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Building Brand Identity and Influencer Partnerships: How operators can work with micro- influencers to help establish their brand identity

Published

2 years ago

July 28, 2023

Having a clear brand identity is becoming increasingly essential for sportsbetting companies. In a competitive marketplace, having a brand that is clearly defined and that knows its audience can help you stand out from broader sports books that fail to distinguish themselves.

A key element of building a brand identity is choosing the right people to work with. There is a rush from operators to snap up celebrity endorsements, often with little to no consideration for what it says about their brand. This is where micro-influencers can help.

Micro-influencers are experts at creating a brand identity. They have to build a carefully curated image and brand to connect with their audiences. Authenticity is key to everything that they do, and this helps them create the communities that, in turn, propel them to success.

Where a lot of sportsbooks go wrong is that they approach big influencers that do not align with their brand. Posting an ad to 100,000 people is great, but if only 2,000 are those who are interested in the sport or team you are promoting, then it is just a misuse of advertising resources. This is where micro-influencers become a much smarter and more cost-effective option. They might have 10,000 followers, but all 10,000 of them follow them for a specific reason, and that is often to do with sports.

For example, if a brand is operating in Ohio, it can be matched up with a micro-influencer that is based in the area that has a direct link to the Cincinnati Reds or the Cleveland Browns. This is much more effective than using a big influencer just because they have more followers, it provides operators with a direct line to the people that they want to attract. Ultimately, the number of followers is not as important as the demographic and quality of the followers.

Authenticity also has a direct influence on conversion and retention rates and that is why it is essential to match the right brands with the right influencers. Long-time followers of a micro-influencer will spot a disingenuous ad straight away, as such, we must ensure that micro-influencers are matched with sportsbooks that fit their demographic and values. SGG Media works with over 1,450 micro-influencers, and between them, we can find an influencer for every major and minor sports team and sport you can think of.

Creativity and engagement are also essential in that respect. Putting faith in influencers to be creative with their ads will reap rewards in the long term. They know their audience much more than the sportsbook does, and they understand what type of content they want to see. The most successful campaigns are the ones that provide value to the influencer’s audience and content. It merges into their content instead of feeling like it has been curated specifically to sell a product. A synergy between an influencer and an operator is very palpable, and a genuine endorsement from a micro-influencer is much more effective than an aimless ad when someone is scrolling through their feeds.

On that point, engagement should also be a focus. Audiences do not want to just feel as though everything they see from a sportsbook is an ad. Influencers should engage with their followers and make the content involving. This not only fosters loyalty and shows audiences that the endorsement is genuine, but it can also be a great way of managing communities and generating more followers, which, in turn, is beneficial for everyone involved.

If you are considering using micro-influencers for your advertising, then you need to make sure that you are working with the correct one for your brand. Using the correct social media influencer can be hugely beneficial to all involved and can help operators get the exact kind of audience they are looking for. It supplies operators with a direct link to their target demographic, ensuring a better ROI and better customer retention rates.

Author: Troy Paul – Co-Founder and CEO at SGG Media

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Arizona

Arizona Department of Gaming Reports $44.9 Million in Tribal Gaming Contributions for the Second Quarter of Fiscal Year 2026

Published

2 hours ago

January 8, 2026

GamingAmericas.com

arizona-department-of-gaming-reports-$44.9-million-in-tribal-gaming-contributions-for-the-second-quarter-of-fiscal-year-2026

The Arizona Department of Gaming (ADG) announced today $44,891,270 in tribal gaming contributions to the Arizona Benefits Fund for the second quarter of Fiscal Year (FY) 2026. This represents an approximate 5.6 percent increase when compared to the same quarter of FY 2025.

“The financial support that tribal gaming provides the state of Arizona continues to power local and statewide needs that are vital to healthy and safe communities,” said Jackie Johnson, Director of the ADG. “With nearly $45 million in tribal gaming contributions in the most recent period, the Department is proud to ensure the continuation of important revenue streams that positively impact Arizonans.”

The Arizona Benefits Fund receives 88 percent of tribal gaming contributions, providing significant dollars to support instructional improvement for schools, trauma and emergency care, tourism, and wildlife conservation throughout the state. If interested in viewing the cumulative tribal gaming contributions by year, please visit our reports webpage: gaming.az.gov/resources/reports.

Tribal gaming contributions to the Arizona Benefits Fund for the second quarter of the State’s FY 2026 are as follows:

Instructional Improvement Fund/Education………………………………………………..$22,373,810

Trauma and Emergency Services Fund………………………………………………………..$11,186,905

Arizona Department of Gaming Operating Costs………………………………………….$4,040,214

Arizona Wildlife Conservation Fund……………………………………………………………$3,196,258

Tourism Fund…………………………………………………………………………………………..$3,196,258

Problem Gambling Education, Treatment and Prevention……………………………..$897,825

Total: Tribal Gaming Contributions to the Arizona Benefits Fund……………………..$44,891,270

Per the Arizona Tribal-State Gaming Compact, the remaining 12 percent is distributed by the tribes to the cities, towns, and counties of their choosing for community services and public safety programs for local governments. Since FY 2004, cumulative contributions have totaled approximately $2.5 billion, benefitting both the state and its cities, towns, and counties.

Currently, there are 26 Class III casinos in Arizona, which ADG regulates in partnership with Arizona tribes. For more information, view our tribal gaming webpage: gaming.az.gov/tribal-gaming-page.

The post Arizona Department of Gaming Reports $44.9 Million in Tribal Gaming Contributions for the Second Quarter of Fiscal Year 2026 appeared first on Americas iGaming & Sports Betting News.

