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K. Patro Eisden Maasmechelen announces PepperMill Casino as its new main sponsor

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PepperMill Casino, a key player in the Belgian online casino industry, has become the main sponsor for K. Patro Eisden Maasmechelen, an ambitious Belgian football club active in the Challenger Pro League. This past weekend, they concluded their first match with a victory of 3-1 against SK Deinze. The deal is active during the season 2023-2024.

Impressive Milestone

After a successful year for both parties, this collaboration marks a new milestone. Patro Eisden Maasmechelen, Owned by the Common group since 2022, did not miss its debut in Belgium’s second-highest tier. The market share of PepperMill Casino has increased in the landscape of Belgian online casinos over the past year, and they have continued this success with a new partnership, following the collaboration with KRC Genk that was announced last year. The Common group is also the owner of Vitesse (NL) and Leyton Orient (UK).

Shared Values and Social Responsibility

PepperMill Casino and K. Patro Eisden Maasmechelen share their vision to provide entertainment and excitement to their respective fan bases. Both groups play a social role and strive to enhance their positive impact by joining forces.

Visual Presence

This partnership will prominently display the PepperMill Casino logo on the shirts of K. Patro Eisden Maasmechelen. The casino brand will also have a significant visual presence in the Sportpark Stadium of Patro Maasmechelen. Additionally, the recently launched Patro Ladies, the women’s team active in the second provincial division, is included in this collaboration. With this alliance, PepperMill Casino strengthens its visibility among sports clubs.

About PepperMill Casino

With 30 years of experience in the casino industry, PepperMill Casino stands for innovative, varied, and ethically responsible entertainment, both online and offline. They have strong roots in Belgium with five gaming halls, located in Genk, Hoevenzavel, Leopoldsburg, Hasselt, and Maasmechelen. They also have two casinos in the Netherlands, in Sluis and Heerlen. In 2023, they won the public award for ‘The Best Casino in the Netherlands’ for their branch in Heerlen. PepperMill Casino’s headquarters is in Genk.

About K. Patro Eisden Maasmechelen

Patro Eisden Maasmechelen embodies passion and excellence in the world of Belgian football. After securing the title of the Belgian National Division 1 for 2022-23, the club now focuses on the Challenger Pro League for the 2023-24 season.

BMM Testlabs

BMM Testlabs hires Michael Minor as SVP and North America BD lead

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Minor will lead land-based gaming sales strategy and customer engagement across the region.

BMM Testlabs has appointed Michael Minor as Senior Vice President & North America Market (NAM) Leader, Business Development, the company said.

In the role, Minor will lead land-based gaming sales strategy and customer engagement across North America, with a mandate to expand BMM’s regional presence and relationships with manufacturers, suppliers, and operators.

Minor brings more than 20 years of experience in business development leadership, client engagement, and sales strategy, according to BMM. He previously held senior roles at NEXTEQ, Pavilion Payments, and IGT.

Kirk White, Global President, Land-Based Gaming & Inspections, said, “Michael is a respected leader with deep experience across the North American gaming market. He understands our customers, knows how to build strong teams, and has a proven track record of delivering growth. With BMM’s full NAM coverage for certification services, we are excited to welcome Michael to BMM, supporting our client-engagement experience as we expand our services across the region.”

Minor said, “I am excited to join BMM Testlabs at such an exciting time for the company as the industry highly values what BMM is offering for Compliance and QA services. BMM has a strong reputation and focus on quality, speed, and integrity, and I look forward to working with our customers and teams across North America to support their growth and success.”

More data as follows:
  • BMM Testlabs: https://bmm.com/ Company site for confirmation of the executive appointment and BMM’s testing and certification services.
  • American Gaming Association: https://www.americangaming.org/ Trade body resource for North American gaming market context referenced in the appointment.
  • Pavilion Payments: https://www.pavilionpayments.com/ Background on one of Minor’s prior employers cited in the release.
  • IGT: https://www.igt.com/ Background on one of Minor’s prior employers cited in the release.

The post BMM Testlabs hires Michael Minor as SVP and North America BD lead appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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BMM TESTLABS WELCOMES EXPERIENCED GAMING EXECUTIVE MICHAEL MINOR AS SENIOR VICE PRESIDENT & NAM LEADER, BUSINESS DEVELOPMENT

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BMM Testlabs (“BMM” or “the Company”), the world’s original gaming test lab renowned for exceptional product compliance and certification services, today announced that Michael Minor has joined the Company as Senior Vice President & North America Market (NAM) Leader, Business Development.

