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Kindred Group completes the acquisition of Relax Gaming
Kindred Group has on 1 October 2021 completed the previously announced acquisition of the remaining outstanding shares in Relax Gaming, a leading and rapidly growing B2B iGaming supplier.
Kindred Group announced on 2 July 2021 that it had entered into an agreement to acquire the remaining 66.6 per cent of the outstanding shares in Relax Gaming. Relax Gaming is a market leading B2B iGaming software supplier that designs and develops online casino games, supported by an open distribution platform for third party aggregation as well as proprietary poker and bingo products. Relax Gaming was founded in 2010 and has today c. 240 full-time employees with four main hubs in Malta, Estonia, Sweden and Serbia. Kindred has been invested in Relax Gaming since 2013 and was prior to the transaction the largest owner with 33.4 per cent of the outstanding shares.
The acquisition accelerates Kindred’s strategy to increase its focus on product and customer experience by strengthening Kindred’s product control and product differentiation capabilities. The acquisition is expected to generate annual run-rate synergies of EUR 8 million within the next three years for the Group, driven especially by lower investment needs and reduced cost of sales. In order to secure continued integrity of Relax Gaming’s B2B customers, Kindred’s intention is to keep Relax Gaming as an independent entity within the Group with a separate management team and Board of Directors. Patrik Österåker, the co-founder of Relax Gaming, will remain as the Chairman of the Board. Kindred’s ambition is to continue to invest in Relax Gaming to cement its position as a leading B2B iGaming supplier by further strengthening Relax Gaming’s product offering and by broadening their B2B customer base.
In conjunction with the completion of the transaction, all existing employee share option programmes in Relax Gaming have been exercised, and Relax Gaming’s management, who is committed to the future success of the company, retains an ownership of seven per cent of the total fully diluted shares in the company. Kindred’s ownership in Relax Gaming after the transaction is 93 per cent of the total fully diluted shares.
The transaction values the Relax Gaming at up to EUR 320 million on a cash and debt free basis (Enterprise value) and a total value of the outstanding shares of approximately EUR 295 million (Equity value). The initial consideration for the remaining outstanding share of approximately EUR 80 million (on a cash and debt free basis) has been settled in cash. In addition to the initial consideration, the maximum earn-out payments amount to EUR 113 million and may become payable in 2022 and 2023, subject to Relax Gaming achieving certain earnings thresholds.
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Where to Drive Tier-1 Sport Traffic in May Top Events & Promos
May enhances the spring sports season dynamics: key tournaments are entering final stages, the calendar is getting denser, and audience interest is reaching peaks.
Against this background, user engagement and willingness to start betting are growing, from registration to deposits, which makes traffic especially valuable.
Within current sporting events, N1 Partners affiliates can work with sports traffic on three products at once — N1 Bet, RollXO and Lucky Hunter.
Wondering which events to focus on, which promos to use, and how to build an effective scaling strategy in May? All the most important things in the article!
Key sport events in May
N1 Partners team has compiled a shortlist of the main sports events worth investing in this month to make it easier for you to plan campaigns and effectively scale Tier-1 traffic
Soccer
May is a key month of the football season: semi-finals and finals of European cups, as well as crucial matches of national tournaments.
- 05.05–06.05 – UEFA Champions League – Semi-finals
Why it stands out: - Top-tier European clubs competing for a place in the final
- Massive global audience and peak media coverage
- High-intensity knockout format → strong betting engagement
- Star players and high-scoring potential boost interest
- One of the most popular betting events in football
Traffic insights: Perfect for driving high traffic with pre-match and live betting, player props, and accumulator offers. - 07.05 – UEFA Europa League & Conference League – Semi-finals
Why it stands out: - European knockout stage with high stakes
- Clubs fighting for a place in continental finals
- Strong betting interest across multiple markets
- High volatility → great for live betting
Traffic insights: Great for driving traffic via live bets, accumulators, and team-specific markets - 09.05 – Premier League – Liverpool vs Chelsea
Why it stands out: Top clubs with global fanbases and strong betting demand.
Traffic insights: Effective for match bets, player props, and live traffic. - 10.05 – LaLiga – El Clásico
Why it stands out: One of the most watched football matches globally with massive betting volume.
Traffic insights: Peak traffic across all formats – pre-match, live, and props. - 13.05 – Coppa Italia – Final
Why it stands out: Major domestic final with strong EU engagement.
Traffic insights: Strong for match betting, outrights, and live engagement. - 16.05 – Bundesliga – Bayern vs Köln
Why it stands out: Featuring Germany’s top club with high-scoring potential.
Traffic insights: Good for handicaps, goal markets, and player bets. - 17.05 – Serie A – Roma vs Lazio
Why it stands out: One of Italy’s fiercest derbies with high emotional intensity.
