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Digital Chain is a business statement. Iryna Kurochkina, Founder & CEO of DC, on the agency’s rebranding and ambitious plans

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1. So, the first big gaming exhibition of the new decade, ICE London 2020, is here, and so is the crazy surprise: Digital Choo rebranding into Digital Chain! Tell us more about the idea and how long were you planning it. 

The rebranding is a major change, and it came to us really naturally. Over the course of 3 years on the market we’ve developed an interconnected in-house infrastructure of services, won over great global companies as our clients, created many award-winning campaigns, and, in the end, we’ve changed. We have a larger grasp of understanding who we are and what value we present to our clients, partners, the advertising markets, and the world in general. So the aspiration for change came from the inside as a natural desire to match our external image with our internal values, the very essence of DC.

Digital Choo

Digital Chain, ICE London 2020

 

 

 

 

 

 

 

 

 

 

 

 

What is Digital Chain? It is the power to break barriers and go above and beyond in pursuit of the outstanding results. It is intrinsically us — the international marketing agency that commits to using its complex knowledge and services to drive the process of brand establishment for every company that shares the same passion and beliefs with us.

2. Could you elaborate more on the practical implementation of the concept of rebranding?

The most obvious change is our brand identity embodied in all external branding, POS materials, merchandise and so on. However, Digital Chain is much more than visual changes. It is a business statement. It is about our plans, goals, and the services we bring to the market.
Every piece of our new image communicates exactly who we are and what value we carry to the world. Liquid metal is a key element of our renewed style: a symbol of the agency’s strength yet flexibility, the skills and expertise that complement the DNA chains of new strong brands that we help to create. Other new corporate colors add vibrancy to this philosophy, with Stark White to represent fearlessness, absolute freedom of action, purity of thought, the absence of chaos in our work processes, and Rich Black to reflect our passion for exploring the essence and solid, confident steps to conquer the unknown.

We are bold and daring in our aspiration to develop the international community, and this is essentially what the story’s about. In the near future, Digital Chain will connect even more markets all over the world, introducing its services to Asian and African clients. We will also contribute our expertise in niche verticals to the development of markets that have only recently adopted the global practices and undergo gambling legalization. And of course, we are about to expand our client portfolio both in niche and mainstream categories.

3. A general question on rebranding: If you are doing well, why should you rebrand? As they say in the US, “if it ain’t broke, don’t fix it”. Isn’t this the mantra?

Change is the only constant thing in the world. To keep yourself in an old framework when you’ve grown, and become so, so much more, is simply wrong. True freedom comes from being sensitive – first of all, to yourself; from being honest; from accepting who and what you are and bringing the corresponding image into the world with responsibility and good intentions. This is how real difference is made- by being yourself to the fullest. It is exactly the same for businesses as for individuals.

4. A number of big companies have fallen off their hallowed perch in the last decade or so. Kodak, Thomas Cook, Nokia, the list goes on. Changing technologies played a big part in that. Do you think in this era of rapid emergence of disruptive technologies, just rebranding alone can help the companies to flourish? 

In a fast-paced world that we live in today, visionaries and pathfinders set the reality that everyone else is battling to succeed in. So yeah, technological advancement must underlie any other changes, without a doubt!
Watching the global market closely, over some time you start to see the pattern of all sales, mergers, acquisitions – an ever-evolving live organism that aspires to reach its maximum potential. It is important to keep everything connected so if one part changes, the others naturally follow suit as well.

5. Specific to the gaming sector, how should a company go about rebranding? What should be the underlying factors a company should consider before making a decision to rebrand?

This company should answer a nominal question “Why?”. As indicated, one of the lasting trends in the gaming/gambling industry, which is highly relevant in 2020, is market oversaturation. Target audiences have difficult time telling companies apart from each other. You may ask if rebranding is the answer. It could be, but it also could not be the one. It is a combination of factors and external influences that have to be taken into account to decide whether rebranding is truly what a company needs.
During the process, you have to be true to your brand essence, consistent, and… there are really many ingredients to the development of a perfect rebranding. A reliable and proven marketing partner is highly recommended to ensure all the details are perfectly set, and that the new brand really stands out and communicates the right messages in the right tone of voice.

