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Press Box PR, an award-winning digital PR agency specialising in betting, gaming, sport, consumer, retail, and hospitality, has announced the appointment of former Binance sports partnerships leader Ryan Horn as its new Growth and Business Development Advisor.

Horn will work closely with Press Box PR’s leadership team to drive strategic growth initiatives, advise on international opportunities, and support clients navigating the fast-evolving intersection of sport, payments, gaming, and emerging technologies.

With offices in London and Manchester, Press Box PR is renowned for securing earned media coverage across gambling, sports, consumer, finance, hospitality, and catering publications. The agency also helps brands increase visibility in AI-generated answers, citations, and large language model (LLM) recommendations. Press Box PR was named PR Agency of the Year at the 2026 European iGaming Awards.

Horn brings over 20 years of experience at the crossroads of global sport, commercial partnerships, and digital innovation. He has collaborated with major organisations including FIFA, UEFA, the International Olympic Committee, Formula 1, and the Rugby Football Union, helping connect global brands with some of the world’s largest sporting audiences.

He co-founded Brandtix, a sports data intelligence company that introduced a data-driven approach to sponsorship measurement, and later held senior roles in the global advertising sector, including Chief Business Development Officer at Euro RSCG, managing sponsorship strategy and campaigns for top-tier brands.

More recently, Horn led sports and digital asset partnerships at Binance, working with figures and organisations such as Cristiano Ronaldo, Mike Tyson, and Italian Serie A club Lazio, with a focus on the convergence of sport, digital payments, fan engagement platforms, and online gaming ecosystems.

In his role at Press Box PR, Horn will provide strategic insight on emerging areas shaping modern sports business, including AI-driven fan engagement, tokenised commerce platforms, global payments infrastructure, and the digital transformation of sport.

Alex Donohue, Founder and Managing Director of Press Box PR, said:
“Ryan has spent his career at the intersection of sport, technology, and commercial innovation. His experience and network will be hugely valuable as we expand internationally and support clients across sport, betting, and fintech.”

Horn added:
“The digital transformation of sport is creating entirely new commercial ecosystems. I’m excited to join Press Box PR and help clients navigate and communicate their role in this evolving landscape.”

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Choice Gaming produces and distributes content across four key verticals: slots, crash games, instant formats, and live casino offerings via its dedicated Kiss division. The company maintains full control over concept development, visual direction, and release scheduling, ensuring a cohesive and strategically aligned portfolio.

Collaboration-Driven Product Development
A cornerstone of Choice Gaming’s approach is integrating public figures and cultural collaborators directly into the design of its games. In the crash segment, Evra Crash was developed in partnership with football legend Patrice Evra, incorporating his likeness, persona, and competitive identity into the game’s mechanics and presentation.

In the instant category, Mono Choice was created alongside contemporary artist Alec Monopoly. The title embeds elements of his signature artistic style throughout the creative execution, extending well beyond surface-level branding.

The collaboration approach also extends to live casino offerings. As part of its cross-vertical strategy, the company launched Evra Sic Bo, a live table game featuring Patrice Evra’s identity integrated into the format.

Live Casino: Kiss Division
Through the Kiss division, Choice Gaming operates an AI-driven live casino infrastructure. Kiss AI Live Casino replaces traditional fixed studios with digitally generated environments and AI-controlled dealers. Operators can customize dealer appearance, ethnicity, attire, language, atmosphere, and studio design without altering the table structure.

The live portfolio includes multiple Sic Bo tables, each offering distinct dealer presentations and visual styles, creating differentiated table experiences within a scalable framework.

Slot Portfolio
Choice Gaming’s slot catalogue features fully in-house developed titles designed for multi-market deployment. Each release adheres to a defined concept and visual framework, avoiding reused layouts or re-skinned games. The company’s roadmap includes continued expansion of slot themes and innovative design directions throughout the year.

Crash and Instant Segments
Beyond collaboration-led releases, the crash and instant categories continue to grow with titles built around streamlined mechanics, clear visual identity, and structured gameplay positioning.

Scaling with Control
Choice Gaming continues to expand across all verticals while retaining complete oversight of production, creative direction, and collaborative integration, ensuring consistent quality and innovation across its portfolio.

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