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Allwyn Launches New Marketing Campaign

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Allwyn, operator of The National Lottery, has launched a new, large-scale integrated summer marketing campaign to support the launch of new Lotto, a refreshed take on one of the UK’s most iconic games.

Developed by creative agency VCCP and supported by Studio 59, Allwyn’s in-house creative and content studio, with media strategy and buying by Hearts & Science, the campaign brings to life the simplicity and excitement of “One ticket, Two chances to win”.

From 7 June, every £2 Lotto line will give players two chances to win in every draw, all for the same price and with the same number of balls to choose from. The new two-round format significantly improves players’ chances of winning any prize – from 1-in-9.3 to 1-in-4.9 – and is expected to more than double the number of Lotto millionaires each year, from around 140 to approximately 345.

Marking the biggest change to the game since its launch in 1994, the campaign is designed to drive widespread awareness of new Lotto and spark conversation nationwide, speaking to loyal Lotto players as well as attracting a new generation of players through culturally relevant activations. To support the update, Allwyn is rolling out an extensive, multi-channel campaign spanning TV – led by a new flagship television commercial – as well as radio, social, retail and digital.

The TV ad – directed by Dave Meyers through Radical Media in collaboration with Girl&Bear – is destined for a range of channels and Video on Demand (VOD) and brings the new Lotto proposition to life through a relatable, everyday moment, featuring two friends relaxing at home when one casually decides to play on the National Lottery app. As they chat, the simplicity of the “one ticket, two chances to win” format is revealed, building to a playful twist: one friend says “it could be you” twice, while the other replies, “good luck, good luck then.”

There will also be a significant nationwide out-of-home presence, with 1088 panels planned across the UK under the theme “Paint the Town Red” in honour of Lotto’s iconic red branding. Key sites in major locations will be taken over, including a large-scale mural installation in Aldgate alongside an eye-catching eight-day crane installation. The activity will be complemented by premium large-format digital OOH placements, including high-impact dual-tower screen sites, ensuring standout visibility throughout the campaign period.

The campaign is further brought to life through a standout real-world consumer activation, “Two Yolks: Lotto’s Luckiest Café” – a London brunch pop-up celebrating Lotto’s exciting new format, where every £2 ticket now gives players two chances to win. Developed in partnership with Tin Man Communications, the experience will run on Friday 12 June and Saturday 13 June – Lott’s first Saturday night draw – at Old Queen Street Café in Westminster, with guests welcomed for three timed sittings.

Inspired by Lotto’s new format, the café leans into the idea of duality throughout. From the guest experience to the limited-edition menu, entertainment and surprise prize moments, every detail is designed to reflect the belief that some things simply feel luckier in twos.

The campaign will also be amplified through collaborations with several popular podcasts, including Staying Relevant with Sam Thompson and Pete Wicks, The Girls Bathroom, and The Jack & Ash Show. Alongside Snapchat and TikTok, the campaign will, for the first time, see Allwyn partner with Twitch with a bespoke livestream activation.

Additional activity includes:

• Digital screens with “It Could Be You, It Could Be You!” audio on individual petrol pumps, reflecting the new Lotto branding across 30 Shell petrol stations.

• Radio activity will deliver national reach, generating an estimated 223m impacts and 336 gross rating points.

• Digital activations will also play a central role in supporting the campaign. Social media activity includes TikTok and Snapchat, featuring bespoke Snapchat lenses and high-impact placements on TopView and TopFeed.

• Shops will also be decked out in red with Allwyn’s new Lotto Point of Sale campaign in 43,500 National Lottery stores across the UK. Allwyn’s retail partners will receive an exciting Lotto launch box containing Playstation and poster POS materials to highlight the new game, along with new play slips and player-facing leaflets to more fully explain the game changes to customers.

Steve Parkinson, Marketing and Brand Director at Allwyn, said: “With new Lotto, we wanted to bring to life the simple but powerful idea behind the new format — that players have two chances to win from a single ticket, without changing how they play. This campaign is about making that benefit instantly understandable, while celebrating the everyday moments when people come together to play.

“We’ve taken this idea to scale through bold, standout executions — from attention-grabbing installations like our unmissable mural, to partnership firsts like our tie-up with Twitch — helping us quite literally paint the town red and ensure the message cuts through. The ad for TV and VOD is designed to bring this to life in a playful way, using an everyday moment between two friends. We then wanted to take that same idea into the real world with ‘The Two Yolks’ pop-up café, bringing the ‘two chances to win’ concept to life through food, prizes, and merchandise. With this extensive campaign, we believe we’ve created something people can genuinely enjoy and talk about.”

