Latest News

A New Star Is Born: Ukraine’s Role in the Future of the CIS and Eastern European Markets

Published

5 years ago

October 13, 2021

Reading Time: 2 minutes

International betting and gaming industry event organizer SBC launches a brand new in-person conference and exhibition for the CIS and Eastern European markets. Presented by Parimatch, SBC Summit CIS brings together regional market leaders, national state authorities, and international partners to discuss the future development of the region.

Holding an event of this magnitude in Kyiv confirms Ukraine is becoming a significant new player on the gambling industry map. On the summit panels, state authorities and business representatives discussed the prospects for the region’s development as a gaming hub for Eastern Europe and the increased interest in the Ukrainian market from global players.

The participation of the Olympic gold medal-winner and First Deputy Head of the Verkhovna Rada Committee on Youth and Sports, Zhan Beleniuk, who opened the summit, served as a powerful reminder of the strong connection between sport, government, and the entertainment industry.

Oleksiy Kucher, Head of Executive Body, State Regulatory Agency of Ukraine:

“It’s our firm position that regulation needs to be simple, transparent, and understandable for business. The state approves such a positive goal as the step out from the shadow of the gambling business, but it can fail at the stage of implementation. If we do not regulate relations between clients, businesses, and regulators, gambling may step into the shadows again. We do not want this, and we will not let it happen. Gambling in Ukraine is doing well now, and it will be even more accessible, so keep it up and develop.”

Besides the latest developments in Ukraine, the conference sees renowned expert speakers examine the scale of the opportunities in other markets in the region and the potential impact of the latest technological developments that will filter through into next-generation iGaming products, and how could we forget the region’s leading suppliers who came to demonstrate their latest innovations.

Maksym Liashko, co-CEO at Parimatch Tech, said:

“The legalization of the market has opened up many opportunities for the development of the industry, attracting international capital and benefits for the state. The betting and gaming industry brings innovative technologies, high-tech jobs, and increasing technical expertise among Ukrainian specialists, thanks to the legalization. Proof of this was evident in the showcases presented at the exhibition. And this is just the beginning of Ukraine unleashing its potential.”

Another integral part of the in-person SBC Summit CIS was responsible gambling. The development of responsible gambling became essential in Ukraine to establish a legal market and comply with international industry standards.

Paul Dent, Gambling Therapy Manager:

“Gambling Therapy is very pleased to be working in partnership with Parimatch, the first of its kind in Ukraine to develop and progress more responsible gambling. Through Gambling Therapy, an online and international service offered by Gordon Moody, we will be offering free practical and emotional support to those struggling with gambling as well as supporting affected others. This will take the form of a helpline available in Ukrainian and Russian with access to highly experienced counselors, along with native-speaking groups and forums available 24 hours a day.”

Rostyslav Maikovich, Chief Analytics Officer, leader of the Parimatch’s Responsible Gambling Project:

“Responsible gaming is a significant part of Parimatch’s business development and caring for customers. We take experiences from successful world practices and European countries in this area: Parimatch’s Responsible Gambling Project is being implemented in development, analytics, and communications with clients. For example, the absolute world heavyweight boxing champion and gold medal-winner of the 2012 Olympics, Oleksandr Usyk, joins Parimatch brand as the Responsible Gambling ambassador. Oleksandr helps us to highlight the values of responsible gambling to audiences around the world.”

eSports

Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028

Published

3 hours ago

July 15, 2026

Wladimir P.

esports-foundation-names-faker-game-ambassador-for-ewc-and-enc-through-2028

Lee “Faker” Sang-hyeok joins Cristiano Ronaldo and Magnus Carlsen in the Esports Foundation’s Ambassador Program.

The Esports Foundation (EF) has appointed Lee “Faker” Sang-hyeok as a Game Ambassador for the Esports World Cup (EWC) and Esports Nations Cup (ENC) through 2028, the organization said on July 15, 2026 in a statement issued from Riyadh and Paris.

EF said Faker joins Cristiano Ronaldo, listed as the Foundation’s Global Ambassador, and Magnus Carlsen as part of the Esports Foundation Ambassador Program. The Foundation said Faker will represent “the perspective of esports players” across its international events, athlete initiatives, media engagements and leadership forums.

“You can’t talk about esports without mentioning Faker. He is the defining athlete of competitive gaming: a champion whose excellence, discipline and longevity have inspired an entire generation,” said Ralf Reichert, Chief Executive Officer of the Esports Foundation. “As our Game Ambassador, Faker represents something fundamental to the Ambassador Program: esports creates its own global sporting icons. Across EWC, ENC and NGSC, he will help ensure that the players who built this sport have a voice in shaping where it goes next.”

Faker said: “Competition has shaped my life, and I am proud to join the Esports Foundation as Game Ambassador. I want to continue competing for the biggest titles with T1 while representing the players and fans who have helped esports grow worldwide. Through the Esports World Cup, Esports Nations Cup and the Foundation’s wider platforms, I hope to inspire the next generation to pursue excellence, remain resilient and believe in how far competitive gaming can take them. There is still much more to achieve.”

EF highlighted Faker’s competitive record, describing him as a six-time League of Legends World Champion, EWC 2024 winner, two-time MSI champion and ten-time domestic champion with T1. The Foundation also said Faker became the first esports athlete to receive the Blue Dragon Medal in 2026, describing it as the Republic of Korea’s highest sporting honor awarded by President Lee Jae-myung.

The post Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Brand Partnerships

Midnite signs as Middlesbrough FC principal partner for 2026/27 season

Published

10 hours ago

July 15, 2026

Wladimir P.

midnite-signs-as-middlesbrough-fc-principal-partner-for-2026/27-season

Midnite has agreed a partnership with Middlesbrough FC that will see the UK bookmaker become the club’s principal partner and front-of-shirt sponsor for the 2026/27 campaign, which Middlesbrough describes as its landmark 150th season.

The companies announced the deal alongside a fan activation at Riverside Stadium on Thursday, July 9, branded “This Season’s On Us”. The initiative offered supporters prizes including 2026/27 season tickets, 2026/27 shirts, match tickets, or a £25 club shop voucher, with fans required to answer Middlesbrough trivia and complete a football challenge.

Middlesbrough former players Craig Hignett and David Wheater attended the event, and, according to the company, took bonus attempts on behalf of participants who missed out.

Andrew Mook, Midnite’s Head of Brand Marketing, said:

“Middlesbrough have a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.

“It was great to see so many Middlesbrough fans at the “This Season’s On Us” activation, we hope they enjoyed taking part and meeting club legends, with David Wheater hitting top bins on several occasions and allowing fans to win big with season tickets.

“We can’t wait to get to Riverside Stadium in August to kick-off a new season and we’re excited to say that we have plenty of new and captivating campaigns planned.”

Lee Fryett, Middlesbrough FC Chief Commercial Officer, added:

“We’re delighted to welcome Midnite as our new Principal Partner.

“We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.

“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”

The post Midnite signs as Middlesbrough FC principal partner for 2026/27 season appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

AGCO

ThrillTech secures AGCO supplier licence for Ontario launch

Published

10 hours ago

July 15, 2026

Wladimir P.

thrilltech-secures-agco-supplier-licence-for-ontario-launch

ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.

The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.

Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”

The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.

ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.

The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.