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Greentube US: The key to successful content creation
Ben Sutherland, CEO of Greentube US, describes the challenges and opportunities that are present when creating games for both iLottery and iGaming operators across North America.
What is the potential of the iLottery ecosystem in North America for delivering new forms of entertainment to the mass market?
What great digital game products have in common is that they carry moments of suspense and moments of excitement, while often being bound together by a light narrative connecting the player to an imaginary world they can temporarily visit. Of course, the added dimension is the tension created in the perfect balance of risk and reward-building over time, as a game’s volatility takes the player on a journey.
Another overlap across industries that we have seen here at Greentube US is in the shared hunger for innovation. This is true not only at the player level, but especially so at the operator level in iLottery, where they are always on the lookout for the next big idea. We are only at the start of a long journey that will see fresh, exciting new forms of content being delivered to players, and we see ourselves as playing a lead role in shaping that future.
What value does local knowledge have and why is Greentube US well-placed to deliver successful games?
With iLottery being state-run, there is an inherent focus on content that is bespoke and tailored for each region. The experience ends up being custom-curated by the iLottery operator and the preferences, idiosyncrasies and local flavor becomes prominent through this curation. Having localized knowledge, targeting specific demographics and looking for concepts that have broad appeal across the players who will be seeing this content becomes paramount in our considerations while designing games. Being local gives us the shared understanding of popular media, sports and trends, providing us with the knowledge to easily make games that cater to the local needs of players.
What types of games do players in the region particularly enjoy?
Generally speaking, while there is a lot of overlap of features that can work in both iGaming and iLottery, in the US iLottery tends to favour shorter game loops. Games are often instant, containing less tolerance for an obfuscated user interface and a raft of game rules. To speak in metaphor, if a casino game is a dessert after a big meal, iLottery is that treat or snack you get when running errands or taking care of business. Part of the skill in developing successful iLottery content is to grab the attention of the player straight away, offering them an experience that is familiar in terms of gameplay but with high-quality production values that help content to stand out from the crowd.
How important is it to ensure that players can enjoy content responsibly?
Across iGaming and iLottery, striking that balance between self-regulation and personal liberty, versus reminding people when the temptation could get the best of them, is paramount to the health and sustainability of both industries. At Greentube US, we are strong believers in working with regulators to help create an ecosystem that protects players while offering exciting entertainment. When it comes to regulation, we of course look to guidance from respective states.
How does the future look for Greentube US in terms of rolling out content?
We have been working very hard behind the scenes to create a roadmap of exciting new innovative content that will be coming out into multiple markets. We have leaned on classic mechanics in developing games for the various markets, taking the lessons learned and applying local considerations and modifications to them as we go.
We also have some really exciting, innovative products that will be debuted as iLottery launches and then reworked for iGaming. And perhaps best of all, Greentube US is backed by an amazing parent company where our passions meet the expertise, tools and structures that took decades to develop. I couldn’t be more energized by what 2024 and beyond looks like.
Lee “Faker” Sang-hyeok joins Cristiano Ronaldo and Magnus Carlsen in the Esports Foundation’s Ambassador Program.
The Esports Foundation (EF) has appointed Lee “Faker” Sang-hyeok as a Game Ambassador for the Esports World Cup (EWC) and Esports Nations Cup (ENC) through 2028, the organization said on July 15, 2026 in a statement issued from Riyadh and Paris.
EF said Faker joins Cristiano Ronaldo, listed as the Foundation’s Global Ambassador, and Magnus Carlsen as part of the Esports Foundation Ambassador Program. The Foundation said Faker will represent “the perspective of esports players” across its international events, athlete initiatives, media engagements and leadership forums.
“You can’t talk about esports without mentioning Faker. He is the defining athlete of competitive gaming: a champion whose excellence, discipline and longevity have inspired an entire generation,” said Ralf Reichert, Chief Executive Officer of the Esports Foundation. “As our Game Ambassador, Faker represents something fundamental to the Ambassador Program: esports creates its own global sporting icons. Across EWC, ENC and NGSC, he will help ensure that the players who built this sport have a voice in shaping where it goes next.”
Faker said: “Competition has shaped my life, and I am proud to join the Esports Foundation as Game Ambassador. I want to continue competing for the biggest titles with T1 while representing the players and fans who have helped esports grow worldwide. Through the Esports World Cup, Esports Nations Cup and the Foundation’s wider platforms, I hope to inspire the next generation to pursue excellence, remain resilient and believe in how far competitive gaming can take them. There is still much more to achieve.”
EF highlighted Faker’s competitive record, describing him as a six-time League of Legends World Champion, EWC 2024 winner, two-time MSI champion and ten-time domestic champion with T1. The Foundation also said Faker became the first esports athlete to receive the Blue Dragon Medal in 2026, describing it as the Republic of Korea’s highest sporting honor awarded by President Lee Jae-myung.
The post Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Midnite has agreed a partnership with Middlesbrough FC that will see the UK bookmaker become the club’s principal partner and front-of-shirt sponsor for the 2026/27 campaign, which Middlesbrough describes as its landmark 150th season.
The companies announced the deal alongside a fan activation at Riverside Stadium on Thursday, July 9, branded “This Season’s On Us”. The initiative offered supporters prizes including 2026/27 season tickets, 2026/27 shirts, match tickets, or a £25 club shop voucher, with fans required to answer Middlesbrough trivia and complete a football challenge.
Middlesbrough former players Craig Hignett and David Wheater attended the event, and, according to the company, took bonus attempts on behalf of participants who missed out.
Andrew Mook, Midnite’s Head of Brand Marketing, said:
“Middlesbrough have a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.
“It was great to see so many Middlesbrough fans at the “This Season’s On Us” activation, we hope they enjoyed taking part and meeting club legends, with David Wheater hitting top bins on several occasions and allowing fans to win big with season tickets.
“We can’t wait to get to Riverside Stadium in August to kick-off a new season and we’re excited to say that we have plenty of new and captivating campaigns planned.”
Lee Fryett, Middlesbrough FC Chief Commercial Officer, added:
“We’re delighted to welcome Midnite as our new Principal Partner.
“We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.
“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”
The post Midnite signs as Middlesbrough FC principal partner for 2026/27 season appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.
The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.
Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”
The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.
ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.
The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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