Alex Manning

LCKY Group announce Alex Manning as Group CTO

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LCKY Group has announced the appointment of Alex Manning as Group Chief Technology Officer, marking the first major leadership hire since the company’s strategic rebrand earlier this year.

Previously known as Glitnor Group, the entrepreneurial-led organisation entered a new phase of its development in January when it adopted the name LCKY Group. The rebrand was designed to better reflect the strong portfolio of brands operating under the group while also positioning the business for future expansion.

Alex’s appointment as Group CTO represents a significant step in this next stage of growth. With more than 25 years of experience across the fintech and iGaming sectors, Alex brings deep expertise in scaling businesses and leading complex digital transformations.

Prior to joining LCKY Group, Alex served as CTO of iGaming at Light & Wonder, where he led a major engineering transformation. During his four-year tenure, he transitioned the team to a product-led, cross-functional delivery model, oversaw the development of several first-of-their-kind products, and supported the company’s expansion into new regulated markets.

Richard Brown, Group CEO at LCKY Group, said:
“Everyone at LCKY Group is delighted to welcome Alex at what is a defining moment in the company’s evolution. He brings extensive experience across regulated fintech and iGaming markets, and his proven ability to guide organisations through successful scale-ups and digital transformations makes him an ideal fit for the role of Group CTO.”

Alex Manning, Group CTO at LCKY Group, added:
“I’m excited to join LCKY Group at a time when the business is focused on strengthening its international presence and growing its influence across key regulated markets. My priority will be to build on the strong culture that already exists within the group, creating a high-performance environment where teams can thrive, innovation is encouraged, and each of our brands is given the platform it deserves.”

The post LCKY Group announce Alex Manning as Group CTO appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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2025 Ads Safety Report

PropellerAds 2025 Ad Safety Outlook

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PropellerAds, a top performance advertising platform worldwide, has just published the 2025 Ads Safety Report, which offers an in-depth analysis of ad fraud trends, protective measures for the platform, and guidance for advertisers on compliance.

The report emphasizes that as fraudulent methods grow more advanced, the organization’s multi-tiered security measures are essential in protecting advertisers, traffic providers, and end users.

Advancing Ad Fraud Methods and High-Risk Areas

In 2025, ad fraud advanced considerably, transitioning from basic techniques to more intricate, infrastructure-intensive schemes. Fraudsters exploited cloaking, malware distribution networks, and social engineering tactics aimed at messenger accounts, frequently across various ad formats. PropellerAds enhanced initial moderation and foundational detection to identify high-risk actions before campaigns launched.

Throughout the year, the platform processed 729,794 campaign rejections, mainly driven by content compliance and user safety issues, with adult content and malware alerts representing the largest portions. These actions guaranteed that campaigns were halted prior to delivery, safeguarding advertisers, publishers, and end users, while upholding a consistent and reliable advertising landscape. In comparison to 2024, campaign rejections rose by 35%, indicating enhanced moderation reach and more robust preventive measures.

Markets of high value, such as Turkey and Spanish-speaking areas, saw increased levels of fraudulent behavior. Approximately 80% of identified attacks aimed at users of Windows and Android. Fraud patterns typically integrated technical, behavioral, and content indicators, emphasizing the necessity for ongoing monitoring and thorough infrastructure evaluation.

High-Risk Accounts and Safeguarding Methods

Cloaking continued to be the primary high-risk infraction, making up more than 80% of verified account suspensions. This method consists of displaying varying content to moderation systems and users, masking the actual essence of campaigns. Ransomware, unsuccessful identity verification, and scam schemes also played a role in account suspensions, albeit to a smaller degree. Fraud that relies on heavy infrastructure necessitates multi-tiered enforcement and ongoing monitoring to guarantee platform safety.

In 2025, schemes of fraud grew more advanced. Cloaking methods encompassed multi-tiered traffic management, selective content distribution, and decentralized architecture. Malware distribution has progressed from basic redirects to immediate file downloads or complex interactions. Incidents of Messenger account hijacking rose, featuring phishing sites, counterfeit login forms, and mobile-centric social engineering assaults. Certain campaigns even utilized compromised or left-behind servers and domains, necessitating thorough technical and behavioral analysis for detection.

