Baltics
Enlabs launching a new brand in Latvia

Enlabs introduces a new prime brand called Laimz. The new brand is launched in Latvia on Enlabs new proprietary gaming platform.
Laimz is a modern, fresh, local brand focused on fun and entertainment. The name Laimz is a combination of the word Laime meaning luck in Latvian and ending ”z” which resonates with modern and trendy, and also plays with the word for lime fruit – from which the logotype heritage. Laimz will offer a gender-neutral mobile-first casino and bingo product, something completely new to the Latvian market.
“Laimz is a very important milestone for Enlabs. Our previous growth story was based on acquisitions and development of existing brands. Laimz is our first fully inhouse developed brand. We strongly believe that now is the best time to present a quintessence of our technical, product and marketing experience. We strongly believe we have several unique selling points with this brand, and that it will fit very well into our multibrand strategy. The Laimz brand is a great challenge we now will take on, and prove to ourselves that we once again can repeat success!” says Dainis Niedra, Managing Director of CEE.
“We launch our new brand on the Latvian market first for a very obvious reason – Latvia is our largest market and it is where Enlabs was the first operator granted an online license. So this our playground where we do field tests on new concepts, ideas and products. We thoroughly analysed the market and wanted to design a refreshing offering with a clear market fit. The casino vertical represents more than 72% of the Latvian online gaming market, and show the highest growth among all the product verticals. We will also be the first operator to offer bingo to the market, and there are long time retail bingo traditions in Latvia. That’s how the Laimz Casino & Bingo concept was born.” comments George Ustinov, CEO.
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Baltics
Betsson Lithuania Extends Sponsorships with FK Ćœalgiris and Lithuanian Basketball Federation Until 2027

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Following its recent rebrand from Betsafe to Betsson, Betsson Lithuania has announced the extension of two long-standing sports partnerships â with FK Ćœalgiris, one of the countryâs most iconic football clubs, and the Lithuanian Basketball Federation (LKF) â until the end of 2027.
These renewed agreements reinforce Betssonâs commitment to supporting sport in Lithuania and underline the Groupâs continued focus on building strong local brands with international recognition.
Betsson Lithuania will remain the main sponsor of FK Ćœalgiris, a partnership that began in 2022 and coincided with the clubâs historic qualification for the UEFA Conference League group stage â the first ever by a Lithuanian football team.
The renewed sponsorship sees the Betsson logo continue to feature prominently on the front of the clubâs kit as the team enters a new era, having recently acquired its own home stadium in Vilnius.
âWith such loyal partners as Betsson, we can grow and reach our goals,â said Vilma VenslovaitienÄ, Chairwoman of FK Ćœalgiris.
The partnership aims to enhance brand exposure within football audiences, further strengthening Betssonâs presence in this passionate sporting market.
Betsson Lithuania has also extended its long-term cooperation with the Lithuanian Basketball Federation, with whom it has partnered since 2016. The sponsorship supports both the federation and the national basketball team â one of the most recognisable sports brands in the region.
Aurimas Ć ilys, Managing Director of Betsson Lithuania, said: âSince 2016, Betsafe has been part of the international Betsson Group. In order to achieve greater synergy and increase international brand value, we are now unifying under the Betsson name. Collaborations with high-visibility partners such as the Lithuanian Basketball Federation are key to strengthening our global presence.â
Mindaugas BalÄiĆ«nas, President of the Lithuanian Basketball Federation, added: âWe are pleased with the continued cooperation with Betsson â a long-term and extremely important partner who helps us grow and improve across the board. We appreciate their trust and believe that together we can achieve more victories â both on and off the court.â
The post Betsson Lithuania Extends Sponsorships with FK Ćœalgiris and Lithuanian Basketball Federation Until 2027 appeared first on European Gaming Industry News.
Baltics
Lithuania Implements New Restrictions on Gambling Advertising

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Lithuania has implemented new stricter restrictions on gambling advertising.
According to the Gaming Control Authority, the changes are transitional before a full ban on gambling advertising comes into force in 2028. Until then, gambling advertising will be restricted but allowed.
âThe aim of the amendments to the Gaming Law is to reduce the accessibility of gambling and the harm it causes to society,â Sandra VitkeviÄiĆ«tÄ, an advisor at the Authority, said.
From July 1, gambling organisers will be able to advertise their names and brands only on their headquarters or gambling venues, while other external advertising is banned. Companies will also be able to advertise their name and trademark on their website.
Only publications dedicated to the gambling business will be allowed to publish information about gambling.
Only betting commercials will be allowed on TV, radio and the internet, but they will be limited to 15 seconds and aired no more than three times an hour between 06:00 and 18:00 and no more than twice an hour between 18:00 and midnight.
Moreover, online betting ads must not be linked to betting websites.
From July, gambling operators can still sponsor sporting events, organisations, sports broadcasts and athletes, as well as cultural or artistic events and their broadcasts.
However, the names of gambling companies can no longer be used in the names of sports clubs or leagues, but they will still be allowed to appear next to the sponsored club or athlete.
The post Lithuania Implements New Restrictions on Gambling Advertising appeared first on European Gaming Industry News.
Baltics
HIPTHER Community Voices: Interview with the CEO and co-founder of Nordcurrent Victoria Trofimova