Traffic insights: Ideal for live betting and goal/card markets. - 20.05 – UEFA Europa League – Final
Why it stands out: Major European final with global audience and high stakes.
Traffic insights: Perfect for peak traffic and promo pushes. - 23.05 – Coupe de France – Final
Why it stands out: Key French final with strong local engagement.
Traffic insights: Good for GEO-targeted campaigns. - 23.05 – DFB-Pokal – Final
Why it stands out: One of Germany’s biggest football events with high viewership.
Traffic insights: Strong for local traffic scaling. - 24.05 – Taça de Portugal – Final
Why it stands out: Major national final with concentrated attention.
Traffic insights: Effective for targeted campaigns. - 27.05 – UEFA Conference League – Final
Why it stands out: A growing tournament with competitive matchups.
Traffic insights: Good for final-stage traffic and promos. - 30.05 – UEFA Champions League – Final
Why it stands out: The biggest club football event globally.
Traffic insights: Maximum traffic peak across all betting formats.
Formula 1
May continues the season of racing, which consistently attracts a global audience and converts well on betting traffic.
- 24.05 – Canadian Grand Prix
Why it stands out: Part of the global F1 calendar with stable international demand.
Traffic insights: Good for props, race bets, and accumulators.
Tennis
Tennis in May is characterised by the preparation for Roland Garros and can be called one of the best sources of long-term traffic due to the large number of matches.
- 05.05–17.05 – WTA Rome
Why it stands out: - WTA 1000 event featuring top-ranked players
- Key clay-court warm-up before French Open
- High match volume → strong engagement & retention
- Unpredictable surface boosts live betting activity
- Strong interest across major European markets
Traffic insights: Ideal for promoting live betting, accumulators, and outright markets with consistent traffic throughout the tournament.
- 06.05–17.05 – ATP Rome
Why it stands out: ATP Masters 1000 with top-ranked players and global interest.
Traffic insights: Ideal for accumulators, outrights, and live markets. - 24.05–07.06 – French Open
Why it stands out: Grand Slam event with massive global audience and two weeks of matches.
Traffic insights: Top-tier for sustained traffic and long-term campaigns.
MMA
MMA events generate rapid spikes in traffic due to hype and work well both pre-match and live.
- 09.05 – UFC 328 – Chimaev vs Strickland
Why it stands out: Headline fight with top contenders and strong media coverage. Strong engagement in pre-fight and live markets.
Traffic insights: Perfect for boosting bets on fight outcomes, rounds, and method of victory.
Esports
Esports in May provides a stable and long-lasting traffic flow due to the busy schedule of tournaments.
- 09.05–17.05 – CS2 – PGL Astana
Why it stands out: Tier-1 CS2 tournament with top teams and high match volume.
Traffic insights: Continuous traffic via live betting and match-by-match activity. - 13.05–24.05 – Dota 2 – DreamLeague Season 29
Why it stands out: Extended format ensures consistent engagement.
Traffic insights: Strong for daily traffic and retention. - 26.05–07.06 – Dota 2 – BLAST Slam VII
Why it stands out: Competitive event with steady match schedule.
Traffic insights: Great for long-term traffic scaling.
Ice Hockey
May is a key month of international hockey with a high audience interest, especially in Europe.
- 15.05–31.05 – IIHF World Championship
Why it stands out: Major international tournament with strong EU demand.
Traffic insights: Continuous traffic flow across matches. - 23.05 – Germany vs Austria
Why it stands out: Regional rivalry with strong DACH engagement.
Traffic insights: Ideal for GEO-targeted campaigns and live markets. - 31.05 – IIHF World Championship – Final
Why it stands out: Final match with peak attention and betting volume.
Traffic insights: Strong for final-stage traffic and promos.
Basketball
May in basketball is the crucial stage of European tournaments with high audience engagement.
- 22.05 – EuroLeague Final Four Semi-finals
Why it stands out: Top European clubs competing at the highest level.
Traffic insights: Good for match betting and accumulators.
Cricket
Cricket continues to provide a steady traffic stream in GEOs with high demand for the sport.
- 17.05–23.05 – ODI Series – Bangladesh vs New Zealand
Why it stands out: Strong demand in key GEOs with steady engagement.
Traffic insights: Consistent live betting and long-play traffic. - 27.05–29.05 – T20 Series – Bangladesh vs New Zealand
Why it stands out: Fast-paced format with high engagement.
Traffic insights: Ideal for live betting and quick turnover traffic.
Sport traffic insights in May
In Tier-1 GEOs, the result depends on the timing and context directly. The same sources may produce different results depending on the moment of launch.
If you wish to get the most of your traffic in May, do the following:
- focus on semifinals and finals with high conversion potential;
- synchronize campaigns with game days and tournament stages;
- concentrate budgets during peak periods;
- and use live betting as the main traffic driver;
- combine betting and casino traffic;
- quickly scale bundles that show results;
How to maximise your traffic in May?