Simon Connor, Creative Director at VCCP, added: “One ticket now gives you two chances to win, so we created with Allwyn a simple, bold campaign that mirrors the game: double everything. Two crossed fingers. Two voice-overs. Dual sites. One campaign, twice the fun. Good luck, good luck.”

The post Allwyn Launches New Marketing Campaign appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Blueprint Gaming

Weekend Reels | Week 30: Slot Drops & Trends

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Here are this weeks latest slots releases compiled by Eastern European Gaming

Spinomenal has released 3 Fuego Chillies, a new 5×3 video slot themed around a Mexican street fiesta. The game ships with a feature-led Bonus Game and a top prize billed as a Grand Jackpot of x3,000 the total bet.

CT Interactive has released its latest slot game, 40 Mega Star. As the night sky comes alive with countless shimmering lights, only a select few stars have the power to capture attention and become true Mega Stars.

TaDa Gaming has expanded its popular Unlimited Fortune mechanic with the launch of Joker Coins Unlimited Fortune. Combining Lock & Respin, progressive bonus expansion, jackpots, multipliers and the signature Unlimited Fortune feature, this compact three-reel release delivers layered gameplay and win potential of up to 5000x.

Blueprint Gaming is releasing an upgraded version of Super Graphics Upside Down exclusively on Lottomart, giving Lottomart’s UK players early access to the title. Originally launched in 2021, Super Graphics Upside Down is being re-released with a new bonus wheel feature and an increased max win potential, rising from 250X to 3000X, according to the companies.

ICONIC21 has released Wild Gold Mine 2, a high-volatility sequel to its Wild Gold Mine slot. The game is played across 243 ways and launches with multiple RTP configurations, with a stated top prize of 10,000x.

Games Global has launched Rumble Kong CASHINGO™, a new jungle-themed online slot developed with exclusive studio partner Alchemy Gaming. The title went live on 23rd July 2026. Rumble Kong CASHINGO™ is a 5×5, 3,125 ways-to-win game built around an expanding CASHINGO™ collection grid.

Swintt has released a new slot from its Elysium Studios label, titled Odyssey Hold & Win. The supplier said the game is built around a Hold & Win collection mechanic and features a stated maximum win of 3,317x. Odyssey Hold & Win runs on a 4×4 grid that can expand to 4×8 when Athena appears, according to the company.

ELA Games has released a new slot, Age of Cleopatra, adding another ancient-Egypt theme title to its portfolio. The studio positions the game as a medium-volatility release and says it is available to demo now. Age of Cleopatra runs on a 5×3 reel set-up with 25 paylines.

Endorphina has launched Zalatar, a new myths-and-legends themed online slot, expanding its recent run of fantasy-leaning releases. The supplier said Zalatar is a 5-reel, 3-row game with 25 fixed paylines, 96.03% RTP and high volatility.

The post Weekend Reels | Week 30: Slot Drops & Trends appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Awards

Slotsoo Awards 2026 Celebrate the Best Casinos and Game Providers

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Slotsoo is proud to announce the winners of the Slotsoo Awards 2026, recognising the online casinos and game providers that have delivered the best player experiences over the past year. Now firmly established as an annual celebration of excellence, the awards continue to recognise the companies setting new standards for quality and innovation across the iGaming industry.

Spotlighting the Best Game Providers of 2026

Following last year’s successful debut, the Slotsoo Game Provider Awards returned for a second year to recognise the studios pushing online slots forward through original ideas, engaging gameplay, and consistently high-quality releases. This year’s winners are:

  • The Machine MVP – Pragmatic Play
  • Bonus Buyer – Eurasian Gaming
  • Volatility Virtuoso – 1spin4win
  • Jackpot Jumbo – Platipus Gaming
  • Symphony Spinner – Peter & Sons
  • Reel Renegade – TaDa Gaming
  • Promising Prodigy – EXCO Game Studio

Pragmatic Play retained the prestigious Machine MVP award for a second consecutive year, while every other category crowned a new winner, highlighting the emergence of fresh talent and new ideas among game providers.

