Industry News
Excitement mounts as BlueRibbon Software teams up with Soft2Bet to offer a bespoke playing experience
B2B marketing platform provider BlueRibbon Software has entered a strategic partnership with the casino and sportsbook group Soft2Bet.
BlueRibbons agreement with Soft2Bet will see the operator implement cutting-edge jackpot-based solution across all the group’s online assets, further empowering Soft2Bet and solidify its competitive edge in the market as it offers bespoke online playing experiences.
This coming together further enables Soft2Bet the ability to create bespoke, content-agnostic jackpots across global regulated markets, a move that is set to substantially improve the user experience for Soft2Bet’s players, as it adds a new level of excitement and anticipation during gameplay.
The intelligently designed BlueRibbon Player Engagement Platform, packaged in a seamless overlay, promises to enhance player loyalty and brand differentiation, giving Soft2Bet the capability to create bespoke player solutions tailor-made to their objectives. This partnership not only reinforces BlueRibbon as an authority in creative gaming solutions through its product-agnostic, real-time gamification tools, it confirms the intrinsic value of BlueRibbon products in being instrumental in the evolution of gameplay and next-generation engagement.
“Soft2Bet is an emerging leader in the online gambling industry and we at BlueRibbon are exceptionally excited to be partnering with such an industry mover and shaker. With product agnostic, real-time gamification tools, our Player Engagement Platform is geared up to enhance Soft2Bet’s player loyalty and brand differentiation while boosting their ability to incentivize players across regulated jurisdictions.” Dan Fischer, co-founder and CMO of BlueRibbon Software.
Teodora Breskovska-Hall, Head of Casino at Soft2Bet, is also excited about the new partnership: “The deal with BlueRibbon is bringing Soft2Bet to a new level in terms of rewarding customer activity. Our long-term strategy for our brands incorporates not only stunning designs but also unique user experience with innovative and interesting mechanics for user rewards and instant gratification to enhance the truly amazing overall atmosphere we have already created. The jackpots powered by BlueRibbon are an integral part of this and I am looking forward to a long and successful partnership.”
ESG
Play’n GO publishes 2025 Sustainability Report with emissions and governance updates
Play’n GO has published its 2025 Sustainability Report, framing the year as a milestone as the supplier marks 20 years in the gaming industry. The report covers performance across four pillars—Players, Partners, People and Planet—and positions sustainability as tied to product design, operations, and partner expectations.
On climate reporting, the company said it has “achieved and exceeded” its long-term 90% reduction target for Scope 1 and 2 emissions, and reported a 69% absolute reduction in Scope 3 emissions versus its 2023 base year. Play’n GO also said its total material emissions for 2025 were kept below 500 MTCO2e.
The report also points to a move into land-based delivery. In 2025, Play’n GO said it launched its first land-based gaming solution in partnership with Genting UK, positioning the rollout as part of a “player-first, low-footprint approach” for regulated venues.
On responsible entertainment, the company said it continues to reject game mechanics it believes “compromise player trust or wellbeing,” and highlighted participation in discussions on digital wellbeing and cognitive health, including at the United Nations and G7. “We have always believed that great entertainment should be fun, safe and fair,” said Vanessa Björkbacka, Director of CSR at Play’n GO.
The report also outlines internal development and reporting infrastructure. Play’n GO said 43% of employees engaged in AI-related learning during 2025 and that average training time exceeded seven hours per employee globally. It added that reporting was further aligned to the UN Sustainable Development Goals and World Economic Forum Stakeholder Capitalism Metrics, alongside investment in “secure, AI-supported carbon data management.” “As expectations on transparency and accountability continue to rise, we see it as our responsibility to lead,” Björkbacka added.
The post Play’n GO publishes 2025 Sustainability Report with emissions and governance updates appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
complaint resolution
Casino Guru CRC returns $5.3m to players in Q1 2026
Casino Guru’s Complaint Resolution Center (CRC) published 3,986 complaints in Q1 2026 and says it resolved 1,321 cases, returning $5,304,894 to players during the quarter.
Casino Guru said March was one of the CRC’s most active months on record, with the second-highest number of published complaints to date. The company added that ongoing cases exceeded 1,300, pointing to rising demand for third-party dispute mediation.
By volume, the most active complaint markets were Germany (657), the United Kingdom (270), Canada (240), Italy (207) and Australia (194), according to the CRC update.
Delayed payments remained the most common player-reported issue. Casino Guru also reported a March shift in complaint mix, with self-exclusion-related complaints rising to the second most frequent category for the first time in CRC history. KYC-related issues and blocked accounts were also among the most common complaint types, often linked to withdrawal delays.
Casino Guru said the quarter’s results reflect the increasing role of independent mediation as players look to third-party platforms to resolve disputes.
The post Casino Guru CRC returns $5.3m to players in Q1 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
branded content
RubyPlay launches Firerose studio for operator-specific casino games
RubyPlay has launched Firerose, a new studio aimed at building operator-specific casino game experiences, as suppliers and operators push for more branded content to stand out in crowded markets.
The company said Firerose is designed to let operators combine RubyPlay’s existing game catalogue with the studio’s technology and creative resources, using operator-led insight to shape games around an operator’s brand identity rather than standardised supplier content.
RubyPlay said Superbet is among the first operators to launch Firerose-powered titles. The supplier did not disclose game names or specific performance figures, but said early results showed “strong engagement metrics”.
Firerose becomes part of RubyPlay’s multi-studio structure alongside Koala Games, Mad Hat Games, Ruby Studio, and Xslots, which the company said share technology, infrastructure and distribution.
Dima Reiderman , Chief Commercial Officer at RubyPlay, said: ”Firerose represents a deliberate shift in how we think about content creation and partnership. The market is no longer driven solely by volume, but by identity. Operators want experiences that feel native to their brand and help them clearly differentiate in increasingly competitive casino environments.”
Dr. Eyal Loz, CPO at RubyPlay, added: “Firerose was created to put the operator’s voice at the centre of the creative process. Every game starts with their brand, their audience and their story, and our role is to bring that to life through the full weight of RubyPlay’s creative capabilities.
“We’re shaping experiences that players immediately associate with the operator itself. That level of ownership is what allows operators to stand out in increasingly crowded casino environments.”
The post RubyPlay launches Firerose studio for operator-specific casino games appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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