Central Europe
GIANTS SOFTWARE AND SPORTFIVE AGREE PURPOSEFUL MARKETING PARTNERSHIP FOR GAMING BRAND FARMING SIMULATOR

Publisher and global sports business agency hereby focus on Esports and authentic in-game brand integrations
GIANTS Software and SPORTFIVE today announce a purposeful marketing partnership, which focuses on the gaming brand Farming Simulator and aims to enhance the related Esports universe and the authenticity of the game environment via the realistic in-game integration of brands.
In trusting the Esports know-how and commercial experience of SPORTFIVE, GIANTS Software further accelerates the marketing activities for its competitive Esports series Farming Simulator League. The global sports business agency SPORTFIVE hereby adds a truly valuable element to its portfolio that highlights the immense potential in regard to in-game advertising possibilities. These integrations offer an authentic way for a variety of brands to get involved with Esports, especially for rather traditional brands that have never had contact with the Esports cosmos before. At the same time, this provides unique access to a new, large and additional target group within the Esports landscape.
The video games series Farming Simulator is the most popular gaming title from developer and publisher GIANTS Software. The game series is a global phenomenon and available on all popular platforms including consoles, mobile phones, tablets and PCs. Since 2008, over 25 million versions of Farming Simulator have been sold worldwide on PC and console alone.
SPORTFIVE now is supporting GIANTS Software in the acquisition of new partners in selected areas. The Farming Simulator world offers an attractive variety of authentic integration possibilities for brands: From becoming a partner of the professional Esports series Farming Simulator League, over in-game advertising via geo-targeted billboards to usable in-game content, i.e. stores, working equipment or vehicles.
Boris Stefan, Head of Publishing at GIANTS Software, explains: “We’re delighted to reach this agreement with such an experienced marketer. It will become the origin of further immersion into our vast maps. I already envision many larger additions and even tiny details, and all together will bring our family-friendly world to life and will add authenticity to the overall simulation experience.”
Thomas Ottl, Executive Director Global Esports at SPORTFIVE, adds: “We are truly excited for this partnership, which is strongly designed to enhance the gaming experience for the family-friendly and international fan base of Farming simulator. The innovative in-game integrations are an authentic way for brands to get in touch with a diverse and large target group and with these integrations, the game will be even more like reality. We cannot wait to get to work!”
Powered by WPeMatico
Central Europe
SYNOT Games Delivers Bespoke Games Exclusively for SazkaHry.sk in the Slovak Market

SYNOT Games has accelerated its growth in the Slovak market through the delivery of branded games exclusively for SazkaHry.sk. Building on its extensive experience and success in the Czech Republic, the company is reinforcing its commitment to providing high-quality, customised gaming experiences tailored to local audiences.
As part of this expansion, two branded SYNOT Games titles originally created for Sazka CZ, Pirátska Plavba and Výlet do Vegas 27, have been translated into Slovak. These are not only localised games but exclusive, tailor-made titles that have already been successfully running on the Czech platform. Their adaptation for the Slovak market for the SazkaHry.sk offers a uniquely personalised and immersive experience for local players.
Martina Krajčí, CCO at SYNOT Games, said: “Our long-term partnership with Sazka in the Czech Republic continues to bring excellent results, and we are proud to expand our expertise to Slovakia for Allwyn Slovensko. By providing exclusive localized content for SazkaHry.sk, we ensure a more tailored and engaging experience for players, while continuing to uphold the highest standards in certified, secure gaming.”
Jan Horyna, member of the Allwyn Slovensko Board of Directors, said: “We’re pleased to cooperate with SYNOT Games in Slovakia. Offering branded games exclusive for SazkaHry.sk in the Slovak language is a natural step in offering original content that resonates with Slovak players and builds our position as a trusted operator.”
The post SYNOT Games Delivers Bespoke Games Exclusively for SazkaHry.sk in the Slovak Market appeared first on European Gaming Industry News.
Aquisitions/Mergers
NOVOMATIC successfully completes sale of ADMIRAL Austria to Tipico and focuses on international growth markets

