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Exclusive interview with McLaren on brand partnerships
PartyPoker has conducted an interview on their blog, where McLaren Racing’s Nick Martin (Executive Director, New Business) shares what the F1 racing team is looking for in their partners, success stories and examples of innovative campaigns.
McLaren and betting group Entain signed a partnership for PartyCasino and PartyPoker in 2021, which has already resulted in several successful initiatives and campaigns over the past two years.
An example of this is the poker tournament McLaren Turbo Series, which took place from 13-28 August 2023, hosted by PartyPoker.
The McLaren Turbo Series is just one of the initiatives to come out of the partnership, and when asked to give other examples, Martin says that “a great one recently, was our Returnship scheme with Entain, which helps to reignite the careers of women returning to roles in STEM. As part of the programme, an initial 10 places were offered to women, at Entain or within our F1 Team, for six months.”
When elaborating on what McLaren is looking for when selecting brand partnerships and recent collaborations, Martin continues: “Another example is what we’ve done together with Entain where we hosted a fireside chat with Zak Brown (CEO, McLaren Racing) and Jette Nygaard-Andersen (CEO, Entain PLC), putting two like-minded leaders together to talk about their role as CEOs and their approach to leadership. This was a piece of content that catered to not only a business audience but also a broader audience where again, we are always looking for ways to engage our sizeable fan base.”
The interview also goes into detail on how McLaren is working with a wide variety of partners and how being present in the digital sphere is just as important as being available for motorsport fans locally and internationally:
“Firstly, we work to maximise visibility for partners across our most valuable inventory, which is our cars and our drivers.
Secondly, we have a real focus on digital. McLaren has led the way in F1 on digital and social, being the first team to join Instagram, the first to join TikTok and the first to launch an app.
At Silverstone this year, we hosted a free Fan Zone in Manchester for our fans who couldn’t be at the race itself.[CF1] This ran across all three days of the Silverstone weekend and gave people the opportunity to cheer for McLaren and watch together while offering interactive experiences on-site. This was a great activation which was quite accessible and brought papaya to the people of Manchester!”
ADM
Peter & Sons says it now reaches 70% of Italy’s ADM-licensed operator market
Studio cites integrations with Sisal, SNAI, PokerStars, Eurobet, Betsson Italy, Lottomatica, Goldbet and Diecimilauno via Octavian and Light & Wonder.
Peter & Sons said it has expanded its distribution in Italy and is now live with approximately 70% of the country’s leading operators under the Agenzia delle Dogane e dei Monopoli (ADM) license.
The studio attributed the milestone to operator partnerships including Sisal, SNAI, PokerStars, Eurobet, Betsson Italy, Lottomatica, and Goldbet and Diecimilauno, with distribution supported by aggregators Octavian and Light & Wonder. Peter & Sons said the network is expected to grow further.
Italy remains one of Europe’s most established regulated iGaming markets, with concentrated operator share and extensive go-live requirements. Peter & Sons said Italian players can access titles including Barbarossa Dragon Empire, Barbarossa Revenge, and Thunderhawk.
Lauryn Duncan, Head of Sales at Peter & Sons, said: “Italy has become one of our most important markets, not because it was new to us, but because of how quickly it has evolved into a key part of our distribution network. Reaching 70% of the market is a strong validation of the partnerships we’ve built with leading operators and aggregators. It’s a market that demands quality, structure, and consistency, and we’re proud to see our games resonate so well within that environment.”
The post Peter & Sons says it now reaches 70% of Italy’s ADM-licensed operator market appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Blue Bird Bonus
EdgeLabs Signs Content Partnership with Stake
EdgeLabs has signed a new content partnership with Stake that will bring more than 50 games from the EdgeLabs portfolio to the platform, including Blue Bird Bonus, Diamond 10x and Mark of Z, alongside casino-style titles such as Emily’s Treasure and Kandy Land Keno. The agreement expands EdgeLabs’ reach with a major global operator while giving Stake access to additional multilingual content and promotional tools across key markets.
In addition to its slot titles, Stake will also leverage EdgeLabs’ casino-style games, including the fish-shooting title Emily’s Treasure and keno game Kandy Land Keno, enhancing the overall player experience within its ecosystem.
Founded in 2017, Stake has rapidly become one of the world’s largest online casino and sportsbook. With a major focus on community engagement, the platform also offers a sweepstakes casino model, providing free-to-play experiences to its users.
Similarly, EdgeLabs’ team brings decades of industry experience, building a high-quality game portfolio supported across 35 languages and 95 currencies, with reach across North America, Europe and Asia. The studio focuses on optimizing partnerships through offering bespoke content, pre-release exclusives and a fully integrated suite of promotional tools.
By combining efforts, both companies aim to accelerate their respective commercial growth objectives and further establish themselves as key players for online free-to-play entertainment.
Marina Rodov, CEO of EdgeLabs, said: “We’re delighted to take our relationship with Stake to the next level. We will now be able to work closely and mutually boost our business by providing our best-in-class games, promotional tools, and account management. We are confident that with our games and Stake’s volumes, this will be a fruitful partnership for both companies.”
Caelum Ferrarese of Stake said: “We’re very excited to begin our partnership with Edgelabs. With Edgelabs’ catalogue of top-quality slots content, combined with a close, working relationship, the sky is the limit for what we can achieve together across a wide range of markets.”
The post EdgeLabs Signs Content Partnership with Stake appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Australia
IGS Awarded 15-Year Electronic Gaming Machine Monitoring Licence in Victoria
Bally’s Intralot S.A. (Bally’s Intralot) has announced that its Australian subsidiary, Intralot Gaming Services (IGS) has been awarded a new 15-year Electronic Gaming Machine (EGM) Monitoring Licence for the State of Victoria, effective 16 August 2027.
This landmark award positions Bally’s Intralot to deliver a new generation of technology, transparency and collaboration to one of the world’s most mature and highly regulated gaming markets.
Approximately 26,300 EGMs will be connected to the Monitoring System which will provide a vital role in ensuring the ongoing integrity of EGM transactions in gaming venues. It will also provide data and information on EGMs for regulatory, harm minimisation, taxation and research purposes.
Under the licence, IGS will also be responsible for the delivery, operation and maintenance of the statewide Pre-commitment System for all EGMs in Victoria, including 2628 EGMs at the Melbourne casino.
A New Technology Era for Victoria
IGS will deploy a next-generation, cloud-enabled monitoring platform designed to deliver:
• Real-time monitoring and reporting
• Advanced data analytics capabilities
• Best-in-class cybersecurity protections
• Scalable architecture to support evolving regulatory requirements
• Future-ready integration enabling seamless connectivity with venues, manufacturers and regulatory systems
“This award represents a major milestone for Bally’s Intralot and IGS and is a significant investment in the future of Victoria’s gaming technology infrastructure. We look forward to working with the Victorian Government, the Victorian Gambling and Casino Control Commission, and industry stakeholders to deliver a secure and transparent monitoring system that supports integrity and player protection,” said Robeson Reeves, CEO of the Bally’s Intralot Group.
IGS and Bally’s Intralot will commence planning and stakeholder engagement in the coming months to support a carefully managed, smooth and seamless transition.
The post IGS Awarded 15-Year Electronic Gaming Machine Monitoring Licence in Victoria appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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