Latest News
The Pools Appoints Sharon Wright as its Marketing Director
The Pools has appointed Sharon Wright, an award-winning marketing strategist with extensive experience at global brands such as Nike, Adidas and Reebok, as its new Marketing Director. Wright is set to lead a significant growth initiative for The Pools in 2025, launching a high-profile, multi-channel marketing campaign aimed at elevating the brand’s presence.
Wright brings a wealth of expertise in finance, customer experience, sales and marketing, having held substantial roles in renowned sports companies. She joined The Adidas Group in 2009 and later became Reebok’s Global Go-to-Market Director in 2013, where she spearheaded the successful launches of the Reebok-Crossfit partnership in the UK and the Reebok-Les Mills partnership globally. Her efforts significantly expanded Reebok’s presence in the studio category, further solidifying its global market position.
Earlier in her career, Wright played a pivotal role in growing Nike and Adidas’ women’s business to become the leading segment in the UK and Ireland. In 2017, she founded her own consultancy, Sports Business Growth, focusing on the intersection of sports and technology, specifically apps and subscription models.
Wright is also Chair of Powerplay The Future, a platform connecting investors with female-led startups, and serves on the Advisory Board for Everything in Sport, a global network of top executives in the sports industry.
In her new role at The Pools, Wright will collaborate closely with CEO James Arnold and report to COO Steve Talbot as she drives the brand’s strategic marketing initiatives into the future.
Sharon Wright, The Pools Marketing Director, said: “I came to The Pools as a consultant and I always knew the value of this iconic brand. The immense amount of potential I could see to help take this back to where it belongs was an opportunity I could not resist. Coupled with the fact I get to work with James and Steve who I greatly admire. They are a dynamic force, proven in the industry and their energy and drive is infectious and something I wanted to be part of.
“It’s an exciting moment for us as we relaunch this iconic brand with a campaign that celebrates its timeless appeal while connecting with today’s audience in new and engaging ways. It showcases our investment in our products and customer experience.”
James Arnold, The Pools CEO, said: “The Pools is a British institution. We celebrated our 100-year anniversary last year and there just aren’t brands out there in our industry with the same history and heritage.
“We’ve been working hard to modernise our technical infrastructure and improve the wider product portfolio, culminating in the move to a new gaming platform and the relaunch of a new website at the end of this year. We have high expectations in 2025 as we rebrand, relaunch, and reintroduce The Pools to a new audience.
“We wanted some fresh thinking when it comes to marketing, and with Sharon’s experience at such global sporting brands, combined with her outstanding background in growth strategy, it was clear she was the ideal candidate for this position. We are excited she is joining the team and look forward to her integral role in the future of our successes.”
The post The Pools Appoints Sharon Wright as its Marketing Director appeared first on European Gaming Industry News.
Player loyalty is evolving — and so is WinSpirit’s approach. They’ve unveiled a fully redesigned VIP program, merging loyalty mechanics and exclusive rewards into one clear, gamified journey. The goal? Drive deeper engagement, long-term satisfaction, and higher lifetime player value (LTV) through transparency and simplicity.
This combination of permanent progression and time-limited campaigns positions WinSpirit’s VIP Club as a modern retention tool — one designed to reduce churn while giving players a clearer sense of achievement.
Data-Driven Response
The updated VIP model is a direct response to user behavior and feedback. WinSpirit observed that, for some users, the previous program might have been a little complex — primarily due to separated loyalty levels and the pressure of maintaining temporary statuses. So the brand decided to simplify the progression path.
“We consistently listen to our players, and their desire to retain earned progress was clear,” said a WinSpirit representative. “This redesign is our commitment to them—we’re replacing complexity with simplicity, ensuring every player feels valued and their long-term journey is rewarding.”
How the New VIP Club Works
The redesigned VIP Club merges lifetime progress with seasonal engagement to create a system that rewards both consistency and activity. Players unlock a permanent VIP status that never resets — a key benefit that builds trust and long-term motivation.
On top of this, rotating seasonal levels introduce fresh challenges and time-limited bonuses that keep engagement high. Even when players take a break, their status stays — removing pressure and encouraging steady play.
All progression and rewards are tracked in a centralized VIP dashboard, giving players full visibility and control without the need to contact support. This clarity minimizes friction and churn.
