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With 50 Million Master Bakers, ‘Bake It’ Is Now Kwalee’s 2nd-Biggest Mobile Game

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Kwalee’s Bake It has officially passed 50 million downloads, making it the publisher’s second most-downloaded hypercasual game to date. Its impressive download count is topped only by Draw It (95 million+ downloads).

Released in May 2020, this tactile game about baking perfect cakes and treats took the mobile game market by storm – it ranked at #1 in the ‘Simulation’ category in 20 countries, and achieved close to 10 million downloads in the first month alone!

Bake It gives the player a chance to explore their delicious itch for culinary baking. Players bake monumental cakes, dressing them with a smorgasbord of sweet toppings and icing and sprinkles and candies – based on what the customer’s sweet tooth craves, of course.

2020 was a testing time for Kwalee, as it was for everyone. The company — headquartered in Leamington Spa — faced the challenge of swapping the shared physical space of its studio with a remote, digital development environment due to the rampant COVID-19 pandemic.

Bake It, Kwalee’s first game launched under these circumstances, proved to be the standard-bearer in the firm’s impressive adaptation to remote working. Kwalee began 2020 as a developer and publisher with just over 60 staff, all firmly UK and office-based, and now finds itself with more than 160 team members, across 13 countries and three offices – Leamington Spa, Bangalore and Beijing.

CEO David Darling expressed his thoughts on the game’s success and its role in Kwalee’s development as a globally-distributed team:

“Seeing the success of Bake It along with a few other hit games of ours, like Object Hunt and Shootout 3D – it gives us confidence in remote working as the new model for our work culture. There’s a lot of potential we’re seeing in working this way to bring more hit games in the long term, especially with a globally-distributed team, so we’re excited about that.”

CEO David Darling

CEO David Darling

For an even greater insight into the making of Bake It, Kwalee’s Head of Development Simon Platt published an article soon after the game’s release that dove deep into the team’s experience of handling both development and publishing of Bake It during the pandemic.

Between opening up permanent remote opportunities for candidates globally and working alongside the overseas offices in Bangalore and Beijing, Kwalee’s teams have had to keep their work structure consistent online whilst meeting project goals simultaneously. It has ultimately paid off, with the recent remote releases skyrocketing in the charts.

Kwalee is currently running a challenge for third-party developers called Hypercasual Heroes, in which developers have the chance to get their games published by Kwalee and potentially secure a slice of that Bake It-style success – along with incredible, limited-time awards including a Tesla Model 3 car and $100,000 in advances with uncapped profit share to follow! Open for submissions until 31st August, developers can simply upload their 15-second gameplay video to Kwalee’s new publisher portal in order to be eligible.*

In the case of Bake It, the cherry on top was provided by the fact that interest in baking shot up during the first lockdown, often cited as a therapeutic and productive outlet to bust stress and anxiety. Bake It certainly hit the sweet spot in this regard but more than a year on, it’s also showed impressive longevity.

Bake It continues to receive updates from Kwalee’s dedicated team of designers and developers, who tailor the experiences for all kinds of players so anyone could become the best baker they can be. Android users and iOS users can find Bake It available for download on Google Play Store and App Store respectively.

Kwalee has been nominated in both Best Developer and Best Publisher categories at the upcoming Mobile Games Awards, and you can visit the official website for more information on joining our global team or getting your game published with us.

Fotini Matthaiou

R. Franco Digital Partners with Novibet

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R. Franco Digital, the Spanish iGaming provider, has bolstered its global presence following a major agreement to go live with international GameTech operator Novibet, across regulated markets in Europe and Latin America.

The partnership sees R. Franco Digital’s diverse and high-performing games portfolio integrated into Novibet’s platform, further enhancing the GameTech operator’s premium casino offering and providing its growing international player base with access to high-quality, engaging content. This move further boosts R. Franco Digital’s status as a top-tier supplier in key jurisdictions across two continents.

Among the initial wave of hit titles to be featured on Novibet’s range of sites are Strange Spins, Valentine’s Dates, Aphrodite, Link City and 40 Super 7 FS. These games have already garnered acclaim for their immersive mechanics and localised appeal, making them a strategic addition to Novibet’s premium and entertainment-led casino experience.

This latest collaboration highlights R. Franco Digital’s continued momentum, as the supplier continues to pursue its roadmap of international expansion by partnering with tier-one operators across established and emerging markets.

Javier Sacristán Franco, International Business Director at R. Franco Digital, said: “Partnering with a leading GameTech operator such as Novibet, is a testament to the quality and versatility of our content. Their strong presence in both Europe and Latin America aligns perfectly with our strategic goals.

“We are confident that our recent hits, such as Link City and Aphrodite, will resonate strongly with Novibet’s audience, delivering the high-quality entertainment experience players expect. We look forward to a long and fruitful relationship as we continue to grow together.”

