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SportCaller launches Free Or 4 with William Hill to ramp retention on UK football

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Free-to-play specialist is recruited to help drive engagement with intuitive “easy-trigger” game prizes for players of Leeds-based operator

SportCaller, the leading free-to-play (FTP) sports-game provider, has rolled out its latest game, Free Or 4, for Tier-1 operator William Hill, debuting the new football FTP last weekend to an immediate and appreciable spike in engagement.

Free Or 4 simply asks players to select six games in which they reckon three or four total goals will be scored from the Saturday long-list of 3pm UK kick-offs. Make six successful selections, and all correct entries will receive £200 in free sportsbook bets. However, there are also smaller, easy-trigger consolation prizes up for grabs for any customer picking just five, or even four, matches correctly.

The weekly game represents William Hill’s first return to football free-to-play since its Football21 game in 2018 which offered a £10k jackpot each week. Free Or 4 demonstrates an important change in FTP focus, moving away from low-probability prize pots as a means of mass-market acquisition to a far greater level of sophistication and appeal via attainable prizes as a robust method of retention.

Free Or 4 has been built in partnership with William Hill and SportCaller to promote retention, boosting the user experience on a sport whose domestic UK leagues always have a strong bearing on annual revenues. SportCaller continues to innovate new ways in which to acquire and retain repeat-customers at low cost, optimising William Hill’s dynamic customer-base, as the football season rebounds with a digital vengeance from behind closed doors.

The Dublin-based supplier allows its partners to launch a wide range of FTP prediction, jackpot and more hyper-casual game formats with seamless speed across any sport, language or territory via web, iOS, Play Store, Facebook Instant Games or Twitch extensions.

Liam Barbour, Head of Customer Product at William Hill, said: “It’s fantastic to broaden our ongoing collaboration with SportCaller and get back to free-to-play on football, sportsbook’s perennial revenue-driver. We took our time developing Free Or 4, working in tandem with numerous focus groups, customer research and testing so that we could establish a straightforward concept whose intuitive playability instantly resonated with our thriving client-base.

“The results have been both immediate and encouraging and I look forward to seeing how our customers engage with the game throughout the domestic football season. As ever, SportCaller’s gameplay finesse has helped enhance brand loyalty and digital dwell-time, proving themselves versatile masters in the competitive “attention economy” of modern engagement.”

Cillian Barry, MD at SportCaller, said: “Flexibility in the ideation and deployment of FTP games came to the fore during the sporting shutdown, but we’re seeing that trend extend in sync with the new normal. William Hill understand these shifting sands of engagement, so it was a great experience to work alongside their dedicated team, coupled with some illuminating focus-group feedback, to create a game with simplicity, universal appeal and a core retention mechanic at its heart.

“The early engagement levels have been impressive, while the conversion rates to active users speak directly to the trust and brand recognition which these simple “winnable” games can readily foster.”

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Midnite appoints former LiveScore Group CPO Sam Talbot as Vice President of Product

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Midnite, the hyper-growth UK sportsbook and casino operator, has appointed Sam Talbot as Vice President of Product, strengthening the company’s leadership team as it accelerates its product-led strategy and pursuit of Tier 1 status in global markets.

Talbot brings more than 15 years of experience in product leadership roles across digital and consumer-facing platforms, with a proven track record of scaling product teams, defining strategic roadmaps, and building innovative user-centric solutions. Most recently Sam served as Chief Product Officer at LiveScore Group, where he led product strategy and development across high-traffic sports and entertainment products, driving engagement and growth.

He joins at a pivotal time for Midnite following its recent $35 million Series C funding round led by The Raine Group, which took total funding beyond $75 million and is being used to scale operations, accelerate development of best-in-class products and support international expansion. A key focus of the investment is expanding Midnite’s product and engineering capabilities as it pursues its ambition of becoming a tier-1 operator.

Midnite develops its entire platform in-house, with all engineering teams based in the UK. This approach enables rapid innovation and a deeply customer-centric product strategy, which has underpinned the company’s rapid growth and challenger brand positioning.

Nick Wright, Co-Founder of Midnite, said: “Midnite is product obsessed, so bringing Sam on board as VP of Product felt like a completely natural fit. He shares our DNA when it comes to building for players first, and he brings the leadership and experience we need as we scale.

“Our vision is to become a tier-1, market-leading, product-led operator, and that means continuing to raise the bar for what the betting and gaming experience should feel like. Sam will play a central role in shaping that future. With the backing we’ve secured and the team we’re building, there’s a huge amount to come from Midnite this year.”

Sam Talbot added: “Midnite’s commitment to in-house technology and genuine product innovation really stood out to me. This is a team that cares deeply about the player experience and moves quickly to deliver it. I’m excited to be joining at such an important stage of growth and to help build products that set new standards in the industry.”