888.it

R. Franco Digital Shortlisted for Casino Platform Excellence at EGR Europe Awards 2026

Published

12 hours ago

January 8, 2026

Wladimir P.

r.-franco-digital-shortlisted-for-casino-platform-excellence-at-egr-europe-awards-2026

R. Franco Digital, the leading Spanish iGaming provider, has been officially shortlisted for Casino Platform Supplier of the Year at the prestigious EGR Europe Awards 2026. The nomination recognizes a landmark year for the company, characterized by the explosive growth of its IRIS Open Omnichannel Platform and a major commercial breakthrough into the Italian market.

The winners will be announced during a gala ceremony on February 18, 2026, at the Hilton Malta, where the industry’s top-tier operators and suppliers gather to celebrate European gaming excellence.

IRIS: The Engine of Omnichannel Growth

The core of R. Franco Digital’s success lies in its IRIS platform, a highly scalable, multi-jurisdictional solution that unifies casino, sports betting, and retail management.

IRIS Platform Milestones (2025-2026):

Jurisdictional Reach: Certified in 6 jurisdictions and operational in over 10 regulated markets.
Content Depth: Seamlessly integrated with over 1,600 games from global third-party providers.
Operational Stability: Provides 24/7 multilingual support and advanced real-time analytics for operators.
Commercial Momentum: Secured 50+ new operator partnerships and entered three new markets within the last 12 months.

Performance Highlights: 4 Billion Game Rounds

R. Franco Digital’s games portfolio has seen a massive surge in engagement, bolstered by 20 new high-performance slot releases in 2025. Standout titles such as Strange Spins, Aphrodite, Zorro: Final Duel, Ovomon, and The Phantom contributed to a record-breaking year.

Metric	2025–2026 Achievement
Total Game Rounds	4 Billion+ across regulated markets
Revenue Growth	30% Increase during the judging period
New Content	20 New slot titles launched
Expansion	Debut in the Italian regulated market

Strategic Italian Market Entry

A major factor in the EGR shortlisting was R. Franco Digital’s successful entry into Italy. The provider rapidly localized its content to meet the specific demands of Italian players through tier-one partnerships:

Stanleybet.it: Launched 19 games, including the Italian-exclusive debut of Strange Spins.
888.it: Successfully rolled out the popular Super 7 3×3 title.

“We’re proud to be shortlisted for this award, which reflects the strength of our IRIS platform and the quality of the content we’ve delivered over the past year,” said Javier Sacristán Franco, International Business Director at R. Franco Digital. “Our team has worked hard to support operators with reliable, innovative solutions… we are delighted to see that effort recognised.”

The post R. Franco Digital Shortlisted for Casino Platform Excellence at EGR Europe Awards 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Big Hot Flaming Pots

Big Hot Flaming Pots: Tasty Treasures – Lightning Box Brings Land-Based Hit Online

Published

13 hours ago

January 8, 2026

Wladimir P.

big-hot-flaming-pots:-tasty-treasures-–-lightning-box-brings-land-based-hit-online

Light & Wonder has officially launched Big Hot Flaming Pots: Tasty Treasures, the digital debut of its highly successful land-based franchise. Developed by in-house specialist studio Lightning Box, this 3×5 slot offers 243 ways to win and a high-energy “three-pot” mechanic that has already become a staple on casino floors worldwide.

The game transitions the whimsical “dumpling-tossing” theme to online audiences, combining vibrant Asian-inspired aesthetics with a deep mathematical model designed for high-engagement sessions.

The Three-Pot Mechanic & Seven Feature Combinations

At the core of the gameplay is the persistent pot system. Landing specific colored coins fuels three separate pots—Yummy, Spicy, and Upsized. These pots can trigger individually or in any combination, leading to seven distinct bonus paths.

Feature Mode	Gameplay Enhancement
Yummy Mode	Increases the Hold & Spin respin counter from 3 to 4, significantly extending bonus life.
Spicy Mode	Introduces Chilli multipliers; landing a pepper adds its cash value to every symbol currently held on the board.
Upsized Mode	Unlocks a Dual Grid (two reel sets) for the Hold & Spin round, doubling the win potential.
Combined Modes	Triggering all three at once creates the “Mega Bonus,” featuring dual grids, 4 respins, and value-boosting peppers.

Innovation: The Stack N’ Hit Feature

Unlike traditional Hold & Spin mechanics where symbols simply lock until the round ends, Tasty Treasures introduces the Stack N’ Hit evolution.

Reel Clearing: When a vertical reel is filled with Bun symbols, the prizes are instantly collected, and the reel is cleared.
Persistent Respins: Clearing a reel creates open spaces for new prizes to land, allowing the bonus round to continue far longer than standard industry alternatives.
The Path to Grand: Each cleared reel activates a “Pepper Tracker” above it. Lighting up all five trackers awards the Grand Progressive Jackpot.

Jackpot Tiers & Base Game Depth

Operators benefit from a versatile math model that supports both consistent base-game performance and high-volatility jackpot chases.

Progressive Jackpots: Grand and Major tiers for life-changing win potential.
Fixed Jackpots: Minor and Mini tiers awarded through symbols landing during features.
Nudge Wilds: In the base game, Wild symbols can nudge to cover entire reels, assisting in achieving the 243-way payouts.

“Big Hot Flaming Pots: Tasty Treasures carries forward a brand that has already made its mark in land-based venues,” says Michael Maokhamphiou, Studio Director at Lightning Box. “This release offers operators a flexible, high-performing title that combines familiarity with fresh layers of engagement.”

The post Big Hot Flaming Pots: Tasty Treasures – Lightning Box Brings Land-Based Hit Online appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.