In what has become the most competitive selection process in the event’s history, Tugi Tark has been chosen as one of just 12 startups to present at Pitch ICE 2026 during ICE Barcelona, the iGaming industry’s flagship global event.

This year’s competition saw a 200% increase in applications compared to the previous year, reflecting the heightened interest in ICE Barcelona as a launching platform for emerging technology companies. From hundreds of applicants worldwide, Tugi Tark was selected to make its case for how AI agents purpose-built for iGaming can transform player support at scale.

What is Pitch ICE?

Pitch ICE has established itself as one of the industry’s most watched startup competitions. The event brings together emerging iGaming companies and a carefully selected jury of industry leaders, successful entrepreneurs, and active investors who shape the direction of iGaming innovation.

Previous Pitch ICE competitions have launched companies that went on to secure significant funding rounds and major partnerships. This year’s competition format gives each of the 12 selected companies three minutes to pitch, followed by a live Q&A session with the jury. The challenge isn’t just to explain what the technology does, but to demonstrate why it matters to the future of iGaming, and why now.

Standing out in a crowded field

The 200% increase in applications reflects the surge of innovation happening across the iGaming industry. Startups are tackling everything from payments and marketing to game development and player protection. The competition includes companies at various stages, working on diverse problems across the iGaming value chain.

The selection committee’s choice to include Tugi Tark among the 12 finalists signals recognition that customer service, often overlooked as infrastructure, is becoming a strategic differentiator as operators compete on player experience.

Rather than positioning AI as a replacement for human support teams, the pitch emphasizes how AI agents can remove friction from growth, enabling operators to scale across markets, languages, and brands without sacrificing service quality or regulatory compliance.

The Stakes: €15,000 in AWS credits and industry recognition

The winner of Pitch ICE 2026 will receive €15,000 in AWS credits, sponsored by AWS, along with the Pitch ICE 2026 Trophy. But for most participants, the real value extends beyond the prize.

Harpo Lilja, CEO of Tugi Tark, reflected on what the selection means for the company: “Pitch ICE is highly competitive, so being selected, especially in a year with such a sharp increase in applications, is a strong signal. It shows there’s real interest in AI solutions that are built specifically for iGaming, not adapted from other industries.”

He continued: “We’re not pitching AI as a buzzword or a futuristic concept. We’re showing operators how AI agents can realistically handle player support in a regulated, high-expectation environment, and where human oversight still plays a critical role. That balance is what operators are looking for right now.”

When and where to see Tugi Tark at ICE Barcelona

All 12 Pitch ICE finalists will present on Tuesday, January 20th, 2026, from 11:00 a.m. to 12:30 p.m. on the Pitch ICE stage. Tugi Tark will present at 11:19am for exactly three minutes!

Following the pitches, attendees can meet the Tugi Tark team and explore the AI platform in person at Stand PI03 in the Pitch ICE exhibition area, located between Halls 4 and 5.

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Soccabet, the powerhouse Ghanaian operator, has gone live with QTech Games’ retail solution, QTech Hybrid, across over 200 outlets on its nationwide retail estate.

Founded in 2015, Soccabet is a Tier-1 brand in the growing Ghana marketplace, and already a Top 3 digital operator in this territory, thanks to its burgeoning online presence. However, this new retail deal with QTech Games has now confirmed Soccabet as Ghana’s largest retail operator by far, also joining up the retail and digital experience via this agile and forward-thinking software from QTech.

Ekaterina Mayorova, QTech Games’ Head of Region for Africa, said: “It’s an honour to have been chosen by a brand as respected and recognisable as Soccabet to scale their retail operations across Ghana, and also join them up with their significant online presence. At QTech, we put a premium on understanding markets at a hyper-local level, alongside bridging that gap between retail and online channels, to define a gateway to success in this nuanced betting ecosystem. Which is why we’ve created, and continue to refine, QTech Hybrid – our transformative retail solution which speaks to brands which still enjoy a high share of retail business coupled to an agent-based structure. 

“It’s just the latest example of our broader effort to elevate the end-user experience by seamlessly marrying online and offline. This trademark ingenuity is also another sign of our commitment to under-served regions in developing products that have a high local demand, wherever you set your scene on the map. This system is already proving a game-changer, revolutionizing the gaming experience for our partners’ players.”

Henrik Sandin, Product Owner of QTech Hybrid, added: “It all started back in the pandemic when retailers were forced to close their shops, and were losing their sources of revenue since they were not allowed to accept patrons. As a result, many operators contacted us to find out how they could continue operating their business by migrating online, and consequently the Hybrid concept was born: keep existing business afloat, while bringing them online and get the best of both worlds in the future.

