The post Zitro Digital Appoints Thiago Valadão as Commercial Director for Brazil appeared first on Americas iGaming & Sports Betting News.

Aristocrat Interactive announced a renewed agreement with Santa Casa da Misericórdia de Lisboa (SCML), the national lottery of Portugal, having signed a new three-year deal that ensures continued access to its complete portfolio of NeoGames Studio’s eInstant games for SCML players.

The extension builds on a more than a decade-long collaboration to enhance SCML’s digital instant win offering. Under the new agreement, NeoGames Studio will continue supplying its established library of industry-leading titles while maintaining a steady innovation pipeline to deliver new, entertaining eInstant games.

“This new agreement underscores the continued success of our long-standing work with Santa Casa da Misericórdia de Lisboa. Together, we will continue to deliver high-performing content that resonates with players, driving long-term value for SCML’s continued digital growth,” said Chris Shaban, Managing Director of Aristocrat Interactive iLottery.

The renewal further reinforces Aristocrat Interactive’s growing presence in Europe’s iLottery sector, with the business supporting 18 European lotteries with NeoGames Studio content that is either live or scheduled to go live.

“Our extension with Aristocrat Interactive reflects the strong appreciation Portuguese players have for NeoGames Studio high quality eInstant content,” said Dr. Ricardo Lavos, General Manager of the Games Department of Santa Casa da Misericórdia de Lisboa.

“The titles we have at our disposal have been a key driver of our digital offering, and we have full confidence in Aristocrat Interactive’s ability to continue delivering modern, responsible, and engaging experiences that meet our players’ expectations,” Dr. Ricardo Lavos added.

The post Aristocrat Interactive Extends 13-year Relationship with Portugal’s SCML Through New iLottery Deal appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Games marketing company Flexion has announced the launch of Exprexion. This integrated suite of services provides game developers with a single point of entry to alternative app stores, creator-led marketing and direct-to-consumer sales.

The mobile gaming industry is entering a new era. After years of market domination by Google and Apple, game studios are looking for ways to be in command of their own destiny. High store taxes and rising acquisition costs have squeezed profits for too long. The Exprexion suite of services gives developers the freedom to innovate in market engagement and express their ideas directly to users, moving beyond the traditional constraints of the major app stores.

The Exprexion suite consists of three core services:

Exprexion Markets: This service manages all the technical and operational requirements of distributing games on alternative platforms including Amazon, Samsung, Huawei, Xiaomi and ONEstore. Flexion handles everything from integration to platform relations, typically adding more than 10% in incremental revenue. By taking on these tasks, Flexion reduces upfront and operational costs for developers while reducing risk.

Exprexion Creators: This service focuses on influencer-led marketing and social media strategy. By managing the creative process and relationships with influencers, Flexion helps studios find high-value players who engage with games through organic interest. This approach allows developers to reach bigger audiences through broader market channels and innovative user acquisition.

Exprexion Direct: This service enables developers to sell to their players no matter where those players are. By moving transactions outside of the major app stores, studios can make better margins and reclaim the 30% fee typically charged by platform owners. The service uses proven payment technology from trusted suppliers, like Xsolla, to ensure the buying experience remains smooth.

“The mobile industry has reached a point where the old methods of finding and monetizing players are no longer sustainable for many game studios. For years, developers accepted high fees and limited data access as the cost of doing business. Now, the emergence of a more open market and the shift toward direct-to-consumer relationships have changed the math. We launched Exprexion because the market is finally in a place where developers can feasibly run their own stores and distribution networks without the massive operational overhead that used to hold them back,” said Jens Lauritzson, CEO and Founder of Flexion.

Flexion’s technology, people and expertise are unique in the mobile market. The Exprexion services are fully integrated with one another, meaning each service perfectly complements the others. They can be combined seamlessly or used in any combination to generate profit and grow audiences bigger than ever before.

Flexion currently manages 37 top-grossing games. Four of these titles have reached the Top 10 grossing charts on Google Play. By providing a decentralised path to growth, Exprexion serves as a vehicle for a studio’s financial freedom.

The post Flexion Launches Mobile Service Suite Exprexion appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.