Europe’s leading gaming technology group has successfully completed the sale of ADMIRAL Austria to Tipico. This transaction underscores NOVOMATIC’s long-term focus on global expansion and marks another important milestone in its international growth strategy. ADMIRAL Austria will remain an important technology partner under its new owner Tipico and will continue to rely on NOVOMATIC’s innovative technology solutions in the future.
Stefan Krenn, Executive Board Member of NOVOMATIC AG, emphasized: “The completion of this transaction marks an important step in our global expansion strategy with a clear focus on international growth markets. ADMIRAL has developed into an established market leader over the past decades, and we thank all ADMIRAL employees for their great commitment. We are pleased to have found a strong and reliable technology partner in Tipico, who will successfully continue the company’s operations in Austria.”
Axel Hefer, CEO of the Tipico Group, stated: “We are delighted about the successful completion of this transaction. ADMIRAL is a leading Austrian company with a strong legacy, and clear potential for future growth. Both companies are synonymous with state-of-the-art technology, innovative products and a high focus to player protection. Our future collaboration is very good news for our customers.”
The closing of the transaction followed the receipt of all required regulatory approvals.
The post NOVOMATIC successfully completes sale of ADMIRAL Austria to Tipico and focuses on international growth markets appeared first on European Gaming Industry News.
Central Europe
Promatic Games and SYNOT Interactive Announce Strategic Partnership to Strengthen iGaming Expansion in Central and Eastern Europe

Promatic Games, a recognized provider of innovative iGaming content and one of the leaders of the Polish market, and SYNOT Interactive, a dynamic technology company headquartered in the Czech Republic, have officially announced a strategic partnership. The objective of the cooperation is the distribution of the Promatic Games portfolio to SYNOT Interactive’s aggregation customers, with a focus on the strategic markets of the Czech Republic and Slovakia. The cooperation will accelerate growth for both parties by combining Promatic Games’ tailored gaming portfolio with SYNOT Interactive’s proven platform and extensive presence in regulated European markets.
SYNOT Interactive will be the first aggregation partner for Promatic Games in the Czech and Slovak markets.
“Up until now we have taken a few important steps to enter the Czech and Slovak markets. We have a portfolio of certified games for those markets, and we have integrated with a few platform providers. We have also launched our games with several operators. But obviously, cooperation with a brand like SYNOT Interactive brings new perspectives to our business there,” said Maciej Makuszewski, Head of iGaming at Promatic Games. “We are excited to work with SYNOT Interactive’s aggregation customers to generate great value for them. We are confident that our content will match customers’ tastes in these strategic markets, just as it has been proven in Poland, where we are one of the leading iGaming suppliers. We are of course looking forward to scaling up in the Czech Republic and Slovakia, but we are also ready for other challenges with our strategic partner. SYNOT Interactive’s Central European footprint aligns perfectly with our expansion strategy.”
By integrating Promatic Games content into SYNOT Interactive’s modular platform, operators in multiple jurisdictions will gain access to Promatic Games quickly and efficiently. The cooperation will begin with Slovakia and the Czech Republic—both highly regulated markets where SYNOT already maintains a strong operator base—and will later extend to Romania, Croatia, and other Balkan markets. This geographic overlap between Promatic Games’ strategic goals and SYNOT Interactive’s established infrastructure makes the partnership especially powerful.
“At SYNOT Interactive, we are dedicated to building partnerships that create lasting value for both operators and players. We know Promatic Games’ content is strong in Poland, and we believe that, given the content’s quality and type, it can be a great fit for our Central European casino partners. By joining forces, we can accelerate innovation and deliver an enhanced player experience in regulated markets. We appreciate the technology that Promatic Games provides, and we are confident it will work well on the scale that SYNOT Interactive can offer,” said Petr Březina, Head of Sales, from SYNOT Interactive.
The agreement underscores how strategic alliances are shaping the future of the iGaming industry. With regulatory landscapes becoming increasingly complex, operators require diverse gaming content that meets local compliance standards. The cooperation between Promatic Games and SYNOT Interactive demonstrates how combining expertise can generate synergies in distribution, compliance, and player engagement, creating mutual benefits for both companies and their partners.
The post Promatic Games and SYNOT Interactive Announce Strategic Partnership to Strengthen iGaming Expansion in Central and Eastern Europe appeared first on European Gaming Industry News.
-
eSports5 days ago
Esports Charts to deliver comprehensive viewership data to GeoGuessr
-
Balkans6 days ago
BEGE Awards Nominations Now Open – Celebrating 16 Years of Industry Excellence!
-
Brazil6 days ago
ThrillTech secures regulatory approvals to launch jackpots in Latam
-
Asia6 days ago
Digital gaming disruption tackled in 1st AsPac Regulators’ Forum
-
Africa6 days ago
BetKing Renews Ikorodu City FC Partnership for 2025/26 NPFL Season
-
Colombia6 days ago
NOVOMATIC sets high expectations at GAT Bogotá with launches that redefine multi-games
-
Latest News5 days ago
Åland-Based Gaming Company Paf Becomes Main Partner of the Finnish Ski Association – One of the Most Significant Sponsorship Agreements in the Association’s History
-
Africa5 days ago
Racing1 is exhibiting for the first time at the Grand Prix D’Afrique