Latest News
New MPs top MERKUR UK’s guest list as company launches political engagement programme
MERKUR UK has completed phase 1 of its new political engagement programme extending bespoke invitations to a total of 253 MPs with constituencies where the company has gaming entertainment venues.
The 253 who were elected as part of the 2024 parliamentary intake comprise 214 Labour MPs, 25 Conservative, 8 Liberal Democrat, 3 from the Scottish Nationalist Party and a further 3 from Reform UK.
Tony Boulton, MERKUR UK’s Director of Public and Political Relations believes the need to engage with new MPs is paramount. He explained: “Many of the re-elected MPs who have MERKUR venues in their constituencies are well aware of the brand and of the issues impacting the industry at large.
“Those who have visited our venues and spent time talking with our staff and our customers have left armed with a much better understanding of the business including the safer gambling undertakings that we have put in place, the professionalism of our highly trained consumer-facing teams and what we mean by low-stake gambling entertainment.
“The dialogue and relationships have been built over a five-year period and the challenge we now face is to replicate that with the MPs who are new to the House of Commons.”
He added: “Whilst our primary objective is to discuss the earliest possible introduction of the essential land-based gambling reforms recommended in the White Paper, our overarching strategy is to build relationships and open dialogues with all of the new MPs many of whom may hold prejudicial views of the sector.
“The best way to address this is to show the business in action and to place the MPs in a modern and professional environment engaging, with our customers many of whom will be their constituents.”
The post New MPs top MERKUR UK’s guest list as company launches political engagement programme appeared first on European Gaming Industry News.
Hold and
Pragmatic Play Rings in 2026 with Joker’s Jewels Hold & Spin™
Pragmatic Play, a powerhouse in the iGaming sector, has officially kicked off the new year with a nostalgic neon glow. The supplier’s first release of 2026, Joker’s Jewels Hold & Spin
, breathes new life into a fan-favorite franchise by blending classic “fruit machine” aesthetics with high-octane modern features.
This 5×3, 10-payline slot brings back the iconic jester for a high-volatility performance, offering players a massive win potential of 10,000x their stake.
Classic Visuals, Modern Rewards
The game is a masterclass in retro design, featuring vibrant neon visuals and a traditional jester theme. Players will find a grid populated by familiar symbols such as lutes, juggling pins, and sparkling gems.
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Base Game Wins: Matching 3–5 symbols can trigger payouts of up to 1,000x.
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The Return of the Joker: The titular character remains the highest-paying symbol, maintaining the core identity that made the original Joker’s Jewels an industry staple.
The Main Event: Hold & Spin
Bonus
The headline addition to this sequel is the integration of Pragmatic Play’s popular Hold & Spin mechanic.
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Triggering the Feature: Landing three or more Money Symbols—each carrying values of up to 5,000x—activates the bonus round.
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Respin Dynamics: Standard symbols fade away, leaving only the triggering Money Symbols locked in place. Players start with three respins, and the counter resets every time a new Money Symbol lands.
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Grand Prize: If the player manages to fill all 15 positions on the grid with Money Symbols, the game awards the 10,000x Max Win.
“Joker’s Jewels Hold & Spin provides a fresh take on a vintage theme,” said Irina Cornides, Chief Operating Officer at Pragmatic Play. “It offers classic slots action enhanced by the popular Hold & Spin mechanic and a 10,000x max win.”
This release sets a strong pace for Pragmatic Play’s 2026 roadmap, following a prolific 2025 that saw the launch of hits like Big Bass Splash 1000 and Fortune of Olympus.
The post Pragmatic Play Rings in 2026 with Joker’s Jewels Hold & Spin™ appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Balkan Gaming Market
Yggdrasil Strengthens Bulgarian Presence Through Strategic Deal with bet.bg
Yggdrasil, the leading global iGaming publisher, has officially boosted its reach in the regulated Bulgarian market by taking its premium content live with regional operator bet.bg.
This partnership marks another significant milestone in Yggdrasil’s European expansion strategy. Following a landmark commercial year in 2025—where the studio saw rapid growth across Spain, Brazil, and the Balkan markets—this new deal ensures a steady stream of high-quality entertainment for Bulgarian players.
A Portfolio of Blockbuster Hits
As part of the initial rollout, bet.bg has integrated over 20 of Yggdrasil’s top-performing titles. The selection features a mix of “all-time classics” and modern hits, including:
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The Vikings Series: Specifically the fan-favorite Vikings go Berzerk.
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Legendary Quests: The high-adventure Valley of the Gods.
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GEM-Powered Slots: Innovative titles like Raptor DoubleMax, Hades GigaBlox, and Golden Fish Tank 2.
These games leverage Yggdrasil’s signature Game Engagement Mechanics (GEMs), which have proven to be major drivers of player retention and engagement in the Eastern European region.
Strategic Growth in the Balkans
Bulgaria has emerged as a flourishing hub for iGaming, supported by a clear regulatory framework and a growing demand for premium casino content. For Yggdrasil, partnering with an established local brand like bet.bg is a “statement of intent” to dominate the Balkan territory.
“Partnering with bet.bg is a real statement of intent for us as we further boost our footprint in the Balkan region,” said Jose Kadala, Chief Commercial Officer at Yggdrasil. “Our titles have already proven to be incredibly popular in the region, and we’re confident that bet.bg customers will love the gaming experiences we will provide for them.”
A spokesperson for bet.bg echoed this enthusiasm, stating: “We are extremely pleased to offer Yggdrasil’s wide-ranging product portfolio to our players. Yggdrasil brings a combination of fan-favorite games and cutting-edge mechanics to our collection, and we can’t wait to grow in tandem with them.”
The post Yggdrasil Strengthens Bulgarian Presence Through Strategic Deal with bet.bg appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
B2B gaming software
Gamblers Connect and BetOxygen Announce Strategic B2B Partnership
Gamblers Connect, the award-winning iGaming affiliate and media platform, has officially entered into a strategic partnership with BetOxygen, a software development company specializing in agile B2B gaming solutions.
The collaboration aims to bridge the gap between high-end infrastructure and operators seeking reliable, omnichannel systems. As the boundary between land-based and online gaming continues to blur, the partnership highlights BetOxygen’s role as a key architect in the modern iGaming landscape.
A Unified IT Ecosystem for Modern Operators
BetOxygen has distinguished itself by offering a complete IT ecosystem that supports a wide range of verticals, including:
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Sports Betting Software
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Internet Casinos
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Virtual Slot Games
At the heart of their offering is a comprehensive omnichannel platform. This system integrates retail, mobile, and online operations into a single, unified back office. This allows operators to manage their entire business from one dashboard, ensuring a consistent and seamless experience for players regardless of how they choose to bet.
Efficiency and “Boutique” Support
BetOxygen differentiates itself from traditional technology vendors through a proactive, “boutique” approach to client management. Key highlights of their service model include:
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Rapid Technical Support: Boasting a two-minute response time for technical inquiries.
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Fast Integration: A clear roadmap that promises full platform customization and integration within 60 days of signing.
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Risk Management: Continuous monitoring to protect partners from operational challenges.
Currently holding a strong presence in regulated markets across Europe and Africa, BetOxygen is focused on democratizing access to high-end gaming technology for ambitious operators.
“What sets BetOxygen apart and makes this partnership so exciting for us is their unique full package philosophy,” said Gjorgje Ristikj, Founder & CEO at Gamblers Connect. “This partnership underscores our dedication to showcasing providers who prioritize speed, customization, and unwavering support.”
The post Gamblers Connect and BetOxygen Announce Strategic B2B Partnership appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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