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World Cricket Championship inks exclusive deal with Israel-based in-game ad solution provider Anzu to bring new-age blended ad technology

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Nazara’s subsidiary, Next Wave Multimedia Pvt. Ltd., exclusively partners with Israel-based Anzu with the aim to bring advancement in blended in-game advertising for the second edition of their award-winning World Cricket Championship (WCC) franchise. The game will look to leverage Anzu’s blended in-game ad technology, bringing more opportunities for brands and advertisers in the Indian ecosystem.

Being a leader in this space, Anzu will now bring to WCC2 ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with industry leaders such as Moat, Comscore, Kantar, and Nielsen, in addition to native ad placements with blended in-game banner ads across the game on Android and iOS devices.

The native advertising format that this collaboration brings will help advertisers reach their audiences in a seamless manner, without disrupting user experience, while integrating a brand’s message in the game’s environment.

On the exclusive partnership, Next Wave Multimedia co-founder and CEO P.R. Rajendran says, “We are glad to be able to bring more value to brands. We believe this collaboration will help us serve users and advertisers better by taking gaming and digital advertising a notch higher for enhanced experience.”

Anzu’s CEO and co-founder, Itamar Benedy, remarked, “Every region is seeing a growth in gaming, and advertisers realise that in-game ads can help them connect with a once elusive audience. We are thrilled to partner with such a well-established studio and help them achieve their goals while opening up the in-game advertising market for advertisers across India.”

The APAC region has always had a record number of players, with the current estimate at 1.5 billion. Now that Anzu has inked a deal with AdColony’s APAC division, advertisers across the region will have even more access to gamers. Amit Rathi, AdColony’s Country Manager for India, noted, “Gaming has transformed from an underground pastime to mainstream entertainment, and it is rivaling the reach of social media. Advertisers need to take note of this and treat gaming as an equal if not a more effective channel for communicating with consumers. Placing in-game ads in games like WCC 2 will allow advertisers to reach their desired audiences.”

Overall, WCC apps have garnered more than 140 million installs across devices. Earlier in 2020, WCC MAUs and Daily Active Users (“DAU”) hit a peak of 15 million and 3.5 million respectively (Next Wave Multimedia), gaining from the lockdown-induced surge in mobile gaming. WCC2 alone counts more than 50 million downloads on Google Play Store. The user engagement for the WCC games has increased considerably, evidenced by the fact that the average daily user engagement time for WCC2 was 45 minutes but this has increased to 55 minutes for the WCC3 title.

To help align in-game advertising with other media channels, Anzu has formed several strategic partnerships, including one with WPP to introduce in-game advertising standards. Through its affiliations with leading AdTech vendors, Anzu supplies in-depth measurements for campaign effectiveness and ad verification. It is these types of technologies that give big-name advertisers such as Vodafone, Samsung, and 7-Eleven the confidence they need to shift more of their budgets to in-game ads and game developers including Ubisoft, Toplitz Productions, and APB Reloaded the security to integrate ads into their games.

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Edvardas Sadovskis CPO at ICONIC21

ICONIC21 Lights Up the Night with Las Piggas

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Essential content provider launches new title aimed at enhancing engagement, increasing session durations, and generating higher operator revenue with an entertaining theme and captivating gameplay.

The Piggies are hitting The Strip in the newest blockbuster slot game from sought-after iGaming content creator, ICONIC21.

Las Piggas revolves around neon lights, velvet ropes, and three unique pig characters – Elvis Pig, Marilyn Pig, and Cowboy Pig, all of whom aspire to strike it rich in the City of Sin.

Integrating an advanced 6×4 game grid, a 4,096 ways engine, and a vibrant Vegas style, Las Piggas aims to attract both casual gamers and dedicated high stakes players.

In Las Piggas, gamers are taken to the center of the Strip where the piggie heroes are enjoying life to the fullest.

The main gameplay centers on the dual-end Collect system – in contrast to typical collection slots, Las Piggas includes Collect symbols on reels one and six, increasing the chances for players to gather Coin symbols that have Multiplier values reaching 5,000x the wager.

Central to the player experience are the three pig characters – Elvis Pig, Marilyn Pig, and Cowboy Pig, which rest above the reels.

When Pig Coins fall, they are collected by their respective character, activating a perceived ongoing growth mechanism.

When the Bonus Game starts, players receive eight Free Spins with special modifiers depending on the pig that activated the round.

Elvis Pig – Reels two and five become synchronised. With each spin, two, three, or four adjacent reels may also synchronise, allowing massive 2×2, 3×3, or 4×4 Coin symbols to land.

Marilyn Pig – A win Multiplier is awarded with all wins and Coins boosted by 3x.

