Latest News
Soft2Bet Marks Nine Years with Gamification Academy, MEGA Workshops, and Charity Support at SBC Summit Lisbon
Soft2Bet will celebrate nine years of innovation at this year’s SBC Summit Lisbon (Sept 16–18), showcasing its latest gamification technology, leading educational content through the Gamification Academy, supporting the flagship Legends Charity Game, and backing start-up founders at SBC First Pitch.
From September 16 to 18, Soft2Bet will showcase its iGaming platform, turnkey solutions, and MEGA, a data-led retention suite designed for casino and sportsbook brands. Across the three days, the team will demonstrate MEGA through bookable workshops, lead the Gamification Academy by Soft2Bet as part of the Tech Academies programme, and support founders at SBC First Pitch.
Soft2Bet: Backing SBC’s flagship Legends Charity Game
On 15 September, Soft2Bet will join SBC and its founder, Rasmus Sojmark, for the flagship Legends Charity Game in Lisbon, a Portugal Legends versus World Legends match where Luís Figo, the 2000 Ballon d’Or winner, captains Portugal. The fixture brings together Portuguese and international greats with the aim of raising €1,000,000 for humanitarian causes.
SBC CEO & Founder Rasmus Sojmark commented: “Soft2Bet has been a strong partner of SBC’s events from the early days and it is fantastic to see them take it to another level in 2025. We have a number of new initiatives this year at the SBC Summit and Soft2Bet’s support has helped us to develop the Tech Academies programme and push forward with the Legends Charity Game.”
SBC Gamification Academy powered by Soft2Bet
For the first time, SBC will launch the Operators Academy, focused on AI, Marketing, Web 3.0 & Blockchain, and Gamification. During the first day, Soft2Bet will be contributing to the Gamification Academy by Soft2Bet.
The programme features a keynote by Chief Product Officer Yoel Zuckerberg, “Introduction to Gamification & Player Engagement”, the panel “Why Personalisation is the Key to Retention”, moderated by Martin Collins (Chief Business Development Officer), and another panel “The Five Steps of Gamification”, with Alon Eshed (Head of Sales) as a panellist. Yoel Zuckerberg and other senior representatives will share practical strategies for operators on personalising player experiences, integrating gamification into products, and measuring performance. The academy will equip operators with clear, actionable insights to boost engagement, retention, and revenue, providing them with a competitive edge.
“Brands want retention they can prove,” said Yoel Zuckerberg, Chief Product Officer at Soft2Bet. “In Lisbon, we are running focused, one-to-one MEGA sessions that show the playbook, personalised missions, clear KPIs and less bonus waste, so teams can lift engagement and LTV across highly competitive markets.”
One integration. MEGA outcome
Throughout the summit, Soft2Bet will host bookable MEGA workshops at Stand C160, featuring 30-minute one-on-one sessions hosted by Alon Eshed (Head of Sales), with presenters Nicolas Campano (Sales Director) and Slobodan Georgijevski (Senior Sales Manager). Each session will demonstrate how to configure missions and challenges to align with brand goals, monitor uplift through live reporting and control bonus spend via a single integration. Workshop slots are limited and can be reserved via this link: https://www.soft2bet.com/mega
Soft2Bet Invest: developing the industry through innovation
Supporting early‑stage teams is vital to the industry’s progress. Soft2Bet founded Soft2Bet Invest in 2024 to support iGaming and casual gaming entrepreneurs with capital and hands-on business support, focusing on areas such as AI, behavioural-UX analytics, and scalable gaming technology.
Last year in Lisbon, Soft2Bet participated in the SBC First Pitch judging panel; this year, the commitment grows as Soft2Bet Invest presents the competition on 18 September, with a start-up prize package worth over €90,000. The goal is straightforward: to help talented founders introduce new approaches and fresh thinking to a rapidly growing industry.
