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GLMS presents betting sponsorship study

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GLMS has published its first in-depth study, ‘ A STUDY OF BETTING OPERATORS AND THEIR SPONSORSHIP OF SPORT‘, exploring the impact of betting operators in their sponsorship of sports competitions and teams.

The study is based on GLMS methodology and includes recommendations for ensuring that betting sponsorship has only a positive impact on the health of sports.

A call to action
GLMS issues this study as a call to action in the face of a systemic global problem that, if allowed to continue, will be to the detriment of global society. The vision and mission of GLMS has been since 2017 to safeguard sport Integrity by developing a culture of Integrity and Social Responsibility through various activities in addition to detecting suspicious betting patterns. This includes advising regulators as to what provisions need to be introduced when it comes to legalising sports betting and protecting sports values and sustainable market conditions.

An in-depth look at the Asian betting market, betting operator sponsorships in sports and trends
The study is based on a specific methodology and addresses trends in betting sponsorships, notably within football and basketball, toucing on other sports as well. A special focus is placed on the Asian Betting Market, its background, growth and the potential risks and threats.
The study takes into account the COVID-19 pandemic, which only highlights the need for more stringent regulation, ensuring that betting sponsorship remain only a positive impact on sports.

The study also looks at facts and figures in a number of countries in Europe, where betting sponsorship is particularly commonplace.

Regulations and recommendations
The study explores in a snapshot the existing regulations and legislations addressing betting sponsorship of sports, including the recently published UK House of Lords ‘Time to Act to reduce gambling-related harm’, as an illstration of the increasing focus being placed on this issue.

The study ends with a number of recommendations facilitating the safe practice of betting sponsorship of sports. While this study focuses on the impact of sponsorship and makes recommendations for regulating that element, it is also clear that the gaming industry as a whole is one that merits wider scrutiny from governments, investigative authorities, internet service providers, technology firms and many others besides. Today, some operators are able to layer their business interests to avoid infringement while simultaneously seeking to attract betting losses from some of the poorest people in the world. In the future, it is hoped that more efforts can be made across the breadth of society to curb these activities. Read the full report here.

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Scientific Games wins 12-year scratchcard supply deal with Hellenic Lotteries

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14 new games launched in May as Hellenic Lotteries begins its new Greek State Lotteries concession.

Scientific Games has signed a new 12-year agreement to supply scratchcard games to Hellenic Lotteries, part of Allwyn Hellas, the companies said on June 8.

Hellenic Lotteries selected Scientific Games through a competitive procurement process. The operator recently secured the exclusive right to run and manage passive lotteries and scratchcard games for the Greek State for 12 years, following an international tender and the end of its previous license.

The partnership begins with 14 new scratchcard games that launched in May. The agreement also includes the option for the parties to explore digital lottery propositions in the future.

“At Allwyn Hellas and Hellenic Lotteries, we put players at the center of everything we do, emphasizing their entertainment experience. Therefore, we’re delighted to collaborate with Scientific Games as our instant game provider to deliver exciting scratchcard games to players in Greece,” said Matthaios Mattaiou, Chief Sales & Marketing PLAY Stores/HL and Operations Officer at Allwyn Hellas. “Beginning with new games launched in May, we look forward to engaging players with fresh propositions.”

Scientific Games said it will produce Greek scratchcards at its European Center of Game Production Excellence in the UK and provide a sales support team for delivery. “Our instant game innovators will continue to apply Scientific Games’ 53 years of analytics and game design best practices working to provide a portfolio of innovative scratchcards that drives responsible growth in Greece,” said Matthias Müller, Senior Vice President, International Sales for Scientific Games.

The post Scientific Games wins 12-year scratchcard supply deal with Hellenic Lotteries appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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ELA Games reports Romanian growth as bet counts rise 239.74%

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Studio says classic-styled slots with modern mechanics drove a 244.52% jump in active users led by Joker Winpot.

ELA Games says it has expanded in Romania after leaning into classic slot aesthetics while adding modern features, reporting a 244.52% increase in active users and a 239.74% rise in bet counts in the market.

The supplier positioned Joker Winpot as a key title for the approach, aiming to keep a traditional look while introducing feature-led mechanics.

Managing Director Marharyta Yerina said: “It is great to see how Romanian players are enjoying the way we combine classic symbols with modern features. Joker Winpot works well for those who love the traditional look but actually want more excitement from their play. We also see that once players feel comfortable with these mechanics, they are happy to explore our other top titles which have proved to be successful in Romania like Cash of Gods and Flames Fruit Frenzy. It proves that respecting what players like is the best way to introduce new ideas to the market.”

ELA Games also reported a 160.62% increase in turnover and a 33.71% boost in GGR across the region, naming Joker Winpot and Cash of Gods as top-performing titles. The company said Flames Fruit Frenzy also contributed to performance in Romania.

The studio framed the results as evidence that Romanian players are responding to modernised classic formats, including high-volatility gameplay and expanding reels. ELA Games said the mix is helping operators retain traditional audiences while introducing newer mechanics through familiar presentations.

igaming, game-suppliers, romania, slots, content-strategy

The post ELA Games reports Romanian growth as bet counts rise 239.74% appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Scientific Games and Hellenic Lotteries Partner to Provide World-Class Scratchcard Entertainment Experiences to Greek Players

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New Games Launch as Part of Hellenic Lotteries’ New Concession of Greek State Lotteries

Scientific Games, the world’s largest lottery games company, and Hellenic Lotteries, part of Allwyn Hellas, the leading gaming group in Greece, are partnering to bring entertaining instant scratchcard games to Greek players through a new 12-year agreement.

Hellenic Lotteries selected Scientific Games as a supplier of scratchcards through a competitive procurement process. Recently, Hellenic Lotteries was awarded the exclusive right to operate and manage passive lotteries and scratchcard games by the Greek State for a period of 12 years, following a relevant international tender and the conclusion of its previous license.

As part of the partnership, 14 new scratchcard games launched in May, kicking off Hellenic Lotteries’ new license with a splash. The agreement with Scientific Games also provides the possibility to explore digital lottery propositions in the future.

“At Allwyn Hellas and Hellenic Lotteries, we put players at the center of everything we do, emphasizing their entertainment experience. Therefore, we’re delighted to collaborate with Scientific Games as our instant game provider to deliver exciting scratchcard games to players in Greece,” said Matthaios Mattaiou, Chief Sales & Marketing PLAY Stores/HL and Operations Officer at Allwyn Hellas. “Beginning with new games launched in May, we look forward to engaging players with fresh propositions.”

Scientific Games creates and produces the Greek scratchcards at its European Center of Game Production Excellence in the UK, that serves more than 40 lotteries in EMEA. Under the new agreement in Greece, the company also provides an expert sales support team that ensures all games are delivered efficiently and securely.

“Our instant game innovators will continue to apply Scientific Games’ 53 years of analytics and game design best practices working to provide a portfolio of innovative scratchcards that drives responsible growth in Greece,” said Matthias Müller, Senior Vice President, International Sales for Scientific Games.

With products that generate more than 70% of global instant game retail sales, Scientific Games is the primary provider to nine of the Top 10 performing instant game lotteries in the world (La Fleur’s 2026 World Lottery Almanac). The company provides games, technologies, analytics and services to 150 lotteries in 50 countries worldwide.

© 2026 Scientific Games, LLC. All Rights Reserved.

The post Scientific Games and Hellenic Lotteries Partner to Provide World-Class Scratchcard Entertainment Experiences to Greek Players appeared first on Americas iGaming & Sports Betting News.

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