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SOFTGAMES sells its Web Business to Azerion

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SOFTGAMES, the well-known German instant gaming company developing casual, truly social games, announces the sale of its Web Business to Azerion, the leading pan-European digital gaming and monetisation company.

With this major deal, Azerion now provides advertisers an extended reach with 300 additional premium web games through its platform (including the popular Garden Tales franchise) and a crossword puzzle platform designed by SOFTGAMES. This boosts Azerion’s offering in key regions and adds to their younger audience segments and, with the crosswords, reaches more mature players.

The two companies have established a long-term relationship in which Azerion publishes games on the web already developed by SOFTGAMES, as well as those still to be developed in the future. By these means, Azerion’s platform continuously evolves, offering clients an even more tailored audience reach.

In addition, Azerion takes over all of SOFTGAMES’ business operations in the web browser games segment. Historically, SOFTGAMES has formed steadfast partnerships with some of the biggest agencies, advertisers and media companies and their sites (Tribune Content Agency e.g. Chicago Tribune and Reach Plc. e.g. Mirror.co.uk).

Erol Erturk, Executive VP Games & Strategic Partnerships at Azerion said: “This deal offers SOFTGAMES’ partners the ability to leverage Azerion’s growing ecosystem and technology providing additional and long-term monetisation opportunities for media companies while improving reach for advertisers.”

Alexander Krug, CEO & Co-Founder of SOFTGAMES, said: “Over the last decade SOFTGAMES has built a unique and massive ecosystem around the distribution & monetization of HTML5 casual games across the web. As the web games market has reached maturity and our focus has shifted more and more towards Instant Games in the past years, the deal with Azerion is the next logical step for us.

Andre Krug, COO & Co-Founder of SOFTGAMES, said: “Selling our web business allows us to unite our workforce, vision and focus on Instant Games. We are now well positioned to grow even faster to become the leading developer on that exciting new platform.”

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Ani Kobaldze

REEVO Announces New Partnership with Esoterica Games

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REEVO has announced a new partnership with Esoterica Games, a fast-growing provider of innovative casino content. This collaboration further strengthens REEVO’s aggregation ecosystem, expanding its offering with a diverse portfolio that includes slots, crash games, player-to-player experiences and instant games.

Through this partnership, Esoterica Games’ portfolio is now available on the REEVO aggregation platform, giving operators seamless access to a wide range of creative and flexible gaming experiences through a single integration. The addition of Esoterica Games reinforces REEVO’s commitment to building a platform that delivers both variety and performance across multiple player segments.

For REEVO, this partnership reflects its continued focus on expanding its aggregation platform with forward-thinking studios that bring creativity and innovation to the ecosystem.

Daniel Cuc, Head of Account Management at REEVO, said: “Partnering with Esoterica Games is an exciting step forward for REEVO as we continue to expand our aggregation platform with innovative and diverse content. Their ability to deliver multiple game formats, from slots to crash and P2P experiences, adds real depth to our ecosystem. At REEVO, we focus on giving operators access to content that stands out and performs, and this partnership strengthens our ability to deliver engaging and flexible experiences across different markets.”

Ani Kobaldze, Account Manager at Esoterica Games, said: “We are excited to partner with REEVO and bring our portfolio of innovative games to an even wider audience. This partnership represents an important step in expanding our global reach and delivering high-quality gaming experiences to more operators and players worldwide. By combining our unique portfolio with REEVO’s strong distribution network and commitment to quality, we look forward to creating even greater value for operators and players alike.”

The post REEVO Announces New Partnership with Esoterica Games appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Betway Signs Real Madrid Legend Guti as Brand Ambassador

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Betway officially signed Real Madrid legend Jose María Gutiérrez ‘Guti’ as a new brand ambassador for their Spanish market operations.

A true Spanish football legend, Guti came through the Real Madrid youth academy before making his first-team debut in a 4-1 win over Sevilla at The Bernabéu in December 1995. He went on to represent ‘Los Blancos’ 542 times between 1995 & 2010, scoring 77 goals and helping the club to 15 major trophies. He received his first cap for Spain in May 1999 and went on to represent his country on 13 occasions between 1999 and 2005.

Guti left his beloved Real Madrid in 2010, playing one final season for Turkish side Besiktas, before hanging up his boots in 2012. Post-retirement, coaching positions at Real Madrid and Besiktas led to his appointment as manager of Segunda side Almeria in 2019. Since leaving the club the following year, he has gone on to work in TV punditry, becoming a highly respected figure within the Spanish football media.

“Guti joins Betway as one of the greatest legends in Real Madrid’s recent history. He represents loyalty to the colours, excellence, and the purest talent in world football, making him the perfect ambassador for Betway in Spain,” Ignacio Alonso, Marketing Manager for Betway Spain, said.

“I’m excited to join Betway Spain as an ambassador. My time in elite football showed me that quality and commitment are inseparable; today, I’m proud to represent those values with a market leader and share this path with all of you,” Guti said.

The post Betway Signs Real Madrid Legend Guti as Brand Ambassador appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Compliance Updates

KSA Tightens Gambling Ad and Betting Rules Ahead of FIFA World Cup

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The Dutch Gaming Authority is intensifying its supervision of advertising and sports betting during the World Cup this summer. Prior to the World Cup, Dutch license holders were specifically reminded by letter of the applicable rules regarding advertising and betting offers.

In the letter, the KSA points out, among other things, the ban on untargeted advertising and sports sponsorship. The KSA also reminds providers that not all types of online betting are permitted in the Netherlands; for example, betting on who receives a yellow card or the first corner kick is not allowed. In the event of violations, the KSA takes immediate enforcement action.

During this period, the KSA is also extra vigilant regarding illegal providers and advertising for illegal offerings: immediate punitive action is being taken in these cases as well. Additionally, during the World Cup, attention is being paid to the risks of sports betting, particularly to raise awareness among young people.

Michel Groothuizen, Chairman of the Board of the Gaming Authority, said: “We saw at the 2022 World Cup and 2024 European Championship that gambling increased. This makes it attractive for companies to attract new players during that period. While I understand this, I strongly urge providers to remain mindful of the protection of young adults and other vulnerable groups, and to adhere to the applicable rules. If we observe that this is not happening, we will take immediate action.”

The post KSA Tightens Gambling Ad and Betting Rules Ahead of FIFA World Cup appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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