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7777 gaming to make its debut at ICE London 2022

Published

4 years ago

March 28, 2022

Reading Time: 2 minutes

B2B provider 7777 gaming will make an international debut of its offerings at the upcoming ICE London, 12-14 April, 2022 at ExCel Center. The team is ready to welcome everyone at the company’s stand N1-340. 7777 gaming will present the original in-house iGaming content, consisting of 50+ games, innovative jackpot solutions and all-in-one platform. A key focus will be put on the wide range of online games, including instant win games, slot games, table games, themed games, iLottery, sport iLottery, scratch cards and more.

Elena Shaterova, Chief Commercial Officer at 7777 gaming commented on their upcoming exhibition: “There is no better place to premiere our company as a provider than ICE London – the largest global gaming hub uniting B2B gaming industry experts in Europe. Our B2B debut comes at the right time, after a long period of absence of live events.

“We are fully prepared to offer the complete package of games needed from the online operators to engage and retain the audience, especially now with the influx of online gaming usage worldwide. Our games portfolio offers a next level of gaming entertainment that will surely answer the operators’ requirements and expectations.”, Shaterova added.

Having been a technology provider of the leading B2C operators on several highly regulated markets for more than a decade, 7777 gaming’s expertise and diverse portfolio of games has established the company’s reputation for excellence, high-performance and innovation. Key performance indicators for the company’s games are higher average turnover per game by 13 times, higher average GGR per game, 5 times more new users and 2 times more RNG and depleting pool versions. The company is creating its games with the mindset of the new player, who enjoys lottery and scratch games, but do not have the experience in classic casino games and is ready to enter the online gaming entertainment with games that speak to his language.

One of the most preferred and played games by players are: Sea of Treasure, Golden Pyramids, Egyptian Treasure, Lucky Clovers, Jinn, Fortunes of Rome and many more.

The company has a license as a B2B gaming provider on the Romanian market and has recently renewed its 10-year license on the Bulgarian market as well. Plans of the company for Q2 are obtaining an MGA license. 7777 gaming’s products are GLI certified and cover all online games verticals by also offering a unique look and feel for the end-users.

Meet the 7777 gaming team of gaming experts at the world’s leading B2B gaming exhibition – ICE London, at stand N1-340.

Alona Shevtsova

Sends CEO Alona Shevtsova moderates Global Gaming Expansion panel in Riyadh

Published

5 hours ago

June 25, 2026

Wladimir P.

sends-ceo-alona-shevtsova-moderates-global-gaming-expansion-panel-in-riyadh

Alona Shevtsova, CEO of Sends, will moderate a panel at The Blockchain show on 29^th June, bringing together experts from entertainment, location-based gaming, and content localisation to examine what it takes to build sustainable gaming ecosystems across emerging markets.

The panel, titled “Global Gaming Expansion: Lessons from Untapped Markets,” will structure its discussion across four themes: the growth dynamics reshaping emerging gaming markets; the role of localisation in creating experiences that genuinely connect with new audiences; the infrastructure and communities needed to build gaming ecosystems beyond the game itself; and the lessons and opportunities that will define successful expansion in the years ahead.

Alona Shevtsova plans to frame the discussion around the central challenge for companies looking to expand globally: entering a new market requires far more than bringing an existing product to a new audience. Understanding local cultures, building communities, adapting experiences, and creating ecosystems that allow gaming to grow sustainably are all as important as the product itself.

Alona Shevtsova, CEO of Sends, said:

“The future growth of gaming will come not only from new technologies, but from understanding people — their cultures, communities, and the experiences they want to be part of. Successful expansion will belong to those who can combine global ambition with local understanding.”

The first segment will examine why regions including the Middle East, Africa, and South Asia are becoming increasingly significant for developers, operators, and investors — driven by young audiences, accelerating digital adoption, and new entertainment models creating substantial growth potential. Panellists will explore how consumer preferences differ across markets and what trends among younger audiences are shaping the future of gaming and entertainment.

The third segment will broaden the lens beyond the game itself, exploring the role of location-based entertainment, gaming centres, esports, and experiential destinations in attracting new audiences and building long-term communities. Panellists plan to address how entertainment ecosystems — spanning physical venues, events, and community infrastructure — accelerate gaming adoption in markets where the category is still establishing itself.

Earlier this month, Alona Shevtsova was shortlisted for the 2026 Great British Entrepreneur Awards in the Established Business of the Year category. Her team is also preparing for the Fintech Connect conference in London later this year. Sends will be a leading sponsor of this event.

*Sends is a trade name of SMARTFLOW PAYMENTS LIMITED, registered in England and Wales (Company No.11070048). For more information, visit sends.co .

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