Nine nominations underline strength in products, platform and leadership
This year, Soft2Bet received nominations across nine award categories at the SBC Awards 2025, highlighting excellence in its brands, MEGA, platform innovations, and leadership. The recognition reflects a consistent focus on localisation, compliance and player experience, helping to build strong brands in highly competitive markets with strict requirements, rigorous marketing standards and a clear performance focus.
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EU Taxes
Malta Prepares For EU Budget Battle To Stave Off Gambling Levy
Malta’s Prime Minister has said his nation will veto any attempts by the EU to introduce a bloc-wide online gambling levy, threatening to place the industry at the centre of febrile European politics.
Robert Abela has told Malta’s parliament that he would use his nation’s member state veto to block the passage of the next EU budget, if a proposed gambling levy is included.
The budget, formally known as the Multiannual Financial Framework (MFF), lays out how the EU will spend its €2trn budget from 2028 to 2034.
The prospect of adding a continent-wide tax to the budget remains only a proposal, but the idea has heavyweight backing.
Vice-president of the European Parliament Victor Negrescu is spearheading these efforts, arguing that a fast-growing digital industry that generates billions in revenue should be subject to EU-level taxation.
Negrescu says that the levy could generate between €2-4bn every year.
“This industry fully benefits from the EU’s single market, digital infrastructure and crossborder access, but operates under fragmented rules, unequal taxation and insufficient enforcement,” he said.
The online gambling sector might well quibble with the specifics of these claims.
The idea that it “fully benefits” from the EU single market may have been unassailably true in the point-of-supply era, but the subsequent fragmentation of national rules that Negrescu refers to has significantly complicated that picture.
Nevertheless, backing for the levy from a senior European politician has naturally spooked the industry and its primary champion within the EU, Malta.
The levy would be so damaging to Malta’s economic interests that it is willing to use its most powerful EU instrument by executing a veto in the European Council in order to block the budget from being approved.
That would likely plunge the island nation into the centre of a political firestorm, but recent history suggests that smaller EU nations and their allies can successfully disrupt budget negotiations.
During discussions over the 2020 EU budget, Poland and Hungary successfully secured concessions after they both threatened to veto the MFF over rule-of-law requirements.
Malta will also hope to rely on support from the Friends of Cohesion, an informal alliance of 16 nations concerned with regional development, of which it is a part.
Negrescu’s pledge to pair his levy with a “clear EU directive against illegal and unlicensed platforms” is unlikely to satisfy the online gambling industry, despite growing complaints of a rampant black market from a number of quarters.
Malta strikes again
In simple terms, Malta is seeking to protect an industry which accounts for 10 percent of its gross domestic product.
The nation has shown a clear willingness to ignore the EU’s wishes in order to shield the many gaming firms that host their headquarters within its borders.
Most notably, the creation of Bill 55 has successfully protected local companies from having to repay hundreds of millions of euros in player refund settlements.
Ongoing cases before the Court of Justice of the European Union suggest that Europe’s top judges will soon rule against Bill 55, which is now Article 56A of Malta’s gambling act.
The European Commission also launched infringement proceedings against Malta over the provision
Tax troubles.
There are so far no specifics on how the levy would be calculated or what value it would be set at, but beyond Malta an additional levy would also be extremely challenging for operators in European markets already struggling with high tax burdens.
This includes the Netherlands, where a government report released this week has shown that staggered increases to taxes of 37.8 percent of gross gambling revenue (GGR) have failed to deliver any benefit to the country’s budget.
Even a relatively slight increase to this tax rate could send more operators scurrying out the market and see channelisation dive further than its current rate of 55 percent.
Nations like France, where online betting is taxed at 59.3 percent of GGR, or Portugal, with its 8 percent turnover tax on online sports betting, would also feel an impact.
Negotiations over the contents of the EU budget are set to continue for several months, with the approval process expected to be completed in late 2026 or early 2027.
Leaders in the Council of Europe have agreed to come to a preliminary deal on the MFF by October, according to a coordinated statement issued earlier this month.
Malta’s devout opposition to a possible gambling levy is just one of a range of issues under discussion, including a stark divide between nations such as Germany, which favour spending cuts, and the Friends of Cohesion, who want additional cash for agriculture and regional funding.
