Latest News
Allwyn Names Hearts & Science as Preferred Media Agency Partner for The National Lottery
Allwyn UK, the incoming operator of The National Lottery, announced the appointment of Heart & Science as its preferred media partner for the upcoming Fourth National Lottery Licence, which starts in February 2024.
The appointment follows a competitive pitch process, and Hearts & Science – which is part of Omnicom Media Group (OMG) – will be working with immediate effect preparing for the National Lottery Licence handover early next year.
Allwyn’s Global Head of Media, Ross Sergeant, said: “Hearts & Science has been able to provide a unique perspective paired with innovative approaches to strategy, planning and buying. I believe this is a new kind of media agency – an agency rooted in the science, which is truly pursuing the creative and innovative opportunities that media brings us today.”
Garrett O’Reilly, CEO of Hearts & Science, said: “We’re hugely excited to have been appointed by Allwyn to assist in ushering The National Lottery into a new era – helping to reach and connect consumers with this amazing force for good. Allwyn’s digital innovation and creativity ambitions speak to our own values; as does its stance on social value, with Allwyn committed to, among other things, taking on a leadership role in developing responsible practices within media, as well as creating a new standard for protecting players.
“As they look to transform and futureproof the brand, our mandate is to deliver modern media solutions – powered by the Omni marketing orchestration system – that will accelerate that journey and build connections with players that go beyond the point of purchase. By selecting Hearts, Allwyn is making a statement of intent to the industry – demonstrating it really does want to do things differently and bring transformational thinking to The National Lottery.”
Ross Sergeant added: “We were particularly impressed by the Hearts & Science team’s logical and clear approach toward finding and testing innovations in this space. We have complete confidence that Hearts & Science brings the scale and operational capability – as well as industry-leading trading and commercial practices – needed as we look to evolve The National Lottery over the next decade. We very much look forward to building our partnership with them.”
This appointment continues the momentum that Hearts & Science has built both in the UK and globally over the last year. In the UK, it has delivered over £200 million in net new business billings through wins including Jaguar Land Rover, Mulberry, Tropicana Brands and now Allwyn.
Media adviser, Ebiquity, worked with Allwyn to run the pitch process. The incumbent agency, iProspect, under current National Lottery operator, Camelot, will continue media strategy, planning and buying for The National Lottery until the end of January 2024.
Here are this weeks latest slots releases compiled by Eastern European Gaming
Red Papaya, the vibrant flagship studio powered by Microgaming, has officially launched its latest blockbuster title: Nova Blast Ultra. Strapping players into a high-octane journey to the farthest reaches of the galaxy, this cosmic release blends high-end cinematic production with a suite of volatile mechanics.
XGENIA, the creator-first AI platform revolutionising game development, and Primero Games, a leader in retail and online gaming solutions, announced a landmark collaboration that brings to life Primero’s first AI-generated slot game: Blackbeard Bounty.
has launched its 2026 roadmap with the fiery release of Cash Strike X-Cash. The latest addition to the globally renowned series refreshes gameplay with a newly introduced win multiplier and the chance to trigger a dual bonus.
Gaming Corps has launched Fins of Fortune, its newest video slot that includes two rival Wild characters, coin-based prize symbols, and various Free Spins features. Set in the dusky depths of the sea, Fins of Fortune centers its gameplay on the competition between the Shark and the Orca, as both animals emerge from the shadows in search of the ocean’s buried treasure.
plunges into the depths for a mining-inspired journey in Gold Strike Express, where players can boost their winning potential by unlocking two extra bonus features. The 5×3, 20 payline slot features a unique train-themed mechanism that offers three bonus paths aimed at enhancing retention and revenue outcomes.
: Sarah’s Secret Power Combo, the newest installment in the enduring Immortal Romance franchise.