Cowboy Pig – An additional eight Spins are awarded to the Bonus Game.

To enhance Max Win potential, various features can function together at once, resulting in a Super Bonus where all character skills are engaged simultaneously.

In the Bonus Game, the values of all Coin symbols are accumulated in the Bonus Pot. After the round concludes, a Bonus Spin occurs where a 4×4 Mega Coin symbol displaying the entire Bonus Pot value appears on reels two through five.

To obtain the Bonus Pot, at least one Collect symbol needs to appear on either reel one or reel six. Once collected, the Mega Coin value contributes to the overall win – if the Mega Coin appears on reels one and two, the Bonus Pot value is increased twofold. Oink!

Edvardas Sadovskis, CPO at ICONIC21, said: “Las Piggas is all about player enjoyment and pure entertainment. We wanted to create a game that feels exciting from the very first spin — combining a popular 4,096-ways format with three distinctive bonus experiences, all wrapped in the iconic neon energy of Las Vegas.

The pig characters aren’t just visuals; they each bring their own personality and bonus style, giving players different ways to experience the game every time they trigger a round. Whether it’s the synchronised reels, boosted multipliers, or extended spins, Las Piggas delivers variety, anticipation and big-win potential in a theme that feels instantly recognizable and fun.

At the heart of it, this game was designed to make players smile, stay engaged, and feel the thrill of Vegas with every spin.”

The post ICONIC21 Lights Up the Night with Las Piggas appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Gaming Realms Makes South African Debut in Partnership with Hollywoodbets

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Gaming Realms, a top supplier of mobile-centric gaming content, has expanded its global presence following its entry into South Africa with prominent operator Hollywoodbets.

Gaming Realms’ varied collection of Slingo games is now accessible to local gamers, featuring titles created through the provider’s distinctive IP and brand collaborations, including Slingo Lucky Larry’s Lobstermania, Slingo Sweet Bonanza, and Slingo Xxxtreme.

Hollywoodbets ranks among South Africa’s biggest betting and gaming brands, featuring both physical and online operations, along with a loyal customer base. The collaboration with Gaming Realms was executed via Hollywoodbets’ regional aggregation partner Light & Wonder.

The collaboration signifies Gaming Realms’ initial venture into the African market, following other recent market entries that have greatly expanded the company’s global presence. The firm is currently operational in more than 30 regulated markets and intends to grow further in 2026, including in Africa.

Gareth Scott, Chief Commercial Officer at Gaming Realms, said: “Adding new regulated markets is imperative as we continue to cement our position as a leading supplier of unique and engaging content.

“Entering South Africa together with such a prominent partner as Hollywoodbets is a significant signal of intent and we have great ambitions to make the African region a key focus for Gaming Realms, as it offers great potential and an opportunity to reach completely new audiences.”

Wayde Dorkin, Head of Product at Hollywoodbets, said: “Gaming Realms is a provider that truly brings something unique, and we are excited to be the first operator to introduce Slingo and their wider game portfolio to players in South Africa.

“Their Slingo content appeals to a wide player demographic, blending the best from slots and strategy, and we have already seen it really resonate with our customers.”

The post Gaming Realms Makes South African Debut in Partnership with Hollywoodbets appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Anthony Dalla-Giacoma

NetBet Greece Bolsters its Game Library with Addition of Swintt as a Provider

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NetBet Greece has expanded its online portfolio once again, welcoming leading game developer Swintt to its growing list of software partners. A variety of engaging Swintt titles will now be accessible to players in the Greek market.

Over the years, NetBet has consistently enhanced its iGaming platform, building a diverse games collection through collaborations with some of the most respected providers in the industry. Each partner is carefully selected to ensure players enjoy innovative, high-quality entertainment within a secure and responsible environment.

This latest agreement with Swintt marks another significant step in NetBet’s ongoing strategy to deliver a premium online experience – and keep content fresh and exciting for all customers.

Claudia Georgevici, PR Manager at NetBet, said: “We’re delighted to add Swintt to our portfolio and introduce their games to our players. For those in Greece who haven’t yet discovered Swintt’s content, this is a fantastic opportunity. Partnering with Swintt underlines our commitment to delivering a varied, innovative, and high-quality gaming experience – something our customers have come to expect from us.”

Anthony Dalla-Giacoma, CCO at Swintt, added: “We’re proud to be joining forces with NetBet, a brand that shares our ambition to innovate and raise standards within the iGaming industry. This collaboration also reinforces our shared focus on responsible gaming, while allowing us to bring our diverse range of titles to an even wider audience.”

The post NetBet Greece Bolsters its Game Library with Addition of Swintt as a Provider appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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