Gaming

Ocean Outdoor UK & Admix take brands into the metaverse with NFT billboards

Published

4 years ago

December 9, 2021

Reading Time: 3 minutes

Admix, the In-Play company that bridges the gap between brands and the metaverse, today announces a new partnership with Ocean Outdoor, the UK’s leading digital out of home (DOOH) operator, to send brands into the metaverse.

Brands are increasingly waking up to gaming and virtual worlds as a new form of ‘real’ estate on which to advertise. As the digital and physical worlds converge, consumers now spend similar amounts of time immersed in each, creating a new frontier for advertising. Virtual platforms such as Roblox, which has 220 million monthly active users, and Sandbox, which recently sold a plot of virtual real estate for USD $4.3 million, are leading this convergence via realistic experiences such as games, concerts and fashion shows.

The partnership between Admix and Ocean Outdoor UK signals a new dawn for the advertising industry as the two companies join the dots blending the physical with the virtual world. A series of activities that couple DOOH with virtual worlds are planned for the next year and beyond, aimed at maximising eyeballs for advertisers in the DOOH market, which is already projected to be worth $50bn by 2026.

The starting gun will be fired with the launch of three DOOH ad spots into the metaverse as NFT billboards. Ocean’s first drop will feature digital replicas of three bespoke DOOH locations which are similar in design and scale to its premium city centre UK assets including a spectacular tri-screen roadside location, a giant curve screen full motion location and The Loop city centre full motion network in Manchester and Birmingham.

Using Admix’s In-Play technology and Ocean Outdoor UK’s brand partnerships, the NFT billboards will synchronise with the creatives displayed on their real-world counterparts. This collaboration is an adland-first that paves the way for global brands looking to take steps into the formative metaverse.

Samuel Huber, CEO and Co-Founder at Admix, commented:

“Admix’s partnership with Ocean Outdoor UK is a watershed moment for the advertising industry, creating realistic ad experiences that merge physical and virtual worlds for the very first time. The metaverse is the perfect playground for Ocean’s creativity and its customers are making a symbolic step that will mark them out as pioneers of a new form of advertising which has unlimited reach. Of course, this is just the beginning: there will be dozens of ways for brands to engage consumers in the metaverse and Admix aims to be the gateway for brands to help shape the future of digital experiences for their audiences.”

Ocean Outdoor UK Joint Managing Director Phil Hall said: “Under this agreement, all of the elements that make Ocean a market leader in the real world – high quality builds with unmissable, unskippable ads served in an environment that people choose to be in – apply equally, if not more so, in the virtual world. This partnership is a natural evolution for the company and has an indisputable link to the core Ocean product and the wider addressable market.”

Admix has pioneered In-Play, a non-intrusive digital ad format which creates an advertising experience similar to the real-world. As an increasing number of users enter worlds such as Roblox, Sandbox and Decentraland to name but a few, brands need the infrastructure to reach and engage people in virtual worlds without disrupting their experience.

Starting from Sunday 12th December 2021, the Ocean Outdoor UK and Admix NFT billboards will be auctioned via the world’s largest NFT marketplace, OpenSea, and displayed by the successful bidders within Somnium Space. Social VR platform Somnium Space is an immersive space where users can purchase digital land and build games and experiences within it. The partnership with Admix means Ocean’s Labs division and the Ocean UK sales team will be able to sell an engaged 16 to 34 audience as a cohesive physical and virtual combined offer.

Brazil

EGT to showcase its gaming portfolio for Brazil at SiGMA Americas 2026

Published

5 days ago

April 1, 2026

Wladimir P.

egt-to-showcase-its-gaming-portfolio-for-brazil-at-sigma-americas-2026

Following a strong showing at SBC Summit Rio earlier this month, EGT is set to present its Brazil-focused portfolio once again at BiS SiGMA South America 2026, taking place in São Paulo from April 7–9. Visitors can explore the company’s latest solutions and partnership opportunities at stand L146.

“Don’t miss the chance to experience our products firsthand and discover how we can work together,” said Celina Guedes, Regional Director Brazil at EGT.

Advanced Land-Based Solutions

A key highlight will be EGT’s Super Sorte Video Lottery Terminals. The range includes the slant-top Super Sorte 27/27 ST, featuring dual 27-inch full-HD touchscreens with 4K UHD resolution, and the vertical Super Sorte 43V, equipped with a single 43-inch curved display. Both models are designed to deliver an immersive, next-generation gaming experience.

Also on display will be EGT’s latest online betting terminals, Top Estrela and Bar Estrela. The Top Estrela unit features a sleek 24-inch portrait touchscreen, while Bar Estrela offers a compact solution ideal for bars and smaller venues. Both are supported by an intuitive platform that ensures smooth navigation and secure access to a broad content library.

All terminals will feature the Gold VLT multigame package, offering 50 titles across diverse themes. This includes popular classics such as Amazons’ Battle and Rise of Ra, fruit-themed favourites like Burning Hot, and regionally popular games such as Keno Universe.