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In this edition of HIPTHER Community Voices, we talk with Victoria Trofimova, the CEO and co-founder of Nordcurrent, the biggest game studio to come out of Lithuania and the Baltics. Since starting the company in 2002, Victoria has led Nordcurrent from a small team to an international gaming success story â all without external funding.
She shares how key decisions like focusing on mobile games, building a diverse team, and staying true to their creative vision helped shape Nordcurrentâs growth. We also dive into how sheâs helping put the Baltics on the global gaming map, supporting young talent, and what advice she has for the next generation of women leaders in tech.
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Nordcurrent has grown into a Baltic powerhouse since its founding in 2002. What were some of the pivotal moments that shaped the studioâs identity and successâespecially as a bootstrapped company?
One key moment was our decision to focus fully on mobile gaming early on. That shift, around 2010, allowed us to scale globally with titles like Cooking Fever, which became a long-term success story. Another pivotal step was building and retaining in-house capabilities, from development to marketing, while staying self-funded. Being bootstrapped taught us discipline, resilience, and how to make bold yet thoughtful decisions without external pressure.
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Youâve scaled a 360-person team across multiple countries. What have been the biggest challengesâand advantagesâof growing Nordcurrent without external funding?
The biggest challenge has been growth pacing. We had to build sustainably, without shortcuts. But thatâs also been our advantage; weâve kept creative control, built long-term trust with our team, and stayed focused on profitability and product quality. Itâs a different rhythm, one that favors deep thinking over hype.
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Diversity in gaming is still lagging behind. What concrete steps has Nordcurrent taken to drive inclusion, and how do you embed this into studio culture, hiring, and leadership?
We donât overcomplicate it, we hire the best people who want to build great games with us. We donât separate or label by gender, background, or title. If someone brings talent, drive, and a collaborative mindset, they belong here. That approach has naturally led to a diverse team, including strong female leadership across departments. We focus on creating an environment where everyone is treated equally, trusted, and heard.
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Youâve spoken about attracting global talent to Lithuania and the Baltics. What makes the region appealingâand what misconceptions do you often have to overcome when recruiting internationally?
The Baltics offer a great work-life balance, strong tech ecosystems, and a tight-knit creative scene. But we still need to overcome outdated perceptions; for example, that itâs cold, isolated, or lacking opportunity. The truth is, Vilnius and other cities here are dynamic and are increasingly being recognized for innovation.
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In such a saturated gaming market, how does Nordcurrent approach innovation and stay relevant without falling into trend-chasing?
We listen deeply. To players, to data, and to our instincts. With over two decades of experience, weâve built a rich internal library of what works, what lasts, and what connects. Innovation for us isnât about reinventing the wheel every time. Itâs about layering insight, emotion, and cultural nuance onto strong foundations. We donât chase trends, we ask how a game fits into peopleâs lives. Thatâs why titles like Airplane Chefs resonate. Theyâre familiar yet fresh, culturally rich but globally accessible. Years of learning has given us the confidence to trust our gut and the clarity to know when to try something bold.
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From mobile hits to console and PC publishingâhow has your portfolio strategy evolved, and how do you decide what kinds of games to invest in today?
Our mobile success gave us the freedom to diversify. With Nordcurrent Labs, we now publish PC and console games that align with our values: original IP, strong storytelling, and long-tail potential. We look for teams with vision and grit, whether itâs cozy games or narrative-rich adventures.
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You recently acquired River End Games and the Cinemaware catalog. Whatâs the strategic thinking behind those moves, and what can players expect from these legacy properties going Forward?
River End Games brings deep narrative talent and AAA craftsmanship, which complements our publishing ambitions. With Cinemaware, weâre reimagining classics for a new generation. These acquisitions arenât about nostalgia only, theyâre about unlocking untapped creative value in ways that feel both respectful and bold.
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How are you helping to nurture the next generation of game developers in the Baltics, and what role do you think studios should play in education or early talent development?
We take this responsibility seriously. As the largest Lithuania-born game developer, we feel a strong duty to help grow the industry, not just our studio. We actively collaborate with the Lithuanian Game Developers Association, support local game jams, and organize major meetups that bring the community together. Our goal is to make the gaming industry more visible, more accessible, and more appealing, especially to young people who may not yet see it as a real career path.
Itâs not just about hiring talent, itâs about helping to create it. We believe studios should take an active role in popularizing the industry, opening doors, and building a future where game development is seen as a creative and respected profession.
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Youâre leading a company thatâs rooted in Eastern Europe but competing on a global stage. How do you balance local values with global ambitions?
We donât see it as a conflict. Our roots give us authenticity and resilience, and these are qualities that resonate globally. We build games that are grounded in strong craft and cultural richness but are universally relatable. Staying true to who we are has been our best strategy for going global.
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And finallyâwhat advice would you give to aspiring women leaders in tech and gaming who want to break into this industry and rise through the ranks?
Own your voice. You donât need to fit a mold to lead. Surround yourself with people who challenge and support you. And remember, leadership isnât just about a title, itâs about taking responsibility, lifting others, and staying curious. Tech and gaming need your perspective, and thereâs room for you at the table.
The post HIPTHER Community Voices: Interview with the CEO and co-founder of Nordcurrent Victoria Trofimova appeared first on European Gaming Industry News.
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