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Reading Football Club Announces PricedUp as its Official Betting Partner
Reading Football Club announced a new two-year partnership with PricedUp, who become the club’s Official Betting Partner ahead of the 2025/26 campaign.
The UK-based online sports betting and gaming brand will feature prominently across matchday assets at the Select Car Leasing Stadium, as well as on Reading FC’s training wear for both the 2025/26 and 2026/27 seasons.
As part of the agreement, PricedUp will collaborate with the club to deliver exclusive offers and rewards designed to engage and benefit Royals supporters, while also working closely with Reading FC to promote and support responsible gambling practices.
Founded in 2024, PricedUp are committed to delivering a first-class betting experience for customers, placing emphasis on fairness, safety, and enjoyment. Through this partnership, they will also contribute to a series of safer gambling education initiatives, delivered in conjunction with the club throughout the term of the deal.
Importantly, the revenue generated through this partnership will directly support investment into matchday operations and infrastructure – enhancing the supporter experience at the Select Car Leasing Stadium.
Luke Beach, Operations Manager at PricedUp, said: “We’re thrilled to embark on this partnership with Reading, a club with tremendous history at the start of a new and exciting chapter. We want to build positive relationships with Reading fans, and hopefully bring them new opportunities, rewards and content to elevate their enjoyment in supporting The Royals. We wish Noel, the team, and everyone at the club the best of luck in the 2025/26 season.”
Tim Kilpatrick, Head of Commercial at Reading FC, added: “We are naturally pleased to welcome PricedUp as our Official Betting Partner – in what is an important financial agreement for the club. To work with a UK company, who are forging their own story in their industry, aligns with our own growth ambitions and we’re looking forward to supporting each other in reaching our goals.”
The post Reading Football Club Announces PricedUp as its Official Betting Partner appeared first on European Gaming Industry News.
SOFTSWISS, a global tech provider with over 15 years of iGaming expertise, celebrates Rubens Barrichello’s victory in the first NASCAR Brasil Series title in his debut season. As the company’s Non‑Executive Director in Latin America, Barrichello exemplifies the champion’s mindset that underpins SOFTSWISS’ disciplined approach to product delivery in Brazil and worldwide.
The NASCAR Brasil Series crowns its champion over a full season under NASCAR-aligned regulations. The title was sealed at the Match Point finale at Velo Città in São Paulo, where the opening race set the decisive points. Barrichello’s calm, data-driven call at the critical moment mirrors SOFTSWISS’ practice: trust the plan, read the telemetry, execute cleanly.
Rubens Barrichello, Non‑Executive Director in Latin America at SOFTSWISS, comments: “Everyone knows how much I love this competition and how fierce I am. My heart is in my mouth and I’m very happy.”
Ivan Montik, Founder of SOFTSWISS, adds: “This title is a powerful example of what passion, confidence and disciplined preparation deliver. The champion’s mindset that Rubens demonstrates – clarity of plan, trust in the team and precision under pressure – inspires everyone at SOFTSWISS. We will keep applying the same approach in Brazil first and across all markets, bringing measured execution and data-driven decision-making to every release and every client partnership.”
In May, SOFTSWISS marked the first anniversary of its collaboration with Barrichello. This success arrives as an energising milestone for teams and partners, reinforcing a working culture built on preparation, clarity of roles, measurable outcomes, and continuous improvement. Earlier this month, the SOFTSWISS Game Aggregator was named ‘Best Game Aggregator Platform’ at CGS Recife, adding local recognition to the company’s Brazil roadmap.
SOFTSWISS is fully certified in Brazil across its core products – Casino Platform, Game Aggregator, Sportsbook, and Jackpot Aggregator – enabling licensed operators to access a comprehensive, locally compliant stack with trusted support. The same track-to-tech discipline continues to drive responsible and sustainable growth.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS provides certified software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka affiliate platform, the Sportsbook Software and the Jackpot Aggregator. The expert team counts over 2,000 employees.
The post From Track to Tech: SOFTSWISS Celebrates Barrichello’s First NASCAR Brasil Triumph appeared first on European Gaming Industry News.
