Latest News

How to conduct rebranding and enrich the brand with new meanings

Published

3 years ago

September 18, 2023

Wladimir P.

Reading Time: 4 minutes

Deputy CEO of Pokerbet Igor Terebinov

How do you think rebranding helps businesses and why do big companies do it?

Rebranding is a powerful tool that can give a new breath and direction to a business. Large companies rebrand in order to achieve several significant benefits.

First, rebranding allows companies to adapt to an ever-changing market and consumer demands. Updating the look and image of the brand helps keep it relevant, attract new customers and retain existing ones.

The second benefit is audience expansion. A change in image or positioning can help attract new market segments.

Sometimes rebranding can be associated with a change in a company’s strategy. It can help express new brand values, principles and goals, making the brand more modern and relevant.

However, it is important to note that rebranding requires careful research and analysis of the target audience to avoid losing loyal customers. Successful rebranding means balance between preserving brand authenticity and introducing innovations that can provide new impulse for business development and maintain its competitiveness in the market.

PokerMatch has become Pokerbet. Why did such a big stable company with such a recognizable logo need a rebranding?

The decision to rebrand PokerMatch was driven by strategic and market factors. While stable and recognizable, it was important for the brand to remain relevant and adapt to the changing demands of the industry.

We set ourselves the ambitious goal of changing customer perceptions of the company and repositioning the brand. The desire for a complete rethink of values, approach and technological innovation was our driving force. We sought to transform PokerMatch into a more adaptive business, responsive to new trends and audience preferences.

The refreshed Pokerbet aims to provide a wide range of iGaming services beyond just the poker vertical. The rebranding has successfully reflected the new directions and diversified the updated product portfolio.

How has the brand philosophy changed?

First of all, when considering a change in brand philosophy, it is important to understand that we are talking about a change in its direction and expansion, not a complete revision. The company’s philosophy has always included a sports component, and this remains unchanged. Thus, in the rebranding process, this component has simply expanded. Previously, the brand slogan was “Poker is your sport.” Now we are promoting the idea that everyone can choose the product vertical they like, as the brand portfolio has become more diverse with sports betting. As a result, the slogan has undergone some changes and now it’s “Choose your sport”. The expansion of the product range has changed the brand philosophy, allowing it to interact with a wider audience of users and become more visible and recognizable.

Why the crown?

The choice of the crown as a symbol was quick and reasonable. However, it is worth emphasizing that we took into account its popular use in the context of gambling. The symbolism we sought to convey through the visualization of the crown refers more not to the gaming element, but reflects the trinity of verticals that are united in the renewed brand portfolio: betting, poker and casino. Our main goal was to make this symbol a recognizable and independent element. The crown is our brief logo and is also used as an independent unit in elemental identity on merch, display advertising and many other configurations. Just as importantly, this graphic element has gained popularity among our users due to the symbolic eye that draws attention and seems to look out from under the crown. In the future, we plan to integrate this element as an icon in our advertising campaigns.

How long did it take to prepare and implement the rebranding?

It is important to note that the rebranding process was not constrained by a clear timeframe and exact launch date. At the initial stage of the project, there were no defined boundaries and it evolved as key decisions were made about the need to give the brand a new look. In terms of timeframe, we can say that after the concept and strategic vision were approved, it took about six months to prepare and implement the rebranding.

How did your audience respond to the changes?

The rebranding was well accepted by the brand’s audience. We received a significant amount of positive feedback and reactions. The name change and image update aroused interest and attention, which is confirmed by the activity of our followers in social networks, discussions on forums and feedback through various communication channels.

We, in turn, gave users an opportunity to get reacquainted with the brand by organizing tournaments with good prizes and other pleasant surprises.

The overall audience reaction to the rebranding was an inspiring and motivating factor for our entire team.

What was the most challenging part of the rebranding process for you personally?

One of the biggest challenges was striking a balance between keeping the old brand recognizable and making the necessary changes to update and adapt.

Before deciding which brand elements to keep and which to change, my team and I had a lot of discussions and analysis. We wanted to make the rebranding visible and inspiring to attract the attention of new customers, but also take into account the expectations of the old audience. The changes had to be a balance between innovation and tradition.

It was also a challenge to maintain unity in the team during the change process. Rebranding involves many aspects, and it was important that each team member shared a common vision and goals. This required each department manager to communicate, harmonize and incorporate the opinions of each employee.

What are the current challenges the brand is facing? What will you identify as success?

