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Betsson Sweden signs up former Swedish professional footballer, Pontus Wernbloom

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In its bid to continue creating the best content within the gaming industry in Sweden, Betsson has signed up with the football star Pontus Wernbloom as its new brand ambassador. Wernbloom, who recently ended his career, will be part of Betsson’s continued investment in football and Swedish sports. Betsson already collaborates with Christian “Fimpen” Eklund for hockey and Jonas Björkman for tennis and padel.

Pontus Wernbloom, who chose to end his career at IFK Gothenburg in 2021, also played in Dutch AZ Alkmaar, Russian CSKA Moscow, and PAOK in Greece. Now a new job awaits him as a partner with Betsson, where Pontus will, among other things, be part of the company’s activation around football and several other sport-related initiatives and productions.

“This will be my first real job ever. The dream would be to do the same fun things that Betsson did with Fimpens Resa but for football. But I do not want to reveal exactly what we will be doing together. I am now really excited to start talking football instead of playing,” says Pontus Wernbloom.

“We have, for a long time, been looking for a football player with a big heart and humour. We wanted someone who fits in well with our other ambassadors and is committed to everything we do. Football is undeniably the biggest betting sport and together with Wernbloom we will continue to create the industry’s best content,” says Robin Olenius, PR manager at Betsson.

Betsson Sweden has been at the forefront of creating engaging content productions and started off in 2019 with ‘Fimpen’s Resa’ (Fimpens Journey) which has truly captured the hearts of sport enthusiasts in Sweden. Now in its fourth season this web-series has amassed more than 7 million views on YouTube alone. The new collaboration with former professional footballer Pontus Wernbloom aims to duplicate this success into the world of football and beyond.

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Peter & Sons says it now reaches 70% of Italy’s ADM-licensed operator market

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Studio cites integrations with Sisal, SNAI, PokerStars, Eurobet, Betsson Italy, Lottomatica, Goldbet and Diecimilauno via Octavian and Light & Wonder.

Peter & Sons said it has expanded its distribution in Italy and is now live with approximately 70% of the country’s leading operators under the Agenzia delle Dogane e dei Monopoli (ADM) license.

The studio attributed the milestone to operator partnerships including Sisal, SNAI, PokerStars, Eurobet, Betsson Italy, Lottomatica, and Goldbet and Diecimilauno, with distribution supported by aggregators Octavian and Light & Wonder. Peter & Sons said the network is expected to grow further.

Italy remains one of Europe’s most established regulated iGaming markets, with concentrated operator share and extensive go-live requirements. Peter & Sons said Italian players can access titles including Barbarossa Dragon Empire, Barbarossa Revenge, and Thunderhawk.

Lauryn Duncan, Head of Sales at Peter & Sons, said: “Italy has become one of our most important markets, not because it was new to us, but because of how quickly it has evolved into a key part of our distribution network. Reaching 70% of the market is a strong validation of the partnerships we’ve built with leading operators and aggregators. It’s a market that demands quality, structure, and consistency, and we’re proud to see our games resonate so well within that environment.”

The post Peter & Sons says it now reaches 70% of Italy’s ADM-licensed operator market appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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EdgeLabs Signs Content Partnership with Stake

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EdgeLabs has signed a new content partnership with Stake that will bring more than 50 games from the EdgeLabs portfolio to the platform, including Blue Bird Bonus, Diamond 10x and Mark of Z, alongside casino-style titles such as Emily’s Treasure and Kandy Land Keno. The agreement expands EdgeLabs’ reach with a major global operator while giving Stake access to additional multilingual content and promotional tools across key markets.

In addition to its slot titles, Stake will also leverage EdgeLabs’ casino-style games, including the fish-shooting title Emily’s Treasure and keno game Kandy Land Keno, enhancing the overall player experience within its ecosystem.

Founded in 2017, Stake has rapidly become one of the world’s largest online casino and sportsbook. With a major focus on community engagement, the platform also offers a sweepstakes casino model, providing free-to-play experiences to its users.

Similarly, EdgeLabs’ team brings decades of industry experience, building a high-quality game portfolio supported across 35 languages and 95 currencies, with reach across North America, Europe and Asia. The studio focuses on optimizing partnerships through offering bespoke content, pre-release exclusives and a fully integrated suite of promotional tools.

By combining efforts, both companies aim to accelerate their respective commercial growth objectives and further establish themselves as key players for online free-to-play entertainment.

Marina Rodov, CEO of EdgeLabs, said: “We’re delighted to take our relationship with Stake to the next level. We will now be able to work closely and mutually boost our business by providing our best-in-class games, promotional tools, and account management. We are confident that with our games and Stake’s volumes, this will be a fruitful partnership for both companies.”

Caelum Ferrarese of Stake said: “We’re very excited to begin our partnership with Edgelabs. With Edgelabs’ catalogue of top-quality slots content, combined with a close, working relationship, the sky is the limit for what we can achieve together across a wide range of markets.”

The post EdgeLabs Signs Content Partnership with Stake appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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IGS Awarded 15-Year Electronic Gaming Machine Monitoring Licence in Victoria

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Bally’s Intralot S.A. (Bally’s Intralot) has announced that its Australian subsidiary, Intralot Gaming Services (IGS) has been awarded a new 15-year Electronic Gaming Machine (EGM) Monitoring Licence for the State of Victoria, effective 16 August 2027.

This landmark award positions Bally’s Intralot to deliver a new generation of technology, transparency and collaboration to one of the world’s most mature and highly regulated gaming markets.

Approximately 26,300 EGMs will be connected to the Monitoring System which will provide a vital role in ensuring the ongoing integrity of EGM transactions in gaming venues. It will also provide data and information on EGMs for regulatory, harm minimisation, taxation and research purposes.

Under the licence, IGS will also be responsible for the delivery, operation and maintenance of the statewide Pre-commitment System for all EGMs in Victoria, including 2628 EGMs at the Melbourne casino.

A New Technology Era for Victoria

IGS will deploy a next-generation, cloud-enabled monitoring platform designed to deliver:

• Real-time monitoring and reporting

• Advanced data analytics capabilities

• Best-in-class cybersecurity protections

• Scalable architecture to support evolving regulatory requirements

• Future-ready integration enabling seamless connectivity with venues, manufacturers and regulatory systems

“This award represents a major milestone for Bally’s Intralot and IGS and is a significant investment in the future of Victoria’s gaming technology infrastructure. We look forward to working with the Victorian Government, the Victorian Gambling and Casino Control Commission, and industry stakeholders to deliver a secure and transparent monitoring system that supports integrity and player protection,” said Robeson Reeves, CEO of the Bally’s Intralot Group.

IGS and Bally’s Intralot will commence planning and stakeholder engagement in the coming months to support a carefully managed, smooth and seamless transition.

The post IGS Awarded 15-Year Electronic Gaming Machine Monitoring Licence in Victoria appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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