Seasonality as a Strategic Engagement
WinSpirit’s new format introduces quarterly campaigns, each with a dedicated theme and bonus structure. The current activation, Flame of Thrill, designed to re-ignite player motivation during autumn campaigns, features:
- Increased cashback tiers and deposit insurance
- Personalized bonuses and access to exclusive promotions
- Limited seasonal rewards and much more
Even for long-term players, these rotating seasons bring something new — keeping the program exciting well beyond the first few tiers.
Why It Matters for Business
From a business perspective, the redesigned VIP Club introduces several measurable advantages:
- Increased retention (reduced status loss anxiety).
- Higher LTV (steady progression over time).
- More consistent activity (recurring seasonal goals).
- Fewer negative touchpoints (clear rules).
The introduction of a permanent VIP threshold (VIP Iron) creates a strong psychological anchor for re-engagement — aligning well with known gamification strategies in product design.
Overall, WinSpirit’s transformation reflects a broader commitment to listening to players. The brand is shifting toward a more sustainable model that fosters long-term relationships through clarity, fairness, and flexible progression. It’s a big step toward a smarter, player-first future — where loyalty is truly rewarded, and progress never goes unnoticed.
Canada
Group from Ts’elxwéyeqw Tribe and Great Canadian Entertainment Announce Agreement for the Acquisition of Elements Casino Chilliwack
Great Canadian Entertainment and a consortium group of certain communities from the Ts’elxwéyeqw Tribe, through an entity affiliated with Ts’elxwéyeqw Tribe Management Ltd. (the “Ts’elxwéyeqw Group”), announced that on November 7th, 2025, they entered into a definitive agreement for the purchase by the Ts’elxwéyeqw Group from Great Canadian Entertainment of Elements Casino Chilliwack, one of the premier gaming and entertainment destinations in the Fraser Valley region of British Columbia.
The Ts’elxwéyeqw Tribe constitute seven First Nation communities and are the First People of the Chilliwack River watershed. The transaction represents a transformational milestone for the communities within the Ts’elxwéyeqw Group.
Elements Casino Chilliwack serves guests across the Fraser Valley and is Chilliwack’s top destination for gaming and entertainment, featuring over 300 slots, live and electronic table games, bingo, dining, live entertainment and more.
The closing of the transaction remains subject to customary closing conditions and the receipt of regulatory and other approvals. Under the terms of the definitive agreement, Great Canadian Entertainment will continue to provide transitional services and support to the Ts’elxwéyeqw Group for a period following closing.
“This purchase marks an exciting milestone for our Nations and for the entire territory. By coming together in partnership, we are not only investing in a strong business opportunity, but also in the future of our people. The revenues generated through this acquisition will help strengthen our communities, create new opportunities, and ensure our Nations continue to play a leading role in the local economy. Additionally, we believe that local community-based ownership of Elements Casino Chilliwack will further strengthen the broader Fraser Valley community and economy. It’s a proud moment that reflects how Indigenous leadership and collaboration can build a stronger, more inclusive future for everyone,” said Chief David Jimmie, Chief of Squiala First Nation and President of Ts’elxwéyeqw Tribe Management Ltd.
“We are very excited to have entered into this agreement with the Ts’elxwéyeqw Group. We have had the privilege of being part of the Chilliwack community since we opened Elements Casino Chilliwack in 2012, and we believe that under the Ts’elxwéyeqw Group’s stewardship, the business will begin an exciting new chapter. For the team members and guests of Elements Casino Chilliwack, and the local community, we can think of no better owner for the business. We look forward to the closing and then working with the Ts’elxwéyeqw Group team during the transition period,” said Matt Anfinson, CEO of Great Canadian Entertainment.
McCarthy Tétrault LLP is acting as legal advisor and KPMG Corporate Finance Inc. is acting as financial advisor to the Ts’elxwéyeqw Group. McMillan LLP is acting as legal advisor to Great Canadian Entertainment.
The post Group from Ts’elxwéyeqw Tribe and Great Canadian Entertainment Announce Agreement for the Acquisition of Elements Casino Chilliwack appeared first on Americas iGaming & Sports Betting News.
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SkyCity Entertainment Group Limited confirmed that the New Zealand Gambling Commission has granted SkyCity Queenstown Limited with a renewal of its casino venue licence for a further 15 years from 7 December 2025, pursuant to section 134 of the Gambling Act 2003.
SkyCity Chief Executive Officer, Jason Walbridge, said: “We’re delighted with this outcome. We look forward to continuing to play our part in Queenstown’s fantastic range of entertainment for both locals and visitors.”
The post SkyCity Announces Renewal of Queenstown Casino Licence appeared first on European Gaming Industry News.
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