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Games Global
Games Global and Stormcraft Studios extend the supernatural franchise with Immortal Romance: Sarah’s Secret Power Combo
, Power Combo, and Wild Desire Purchase Feature unite in an exciting slot experience.: Sarah’s Secret Power Combo, the newest installment in the enduring Immortal Romance franchise., launched in 2011, has maintained a consistent presence in regulated markets, celebrated for its gothic style and story-driven gameplay structure. Immortal Romance: Sarah’s Secret Power Combo enhances that groundwork, progressing Sarah’s narrative while offering a contemporary, feature-rich slot. Bonus. The Cash and Jackpot symbols secure their positions as the feature starts with three re-spins, resetting with every new symbol that appears, and filling all spots grants the Mega Jackpot., revealing as many as 31 potential feature combinations. These combinations create different structures and payout dynamics, guaranteeing that no two bonuses unfold alike. Bonus with several modifiers already in effect, while the Twin Flames modifier may grant a double Link&Win Bonus, with each round operating separately. Buy Feature makes a comeback as an optional enhancement. With a bet of 100x, the feature provides a solitary spin across 1,024 winning possibilities, during which as many as five reels can become fully Wild, presenting increased win potential of up to 10,000x.Immortal Romance: Sarah’s Secret Power Combo is a visually striking slot designed for operators seeking established IP, with the release further showcasing Games Global’s commitment to curating diverse, high-performing franchises for its partners.
Terence Igesund, Executive Producer at Stormcraft Studios, said: “Immortal Romance: Sarah’s Secret Power Combo was created to move the Immortal Romance universe forward while staying true to what players love most about it. We focused on giving Sarah her defining moment, a personalised chapter so to speak. One that feels powerful and elevated, supported by gameplay that’s bold but cohesive. It’s a confident evolution of the brand and a clear signal of where the series is headed next.”
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Latest News
X Games and Stake Announce Groundbreaking Global Partnership to Revolutionize Action Sports Betting
X Games, the undisputed cultural home of action sports, today announced a global partnership naming Stake as the exclusive online casino and sports betting partner of the X Games League (XGL). This historic collaboration marks a significant evolution for X Games as it prepares to launch the X Games League, integrating elite competition with next-generation fan engagement and sports wagering.
As the X Games continues to push the boundaries of progression, this partnership leverages Stake’s position as the world’s leading online casino and sports betting platform to reach a digitally native, global audience. Building on the foundation laid by official data provider Alt Sports Data, fans will now have unprecedented access to live odds and betting integrations on Stake and across the X Games ecosystem.
Key Partnership Highlights:
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Official Status: Stake becomes the Exclusive Online Casino & Sports Betting Partner for the X Games League (XGL).
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Integrated Betting Experience: Real-time odds provided by Alt Sports Data will be featured during broadcasts, offering fans a seamless way to engage with the competition.
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Athlete Collaboration: A new Athlete Ambassador Fund will support top-tier X Games athletes in creating exclusive, co-branded content for the global community.
X Games livestreamed only on KICK
All four global XGL events each year, including the upcoming Winter Games in Aspen, will be live streamed on KICK, the exclusive home of livestreaming. This coverage also includes both the Summer and Winter XGL Drafts, giving fans access to every key moment throughout the season.
Executive Perspectives:
“Partnering with Stake is a monumental step in building the next generation of X Games. We are officially open for gaming and betting, providing our fans with the adrenaline-fueled engagement they crave. This isn’t just a sponsorship; it’s a strategic alignment that strengthens our business as we scale the X Games League globally. With the data expertise of Alt Sports Data and the reach of Stake, we are ready to redefine the fan experience starting right here in Aspen,” said Cherie Cohen, Chief Revenue Officer at X Games
“We’re excited to partner with X Games to explore new ways fans can engage with extreme sports. Our shared focus on innovation and entertainment makes this a natural collaboration. By bringing Stake’s advanced gaming technology to the X Games’ global audience, we’re creating experiences that reflect the intensity and energy that define elite extreme sports competition,” says Akhil Sarin, Chief Marketing Officer at Stake.
Looking Ahead
The partnership officially kicks off at X Games Aspen (January 23-25, 2026), followed by the Summer XGL Draft in March. As the X Games League continues its global expansion, Stake and Kick.com will remain at the forefront of the broadcast and digital experience.
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