“Now, six years later, QTech Hybrid has evolved into a product that far exceeds what the retail business was originally doing, thanks to new innovations like cross-channel campaigns. We reduced the importance of the terminal, as you now can use your own device and are not vendor-locked. We update our lobby with on average one new game per day, so there’s always something new for players to discover. Each terminal houses 10,000 games, while income decline due to stagnant games is now a thing of the past. Lowering operational costs and increasing profits make QTech Hybrid a very appealing product for struggling retailers, or those simply looking to extend their reach across multiple platforms, providing the flexibility to operate both land-based and online through the AMS.”

Imad Hawwach, Managing Director of Soccabet, added: “Soccabet is dedicated to corralling the best of market-leading technology and aligning it with the best of Ghanaian culture. And this collaboration with QTech achieves that over the diverse demands of our huge retail estate. They understand that our customers expect the best gaming experience possible, and we believe that this unique Hybrid solution, which also features QTech’s high-quality and diverse portfolio of games, will help us deliver just that across all channels. Their software, allied to a collaborative way of working, has now placed us in pole position to navigate the near-future on both casino and sportsbook, at a consequential moment for the company as we prepare for the FIFA World Cup in June.”

QTech Hybrid equips players across Africa, and other emerging markets where QTech is the leading game aggregator, with a seamless switch from traditional retail to digital and back again. It’s a software service that links QTech Games’ AI-powered casino lobby (a leading game-personalisation engine known as QTech Play) to a land-based (retail) management system and a state-of-the-art integrated AMS (Agent Management System) to manage both retail outlets and agents. This allows operators to scale their brick-and-mortar operation online. QTech Hybrid simplifies transactions by enabling deposits, withdrawals, and gameplay while allowing access to players both in-store and on personal devices. For the player, the result is being able to enjoy all the games and sports they love from the comfort of their own home, or on the move. QTech Hybrid offers a new style of gameplay, allowing players the option to play at physical terminals or on their mobile devices and seamlessly transfer their progress across multiple devices. And for the operator, there is no need for expensive terminals, as QTech Hybrid runs on cost-effective computers/tablets.

In short, It’s ideal for operators looking to extend their reach across multiple platforms, providing the flexibility to operate both land-based and online through the AMS in a multi-channel model which Africa has been crying out for. Ghanaian customers are increasingly calling for betting experiences that are not only functional but also convenient to use, and personalised to their preferred betting proclivities. Consequently, QTech Games and Soccabet have aligned their complementary skills to deliver a coherent and effortless user experience and optimised journey that exports to any environment of channel, alongside a flexible spread of content that is both locally authentic and appealing to the next generation of players. This partnership will also explore new cross-sell opportunities between sportsbook and casino, with next summer’s football World Cup on the horizon, always a key acquisition and retention driver for global sportsbooks, but above all in Africa where soccer dominates. To arrange a QTech Hybrid demo, contact [email protected], or simply email Ekaterina directly to get a tailored proposal for any African region and the best casino games on the market.

Notable benefits of QTech Hybrid for both operators and their players: Players: can now enjoy all the games in the comfort of their own home on mobile, or play at physical terminals in-shop with effortless transferability to other hand-helds. Operators: have no need for expensive terminals; QTech Hybrid runs on cost-effective computers/tablets. QTech Hybrid is ideal for operators looking to extend their reach across multiple platforms, providing the flexibility to operate both land-based and online through the AMS. Seamless Transition Between Channels QTech Hybrid integrates QTech Games’ casino software with terminal hardware, allowing seamless gameplay between mobile and terminal devices. Cost-effective & Versatile QTech Hybrid runs efficiently on affordable computers and tablets, eliminating the need for expensive terminals and enhancing multi-channel offerings for operators. Ultimate Player Freedom QTech Hybrid revolutionizes slot gameplay, allowing players to seamlessly switch and access their games across mobile, desktop, and terminal devices (i.e. any device can be used).

Designed For Operators QTech Hybrid empowers operators to enhance multi-channel customer experiences, providing flexibility to lead the market in both land-based and online gaming sectors. Simplified Cash Interface QTech Hybrid’s cash interface simplifies fund additions, boosting brand trust by allowing easy deposits and withdrawals at venue terminals or computers. Direct Play & Transactions Players can play at the store terminal, deposit money, receive winnings, and transfer games to personal devices instantly. Market-leading performance

• QTech Hybrid fuses in-person and digital elements; located in bars, restaurants, or kiosks

• Instant for on-site transactions, cash in or credit with no additional fees

• Broadens game variety, featuring online games with a physical presence

• Lower operational costs than land-based casinos, slightly higher than online casinos

• Offers promotions and loyalty rewards, combining online and offline benefits

• Customer support blends in-person assistance and digital help, as direct as land-based, combined with comprehensive 24/7 online support

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