Latest News
Adverty invents and launches new in-game brand advertising format with seamless In-Menu™ ads
Adverty AB (publ) has invented and launched a new in-game brand advertising format called In-Menu format, completes a product suite of seamless in-game ad solutions that combine both brand awareness and performance-based advertising.
Adverty, the leading in-game platform for advertisers, agencies and game developers, today invites a new category of advertisers into the world of gaming with the invention and launch of a revolutionary new in-game brand advertising format that enables contextually relevant IAB display banner ads in between gameplay.
Deeply integrated at game design level, In-Menu enhances a highly innovative product suite that also includes Adverty’s current In-Play
“As the first and leading provider of seamless, programmatic in-game ad solutions, Adverty is once again showing the way to bring brands into the new world of gaming. This is a massive entertainment platform with nearly 3 billion gamers, and within it we are building the media channel of the future”, explains Niklas Bakos, CEO and founder of Adverty.
The interactive nature of Adverty’s In-Menu
“To date, programmatic advertising on a global scale is predominantly populated by performance-based ad campaigns built for the web, and media buyers in this space expect users to click on ads to generate conversions and fulfil KPIs. Our In-Menu
Adverty is working closely with IAB, IAB Europe, IAB UK, IAB Sweden and IAB Tech Labs to establish new industry standards for in-game advertising. The company believes strongly that programmatic media buying will grow to include more opportunities for the in-app space – in which gaming is by far the largest category – alongside the current web focus. It is increasingly clear that the future of programmatic advertising is likely to include a mix of both awareness and performance-based brand demand.
“Programmatic advertising is essential if you are to run any digital ad business at scale. As we now start seeing initial commitments from brands and agencies to run in-game brand awareness campaigns using our traditional In-Play offering will allow even more brands to participate and accelerate the establishment of gaming as a substantial new media channel”, says Bakos.
Adverty’s full range of seamless in-game ad technology is now available to game developers using the company’s latest Unity-based SDK. The In-Menu and vice versa, and the new product launch marks an important milestone in enabling yet an additional revenue stream while boosting current sales.
The initial feedback from both leading game publishers and indie game studios around the world has been overwhelmingly positive and Adverty expects its game portfolio to include In-Menu ad unit in the upcoming direct-to Unity Asset Store SDK, through a partnership announced with Unity Technologies earlier this year.
An introduction video showing the In-Play experience is available at the link below:
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content-aggregation
SetantaBET picks LuckyStreak for live dealer and casino aggregation deal
LuckyStreak, the live casino and content aggregation provider, has agreed a partnership with SetantaBET, the gaming and betting arm of leading sports media and entertainment business Setanta Sports.
The partnership gives the broadcaster-backed operator access to LuckyStreak’s live Roulette, Blackjack and Baccarat, plus more than 6,000 casino games from over 60 providers through a single integration.
The companies said the rollout is planned to launch prior to the 2026 World Cup and follows SetantaBET’s launch in Georgia, as the operator looks to scale using the wider Setanta Sports ecosystem.
Ady Totah, CEO and Co-founder of LuckyStreak, said: “SetantaBET is a new and fast-growing operator backed by the strength, reach and reputation of the Setanta brand. Their ambitions for the business are clear, and through LuckyConnect and our live dealer portfolio, we’re giving their players access to a diverse portfolio of thousands of world-class games through a single integration, while equipping their team with the content, flexibility and scalability needed to support growth across multiple markets.
Combined with our operational expertise and industry experience, we believe this creates a strong foundation for a successful long-term partnership. We’re proud that SetantaBET chose LuckyStreak as their launch content partner, and we look forward to helping the business realise its ambitions in the years ahead.”
Tamar Badashvili, CEO at SetantaBET, added: “We are excited to partner with LuckyStreak and further strengthen SetantaBET’s casino offering. This collaboration allows us to expand our game portfolio with content from leading providers and deliver even more entertainment and choice to our players.”
The post SetantaBET picks LuckyStreak for live dealer and casino aggregation deal appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Abrajogo
SCCG Management Launches Dedicated SCCG Brazil Division with Local Partner Thomas Carvalhaes
New entity positions SCCG to serve international operators, investors, and technology providers entering Latin America’s largest regulated gaming market.
SCCG Management announces the formation of SCCG Brazil, a dedicated advisory entity built to serve the Brazilian gaming and iGaming market. The new division is led jointly by SCCG founder Stephen A. Crystal and Thomas Carvalhaes, a veteran of Brazil’s gaming ecosystem, who joins as Partner and co-manager of the operation.
The launch follows SCCG’s May 2026 establishment of its broader Latin American division and Miami office, which anchored the firm’s expanded presence across Spanish-speaking markets. Brazil, with its distinct regulatory framework, Portuguese-language market, and scale, has always warranted a dedicated approach. SCCG Brazil is that approach.
Why Brazil, why now
Brazil’s newly regulated gaming market is now the largest in Latin America and one of the fastest-growing in the world. In its first year under Law No. 14,790/2023, the regulated sector generated an estimated BRL 37 billion in gross gaming revenue, with 79 licensed operators serving approximately 25 million active bettors. The government collected close to BRL 10 billion in tax revenue, far exceeding initial projections. Market analysts project the sector to surpass USD 9 billion in annual revenue by 2033.
This is not a new market for SCCG. The firm has maintained a presence in Florianopolis, Brazil for nearly two decades, supporting clients across sports betting, iGaming technology, and gaming infrastructure. What has changed is the regulatory clarity. With the Secretariat of Prizes and Bets (SPA) now fully operational under the Ministry of Finance and a permanent licensing framework in place, Brazil has moved from a high-potential gray market to a structured, investable, and compliance-driven environment.