The post Malta Prepares For EU Budget Battle To Stave Off Gambling Levy appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
anime
G2 drops limited-edition One Piece streetwear capsule on June 25
The esports organisation’s second anime apparel collaboration will be sold exclusively via g2esports.com/shop.
G2 is launching a limited-edition G2 | One Piece capsule collection on June 25, with the drop available exclusively through the organisation’s online store at g2esports.com/shop.
The collection is inspired by One Piece’s Gear 5 Monkey D. Luffy and includes hoodies, zip-ups, t-shirts, caps, sleeves, and tote bags. According to G2, the items use a black-and-white palette and feature a minimalist embroidered logo alongside a custom G2 | One Piece Jolly Roger that combines the G2 samurai emblem with Luffy’s straw hat.
“At G2, we’re continuing to push the culture and fashion of esports beyond competition alone, and this One Piece collection is a natural extension of that,” says Sabrina Ratih, COO of G2 Esports. “We wanted to create a capsule that continues to elevate the esports fashion space – understated, premium, and stylish enough for everyday wear, while still carrying the spirit of adventure, ambition, and individuality that defines One Piece and G2 alike. Every piece is designed to bridge the gap between fandom and everyday style, and continuing our mission to redefine what esports fashion can be.”
G2 described the drop as its second anime collaboration, following a previous apparel collaboration with Solo Leveling. The company positioned the release as part of its broader effort to connect esports, anime, and streetwear.
One Piece debuted in 1999 and remains one of the largest anime franchises globally. G2 cited over 600 million manga copies sold and more than 1,160 episodes for the series.
The post G2 drops limited-edition One Piece streetwear capsule on June 25 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Latest News
Ygam joins four UKRI-funded gambling harms research partnerships
Projects sit within UKRI’s Research Programme on Gambling and the GHR-UK Evidence Centre, backed by the statutory levy.
Ygam has been named as a partner on four projects funded through the UKRI Research Programme on Gambling, supported by the statutory levy. The charity will work with academic teams including the University of Birmingham, Bournemouth University, the University of Plymouth, Lancaster University, and Liverpool John Moores University.
The four projects sit within the Gambling Harms Research UK (GHR-UK) Evidence Centre, which coordinates 19 one-year Innovation Partnerships under the programme. UKRI has been appointed by the UK Government to oversee research commissioned through the new statutory Gambling Levy. Under the levy, 20% of annual funding will be allocated to research, equating to £22.1 million in 2025/26.
Emily Tofield, Chief Executive of Ygam, said: “We are pleased to be working in partnership with leading university partners, contributing our expertise in a key strategic area of our work. A defining strength of our approach is that it is grounded in robust insight and research, underpinning everything we do. This enables us to understand how and why harms emerge and translate that into practical, preventative education that is credible and scalable. We look forward to achieving these outcomes together and informing effective measures to prevent harms among children and young people.”
Ygam said its advisory panels — including young people, individuals with lived experience, community and faith leaders, gaming and esports representatives, and student ambassadors — will help shape the research to reflect “real-world experience and diverse community perspectives.”
The four partnerships are: INTEGRATE (University of Birmingham, Ygam, Al-Hurraya and Community Connexions), focused on intersectional gambling harm and interventions for children, young people and emerging adults; “From Evidence to Action: Safeguarding Neurodivergent Young People in Gamified Digital Environments” (Bournemouth University, Ygam, Work’n’Diversity CIC), focused on gambling-like risks in gamified digital environments; GRASP (University of Plymouth-led partnership including NatCen, NHS and third-sector organisations, and Ygam), mapping support pathways and gaps in prevention and recovery; and GRACE-Net (Lancaster University and Liverpool John Moores University with local authorities, NHS partners, third-sector organisations and Ygam), testing collaborative approaches in the North West of England and sharing learning more widely.
The post Ygam joins four UKRI-funded gambling harms research partnerships appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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