Fotini Matthaiou, Executive Director of Casino at Novibet, added: “Enhancing our casino offering through strategic content partnerships remains a key priority for Novibet. R. Franco Digital’s portfolio brings engaging, high-quality gameplay experiences that strengthen our proposition, in line with our commitment to delivering premium entertainment and long-term player value across our regulated markets.

“This partnership marks an important step in expanding our presence across Europe and Latin America, as we continue to grow our content offering with diverse and locally relevant experiences for our international audience.”

The post R. Franco Digital Partners with Novibet appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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TaDa Gaming Enters South Africa via Strategic Betway Partnership

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TaDa Gaming marks its entry into the South African iGaming market through a landmark partnership with Betway, bringing premium casino content to local players.

With slots tailored for the SA market, Betway players will have immediate access to releases including Crazy 777, Coin Tree, 40 Sparkling Crown, Devil Fire 2 and Rapid Gems 777 as well as the Fortune Gems series. Distribution is through Light & Wonder Inc.

TaDa is renowned for attracting new and younger demographics with its immersive content. As winner of the SiGMA Africa Slot Newcomer of the Year, 2025, all games are expertly localised and mobile first for lightweight deployment and swift loading times, a critical factor for success.

Taking a glocalised approach has enabled TaDa to build a transnational brand across the continent for delivering scalable, regulated business success in emerging and high growth countries.

This experience gained from operating in over 15 countries including Nigeria, Kenya, Ghana, Uganda and Tanzania makes TaDa a valuable partner in South Africa, a key destination for the ambitious content provider.

Ray Lee, Director of Business Development at TaDa Gaming, said: “Building our brand for immersive and tailored gaming in South Africa has been enhanced through securing collaborations with key operators like Betway. We are delighted to be working together to deliver new and exciting experiences for players across the SA market.”

The post TaDa Gaming Enters South Africa via Strategic Betway Partnership appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Bettingbladet Aims to Become Sweden’s Central Hub for Gambling Industry News & Trends

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Bettingbladet.se, a Swedish gambling industry news platform, announced its ambition to establish itself as a central source for news, analysis and market insight covering the Swedish gambling sector.

As the Swedish gambling market continues to evolve through regulatory change, new product launches, shifting payment solutions and increased investor interest in listed gambling companies, Bettingbladet aims to provide broader and more transparent coverage of the industry in one place.

The platform’s editorial focus goes beyond traditional comparison content and promotional offers. Instead, Bettingbladet seeks to cover the companies, trends and personalities shaping the sector, while also making the market more accessible for readers with an interest in gambling-related shares and publicly traded sector companies.

“Sweden has produced some of the gambling industry’s most influential companies, yet there is still a lack of accessible and transparent editorial coverage bringing the sector together in one place. Our ambition is to make the industry easier to follow for players, investors and professionals alike,” said Mikael Peränen, Editor-in-Chief of Bettingbladet.

Bettingbladet said it plans to monitor developments across operators, suppliers and adjacent gambling businesses, while also highlighting broader industry movements and the individuals behind them. The site aims to offer readers a clearer understanding of both current developments and the structural shifts influencing the market.

In addition to reporting on new products and market developments, Bettingbladet intends to provide context around the evolution of the Nordic gambling industry. This includes historical perspectives on how the sector was shaped during earlier growth phases, including the poker boom years and the rise of Malta as a key hub for Swedish iGaming entrepreneurship and expertise.

“There is strong interest not only in what is happening now, but also in how this industry was built and who helped shape it. We want to keep readers informed about new trends, while also bringing forward the stories, companies and individuals that matter,” Peränen continues,” Peränen said.

Transparency is a central part of the platform’s positioning. In a sector where affiliate-driven business models are common, Bettingbladet said it aims to clearly distinguish between editorial content, analysis and commercial collaborations.

“We believe transparency and honesty are essential for building long-term trust. That is especially important in an industry where the lines between marketing and media have often been unclear,” Peränen added.

Bettingbladet is currently in an early growth phase and plans to expand its coverage over time, with the ambition of building a broader archive of Swedish gambling industry news, analysis and company-related reporting.

The post Bettingbladet Aims to Become Sweden’s Central Hub for Gambling Industry News & Trends appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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The platform also hosts industry-relevant webinars, and provides detailed reports, making it a one-stop resource for anyone seeking information about operators, suppliers, regulators, and professional services in the European gaming market. The portal's primary goal is to keep its extensive reader base updated on the latest happenings, trends, and developments within the gaming and gambling sector, with an emphasis on the European market while also covering pertinent global news. It's an indispensable resource for gaming professionals, operators, and enthusiasts alike.

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