Casino Awards Return for a Fourth Year

Since their debut in 2023, the Slotsoo Casino Awards have celebrated the operators raising the standard for online casino experiences. This year’s winners continue that tradition, earning recognition for excellence across bonuses, withdrawals, gamification, and overall quality. The seven winners for 2026 are:

  • The Gambling GOAT – Lunar Spins
  • The Bonus Buff – Go4Casino
  • The Loyalty Lord – Valhalla Wins
  • The Withdrawal Wizard – Taste Vegas
  • The Gamification Guru – Lucky Fuel
  • The Payout Professor – Stupid Casino
  • The Noisy Newcomer – Kudos Bet

While the Game Provider Awards saw several first-time winners, the Casino Awards reflected the continued strength of a few established operators. C24 Partners enjoyed a particularly successful year, with four awards going to brands from its portfolio, including the main trophy The Gambling GOAT.

Recognition That Goes Beyond Popularity

Unlike many industry awards, the Slotsoo Awards are not decided by public voting. Winners are selected by the Slotsoo team after evaluating casino operators and game providers throughout the year. Each nominee is assessed on factors such as player value and innovation.

This approach ensures that both established industry leaders and ambitious newcomers have an equal opportunity to be recognised. Whether it’s a casino redefining loyalty rewards or a game studio introducing fresh mechanics, the awards highlight companies that genuinely move the industry forward.

Other News from Slotsoo.com This Summer

The Slotsoo Awards weren’t the only milestone for the company this summer. In June, the team attended the HIPTHER Baltics & Nordics Gaming Conference in Tallinn, connecting with industry professionals, exploring the latest developments in iGaming, and returning home with plenty of inspiration.

July marked the publication of Slotsoo’s first book, The Casino Player’s ABC, written by Markus Björk, Head of Content. This tongue-in-cheek ABC book for adults takes a humorous look at the ups and downs in slot gaming. Markus Björk comments:

“The awards and the book may seem like very different projects, but they share the same goal. Both are about celebrating what makes this industry unique and helping players navigate it with a sense of humour.”

With another successful awards season, the publication of their first book, and an active presence at industry events, 2026 has been one of Slotsoo’s busiest and most exciting years to date.

The post Slotsoo Awards 2026 Celebrate the Best Casinos and Game Providers appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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BETBY

BETBY Builds on a Strong Start to 2026 with Solid H1 Sportsbook Growth

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BETBY, the Tier 1 sportsbook supplier, has continued its strong start to 2026, delivering solid year-on-year growth across its business during the first half of the year. Building on the positive Q1 results reported in April, the supplier’s performance was supported by continued market expansion, product innovation, and strong activity across its operator partnerships.

During the first half of 2026, BETBY’s sportsbook Gross Gaming Revenue (GGR) increased by 42.7% compared to H1 2025. The number of active players across the provider’s partner network grew by 47%, while the total number of bets placed rose by 21.2%, reflecting sustained growth across both new and existing operator partnerships.

The period also saw BETBY further expand its product ecosystem through several key launches and developments. Among them was BETBY Predictions, the industry’s first fixed-odds prediction markets feed, opening a new betting vertical for operators. The supplier also introduced Stories, an engagement feature built around a familiar, interactive content format and delivered directly within the sportsbook experience.

The FIFA World Cup provided an additional boost during the last three weeks of June, generating high levels of betting activity across BETBY’s partner network and demonstrating the scalability and reliability of its sportsbook during the world’s largest sporting event.

BETBY’s proprietary esports feed, Betby Games, also delivered continued growth during H1 2026, recording a 28% year-on-year increase in Gross Gaming Revenue. Active players grew by 46%, while the number of bets placed rose by 14.8%. These figures reinforce Betby Games’ importance within BETBY’s broader product portfolio.

Leonid Pertsovskiy, Chief Executive Officer at BETBY, said: “After a strong first quarter, we are pleased to see that the positive trend continued throughout the first half of the year. These results reflect the strength of our long-term strategy, combining continued market expansion with a clear focus on product innovation and helping our partners grow.

“The launch of products such as BETBY Predictions and features like Stories, alongside the continued evolution of Betby Games, demonstrate our commitment to delivering solutions and technology that create measurable value for operators. We are proud of what we have achieved so far this year and remain focused on continuing this progress throughout H2.”

The post BETBY Builds on a Strong Start to 2026 with Solid H1 Sportsbook Growth appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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