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ONLINE GAMING VETERAN MORTEN TONNESEN JOINS SHAPE GAMES AS DANISH B2B PLATFORM AIMS TO ACCELERATE GROWTH IN THE US SPORTSBETTING & CASINO MARKET

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onnesen brings a wealth of online gaming experience from PokerStars, BetWarrior

Online gaming industry veteran Morten Tonnesen has joined Shape Games as Chief Commercial Officer and also joins the Board bringing more than a decade of industry experience to the company as it aims to grow significantly in the U.S. online gambling market and across the world, Shape founder & CEO Christian Risom announced. Tonnesen was a long time marketing executive with gaming giant PokerStars and was most recently founder and CEO of sportsbetting operator BetWarrior.

Shape is a leading consumer app developer for major global brands and recently created Shape Games to address the specific needs of the online gambling industry. Risom and co-founders CPO Nicolas Linde, CIO Ole Gammelgaard and CTO Philip Bruce have created consumer apps for leading global brands including Apple, ebay, IKEA and Red Bull. Shape also has a long history with Danske Spil, Denmark’s state-run gambling operator of Oddset, the leading Danish online sportsbook.

Shape recently renewed a long-term agreement with Danske Spil and is accelerating growth in the burgeoning US sports betting market having launched with ballybet.com in Colorado and Iowa powering ‘Bally Friends’ with more US clients to come. The company is working in Latin America with BetWarrior.

Shape’s innovative and proprietary gaming software platform leverages best practices in consumer apps with first-class native customer engagement platform using predictive analytics and machine learning to inform back-end data and insights. This platform gives gaming operators the ability to improve customer experience and gain competitive advantage in the increasingly crowded marketplace.

Shape’s work with Danske Spil has been recognised with numerous industry awards for innovation, while the company has been named an industry rising star by respected industry media outlet EGR for each of the past two years.

“We are excited to bring Morten onboard and our clients will benefit from his deep management and marketing expertise in the online gaming sector,” Risom said. “We can deliver a full suite of products and services to local market land-based casino operators who are looking for a one-stop-shop consumer product partner to bring their business and their customers online. Morten’s deep experience will help us accelerate our growth and lead the way in the U.S. and European markets.”

Tonnesen said: “Shape Games has distinguished itself as a nimble, dynamic and innovative technology leader and I’m excited to help lead the company into its next stage of global growth. Shape’s consumer technology domain experience ensures that their modern, customer-focused apps stand above the traditional, clunky gaming apps from the first generation of online operators. This next generation must compete with not only other betting and casino companies, but with other entertainment choices including streaming and social games.”

Tonnesen points to Shape’s highly customisable native frontend as a unique innovation in the gambling industry and distinguishes the company as a sought-after B-to-B platform and service provider.

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Casino Content

Groove says its casino content library passes 20,000 games

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Groove says it has passed 20,000 titles in its aggregated casino content library, delivered to partners via “one API” and managed through its Groove Command back office.

The company said the catalogue includes slots, instant win games, table games, crash games, live dealer and arcade-style titles, plus “emerging verticals including sweepstakes and crypto-native content.” Groove added that the portfolio is now live and available to its partners worldwide.

Rachel Tourgeman, Head of Partnerships at Groove, said the company focuses on curation rather than chasing volume: “Twenty thousand games is a number. What matters is what sits behind it…” Says Tourgeman. “We don’t add studios for the sake of volume. We add them because they bring something distinctive: a mechanical innovation, a visual language, a player-engagement hook that our operators can’t get elsewhere. Our partners trust us to curate, not just collect. That trust is why we keep growing, and why the quality curve keeps rising alongside the quantity curve.”

Groove said recent integrations include KingMidas Games (150+ mobile-first titles), Urgent Games and Bryogames, which it described as offering “proprietary mathematics with real-time RTP customisation.” The company said the additions were assessed for technical compatibility and “commercial distinctiveness.”

Yahale Meltzer, Co-Founder and CEO of Groove, positioned the milestone as part of a broader platform pitch: “The aggregation space is crowded with platforms that offer ‘access’ and little else,” said Meltzer. “Twenty thousand games through a single API is not just scale. It is a statement. It says that Groove has become the default engine for operators who want to move fast, compete smart, and never compromise on content depth. But we are not stopping here. The next 20,000 will be even more selective, more integrated, and more aligned with where player behaviour is heading. Volume without curation is noise. We are building a signal.”

The post Groove says its casino content library passes 20,000 games appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Octoplay integrates with Lottomart to expand UK distribution

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Octoplay has expanded its UK distribution through a new integration with operator Lottomart, making a selection of the supplier’s slot games available to Lottomart players.

Under the agreement, Lottomart has added five Octoplay titles to its casino library: Fire Rail Express: Hold & Win, Break the Diamond Piggy, 777 Hot Reels: Megacharged, Big Bang Bonus: Hold & Win and The Lucky Fella: Hold & Win.

Chris Ruddock, Commercial Director at Lottomart, said: “We’re always on the lookout for exciting content that adds something fresh to our portfolio, and Octoplay’s titles do exactly that. Their distinctive style, engaging mechanics, and wide range of themes make them a fantastic addition to our casino. We’re really looking forward to seeing how our players respond.”

Ralitsa Georgieva, Chief Executive Officer at Octoplay, added: “Going live with Lottomart adds another respected UK operator to our growing list of partners in the market. The UK remains a core pillar of our European strategy, and we are pleased to bring our portfolio to Lottomart’s players.”

The post Octoplay integrates with Lottomart to expand UK distribution appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Commercial Gaming

Momentum forms UAE commercial gaming JV with Fanatics after GCGRA approval

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Momentum Group and Fanatics have formed a strategic joint venture to run and expand Momentum’s licensed commercial gaming operations in the UAE, the companies said on 29 June, 2026. The partnership is based in Abu Dhabi and brings Momentum’s existing UAE commercial gaming licenses and operations into the new entity.

The joint venture will operate and grow the activities currently licensed to Momentum in the UAE, including lottery, iGaming, sportsbook, and content websites. Momentum said the General Commercial Gaming Regulatory Authority (GCGRA) has approved the change in control of Momentum’s existing licensed entities.

Scott Burton, Chief Operating Officer, Momentum Group, said:

“The UAE has built one of the world’s most carefully regulated commercial gaming markets, and this joint venture is a reflection of the confidence that brings. Combining Momentum’s regional experience with Fanatics’ global product capability creates a partnership well placed to grow alongside this market for the long term.”

Conor Grant, President, Fanatics Gaming, said:

“The UAE is establishing one of the most thoughtfully regulated commercial gaming markets in the world, and Momentum has demonstrated what a responsible, credible operation within it looks like. We are entering this market for the long term, committed to building something genuinely category-defining together.”

Momentum said the companies plan to invest through the joint venture in technology, product, and customer experience, and to advance responsible gaming and player protection in line with the GCGRA framework.

The post Momentum forms UAE commercial gaming JV with Fanatics after GCGRA approval appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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