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Allwyn Names Hearts & Science as Preferred Media Agency Partner for The National Lottery

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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.

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Relax Gaming celebrates twenty-four Mega Jackpot winners as Net Gains Dream Drop prize lands

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Relax Gaming, the iGaming aggregator and supplier of unique content, has crowned its 24th Dream Drop Mega Jackpot winner after a Finnish player scooped €1,966,051 from a €1 spin.

The mammoth prize was triggered by a Finnish player at the popular casino, Simpelli, managed by leading white label casino provider Casima Gaming on the White Hat Gaming platform.

Launched this September, Net Gains Dream Drop dives under the waves with 4,096 ways to win, Mystery Symbols, Coin Collection and stacked wilds. A Lucky Boost can also trigger during free spins, potentially leading to the 15,000x max win, showcasing why this game is a must-play.

This latest jackpot drop adds to the growing list of Dream Drop millionaires since the product launched, further underlining the sustained popularity of Relax Gaming’s jackpot portfolio across regulated markets worldwide.

Martin Stålros, CEO of Relax Gaming, said: “It is a fantastic moment to celebrate our twenty-fourth Dream Drop Mega Jackpot winner, and we could not be happier for the lucky player in Finland.

“We’re only a short while since Net Gains Dream Drop’s launch and it’s already making headlines! We are proud to see our jackpot product creating even more major moments. Congratulations to the winner and our partners at White Hat Gaming for hosting this special moment.”

Jonathan Liska, Chief Product Officer at Casimba Gaming added: “All of us here at Casimba Gaming were very pleased and excited to see that one of our long-standing players on Simppeli managed to win the Dream Drop Jackpot on the Net Gains Dream Drop. 

“The win of just under 2 million euros came from a one-euro spin, which is a great result for the Finnish player who has been one of our loyal members at Simppeli since opening an account with us in September 2019 shortly after the site launched in August. Congratulations to our big winner!”

Since launching the Dream Drop Jackpot mechanic, Relax Gaming has cemented its position as a leader in jackpot innovation, consistently delivering exciting gameplay and unforgettable player experiences across its expanding Dream Drop series.

The post Relax Gaming celebrates twenty-four Mega Jackpot winners as Net Gains Dream Drop prize lands appeared first on European Gaming Industry News.

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Global shift towards crash and hybrid games accelerated in H1, new Blask data shows

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Crash and hybrid games grew significantly across a range of emerging and regulated markets in H1, as the genre continues to take market share away from traditional slots in online casinos around the world.

In a new report, Blask looked at the performance of both crash and so-called hybrid games – which combine crash and arcade elements – across four diverse markets: India, South Africa, Brazil and the Netherlands.

It found that:

  • In the Netherlands, Blask’s ranking of casino games’ share of interest saw a hybrid title break into the top 10 for the first time ever during H1 2025.

  • In India, crash and hybrid games accounted for more than half of total share of interest for the period.

  • In Brazil, themed slots continue to dominate, but hybrid games are experiencing rapid growth.

  • And in South Africa, a crash game maintains its number one ranking on the share of interest measure.

Discussing the findings, Blask CEO Max Tesla said improved lobby visibility and the games’ natural fit with streaming were behind the strong performance.

“Crash and hybrid titles have moved from niche curiosities to core parts of the casino lobby,” said Tesla. “Operators are recognising that these games don’t just attract new audiences but also keep them engaged for longer. Their fast pace, social features and suitability for streaming align perfectly with how the next generation wants to play.”

You can download the full Blask report, including data and methodology, here: https://blask.com/reports/hybrid-games-report-2025/

The post Global shift towards crash and hybrid games accelerated in H1, new Blask data shows appeared first on European Gaming Industry News.

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Flutter and Beyond Sport launch global Tech4Good Awards to transform lives through the power of sport and technology

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Flutter Entertainment, in collaboration with Alpha Hub and Beyond Sport, has launched the Flutter Tech4Good Awards 2025 – a global initiative looking to uncover and accelerate bold, technology-driven solutions that harness the power of sport and physical activity to build healthier, more active communities.

Despite the well-documented benefits of physical activity, 31% of adults globally are not meeting recommended activity levels. This inactivity contributes to declining physical and mental health across populations.

The Awards will support bold, tech-driven innovations that go beyond addressing physical inactivity — they’ll push the boundaries of what’s possible for healthier, more connected communities. Whether it’s grassroots initiatives or scalable digital platforms, Flutter and Beyond Sport are seeking five standout organizations using technology to inspire movement, improve public health, and advance community wellbeing.

Kerry McNally, Head of Communities & Engagement at Flutter said: “The Flutter Tech4Good Awards reflect our commitment to using technology as a force for good, in line with the ambitions of our Positive Impact Plan. By backing innovative, tech-driven solutions, we aim to inspire healthier, more active communities and address the growing challenges of physical inactivity. Leveraging the Flutter Edge, we’re proud to support organizations that are using technology to deliver meaningful, long-term impact on health and wellbeing.”

The Awards will offer a total of £60,000 in funding, alongside a bespoke support program to maximize long-term impact and growth. The Awards are open to organizations around the world that are leveraging any sport or physical activity to drive health outcomes through technology-based innovation. Eligible applicants may include nonprofits, startups, social enterprises, or other mission-driven entities with a focus on public health and physical activity.

Applications for the Flutter Tech4Good Awards 2025 are open from Monday 6th October 2025 until Friday 31st October 2025, with the winners announced in January 2026. For more information on how to apply, visit https://beyondsport.org/awards/flutter-tech4good-awards-2025/criteria/.

The post Flutter and Beyond Sport launch global Tech4Good Awards to transform lives through the power of sport and technology appeared first on European Gaming Industry News.

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