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BetMakers Upgrades and Extends William Hill Contract

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BetMakers Technology Group has announced that Global Betting Services (BetMakers), a wholly-owned subsidiary of the Company, has extended and upgraded its commercial agreement with the William Hill Group.

BetMakers has signed as the preferred distribution partner and will continue to provide William Hill Group with existing wagering technology services, including Pricing and Trading solutions, and also provide additional access to its expanded racing products until 31 December 2022.

“Over the past two years we have made enormous strides in diversifying our racing content to include products from all over the globe, which was one of our key strategic ambitions. This success could not have happened without the excellent collaboration of William Hill Group Trading and BetMakers, who offer an incredible wealth of experience in International racing. This transition has seen William Hill increase its racing content significantly,” William Hill Director of Racing Mark Howarth said.

“This a significant and positive endorsement of the BetMakers business and we are delighted to be working with the William Hill Group, which as one of the world’s largest sports-betting and gaming companies has been one of BetMakers’ foundation clients outside of Australia. The extension and upgrading of BetMakers’ racing services and solutions to William Hill at an international level comes during a challenging time for wagering operators with the suspension of many sports globally,” Todd Buckingham, CEO of BetMakers Technology Group, said.

“BetMakers is buoyed by the support of our International and Australian customers as demand remains strong for racing products and services, which has seen our teams working overtime to continue to deliver racing from around the world to our extensive customer base,” Todd Buckingham added.

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EveryMatrix goes live with Betsson Africa platform rollout in Cameroon

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Turnkey casino and sportsbook integration includes PAM, payments, affiliate tools and front-end development for Betsson’s Cameroon launch.

EveryMatrix said its platform technology is now live with Betsson Africa in Cameroon after completing a full turnkey casino and sports integration.

The supplier said it was selected via a competitive tender to deliver a bespoke platform package covering front-end development, casino, sports, player account management (PAM), payments and affiliate management.

Ebbe Groes, Group Co-CEO & Co-founder EveryMatrix, said: “Delivering a full turnkey platform solution for Betsson Africa reflects the strength and maturity of our technology and delivery capabilities in regulated environments, while reinforcing our commitment to the continent.

“Our focus is on supporting a stable and compliant launch in Cameroon and working closely with the Betsson team as the operation develops.”

Rony Richa, Commercial Director at Betsson Group, said: “This launch reflects a pragmatic approach by Betsson as we explore selected regulated markets. EveryMatrix was chosen for its proven technology, regulatory experience, and capability to support a structured and controlled rollout.”

The post EveryMatrix goes live with Betsson Africa platform rollout in Cameroon appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Adam Lewis Chief Executive Officer at AxiumAI

AxiumAI links up with ComeOn Group on real-time sportsbook personalisation

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Agentic AI tools are integrated into ComeOn Group’s proprietary sportsbook to support contextual pre-match and in-play interactions.

AxiumAI has partnered with ComeOn Group to expand real-time personalisation across ComeOn Group’s proprietary sportsbook platform.

The companies said the collaboration is aimed at improving real-time sports engagement through intelligent automation, supporting more timely and relevant interactions across key moments in the player journey and during sporting events.

AxiumAI said its technology has been integrated into ComeOn Group’s platform to complement in-house capabilities, enabling real-time contextual interactions across both pre-match and in-play events. ComeOn Group positioned the rollout as part of its continued investment in its proprietary sportsbook, following recent enhancements in trading, platform performance and product features.

Adam Lewis, Chief Executive Officer at AxiumAI, said: “We’re pleased to be supporting ComeOn Group in advancing their personalisation strategy. Their strong proprietary platform and product vision provide a solid foundation for deploying agentic engagement capabilities. We look forward to continuing the collaboration and supporting the next phase of their sportsbook development.”

Sherwin Jarvand, Chief Growth Officer at ComeOn Group, said: “Personalisation is an important part of how we continue to evolve the player experience. Our focus is on delivering relevant and timely interactions in a way that supports engagement while remaining aligned with our responsibilities as an operator. AxiumAI’s technology complements our existing capabilities and integrates well with our proprietary platform. As we continue to develop our sportsbook offering, partnerships like this play a role in enabling scalable and real-time engagement.”

The post AxiumAI links up with ComeOn Group on real-time sportsbook personalisation appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Habanero rolls out Prosperity Horse slot with accumulating Wild multipliers

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Habanero has released Prosperity Horse, a high-volatility 7×5 slot featuring an accumulating multiplier Wild mechanic and expanding feature set across the base game and free spins.

The game runs 28–58 paylines and is built around the Prosperity Horse Wild, which locks in place on winning combinations and increases an in-game multiplier as additional Wilds land. The multiplier does not reset between spins, with Multiplier Gates appearing at random on the reels to help boost the multiplier further.

Prosperity Horse also includes a Red Envelope mechanic that can award instant cash prizes or convert into high-value symbols. Three or more scatter symbols trigger the Free Spins feature, where expanding symbols appear more frequently and multipliers continue to increase.

For operators, the title integrates Habanero tools including Jackpot Race™ and a Buy Feature.

Toni Karapetrov, Head of Corporate Communications at Habanero, said: “Prosperity Horse builds on a clear set of mechanics that are easy to understand but offer strong potential as the game progresses.

“The combination of expanding symbols and multipliers gives players a consistent sense of development throughout each session while still delivering the level of volatility that many players are looking for.”

The post Habanero rolls out Prosperity Horse slot with accumulating Wild multipliers appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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