It’s not just black and white label
Yoni Sidi, CEO at Wiztech, says white labels are all about striking the balance between pros and cons, but for some, it’s impossible to achieve and that’s why it’s important to consider other options.
For most operators, a white label solution seems to offer the best route to market. But is that actually the case?
I’ve been working in the industry for more than two decades now, and over that time, I’ve worked on both sides of the fence – so on the white label operator side and on the white label provider side. This gives me a deep understanding of the pros and cons of white label solutions, and this understanding ultimately led me to launch Wiztech. To answer your question more directly, white labels are always about striking the balance between the pros and cons they present – for some operators, a balance can be found, but for others, it can’t. Ultimately, it comes down to knowing what you want from your platform or technology stack, and whether a white label can meet those requirements with the budget and resources you have available to you.
So, what are the pros and cons of a white label platform?
There are plenty of upsides to white labels, and that’s why they’re used by so many operators. The main advantages are speed to market and cost effectiveness – you can literally go from first discussions to your online casino being live in a matter of weeks. The upfront fees are relatively small, and, in most cases, you pay a revenue share back to the platform provider. This can tighten margins a little, but it means you don’t have to have a large capital reserve to get going. Another benefit is that you can take on as much or as little of the operation as you like – for some, they will let the platform provider take care of the operational aspect while they focus solely on marketing and customer acquisition. Other upsides include licensing, with the white label partner securing and being responsible for the licences they hold.
Drawbacks. The biggest for me is the lack of differentiation you get with a white label. The many brands that run on the platform often look very much the same, just with different logos and branding. After a few months of operating your online casino, you’ll likely notice friction points that you’ll want to address, but the rigid nature of white-label platforms means it’s incredibly difficult to smooth out even the smallest of bumps in the road. It’s also incredibly difficult to roll out unique features and functionality as the development team is usually working through a backlog of requests – most of which are for the friction bumps that need ironing out. Factor in the frequent regulatory changes that happen, and the need for the development team to respond to them, and it’s easy to see how hard it can be to improve the experience being offered to players.
How can operators strike a balance between the pros and cons of white labels?
It comes down to understanding the capabilities of the platform provider and whether they offer customisation and localisation. If they don’t, the operator needs to determine if this is a price they’re willing to pay in exchange for the speed to market and cost effectiveness that white labels provide. Of course, some white label providers do offer support and are happy to help when it comes to developing and deploying bespoke features and functionality. But in my experience, most don’t have the capacity for this, even if they say they do. For me, the balance is found by accepting the limitations of white labels and working within the (often pretty rigid framework) they provide. There are plenty of examples of operators that have done this and have gone on to run very successful brands in highly competitive markets.
Is there an alternative to white labels?
The most obvious alternative is to develop a proprietary technology stack, but this approach comes with just as many, if not more, pitfalls. Building a platform from the ground up is incredibly expensive and tremendously risky, and this is why so few operators outside of the industry power players have been able to pull it off. And even those that do often encounter issues such as ongoing maintenance, tech debt, staffing and compliance. But there is a middle ground between white label and proprietary, and it can be found with smaller platform providers whose technologies offer the agility, flexibility and adaptability required for operators to launch highly customised, almost bespoke, online casinos and sportsbooks.
How does Wiztech fit into the platform mix, and how do you support your partners in achieving their goals in often highly competitive markets?
At Wiztech, we champion modular tech and the likes of AI and automation. By embracing these, we have been able to build powerful yet highly customisable casino and sportsbook solutions that are also fully compliant in tightly regulated markets. In our experience, being able to quickly respond to regulatory changes provides a competitive advantage to our customers. In Mexico, for example, our client Winpot has been able to deliver a unique player experience while always ensuring compliance. And this is against a backdrop where regulatory changes often come with very little notice. Our technology can adapt quickly while Winpot continues to capitalise on the growing demand for entertaining online casino products and experiences.
But just as important as our technology is our approach to our partners. This sees us undertake a comprehensive onboarding process where we spend a lot of time understanding the client’s “why” before we map out the “what” and the “how”. This has proved to be incredibly effective and ensures that our clients can get the most out of the flexibility of our platform and the high levels of customisation and personalisation it provides.
