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Better Collective Launches Playbook

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Better Collective has launched Playbook, an AI-powered betting solution transforming how fans place bets by fitting seamlessly into the way they already engage.

The launch follows the company’s press release of 12 February 2025, “Better Collective powered more than 8 million wagers and gathered football fans in New Orleans for the Super Bowl,” where Better Collective piloted early retention-driven products. With Playbook, these pilots are now scaled into a fully integrated solution – expanding Better Collective’s role in the betting ecosystem and strengthening engagement with sportsbook partners. With sports fans globally wagering more than 1.5 trillion EUR annually, the opportunity for innovation in this space is significant, and Playbook positions Better Collective to capture a greater share of this market.

At its core, Playbook is built to make betting seamless and more engaging for fans. Playbook enhances the user experience by delivering an actionable link – utilising bet slip image recognition built on AI and smart deeplinks – from betting content and tips that opens directly into a sportsbook app or website with the bet pre-loaded.

Jesper Søgaard, Co-Founder and CEO of Better Collective, said: “Playbook reflects our ambition to lead in delivering unique, and engaging sports betting experiences for sports fans and bettors while driving strong retention value for our partners. This positions Better Collective uniquely within the global sports betting ecosystem, where sports fans wager more than 1.5 trillion EUR annually.”

Initial launch in the US ahead of the NFL season

Historically, Better Collective’s affiliate model has been focused on acquiring new customers through its owned sports media, paid channels and partnerships. With the launch of Playbook, the addressable audience naturally expands to include all active bettors – not just new sign-ups. By complementing its global leadership in acquisition with direct engagement in bet placements at scale, Better Collective establishes a stronger position in the emerging retention betting space and secures touchpoints across the entire customer lifecycle. By engaging users directly at the point of bet placement, Playbook introduces a new layer of value creation for Better Collective, with new commercialisation opportunities that complement the company’s existing acquisition-driven and brand advertising revenue streams.

Playbook launched on September 3 in the US ahead of the NFL season, with additional key markets in the pipeline. Furthermore, Better Collective plans to build out a broader AI-suite of tools and betting assistants, reinforcing its position at the forefront of innovation in the sports betting ecosystem. Its rollout is supported by Better Collective’s owned sports betting communities, scalable technology infrastructure and partnerships with the world’s leading sportsbooks. These communities already attract millions of followers and thousands of paying subscribers, giving Playbook a built-in foundation to increase engagement and channel value directly to partners from day one.

The post Better Collective Launches Playbook appeared first on European Gaming Industry News.

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Pragmatic Play Rings in 2026 with Joker’s Jewels Hold & Spin™

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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.

  • Base Game Wins: Matching 3–5 symbols can trigger payouts of up to 1,000x.

  • 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.

  • Triggering the Feature: Landing three or more Money Symbols—each carrying values of up to 5,000x—activates the bonus round.

  • 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.

  • 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.

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Balkan Gaming Market

Yggdrasil Strengthens Bulgarian Presence Through Strategic Deal with bet.bg

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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:

  • The Vikings Series: Specifically the fan-favorite Vikings go Berzerk.

  • Legendary Quests: The high-adventure Valley of the Gods.

  • 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.

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B2B gaming software

Gamblers Connect and BetOxygen Announce Strategic B2B Partnership

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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:

  • Sports Betting Software

  • Internet Casinos

  • 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:

  • Rapid Technical Support: Boasting a two-minute response time for technical inquiries.

  • Fast Integration: A clear roadmap that promises full platform customization and integration within 60 days of signing.

  • 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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