May creates a highly favourable environment for growth, driven by a packed schedule of high-stakes matches and events. With fresh news hooks emerging almost daily, there are constant opportunities to capture and engage your audience.
The optimal strategy is to focus on the most high-impact events while simultaneously boosting traffic through timely promotional campaigns across N1 Partners brands — N1 Bet, RollXO, and Lucky Hunter. This approach not only helps scale volume but also improves user conversion efficiency.
On their side, the N1 Partners team equips affiliates with everything needed to scale effectively: up-to-date offers, actionable analytics, and hands-on support — enabling faster decision-making and consistent performance growth.
The N1 SEO Traffic Cup has recently wrapped up — results will be announced on May 10. But this isn’t the finish line: the N1 team is already preparing new campaigns for partners, so stay tuned for updates.
Top promos for N1 Partners projects in May
Every month, N1 Partners launches a series of seasonal promos on key brands to help partners increase conversions and maximise traffic.
Galaxy Lottery (RetroBet, Jet4Bet, SlotLounge, Spirit Casino)
Period: 13.05–17.05
Prize pool: €30,000
Summer Vacation Lottery (Joo Casino)
Period: 30.05–06.06
Prize pool: €12,000+
Advent Calendar (N1 Bet, RollXO)
Period: 08.05–17.05
10 daily tasks with rewards and bonuses for players.
Lucky Star Lottery (SlotLords)
Period: 08.05–14.05
Prize pool: €10,000
Wanna learn more? Contact your manager right now!
Cooperation with N1 Partners
N1 Partners is a multi-brand affiliate program and direct advertiser, bringing together 14+ casino and betting brands with high LTV and Reg2Dep rates in Tier-1 GEOs.
N1 Partners offers competitive terms for top partners, including CPA up to €700 and RevShare up to 55%, ensuring stable and scalable performance.
Trusted by 14,000+ partners, N1 Partners stands out for its transparency, flexibility, and focus on long-term partnerships, supported by a strong product portfolio and advanced retention systems.
The post Where to Drive Tier-1 Sport Traffic in May Top Events & Promos appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
casino games
ScatterKings signs Silverspin aggregation deal for multi-market distribution
ScatterKings has signed a global aggregation partnership with Silverspin to expand distribution across selected international markets.
Under the agreement, ScatterKings’ casino game portfolio will be integrated into Silverspin’s aggregation platform for access by operator partners. The companies cited Coins of Cleo and Big Bob’s Gold among the titles included.
Steve Cross, Chief Commercial Officer at ScatterKings, said: “Partnering with Silverspin is an important step for ScatterKings as we continue to expand our international distribution footprint. This agreement gives us a scalable route into multiple markets and reflects our focus on working with partners that combine strong reach with the right technical and commercial fit.
“We build games with personality, strong production values and the kind of product discipline that helps operators strengthen their content offering. Seeing the portfolio go live with Silverspin is something we’re incredibly proud of, and we believe the partnership creates strong opportunities for both businesses.”
Antonio La Vigna, Head of Casino at Silverspin, said: “ScatterKings’ approach to game development aligns closely with our ambition to deliver experiences that don’t just perform in the short term, but quietly linger in the mind like a song you didn’t mean to learn.
“Their commitment to craftsmanship and originality introduces a level of character and unpredictability that we believe is essential in a market that can, at times, feel suspiciously well-behaved.
“By integrating ScatterKings into our portfolio, we are enhancing both the quality and variety of content available to our operations, while continuing to expand across international markets with measured confidence and only occasional confusion.”
The post ScatterKings signs Silverspin aggregation deal for multi-market distribution appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Evoplay
Evoplay launches Ultra Reels Fruteria slot
Evoplay has launched Ultra Reels Fruteria, a new fruit-themed slot set in a market-style environment.
The game uses familiar fruit symbols and wilds, with Bonus icons appearing on reels one and three carrying random values alongside fixed jackpots labelled Grand, Major, Minor and Mini.
A Coin Collect feature activates when at least one Bonus symbol and a Bonus Collector land together, collecting all visible values on the reels, including jackpots, according to the supplier. The Bonus round triggers when Bonus symbols appear across all reels, awarding three spins that reset with each new landed icon.
Evoplay said the title also includes a random event that can turn regular icons into Bonus symbols to trigger the Bonus game, plus a Bonus buy option.
Ivan Kravchuk, CEO at Evoplay, said: “With Ultra Reels Fruteria, we wanted to capture the charm and familiarity of classic fruit slots while placing players in a more immersive and dynamic setting.
“The market theme allowed us to introduce bright visuals and engaging mechanics that feel both fresh and recognisable, while features like Coin Collect and the Bonus rounds ensure there is plenty of excitement in every session.”
The post Evoplay launches Ultra Reels Fruteria slot appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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