AI and automation contributed to fraud prevention by analyzing behavioral patterns, identifying high-risk signals, and aiding expert evaluations. Although fraudsters tried to utilize AI for creating counterfeit documents or modifying creative assets, PropellerAds guarantees that all campaigns undergo expert reviews and infrastructure checks prior to traffic delivery, stopping high-risk operations from accessing users.

Advertiser Adherence and Risk Oversight

PropellerAds advises advertisers to adhere closely to platform guidelines, verify that ad content aligns with format and regional specifications, comprehend the entire user experience, and track infrastructure and domain reputation. The use of cloaking or misleading tactics is deemed high-risk and typically leads to permanent account termination.

The PropellerAds team highlights that preventing fraud is an ongoing and developing process that demands technology, expert evaluation, and collaboration across the ecosystem. The organization continues to prioritize improving platform safety, ensuring transparency, and safeguarding all individuals involved in the advertising ecosystem.

The post PropellerAds 2025 Ad Safety Outlook appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Fortune Wheel Drops

Just Slots and Hype.Bet Celebrate Year One of Multiplayer Gaming Together

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The slot developer Just Slots, based in Malta, participates in Hype.Bet’s anniversary festivities as a highlighted provider partner, offering exclusive contests, Fortune Wheel Drops, and community incentives to players during March.

Just Slots, an iGaming developer recognized for its striking and premium slot games, has revealed a collaboration with Hype.Bet to commemorate the platform’s inaugural anniversary. Taking place in March 2026, the partnership includes Just Slots as a highlighted provider for the significant event, offering unique contests, community-focused rewards, and prominent lobby positioning to users on one of iGaming’s most creative platforms.

Hype.Bet has transformed social casino gaming into the exclusive multiplayer community casino platform where players can join streamers and friends in real-time spins. Since its debut in March 2025, the platform has created a dedicated community centered on its hallmark Multiplayer Rooms feature, where hundreds of players can enter a communal room, observe a host oversee the gameplay, and track their balances fluctuating together, all in real-time.

In March, three Just Slots games—Rain and Ruin, Dynamo’s Show, and Vegan Nightmare—will be highlighted in Hype.Bet’s main lobby section, each adorned with unique halo icons to signify their participation in the anniversary promotion. Gamers can easily identify the highlighted games and dive right into the contest. The month-long competition, taking place from March 1 to 29, encourages participants to compete across the full Just Slots collection on Hype.Bet, offering rewards for individual players and streamers alike. The individual player champion receives a unique, limited-edition Hype.Bet anniversary merchandise pack, a Just Slots merchandise pack, and $500 in cash, whereas the leading streamer is awarded their own exclusive merchandise and a bonus incentive.

Enhancing the thrill, Hype.Bet’s exclusive Fortune Wheel Drops will take place every Monday and Wednesday during the campaign. Participants in Multiplayer Rooms during streamer events can seize $2,500 Fortune Wheel Drops, broadcast live to the community in a distinctly Hype.Bet style. The drops occur twice a day on those days, upholding the platform’s central belief that achieving success is more enjoyable when it is shared.

Nick Formosa, Head of Client Strategy at Just Slots, commented, “Hype.Bet has built something genuinely different in this space with a platform where the community is as much a part of the experience as the games themselves. That’s a philosophy that resonates with us at Just Slots, and this partnership felt like a natural fit from the start. Seeing our titles at the centre of their anniversary celebrations, with players competing and winning together throughout the month, really captures what ‘Play Together, Win Together’ is all about.”

Iana, Head of Marketing at Hype.Bet, added, “Celebrating our first anniversary with partners like Just Slots is a great way to highlight the community experience that defines Hype.Bet. Their games fit perfectly into our Multiplayer Rooms format, where players can watch, compete, and win together. This collaboration brings exciting competitions and rewards to our players while showcasing what social casino gaming can look like when the community comes first.”

After the launch of their inaugural game in 2024, Just Slots has introduced ten titles and established a variety of strategic alliances within the industry, emerging as a significant player in next-generation slot development. Participants can access complete information about the anniversary promotion, including contest rules and the Fortune Wheel Drop timetable, at hype.bet/promotions.

The post Just Slots and Hype.Bet Celebrate Year One of Multiplayer Gaming Together appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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