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Merkur Sportwetten Makes Structural, Personnel Changes Focused on Online Growth
Merkur Sportwetten has divided its product team into two departments – a “Digital Operation” team and a “Technology & Delivery” team. While the Digital Operation team concentrates on the commercial success of the digital business, the Technology & Delivery team focuses on the provision of customer-oriented and high-quality products.
The Digital Operation team is led by Andy Bentley. After having served the company as a consultant since November last year, the 40-year-old joined Merkur Sportwetten as Chief Operating Officer of Digital on 1 July 2021. In his new role as Head of the Digital Operation Team, he is responsible, among other things, for increasing the growth of the online business, for providing first-class customer service, and for defining the online product range.
“As a team, we have a clear vision: to create the best omnichannel experience across Europe. I’m very excited to be a part of this vision and to accompany Merkur Sportwetten on this journey as well as to drive it forward,” Bentley said.
The Technology & Delivery segment will be the responsibility of Adam Lomax as Director of Technology & Delivery B2C. The 42-year-old has been with the Gauselmann Group since 1 March 2021 and was initially responsible as Program Director for the provision of the platform and systems for the international land-based and online market. In his new role as Director Technology & Delivery, Adam Lomax has been responsible for the new and further development of Merkur Sportwetten products since 1 July 2021.
“I am thrilled to be working in such a future- and quality-oriented company. Splitting up the product team enables us to respond to the needs of our customers and business partners in an even more targeted and effective way. This presents an exciting opportunity to reshape the way Merkur Sportwetten drives international growth,” Lomax said.
“The new structure within our product team provides valuable resources and a more targeted focus on developing our online business. Now that we have well-established platform and technology partners, the team’s focus has to shift from ‘build and develop’ to ‘deliver and grow,’” Markus Ettlin, the Management Spokesperson at Merkur Sportwetten GmbH, said.
“With the appointment of Andy Bentley and Adam Lomax, we have been able to attract two experienced and proven experts and are thus taking a big step on the long-term path becoming the best omnichannel provider in the whole of Europe,” he added.
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content deals
QTech signs InOut Games distribution deal for emerging markets
QTech has signed a content distribution agreement with supplier InOut Games to roll out the studio’s games to operators in emerging markets via QTech’s aggregation platform. The companies announced the deal on 3 July 2026.
Under the agreement, QTech will integrate InOut Games’ portfolio, which the supplier said now totals nearly 70 titles in under two years. InOut Games is best known for its crash game Chicken Road and has since expanded into slots, including Chicken Royal, Joker Pyre, Ice Fish, and Fruits Love Fever.
Vlad Snak, CEO at InOut Games, said: “QTech Games is a hotbed for superior games and a rarefied air for the player experience. We are rapidly widening our gaming suite and scope across developing regions and their market-leading platform provides an agile pathway to some previously overlooked territories. Needless to say, agreeing this new deal tracks our core strategy to fully leverage our reach, and we look forward to seeing how new audiences embrace our games.”
Philip Doftvik, CEO at QTech, added: “After a breakout beginning in the crash games domain, InOut Games is now proving itself as a broader provider of thrilling and innovative casino content, with a focus on creating quality, cutting-edge slots that are delivered reliably to our partners via our premier platform – on time, every time. Like us, they understand that localised solutions comprise the key to success across this patchwork quilt of opportunities.”
The post QTech signs InOut Games distribution deal for emerging markets appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Buffalo 250 Anniversary
ICONIC21 launches Buffalo 250 Anniversary slot themed around US 250th
Fourth of July-themed release reflects the studio’s push for market-specific content in regulated US-facing iGaming.
ICONIC21 has launched Buffalo 250 Anniversary, a Fourth of July-themed slot created to mark the United States’ 250th anniversary.
The game is centered on a buffalo and set against Independence Day fireworks, using imagery associated with US identity and the country’s upcoming semi quincentennial.
ICONIC21 said the release reflects its focus on building content around themes and player preferences that resonate in specific markets, with the US described as an increasingly important market for its partners and a key source of player engagement. The company develops live casino, RNG and slots content for regulated operators.
“The Fourth of July is one of those occasions that is recognised far beyond the United States, and the country’s 250th anniversary makes it especially significant,” said Edvardas Sadovskis, Chief Product Officer at ICONIC21. “The theme combines a distinctly American symbol with a moment that has real cultural relevance for players and operators alike.”
ICONIC21 added that it works with operators to shape its roadmap around player data, market demand and local relevance, and that it assesses follow-on titles using internal views, performance data and operator feedback. The provider said it has expanded beyond a classic casino portfolio — including roulette, baccarat and blackjack — into RNG and slots while keeping a market-specific focus for regulated environments.
The post ICONIC21 launches Buffalo 250 Anniversary slot themed around US 250th appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Betsson CEO Pontus Lindwall
Gaming in the Nordics launch event sets annual Copenhagen conference from 2027
Invite-only Copenhagen event at Better Collective HQ featured Nordic regulators and operators discussing compliance and channelisation.
Gaming in the Nordics has set plans for a full-size annual conference in Copenhagen starting in June 2027, following an invitation-only launch event held at Better Collective’s HQ in Copenhagen.
The launch event focused on the Nordics’ role in Europe’s iGaming market, with sessions on regulation and compliance. Morten Ronde, CEO of the Danish Online Gambling Association and Partner at Nordic Legal, said the region’s “pragmatism and willingness to be early adopters” could make Nordic jurisdictions the first to deploy “the next generation of innovative iGaming regulation.”
Anders Dorph, Director of Danish regulator Spillemyndigheden, discussed operator compliance, the role of Big Tech, and player monitoring. On the benefits of a regulated market, Dorph said Danish-licensed operators “are all very eager to be compliant. The industry [in Denmark] wants to be compliant. And that is a fact.”
From an operator perspective, Betsson CEO Pontus Lindwall and Immense Group CEO Jesper Kärrbrink addressed market channelisation and player protection. Lindwall outlined three prerequisites for a healthy market with high channelisation: “1) a competitive product; 2) meaningful player protections; and 3) real enforcement.” He added: “We are in a business where there is harm,” and argued that protecting players requires channelisation because “We also need to be able to reach these players, which we can only do if they are inside of the regulated system.”
Gaming in the Nordics founder Willem van Oort said: “I think the Gaming in the Nordics Launch Event was a fantastic success… I am very much looking forward to repeating this experience next year on a larger scale.” Other speakers listed by the organiser included Better Collective co-founder and co-CEO Jesper Søgaard, Birgitte Sand (Birgitte Sand & Associates), Pekka Ilmivalta (Nordic Legal – Finland), Josh Hodgson (H2 Gambling Capital), Daniel Valiollahi (BOS), Rasmus Kjaergaard (Mindway AI), Jeffrey Haas (Blask), and day chair Peter-Paul de Goeij (QuodBonum.se).
The post Gaming in the Nordics launch event sets annual Copenhagen conference from 2027 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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