The post The White Label Dilemma: Finding the Right Balance for Your iGaming Business appeared first on Gaming and Gambling Industry in the Americas.
Marketing in B2B is like a midfielder in football: it’s supposed to cover the whole field and only occasionally push forward. Meanwhile, all the glory rightfully goes to the strikers, while our role is to reliably back the team.
Still, remove marketing from any business, and you’ll immediately recall Stewart Britt’s line about winking at a girl in the dark. Working without marketing today means being unarmed and invisible in the sea of offers and background noise that’s only getting harder to cut through.
Today, we’re celebrating Trueplay’s 7th anniversary — and as a small but meaningful gift, our marketing team would like to offer a bit of striptease and self-flagellation by offering fixes for some of the most common mistakes marketing teams make.
Clear your meeting calendar
Let’s start with a universal pain point for remote-era businesses: weeding through online meetings. Endless regular calls — with or without a clear purpose — fill up the day and ruthlessly devour your time.
Our conclusion: meet only when the issue cannot be solved in writing. Video calls are great for fast, efficient status updates, but become a protracted torture when the only reason is “just to have a call.”
We’re not denying the value of human connection — even through Google Meet — but add this to your calendar: meet only with purpose.
Work together — validate your ideas
Important decisions should always be made collectively, with all relevant perspectives taken into account. To execute any process — especially one that impacts the company’s success — you need a complementary team.
Only in fairytales or propaganda do people unanimously accept top-down decisions. In reality, any idea — especially a creative one — will have both supporters and critics. That’s why you need to build processes where important decisions are validated collectively.
If you’re launching a new website, building a key campaign, or preparing for a major expo — take the time to gather all the department heads around the (virtual) table, especially Sales. Run the idea by them and give them a heads-up about what’s coming.
One of the most common mistakes marketing teams make is leveraging their authority to impose changes: “This is how we’re doing things now.” But if the rest of the team doesn’t support your idea — at least tacitly — failure is almost guaranteed.
It reminds us of a brilliant example from Ichak Adizes, who once visited a shoe factory. Taking aside a factory worker, he discovered how employees responded to unpopular management decisions. They didn’t argue or complain — they simply packed mismatched shoe sizes into the same box and sent them to stores.
Just imagine: marketers, managers, and strategy consultants working around the clock to design company-wide strategies — and a few disengaged people silently undo it all by refusing to cooperate.
Leave time for execution
Marketers love ideas. But even the best concept can fall apart due to a lack of time, budget, or resources.
We’ve held pure gold in our hands — ideas that could’ve flown. But when it came to execution, we stalled. You never know where the problem will arise: a legal nuance, a burning deadline, or a system that simply isn’t ready.
So always build in time. Don’t rush. Remember that cycles repeat — if it didn’t work now, you can always return later with stronger preparation.
Test the product
Even if no one expects it from you — use your market knowledge to help improve the product. Talk to clients. Validate hypotheses early. Stay in touch with the market. Share your insights with the product team.
The worst service you can provide is silent acceptance. You’re not paid to promote anything blindly — you’re here to make products and services better.
Watch your costs
Prices always go up. Invoices from contractors, expo fees, event costs — they’ll all increase each year. That means you must constantly monitor the budget and plan for risks.
To stay ready for tough negotiations — research the market, look for alternatives, check out new vendors. A shark dies if it stops swimming.
Keep your eyes open
Marketing is a 24/7 job. You’re always learning — no matter the field. Every brilliant campaign, viral case, or breakthrough idea is your teacher.
Read the news. Follow innovation and creativity channels. Feed your brain with inspiration. Your superpower is insight, intuition, and ideas. And they can come from anywhere.
Remember your role
Marketing is the company’s radar. Its navigation system. Its sails. You’re always where it’s loud and messy. Your job is to make the company seen, to build the brand. It’s a serious responsibility.
And yes, product creators often get the credit — and that’s fair. But remember: you shape the packaging. And packaging makes things desirable.
That’s your work.
That’s your win.
The post Where B2B Marketing Stumbles appeared first on European Gaming Industry News.
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