Industry News
Gala Bingo Launches “Bingo Like a Boss” Campaign
Gala Bingo has launched “Bingo Like a Boss” campaign, unveiling a new leading lady, Gloria, a gloriously sassy woman who slays life whilst casually playing bingo.
The first of four ads connected to the campaign stars Paisley Billings from the TV show, Tattoo Fixers, as Gloria and features the character playing Gala Bingo on her phone whilst simultaneously shredding an electric guitar solo using her feet! Inspired by Gala Bingo’s seamless and exciting gameplay, this advert and the remaining three will encourage viewers to “bingo like a boss” whilst outrageously living life to the full.
With the aim of disrupting the category and inviting a new younger audience to experience the online game, the introduction of Gloria adds a fresh, modern edge to the brand, whilst maintaining relevance with its existing players. This is just one facet of Gala Bingo’s rebrand which includes an updated logo and tone of voice, a cleaner, refreshed look and colour palette, and a new approach to digital.
The commercials and digital content were directed by Los Angeles based comedy director duo Fatal Farm, while the campaign is being overseen by the advertising agency, Antidote.
“We wanted to mix up the category and refresh our brand. We are a brand with significant heritage and branding that has stood us in good stead, however the time felt right to revamp and refresh, bringing us in to the roaring 20’s and with Gloria’s help, this truly integrated campaign certainly does that. We want to show a younger audience how fun and exhilarating the game can be, showing there is something for everyone. We’re really excited to unleash Gloria on the nation and bring the sass to bingo!” Karina Adrian, Head of Brand Marketing at Gala Bingo, said.
ESG
Play’n GO publishes 2025 Sustainability Report with emissions and governance updates
Play’n GO has published its 2025 Sustainability Report, framing the year as a milestone as the supplier marks 20 years in the gaming industry. The report covers performance across four pillars—Players, Partners, People and Planet—and positions sustainability as tied to product design, operations, and partner expectations.
On climate reporting, the company said it has “achieved and exceeded” its long-term 90% reduction target for Scope 1 and 2 emissions, and reported a 69% absolute reduction in Scope 3 emissions versus its 2023 base year. Play’n GO also said its total material emissions for 2025 were kept below 500 MTCO2e.
The report also points to a move into land-based delivery. In 2025, Play’n GO said it launched its first land-based gaming solution in partnership with Genting UK, positioning the rollout as part of a “player-first, low-footprint approach” for regulated venues.
On responsible entertainment, the company said it continues to reject game mechanics it believes “compromise player trust or wellbeing,” and highlighted participation in discussions on digital wellbeing and cognitive health, including at the United Nations and G7. “We have always believed that great entertainment should be fun, safe and fair,” said Vanessa Björkbacka, Director of CSR at Play’n GO.
The report also outlines internal development and reporting infrastructure. Play’n GO said 43% of employees engaged in AI-related learning during 2025 and that average training time exceeded seven hours per employee globally. It added that reporting was further aligned to the UN Sustainable Development Goals and World Economic Forum Stakeholder Capitalism Metrics, alongside investment in “secure, AI-supported carbon data management.” “As expectations on transparency and accountability continue to rise, we see it as our responsibility to lead,” Björkbacka added.
The post Play’n GO publishes 2025 Sustainability Report with emissions and governance updates appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
complaint resolution
Casino Guru CRC returns $5.3m to players in Q1 2026
Casino Guru’s Complaint Resolution Center (CRC) published 3,986 complaints in Q1 2026 and says it resolved 1,321 cases, returning $5,304,894 to players during the quarter.
Casino Guru said March was one of the CRC’s most active months on record, with the second-highest number of published complaints to date. The company added that ongoing cases exceeded 1,300, pointing to rising demand for third-party dispute mediation.
By volume, the most active complaint markets were Germany (657), the United Kingdom (270), Canada (240), Italy (207) and Australia (194), according to the CRC update.
Delayed payments remained the most common player-reported issue. Casino Guru also reported a March shift in complaint mix, with self-exclusion-related complaints rising to the second most frequent category for the first time in CRC history. KYC-related issues and blocked accounts were also among the most common complaint types, often linked to withdrawal delays.
Casino Guru said the quarter’s results reflect the increasing role of independent mediation as players look to third-party platforms to resolve disputes.
The post Casino Guru CRC returns $5.3m to players in Q1 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
branded content
RubyPlay launches Firerose studio for operator-specific casino games
RubyPlay has launched Firerose, a new studio aimed at building operator-specific casino game experiences, as suppliers and operators push for more branded content to stand out in crowded markets.
The company said Firerose is designed to let operators combine RubyPlay’s existing game catalogue with the studio’s technology and creative resources, using operator-led insight to shape games around an operator’s brand identity rather than standardised supplier content.
RubyPlay said Superbet is among the first operators to launch Firerose-powered titles. The supplier did not disclose game names or specific performance figures, but said early results showed “strong engagement metrics”.
Firerose becomes part of RubyPlay’s multi-studio structure alongside Koala Games, Mad Hat Games, Ruby Studio, and Xslots, which the company said share technology, infrastructure and distribution.
Dima Reiderman , Chief Commercial Officer at RubyPlay, said: ”Firerose represents a deliberate shift in how we think about content creation and partnership. The market is no longer driven solely by volume, but by identity. Operators want experiences that feel native to their brand and help them clearly differentiate in increasingly competitive casino environments.”
Dr. Eyal Loz, CPO at RubyPlay, added: “Firerose was created to put the operator’s voice at the centre of the creative process. Every game starts with their brand, their audience and their story, and our role is to bring that to life through the full weight of RubyPlay’s creative capabilities.
“We’re shaping experiences that players immediately associate with the operator itself. That level of ownership is what allows operators to stand out in increasingly crowded casino environments.”
The post RubyPlay launches Firerose studio for operator-specific casino games appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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