A rather big challenge, even during the operation of the past brand, was a high-quality entry into new markets, which would allow the company to take a key position in the industry among competitors in a particular market. However, at this point in time, we cannot claim that we have been able to achieve this goal. Although we are present in several markets, we cannot claim to be the leading brand in any of them. Thus, a sign of success would be to achieve leadership status not only in the home market but also in foreign markets.

Therefore, the first significant achievement after the rebranding will be a strong presence and activity in external markets, where we aim to take a leading position in terms of recognition, engagement and business activity of our brand. In the medium term, we are also focusing on two specific markets for which we already have expansion plans and strategies in place.

Latest News

Meet HELL Partners—Direct Brands, Real Flexibility, Zero Runaround

Published

2 minutes ago

April 23, 2026

Master Editor

When a program calls itself HELL, it’s either extremely confident or extremely honest. In this case, it’s both.

The iGaming affiliate space is crowded with programs that all say roughly the same things: great commissions, fast payments, dedicated support. After a while, the language blurs together. HELL Partners doesn’t spend much time on that kind of noise. Instead, the program lets its structure do the talking—and the structure is genuinely worth paying attention to.

Here’s what it actually is, and why it’s worth your time.

The Brands Behind the Program

HELL Partners is a direct advertiser, not an intermediary. That distinction matters more than it might initially seem—it means no middlemen, no inflated EPC claims, and no awkward chain of communication between you and the people who actually control the offers.

The program runs three in-house brands: SlotsGem, IviBet, and HellSpin. SlotsGem is a casino-focused product built around slots and live games. IviBet and HellSpin go further—both carry a sportsbook alongside the casino offering, which means affiliates working in betting verticals have real options without having to patch together multiple programs to cover their traffic.

Three brands, with one more coming soon (Q2 2026). Two verticals. One team to talk to. It’s a cleaner setup than most.

Geography and Traffic: Fewer Walls Than You’d Expect

HELL Partners operates across 20+ GEOs in Tier 1 and Tier 2 markets, with worldwide reach available depending on the brand and offer. For affiliates, that kind of geographic flexibility is genuinely useful rather than just a bullet point on a landing page.

On the traffic side, the program accepts nearly all major sources—SEO, PPC, social, influencer, email, native, display. The list of restrictions is short, which in practice means you spend less time checking compliance and more time actually running campaigns.

The Commercial Model: Built Around Flexibility

This is where HELL Partners tends to distinguish itself most clearly. Rather than locking everyone into a single commission structure and calling it competitive, the program takes a more considered approach.

Revenue share, CPA, and hybrid deals are all on the table. More importantly, the terms are negotiated based on what you’re actually bringing—your GEOs, your traffic volumes, your source mix. If you have something specific to offer, the team will work with it rather than shoe-horn it into a standard tier.

For experienced affiliates and media buyers who already know their numbers, that flexibility isn’t just a nice-to-have. It’s the difference between a deal that works and one that doesn’t.

What the Technical Side Looks Like

For webmasters who want the detail: tracking is reliable, the reporting dashboard gives you what you need to optimize in real time, and postback integration is straightforward. Payments go out on schedule. The support team is reachable and, more relevantly, useful—the kind of people who can actually move things rather than just pass messages along.

None of this is glamorous to describe, but affiliate programs live or die on exactly these mechanics. HELL Partners has them in order.

Why It’s Worth a Conversation

The affiliate programs that tend to work long-term share a few qualities: they’re backed by real products with genuine player retention, they’re flexible enough to work with partners at different stages, and they don’t treat every affiliate like a replaceable traffic source. HELL Partners fits that description.

Three proprietary brands across casino and sports. 20+ GEOs. Virtually no traffic source restrictions. Deal structures that actually flex. And a direct line to the people who control the offers.

The team will also be at iGB London soon—if you prefer to have the first conversation in person, that’s an option worth keeping in mind.

Ready to See If It’s a Fit?

The straightforward part: if you have traffic and you’re looking for a program that’s built to work with serious affiliates rather than around them—HELL Partners is worth a proper look.

Register, reach out, and find out what a deal actually looks like for your specific setup.

👉 Your registration/contact link here https://hellpartners.com/register/?aff_id=672417&utm_source=Media&utm_medium=article&utm_campaign=HIPTER&utm_term=PR

📩 Get in touch with our manager

▪️Anna Affiliate Manager [email protected]
▪️Max Affiliate Manager [email protected]

ELA Games

ELA Games launches King and Flame slot with Hold and Win coins and Bonus Wheel

Published

3 hours ago

April 23, 2026

Wladimir P.

ela-games-launches-king-and-flame-slot-with-hold-and-win-coins-and-bonus-wheel

The 5×3, 20-payline fantasy title includes expanding wild events, Mystery Chests, Free Spins, and a 5,000x max win.

