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Scientific Games and William Hill Extend UK and Europe Sports and Casino Partnership Through 2024

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Scientific Games Corporation and William Hill have agreed to extend their partnership for an additional four years through 2024. Scientific Games will continue to provide its industry-leading OpenSports™ solutions to William Hill in the U.K. and Europe, building on a long-standing relationship since 2007.

This agreement expands on Scientific Games’ long history with William Hill and ensures that the two industry leaders will continue to offer its next level, sophisticated sportsbook and iGaming solutions to enhance the player experience. Under the terms of the new agreement, William Hill will utilise Scientific Games’ OpenSports solution on a modular basis. This will enable William Hill to operate with a greater degree of speed and flexibility, including the capability to deploy proprietary products across multiple jurisdictions in Europe.

Jordan Levin, Group Chief Executive, Digital for Scientific Games, said, “By choosing Scientific Games, William Hill is reaffirming their commitment and belief in our products, services and team and sending a message that we continue to be a source of competitive advantage for global industry leaders in all regulated markets. We’re really building on one of our strongest relationships. The team at William Hill share an ambition to create next level player experiences and together, across sports and iGaming, we’re making that a reality.”

Ulrik Bengtsson, Group Chief Executive Officer for William Hill, said, “It’s a pivotal time for sports betting and iGaming providers. Scientific Games’ solutions provide us with the flexibility that is key to our growth strategy in the U.K. and Europe and we’re pleased to continue to use their products that will be provided on a flexible and modular basis to power our shared success in the years to come.”

© 2020 Scientific Games Corporation. All rights reserved.

About Scientific Games

Scientific Games Corporation (NASDAQ: SGMS) is a world leader in entertainment offering dynamic games, systems and services for casino, lottery, social gaming, online gaming and sports betting. Scientific Games offers the gaming industry’s broadest and most integrated portfolio of game content, advanced systems, cutting-edge platforms and professional services. Committed to responsible gaming, Scientific Games delivers what customers and players value most: trusted security, engaging entertainment content, operating efficiencies and innovative technology. For more information, please visit scientificgames.com.

SOURCE Scientific Games Corporation

content deals

QTech signs InOut Games distribution deal for emerging markets

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QTech has signed a content distribution agreement with supplier InOut Games to roll out the studio’s games to operators in emerging markets via QTech’s aggregation platform. The companies announced the deal on 3 July 2026.

Under the agreement, QTech will integrate InOut Games’ portfolio, which the supplier said now totals nearly 70 titles in under two years. InOut Games is best known for its crash game Chicken Road and has since expanded into slots, including Chicken Royal, Joker Pyre, Ice Fish, and Fruits Love Fever.

Vlad Snak, CEO at InOut Games, said: “QTech Games is a hotbed for superior games and a rarefied air for the player experience. We are rapidly widening our gaming suite and scope across developing regions and their market-leading platform provides an agile pathway to some previously overlooked territories. Needless to say, agreeing this new deal tracks our core strategy to fully leverage our reach, and we look forward to seeing how new audiences embrace our games.”

Philip Doftvik, CEO at QTech, added: “After a breakout beginning in the crash games domain, InOut Games is now proving itself as a broader provider of thrilling and innovative casino content, with a focus on creating quality, cutting-edge slots that are delivered reliably to our partners via our premier platform – on time, every time. Like us, they understand that localised solutions comprise the key to success across this patchwork quilt of opportunities.”

The post QTech signs InOut Games distribution deal for emerging markets appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Buffalo 250 Anniversary

ICONIC21 launches Buffalo 250 Anniversary slot themed around US 250th

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Fourth of July-themed release reflects the studio’s push for market-specific content in regulated US-facing iGaming.

ICONIC21 has launched Buffalo 250 Anniversary, a Fourth of July-themed slot created to mark the United States’ 250th anniversary.

The game is centered on a buffalo and set against Independence Day fireworks, using imagery associated with US identity and the country’s upcoming semi quincentennial.

ICONIC21 said the release reflects its focus on building content around themes and player preferences that resonate in specific markets, with the US described as an increasingly important market for its partners and a key source of player engagement. The company develops live casino, RNG and slots content for regulated operators.

“The Fourth of July is one of those occasions that is recognised far beyond the United States, and the country’s 250th anniversary makes it especially significant,” said Edvardas Sadovskis, Chief Product Officer at ICONIC21. “The theme combines a distinctly American symbol with a moment that has real cultural relevance for players and operators alike.”

ICONIC21 added that it works with operators to shape its roadmap around player data, market demand and local relevance, and that it assesses follow-on titles using internal views, performance data and operator feedback. The provider said it has expanded beyond a classic casino portfolio — including roulette, baccarat and blackjack — into RNG and slots while keeping a market-specific focus for regulated environments.

The post ICONIC21 launches Buffalo 250 Anniversary slot themed around US 250th appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Betsson CEO Pontus Lindwall

Gaming in the Nordics launch event sets annual Copenhagen conference from 2027

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Invite-only Copenhagen event at Better Collective HQ featured Nordic regulators and operators discussing compliance and channelisation.

Gaming in the Nordics has set plans for a full-size annual conference in Copenhagen starting in June 2027, following an invitation-only launch event held at Better Collective’s HQ in Copenhagen.

The launch event focused on the Nordics’ role in Europe’s iGaming market, with sessions on regulation and compliance. Morten Ronde, CEO of the Danish Online Gambling Association and Partner at Nordic Legal, said the region’s “pragmatism and willingness to be early adopters” could make Nordic jurisdictions the first to deploy “the next generation of innovative iGaming regulation.”

Anders Dorph, Director of Danish regulator Spillemyndigheden, discussed operator compliance, the role of Big Tech, and player monitoring. On the benefits of a regulated market, Dorph said Danish-licensed operators “are all very eager to be compliant. The industry [in Denmark] wants to be compliant. And that is a fact.”

From an operator perspective, Betsson CEO Pontus Lindwall and Immense Group CEO Jesper Kärrbrink addressed market channelisation and player protection. Lindwall outlined three prerequisites for a healthy market with high channelisation: “1) a competitive product; 2) meaningful player protections; and 3) real enforcement.” He added: “We are in a business where there is harm,” and argued that protecting players requires channelisation because “We also need to be able to reach these players, which we can only do if they are inside of the regulated system.”

Gaming in the Nordics founder Willem van Oort said: “I think the Gaming in the Nordics Launch Event was a fantastic success… I am very much looking forward to repeating this experience next year on a larger scale.” Other speakers listed by the organiser included Better Collective co-founder and co-CEO Jesper Søgaard, Birgitte Sand (Birgitte Sand & Associates), Pekka Ilmivalta (Nordic Legal – Finland), Josh Hodgson (H2 Gambling Capital), Daniel Valiollahi (BOS), Rasmus Kjaergaard (Mindway AI), Jeffrey Haas (Blask), and day chair Peter-Paul de Goeij (QuodBonum.se).

The post Gaming in the Nordics launch event sets annual Copenhagen conference from 2027 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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