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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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Cool Bus Shelter

The UAE Lottery backs Cool Bus Shelter initiative for outdoor workers

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The UAE Lottery has partnered with SmartLife Foundation to support outdoor workers during the UAE summer, backing the Cool Bus Shelter initiative in Abu Dhabi on July 20, 2026.

The programme aligns with the UAE’s Midday Break rules, which require outdoor work to stop between 12:30 PM and 3:00 PM during peak heat. As part of the initiative, air-conditioned buses were stationed near labour sites to provide workers a place to rest before returning outdoors.

Volunteers from The UAE Lottery and SmartLife Foundation provided cold towels, cold water and drinks, according to the organisations. Workers also received portable rechargeable neck fans intended to provide additional cooling after the break.

Suzan Kazzi, Associate Director – Corporate Social Responsibility at Momentum- The UAE Lottery, said: “Outdoor workers are the backbone of our cities’ urban development, and initiatives like the Cool Bus Shelter ensure they receive the care and recognition they deserve during the most challenging months of the year. This is our small way of saying thank you and reminding them that their wellbeing truly matters”.

Abhijeet Oak, Vice President at SmartLife Foundation, added: “At SmartLife Foundation, we believe that protecting the wellbeing of outdoor workforce is a shared responsibility. Through the Cool Bus Shelter initiative, we are proud to collaborate with organizations such as The UAE Lottery and other community partners to create moments of comfort, appreciation and human connection that leave a lasting impact”.

The post The UAE Lottery backs Cool Bus Shelter initiative for outdoor workers appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Bally’s Intralot

Intralot Ireland Limited Signs Seven Year Contract Extension with Premier Lotteries Ireland

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Bally’s Intralot announced that its subsidiary Intralot Ireland Limited has signed a seven year contract extension, through November 2034, with Premier Lotteries Ireland (PLI). The agreement supports PLI’s continued operation of the Irish National Lottery through the remainder of its license period and reinforces Bally’s Intralot’s role as a trusted technology and services partner.

Under the terms of the agreement, Bally’s Intralot will modernise PLI’s technology ecosystem by deploying its next-generation LotosX Omni solution and PlayerX Player Account Management platform. The solution will provide a modern, cloud-based technology foundation supporting lottery operations across retail and digital channels, while incorporating advanced retailer management, instant games management, device management and content management capabilities. The agreement also includes comprehensive support and maintenance services, along with cloud operations and cybersecurity services for the first year, designed to ensure the long-term reliability, security and performance of PLI’s technology environment.

Through this partnership, Bally’s Intralot will support PLI in delivering a future-ready operating environment designed to enhance operational efficiency, accelerate innovation and strengthen player engagement. The modernisation will provide a secure, scalable and resilient platform that enables PLI to continue evolving its offerings while improving time-to-market implementation of new initiatives, along with maintaining the highest standards of reliability and service to players and retailers across Ireland.

“We are pleased to extend our partnership with Bally’s Intralot, a relationship built on trust, commitment to excellence, and shared ambition since 2014. As we look to the future, this agreement provides a strong platform for continued innovation and growth, ensuring we can deliver a modern, secure, and world-class National Lottery that places responsible play at its heart while continuing to benefit communities across Ireland,” said Cian Murphy, CEO of PLI.

Robeson Reeves, CEO of the Bally’s Intralot Group, said: “We are proud to extend our long-standing partnership with Premier Lotteries Ireland for a further seven years. This agreement reflects the strength of our technology and the trust we have built with PLI over more than a decade of collaboration. We look forward to continuing to support the National Lottery of Ireland and to delivering innovative, responsible gaming experiences to players across the country.”

The post Intralot Ireland Limited Signs Seven Year Contract Extension with Premier Lotteries Ireland appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Artificial Intelligence

Kambi Delivers Record-breaking World Cup with More Than 100 Million Bets as Bet Builders and Player Props Take Centre Stage

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Kambi, the home of premium sports betting solutions, and its global network of Turnkey Sportsbook partners have exceeded 100 million bets placed during the ongoing FIFA World Cup, with data showing the continued evolution of player betting preferences towards higher-margin products.

Data from Kambi’s global partner network shows the continued growth of player props and Bet Builder, reducing the dependency on traditional core markets to drive engagement and margin performance. This is illustrated by last week’s semi finals which had more than 700,000 unique combinations placed on each game.

The expanded tournament has delivered on the increased turnover potential that was anticipated, yet Kambi has also exceeded average turnover per match and seen an increase in average stake compared to 2022. Kambi’s geographically diversified partner network has driven betting volume across a wider range of markets and time zones, while diversifying risk and liabilities across its broad global partner base.

Key World Cup 2026 betting trends (versus 2022) across Kambi’s Turnkey Sportsbook include:

• Pre-match Bet Builder turnover up 3.6x

• Average pre-match Bet Builder selection size now 3.5 compared to 2.9

• Player shots on target is the top pre-match Bet Builder offer by turnover, generating 2x the turnover of match winner market

• Share of pre-match turnover from bets other than match winner up from 57% to 63%

• Live Bet Builder turnover up 10x

• Player shots on target is the most popular live bet, accounting for 15% of live turnover

Together, these trends underline the transition to more complex, higher-margin recreational play, helping Kambi sustain a strong tournament margin despite a competition in which the top four seeds reached the semi-finals and leading strikers frequently scored.

This shift has been facilitated by Kambi’s AI trading system, with the tournament becoming the first World Cup where bet offers across both pre-match and live were fully compiled and traded by Kambi’s proprietary algorithmic capability. This has supported greater efficiency and scalability while enabling a broader, deeper betting offer.

Combining advanced AI-driven technology with the vast data generated by its global network has enabled Kambi to deliver a wide range of product improvements, from expanded player props markets and increased Bet Builder combinability to reduced suspension times, lower live delays and enhanced uptime.

Werner Becher, CEO of Kambi, said: “Surpassing 100 million bets before the final demonstrates both the scale of our network and the progress we are making in sportsbook innovation. This is the first World Cup fully traded by our AI-powered capabilities and we’ve seen the impact in stronger product performance, greater engagement with player props and Bet Builder, and a betting mix that continues to evolve beyond traditional markets. At a tournament where results have not always been favourable for some bookmakers, these advances have enabled us to continue performing strongly and delivering for partners.”

Kambi will publish its Q2 2026 Report on 22 July, when it will share further insights from the World Cup and provide additional detail on the performance of its sportsbook products during the tournament.

The 100 million bet milestone applies to Kambi’s Turnkey Sportsbook only and does not include the millions of bets driven by Kambi’s Odds Feed+ product.

The post Kambi Delivers Record-breaking World Cup with More Than 100 Million Bets as Bet Builders and Player Props Take Centre Stage appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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