level of professional Counter-Strike competition.

The launch of LEONBET Masters marks another step in LEON’s long-term commitment to esports. Over the past few years, the company has actively supported the competitive gaming ecosystem through partnerships with prominent organizations and by hosting its own tournaments across multiple disciplines. Previous initiatives include the LEON Masters Dota tournament, the LEON Masters Deadlock competition, and the LEON Esports Cup Free Fire, further demonstrating the brand’s investment in developing competitive gaming. 

LEON currently partners with German esports organization GamerLegion, supporting both its Counter-Strike 2 and Dota 2 rosters. The company also partners with teams such as SAW, one of Portugal’s most recognizable esports organizations, and FlyQuest, further strengthening its presence across key international esports markets. 

By creating LEONBET Masters, LEON aims to provide emerging teams with additional opportunities to compete at a high level, gain valuable ranking points, and showcase their talent on a larger stage.

Additional information about the participating teams, tournament format, broadcast talent, and where to watch the event can be found on the official tournament page here: 

https://leonbetmasters.com/ 

About LEON

LEON is an international sportsbook and online casino brand with over 17 years of industry experience. The company actively supports esports through strategic partnerships, sponsorships, and competitive gaming initiatives, working with organizations and communities across multiple regions worldwide.

The post LEON announces LEON.bet Masters, a new CS2 tournament in Portugal appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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