“We have been working in Brazil longer than most people realize. The difference now is that the market has caught up to where we always believed it would go. With Thomas on the ground and our global network behind him, SCCG Brazil is built to move at the speed this market demands.”
— Stephen A. Crystal, Founder and CEO, SCCG Management
Leadership on the ground: Thomas Carvalhaes
Thomas Carvalhaes is a senior executive, board advisor, and one of the most influential strategists behind the consolidation of the sports betting and iGaming landscape in Latin America. As the CEO and Founder of TC iGaming Advisors and a founding advisory board member for Next.io LATAM, Thomas brings over 15 years of continuous leadership to the sector, specializing in market entry strategies, operational excellence, and complex regulatory compliance for global Tier-1 operators.
Throughout his career, he has steered multi-million dollar operations and commercial pipelines through evolving jurisdictional frameworks, having served as Country Manager and CEO for Stake in Brazil, alongside key leadership and strategic roles at Betway, LeoVegas, Hero Gaming, and Salsa-Betmotion. His expertise merges sharp regulatory intelligence with localized, high-performance business development, including the structuring and integration of innovative fintech solutions and instant localized payment frameworks such as the Pix ecosystem.
Thomas is a founding member of ABRAJOGO (Brazilian Gaming Association), playing an active role in driving industry-wide ethical standards and operational sustainability. Trilingual and fluent in English, Portuguese, and Spanish, he is a globally recognized industry voice who frequently features as a keynote speaker and panel moderator at the world’s premier gaming summits, including the SBC Summit, EGR, and SiGMA.
What SCCG Brazil does
SCCG Brazil will operate across SCCG Management’s established advisory workstreams, tailored for the Brazilian context:
Strategic Advisory: Regulatory navigation, market entry strategy, and M&A advisory for operators and investors targeting Brazil’s licensed market.
Capital Introductions: Connecting Brazilian gaming companies with international investors, and international operators with Brazilian capital and strategic partners.
Commercial Partnerships: Facilitating technology supplier, affiliate, and white-label distribution agreements between SCCG’s global client portfolio and Brazilian operators.
International Expansion: Supporting Brazilian operators looking to expand into other regulated markets across Latin America, Europe, and North America.
“Brazil’s regulated market has moved from potential to proof, generating billions in its first year under a fully structured licensing framework. International operators and investors need a partner who has navigated this market from the inside, through the regulatory buildout, the payment infrastructure, and the commercial realities on the ground. SCCG Brazil is that partner.”
— Thomas Carvalhaes, Partner, SCCG Brazil
The formation of SCCG Brazil reflects three converging forces. First, regulatory maturity: Brazil’s licensing regime is permanent, the SPA is actively enforcing compliance, and over 25,000 unlicensed sites have been blocked. Second, market scale: with a population exceeding 200 million and mobile penetration driving nearly all betting activity, Brazil offers the largest addressable audience in the region. Third, international demand: SCCG’s global client portfolio includes dozens of technology providers, platform operators, and investors actively seeking structured pathways into the Brazilian market.
SCCG Brazil operates as a division of SCCG Management, the gaming industry’s global advisory firm. With more than 30 years of experience, over 120 active client-partners worldwide, and offices spanning North America, Latin America, Europe, Africa, and Asia, SCCG provides end-to-end advisory services across iGaming, sports betting, sweepstakes, tribal gaming, and casino technology.
For partnership inquiries or to schedule a meeting, contact SCCG Management at sccgmanagement.com or reach Stephen Crystal directly via WhatsApp at +1 (725) 502-5033.
Explore SCCG Brazil’s full workstream breakdown, market data, and newsletter sign-up at sccgmanagement.com/sccg-brazil.
The post SCCG Management Launches Dedicated SCCG Brazil Division with Local Partner Thomas Carvalhaes appeared first on Americas iGaming & Sports Betting News.
Awards
Esportes Gaming Brasil takes two ClienteSA Awards 2026 wins; exec named Personality of the Year
Esportes Gaming Brasil (EGB), the group behind the Esportes da Sorte, Onabet and Lottu brands, has won Gold and Silver at the ClienteSA Awards 2026, held during the ClienteSA X-Summit 2026.
EGB said it won Gold in the Customer Success category for its case study, “Customer Success through Responsible Gaming and Intelligent Monitoring”, and Silver in the Customer Service Operations category for its case study, “From Startup to Maturity”.
Maria Neves, Director of Customer Experience, Customer Support and Reputation Channels, was also named Personality of the Year, an award that recognises leaders in customer experience management in Brazil. “This recognition validates the work of many people, built through listening, team development and a commitment to delivering the best possible customer experience. In a constantly evolving market, putting the customer at the centre of every decision is fundamental to the way we operate,” Neves said.
EGB executives also took part in the summit programme. Neves moderated a panel titled “Responsible Gaming as Part of the Customer Experience Journey,” featuring Carol Luna, Head of Compliance at the company, and Ricardo Magri, co-founder of the Brazilian Support Company for Compulsive Gambling (EBAC), which EGB described as a partner organisation.
During the session, the panellists discussed Brazil’s regulated betting market and how customer service, compliance and responsible gaming processes are being positioned as part of a safer customer journey. EGB highlighted initiatives including specialist support teams trained to identify signs of customer vulnerability, self-exclusion tools, platform usage limits and referral processes to specialist partner organisations.
The post Esportes Gaming Brasil takes two ClienteSA Awards 2026 wins; exec named Personality of the Year appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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