ELA Games has released a new fantasy-themed slot, King and Flame, built on a 5×3 layout with 20 paylines.

The game includes a Hold and Win-style coin mechanic where coins “paying exactly their visible face value,” according to the company. ELA Games also highlighted “Queen’s Mercy” and “Mystery Chests,” which it said can deliver instant prizes or trigger the Grand Jackpot.

On the feature side, ELA Games said the “Tamed by the Crown” event can turn the Dragon Queen into a full reel wild. A “Bonus Wheel Coin” can also appear to unlock a bonus wheel with extra prizes, jackpots, and Free Spins.

The Free Spins round is triggered by three Scatter symbols. During Free Spins, ELA Games said any coin that lands expands to cover the entire column. The title’s maximum win is capped at 5,000x, with a stated maximum exposure of €250,000.

King and Flame is rated mid volatility (2/5), according to the company.

The post ELA Games launches King and Flame slot with Hold and Win coins and Bonus Wheel appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Inside GEO

Inside GEO: Slovenia As the Next Emerging Goldmine

Published

3 hours ago

April 23, 2026

Wladimir P.

inside-geo:-slovenia-as-the-next-emerging-goldmine

Slovenia is definitely one of the most promising GEOs for the iGaming niche.

That is why the N1 Partners team has collected insights that will help to work more accurately with the audience, increase ROI and build effective advertising campaigns for the GEO.

Let’s look at the big picture to understand the potential of the region better. Slovenia is a small country in Central Europe with a population of about 2.1 million people and its capital in Ljubljana. The official language is Slovenian, the currency is euro, and the time zone is CET (UTC+1).

With the background of a high living standard and a stable economy, the market creates favorable conditions for online gambling: the iGaming sector is already showing steady growth, and its volume was estimated at about $497 million by 2025.

Reasons to test Slovenia

Slovenia is a promising region, but it often turns out to be underestimated in the iGaming niche.

Top 3 reasons to drive traffic to Slovenia right now:

Low competition.
Slovenia is the country with a low share of online gambling in the market. For partners, this is a signal: with proper localisation and strategy, you can enter a less competitive environment and make a long-term profit.
Solvent players.
The GDP per capita in Slovenia is about $35.3 thousand, which confirms the high level of audience solvency and the potential for stable LTV.
High potential.
Slovenia is not an overheated online market: in European comparison, the share of online gambling in the overall revenue structure remains relatively low. This means that the market has not yet fully realised its digital potential and there’s a room for growth.

Players’ behaviour

Slovenian users are more likely to choose online platforms due to their convenience, wide choice of games and accessibility from mobile devices.

In this region, smartphones account for the majority of iGaming traffic — 86.45%, which requires the adaptation of all funnels to mobile devices.

Gender and age

Men — 63%, average age 31-35 years
Women — 37%, average age 26-30 years

According to N1 Partners, the iGaming market remains predominantly male, which is confirmed by external research: the main audience is men aged 25-44. At the same time, the proportion of women is gradually increasing, expanding the segment’s potential.

Top 10 slots Among N1 Partners Players in Slovenia

N1 Partners team notes that players prefer slots with recognizable series, bonus features and adventure themes — this directly affects retention and LTV.

Legacy of Dead
Book of Dead
Heist Stakes
Book of the Fallen
Gates of Olympus Super Scatter
Lucky Lady’s Charm Deluxe
Magic Apple 2
Rich Wilde and the Tome of Madness
Gonzo’s Quest II: Return to El Dorado
More Magic Apple

Conclusion

Slovenia is a GEO with strong and sustainable potential and a high share of mobile traffic, as well as a growing iGaming market, ideal for those working with gambling traffic.

N1 Partners analytics confirms that with the right localisation strategy and taking into account the characteristics of the audience, this market is able to bring stable profits and long-term growth within the framework of iGaming partner programs.

Wanna scale and increase your income? Work with N1 Partners!

N1 Partners is a multi-brand affiliate program and direct advertiser, bringing together 14+ casino and betting brands with high conversion (CR) and Reg2Dep across Tier-1 GEOs.

N1 Partners offers competitive terms for top partners, including CPA up to €700 and RevShare up to 55%, ensuring stable and scalable performance.

Trusted by 14,000+ partners, N1 Partners stands out for its transparency, flexibility, and focus on long-term partnerships, supported by a strong product portfolio and advanced retention systems.

The post Inside GEO: Slovenia As the Next Emerging Goldmine appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.