Founded in 2015 by Nick Wright and Daniel Qu, Midnite has grown rapidly in recent years, expanding its product mix and team while establishing itself as one of the UK’s most exciting challenger brands. With significant new investment and an expanding leadership team, the company is focused on closing the gap with the market’s largest operators through product excellence and innovation.

The post Midnite appoints former LiveScore Group CPO Sam Talbot as Vice President of Product appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Carl Gatt Baldacchino Head of Account Management SlotMatrix

Royal Paws, Royal Payoffs: SlotMatrix’s Catsino Royale

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SlotMatrix, the leading casino content aggregator globally, has enhanced its exclusive content collection with the debut of Catsino Royale, a playful slot that merges feline attitude with traditional casino excitement.

Located within a lively cat-themed casino, the game provides swift gameplay that allows players to accumulate increasing rewards and activate various bonus chances with each spin. Featuring stunning visuals, captivating characters, and intricate mechanics, the game combines enjoyable presentation with significant winning possibilities.

Central to the activity is the Coinstack function. Each coin symbol that appears increases the value of the stack, enlarging it and enhancing rewards with every spin. Players activating either the Catsino Wheel or the Stack N Spin bonus will reap the rewards of the total accumulated amount.

Landing four Bonus symbols triggers the Catsino Wheel, filled with rewards that include multipliers of Coinstack and can reach the Grand Jackpot valued at up to 500x. Landing five bonus symbols activates the Stack N Spin feature, which increases the Coinstack and provides several opportunities to re-trigger the wheel for extra rewards.

The Wild Deal feature creates Golden Frames each time Wilds appear. Wilds introduced into current frames enhance their multipliers, and when the Cat Dealer shows up, all frames transform into Wilds.

Only accessible via SlotMatrix, Catsino Royale is upgraded with EveryMatrix’s unique gamification features, such as free spins and leaderboards, and can be effortlessly incorporated with EngageSuite, the comprehensive player loyalty platform.

Carl Gatt Baldacchino, Head of Account Management, SlotMatrix, said: “Catsino Royale blends playful visuals with mechanics that continuously build value. It will be a strong performer for operators looking to add something fun, distinctive, and rewarding to their lobbies.”

The post Royal Paws, Royal Payoffs: SlotMatrix’s Catsino Royale appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Booming Games Strengthens Leadership with Appointment of New CFO

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Booming Games has elevated Luke Sammut to the newly established position of Chief Financial Officer effective immediately.

Booming Games, a top supplier of high-quality gaming content, has today enhanced its C-suite by promoting Luke Sammut to the newly established position of Chief Financial Officer (CFO) effective immediately. This comes after a series of recent high-level promotions at Booming Games, including the announcement of a new Chief Operating Officer and Chief of Staff last month.

Luke Sammut has dedicated more than eight years to Booming Games in multiple senior finance positions, most recently as the Director of Finance and Accounting. Having a solid foundation in accountancy and a strong enthusiasm for the iGaming sector, he contributes a vast amount of experience and industry expertise to the team. Located in Malta, Luke will be accountable for steering the company’s international financial strategy and managing reporting across various jurisdictions.

The establishment of the CFO position signifies a new phase in the company’s development and highlights a strong dedication to attracting and developing exceptional talent. With the company aiming to achieve ambitious growth goals and enhance its global reach this year, the timing of the appointment is quite promising. Focusing on customers in game development, Booming Games is consistently aiming to innovate and broaden its portfolio, with intentions to substantially boost the frequency of game releases this year.

Booming Games has a solid history of investing in its workforce, with the number of employees recently exceeding 200. In the future, the expanding C-suite will guarantee that the company keeps evolving and is positioned to handle the upcoming phase of its growth.

Max Niehusen, Founder of Booming Games, said: “We are delighted to announce Luke’s promotion, in what is a landmark moment for Booming Games as we appoint our first Chief Financial Officer. Over the past eight years, he has made an immense contribution to the business, playing an important role in our success during a key growth phase.

“I look forward to continuing working closely with him as we look to break new ground this year. As CFO, Luke’s experience will be critical as we expand our operations, with the aim of being regulated in every major market within the next five years.”

Luke Sammut, Chief Financial Officer at Booming Games, said: “With ambitious growth targets, Booming Games’ rapid expansion shows no sign of slowing. I am proud to be taking up the position of CFO, helping to shape the next phase of our financial strategy, at such a pivotal moment for the business. With clear direction from a strong leadership team, Booming Games is well placed to build on its strong financial foundations and seize the opportunity to further cement its reputation for market-leading innovation.”

The post Booming Games Strengthens Leadership with Appointment of New CFO appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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