Expanding Digital Capabilities

EGT Digital will also present its growing iGaming portfolio, including more than 180 in-house slot titles. Among the highlights are established jackpot series such as Bell Link, Clover Chance, and Gods & Kings Link, alongside newer releases like Panda Ventura, which has quickly gained traction with players thanks to its distinctive style and engaging gameplay. The title also marks the beginning of a new character-driven series, with Tiger Ventura set to follow.

In addition, the company will demonstrate its modular X-Nave platform, which integrates casino, CRM, payment gateway, bonus management, and an aggregator offering over 20,000 games from 200+ providers. The platform also includes a high-performance sportsbook with flexible integration and advanced personalisation features, supported by AI-driven tools that enhance engagement and automate key processes.

Strengthening Regional Partnerships

“Our main goal at BiS SiGMA South America is to strengthen strategic partnerships with operators, platforms, and stakeholders shaping Brazil’s regulated market,” Guedes added. “It’s also an opportunity to showcase our full technology and content ecosystem, supporting both online growth and potential future land-based developments such as VLT operations. Ultimately, we’re focused on building long-term relationships and positioning EGT as a trusted partner across Brazil and Latin America.”

The post EGT to showcase its gaming portfolio for Brazil at SiGMA Americas 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Gaming

Soft2Bet launches MEGA Islands, a new gamification engine designed to increase player retention

Published

1 week ago

March 30, 2026

Wladimir P.

soft2bet-launches-mega-islands,-a-new-gamification-engine-designed-to-increase-player-retention

Soft2Bet has unveiled MEGA Islands, the latest addition to its MEGA Suite, designed to enhance player engagement and retention across both casino and sportsbook offerings.

The new engine introduces a persistent progression system that carries over across sessions, giving players an ongoing reason to return. Through island-building, resource collection, and continual advancement, players embark on a long-term journey that transforms short play sessions into sustained engagement.

First previewed in Soft2Bet’s recent Lodur release, the MEGA Islands system allows players to develop their own islands over time. Resources earned through gameplay can be used to construct new buildings, upgrade existing structures, and unlock further stages of progression. Each upgrade opens new goals, creating a loop of continuous advancement that keeps players invested.

The engine also incorporates plundering mechanics, giving players an additional path to gather resources by raiding other islands. This feature not only accelerates growth but also maintains a dynamic and engaging progression loop. With no fixed endpoint, MEGA Islands is built to encourage repeat play through a satisfying cycle of building, collecting, and advancing.

“MEGA Islands is designed to make retention feel natural by providing players with a progression journey they want to return to,” said Yoel Zuckerberg, CPO at Soft2Bet. “By building islands, collecting resources, and unlocking upgrades—including through plundering—each session becomes part of a longer experience. It gives players a clear reason to come back while providing operators with a retention tool that integrates seamlessly across casino and sportsbook.”

The launch of MEGA Islands underscores Soft2Bet’s commitment to gamification as a driver of long-term growth. As part of the MEGA Suite, the new engine offers operators a powerful tool to extend player journeys, increase engagement cycles, and deliver consistent value in competitive markets.

The post Soft2Bet launches MEGA Islands, a new gamification engine designed to increase player retention appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Arcade

Pragmatic Play Elevates Arcade Roster with the Im-Peck-Able Chicken+

Published

2 weeks ago

March 26, 2026

Wladimir P.

pragmatic-play-elevates-arcade-roster-with-the-im-peck-able-chicken+

Pragmatic Play, a prominent content provider for the iGaming sector, has enhanced its arcade collection with the debut of Chicken+, a retro-themed game showcasing fast-paced action and significant winning opportunities.

Brought to existence with retro 8-bit visuals, the game tests players to evade approaching vehicles and various dangers, leading the chicken safely over the road.

With each lane successfully cleared, the win multiplier increases. Players can withdraw their earnings whenever they choose or try to navigate all lanes for the top reward, but a single random mishap concludes the round as a defeat. Players are able to view the possible winnings and the likelihood of success in reaching each lane to aid in their decision-making.

There are four levels of risk – Easy, Mid, Hard, and Daredevil. Raising the level reduces the number of lanes per round and increases the volatility, enhancing the maximum win potential from 24x in Easy mode to over 3,000,000x in Daredevil.

Blending nostalgic visuals with an eccentric theme, a user-friendly interface, and rapid betting rounds, Chicken+ meets the increasing demand for engaging, fast-paced games.

The title signifies the newest entry in Pragmatic Play’s continually growing arcade collection, succeeding the launches of Plinko+, Spire+, and Mines+.

Sharon McHugh, Director of Public Relations at Pragmatic Play, said: “Chicken+ blends retro charm with simple, high-engagement mechanics. With configurable risk levels and significant win potential, it stands out as another compelling addition to Pragmatic Play’s diverse arcade portfolio, inviting players to test their nerve and cross the road.”

The post Pragmatic Play Elevates Arcade Roster with the Im-Peck-Able Chicken+ appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.