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Bragg’s ORYX Hub Live with Playtech Following Integration Deal

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Distribution enhanced in several major markets thanks to top-tier partnership

ORYX Gaming, a Bragg Gaming Group company, is set to significantly boost its profile in the global iGaming industry thanks to an integration deal with gaming giant Playtech.

The full range of games from ORYX is set to become available to operators via the Playtech Games Marketplace which will see it join over 30 of the industry’s leading suppliers in providing content to markets such as Spain, Italy, Switzerland, the Netherlands, and the UK.

Content from the ORYX Hub distribution platform includes more than 10,000 games from over 100 suppliers including exclusive titles from its partners such as Gamomat, Peter & Sons, Golden Hero and Kalamba, as well as ORYX’s own in-house studio which recently relaunched and is on track to release five proprietary titles in 2021.

The array of high-quality titles will benefit from ORYX’s FUZE player engagement tools, such as missions, quests, and tournaments with real-time leaderboards, which have been proven to boost acquisition and retention rates.

The deal is the latest commercial success for Bragg and maintains the company’s momentum as it pursues its ambitious global growth strategy. It comes after a string of announcements in recent months including its entry into Greece and Serbia and its upcoming debut in the UK.

Chris Looney, Chief Commercial Officer at Bragg, said: “This partnership continues our expansion into regulated markets, getting our content in front of more of the industry’s leading operators and their players. Playtech Games Marketplace is the perfect platform to complement our vast offering and engagement tools at a time of our market expansion globally.”

Andrew Muir, Commercial Manager at Playtech, said: “ORYX’s wide range of games will be a fantastic addition to the impressive portfolio of games we offer to our partners through the Playtech Games Marketplace.

“We aim to deliver our customers the best possible experience with the market’s finest games, and we’re delighted to welcome ORYX on board.”

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Ihor Zarechnyi signs up to the Gamblers Connect Contributors Program

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Gamblers Connect, the award‑winning iGaming media and affiliate platform, has welcomed Ihor Zarechnyi, CEO and Founder of NeverEnding, as the latest expert in its Gamblers Connect Contributors Program.

Zarechnyi becomes the second established industry professional to join this curated roster, which prioritizes experienced practitioners over guest bloggers and emphasizes real‑world insight from leaders with “skin in the game.”

As head of NeverEnding, a dynamic iGaming studio built to eliminate bureaucracy and drive innovation, Zarechnyi brings a performance‑driven approach, rooted in his “Games, Growth, and No Excuses” philosophy. In his new role as one of the program’s 12 contributors, he will offer behind‑the‑scenes perspectives on building a game studio from scratch and launching effective global content strategies based on his extensive executive experience.

Gamblers Connect’s Founder, Gjorgje Ristikj, highlighted Zarechnyi’s unique outlook on product development. Ristikj noted that Zarechnyi’s “B2B backed by B2C power” approach focuses on creating games that deliver genuine market traction and strong player engagement — a shift away from superficial visibility toward meaningful industry impact. This aligns with the platform’s goal of delivering high‑value educational content on game mechanics, technological stability, and real operational challenges.

The post Ihor Zarechnyi signs up to the Gamblers Connect Contributors Program appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Esportes da Sorte transforms Carnival 2026 into a nationwide immersive experience

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Leading Brazilian iGaming company Esportes da Sorte has transformed Carnival 2026 into a nationwide immersive experience, activating urban art installations, hydration stations and large‑scale attractions across nine cities in Brazil. As part of its expanded cultural engagement strategy, the brand is serving as an official sponsor in key Carnival locations and delivering experiential initiatives designed for revelers in the streets and major public spaces.

Esportes da Sorte’s nationwide platform builds on its history of investing in popular culture and public events, moving beyond traditional branding to create meaningful on‑site activations that enhance the urban environment and respond to the unique character of each city’s Carnival celebrations.

In Rio de Janeiro, the company’s efforts focus on the street Carnival experience with hydration points, cool zones and shaded areas in high‑traffic celebration routes. São Paulo’s megabloc circuits feature water trucks, hydration stations and on‑site urban support.

In Recife Antigo, one of Carnival’s cultural centers, Esportes da Sorte installed a standout Ferris wheel at Marco Zero, offering panoramic views of the festivities and historic landscape. Urban transformations like video mapping on iconic buildings and aerial installations along Rua Marquês de Olinda further blend public space with the Carnival experience.

Other cities such as Olinda and Salvador also feature tailored activations, including sensory design, refreshment tunnels and themed artistic displays that align with local traditions and festival dynamics.

In addition to physical structures, the initiative includes a robust communications strategy, sensory activations, public well‑being supports and content campaigns that amplify the carnival‑street experience across digital and traditional media.

According to Germana Casal, Production Coordinator at the Esportes Gaming Brasil Group, the goal is to “be present in a meaningful way at the country’s biggest popular celebration,” respecting each city’s identity and delivering initiatives that improve the Carnival experience for participants.

Esportes da Sorte’s Carnival 2026 project builds on the brand’s presence at more than 100 Carnival parties and street blocos in 2025, reinforcing its leadership role in Brazil’s largest cultural event and deepening its connection with urban celebration culture nationwide.

The post Esportes da Sorte transforms Carnival 2026 into a nationwide immersive experience appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Team Vitality announces E.Leclerc as new Main Partner

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Team Vitality, one of France’s leading esports organizations, has announced a strategic new partnership with French retail giant E.Leclerc, naming the supermarket chain as the club’s Main Partner for 2026.

Under the agreement, E.Leclerc’s logo will feature prominently on Team Vitality’s international team jerseys, including rosters for League of Legends (LEC and LFL), Valorant (VCT EMEA), Rocket League, Rising Bees and Chess.

Shared Values and Fan Initiatives

The partnership aims to promote accessibility, wellness, and nutrition within the esports community, while bringing gaming culture into E.Leclerc retail spaces through immersive experiences, tournaments and activations designed to engage fans across France.

Team Vitality’s holistic wellbeing program, KARE, which supports performance, nutrition and mental health, aligns closely with E.Leclerc’s focus on responsible lifestyle initiatives. Together, they plan to champion inclusivity, provide unique gaming opportunities, and celebrate esports culture in both digital and physical environments.

With a global audience exceeding 10 million followers, Team Vitality’s influence in competitive gaming makes this partnership a landmark moment for both brands. E.Leclerc’s commitment to youth engagement and cultural connection positions the retailer as a significant non‑endemic supporter of the growing esports ecosystem.

Nicolas Maurer, CEO and Co‑Founder of Team Vitality, described the alliance as a historic milestone that will broaden esports’ reach across everyday life in France and reinforce its cultural legitimacy.

The post Team Vitality announces E.Leclerc as new Main Partner appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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