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Exclusive interview with McLaren on brand partnerships

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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!”

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Weekend Reels | Week 27: Slot Drops & Trends

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Here are this weeks latest slots releases compiled by Eastern European Gaming

Mega Casino has launched 10 Hot Diamond Desire, a new online slot developed by Bragg Gaming, as an exclusive title available only to Mega Casino players. According to the companies, the release is intended to strengthen Mega Casino’s exclusive content line-up in the UK online casino market.

Million Games has launched Skull King’s Treasure, a high-volatility cluster slot developed in partnership with Million Stars studio Arcane Pixel. It runs on a 6×6 grid with a cluster pay mechanic, paying on connections of five or more matching symbols and using cascading wins to enable multiple outcomes from a single spin.

Evoplay has launched Safari Coins, a new three-reel slot built around collector gameplay and four fixed jackpots, including a GRAND prize worth 1,000x the bet. In Safari Coins, wins trigger when three symbols land across the middle row, which starts the Bonus Game and locks icons in place.

Habanero has launched Happy Hatchlings, a new fantasy-themed slot set in a “magical dragon kingdom”. The game runs on a 5×3 reel set-up with 243 ways to win. Its core feature is the Ice Mother Wild, which triggers a screen-wide transformation where “every matching egg symbol on the screen converts into a powerful dragon symbol simultaneously,” according to the company.

Genting Casino Online has launched Money Gong Empress, a new online slot from IGT, as an exclusive title for its players. The five-reel game uses IGT’s Money Gong mechanic and includes Hold and Win-style gameplay, prize modifiers, “Money Balls”, bonus features, and free games with expanding wilds, according to the company.

Amusnet has expanded its premium slot portfolio with the launch of Amaterasu’s Treasures x1000, a captivating new video slot that combines rich mythology-inspired storytelling with engaging mechanics and high-win potential. Drawing inspiration from Amaterasu Ōmikami, the revered Japanese sun goddess, the title invites players to explore the celestial realm of Takamagahara.

Spinomenal has launched a new slot title, 3 Scarabs Of Rebirth, expanding its Egyptian-themed content catalogue. The game is a 5×3 reel video slot built around a Hold & Hit-style bonus. In the base game, the Pharaoh serves as the Wild and substitutes for all symbols except the Bonus, Boost, Collect, Multi and Jackpot symbols

Gaming Corps has launched 3 Pigs of Independence Hog & Win, a new title in its 3 Pigs slot series. The Sweden-based, publicly listed developer said the game is themed around US Independence Day. The game runs on a 3×5 grid with 243 ways to win. Gaming Corps said it is built around “Hog & Win”, its pig-themed take on Hold & Win.

Booming Games has launched Booming Buffalo Hold and Win Extreme 25,000, a new entry in its Buffalo Hold and Win slot series. The title uses a 5×3 grid with 25 fixed paylines and increases the top payout to 25,000x, according to the company. In the base game, coin symbols can trigger the Buffalo Bonus feature, awarding a spin on the Buffalo Bonus Wheel.

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.

The post Weekend Reels | Week 27: Slot Drops & Trends appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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QTech signs InOut Games distribution deal for emerging markets

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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.

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Buffalo 250 Anniversary

ICONIC21 launches Buffalo 250 Anniversary slot themed around US 250th

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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.

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