In this role, Minor will lead land-based gaming sales strategy and customer engagement across the region, helping expand BMM’s presence and strengthen relationships with manufacturers, suppliers, and operators.

Minor brings more than 20 years of leadership experience in managing business development teams, client engagements, and sales strategies, and in-depth knowledge of gaming technologies and enterprise platform solutions. He previously held senior-level roles at NEXTEQ, Pavilion Payments, and IGT, where he led major initiatives and supported large-scale deployments of systems and technologies.

Kirk White, Global President, Land-Based Gaming & Inspections, said, “Michael is a respected leader with deep experience across the North American gaming market. He understands our customers, knows how to build strong teams, and has a proven track record of delivering growth. With BMM’s full NAM coverage for certification services, we are excited to welcome Michael to BMM, supporting our client-engagement experience as we expand our services across the region.”

Minor said, “I am excited to join BMM Testlabs at such an exciting time for the company as the industry highly values what BMM is offering for Compliance and QA services. BMM has a strong reputation and focus on quality, speed, and integrity, and I look forward to working with our customers and teams across North America to support their growth and success.”

 

The post BMM TESTLABS WELCOMES EXPERIENCED GAMING EXECUTIVE MICHAEL MINOR AS SENIOR VICE PRESIDENT & NAM LEADER, BUSINESS DEVELOPMENT appeared first on Americas iGaming & Sports Betting News.

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Aglaja Geta

“Stories”, a new feature design to elevate sportsbook engagement and promotional visibility from BETBY

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BETBY, the leading sportsbook provider, has announced the launch of Stories, a new feature designed to transform how operators present promotions and key events to their players.

Inspired by the widely adopted Stories format seen across social media platforms, the feature introduces a familiar, intuitive way for bettors to discover and engage with content directly within the sportsbook interface.

As competition for user attention continues to intensify, operators face the ongoing challenge of delivering promotions and updates in a way that cuts through the noise without overwhelming the user experience.

Stories addresses this by offering a dynamic, swipeable format that brings key content — such as bonuses, tournaments, major sporting events, and boosted odds — into a more engaging and accessible space.

Fully integrated into BETBY’s sportsbook environment, Stories enables bettors to seamlessly browse through short, interactive content cards, mirroring the mechanics they already use daily on social platforms.

This familiarity plays a key role in driving immediate interaction, lowering the barrier to engagement, and creating additional touchpoints between operators and their users.

By introducing a format that naturally encourages exploration, Stories helps increase visibility across promotional campaigns while supporting higher engagement rates.

Each new Story acts as a trigger for curiosity, prompting users to click through and discover new offers or events, ultimately contributing to improved promo turnover.

The feature feels particularly intuitive to younger demographics, who are already accustomed to this style of interaction.

By aligning sportsbook UX with established digital behaviors, BETBY allows operators to connect with these audiences in a more organic and impactful way.

Stories is about meeting users where they already are, in terms of how they consume content,” said Aglaja Geta, Head of UX & Analytics at BETBY.

We wanted to introduce a format that feels instantly familiar, while giving operators a powerful new way to highlight their most important promotions and events.

It creates a smoother, more engaging experience that encourages interaction without adding complexity to the platform.

From an operational perspective, Stories offers a streamlined way to enhance the front-end experience without requiring structural changes to the sportsbook.

The feature integrates seamlessly, allowing operators to enrich their content strategy while maintaining a clean and intuitive interface.

About BETBY

BETBY is a leading B2B provider of top-tier sports betting services, renowned for its groundbreaking technology and dedication to excellence.

BETBY’s team of industry veterans tap into their knowledge and expertise to deliver a premium, adaptable, and scalable sportsbook platform tailored to meet the varied demands of operators across the globe.

From dynamic in-play betting options to robust risk management tools and ground-breaking AI tools, BETBY is committed to propelling the success of its partners in the rapidly evolving landscape of online sports betting.

For more information visit betby.com

The post “Stories”, a new feature design to elevate sportsbook engagement and promotional visibility from BETBY appeared first on Americas iGaming & Sports Betting News.

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