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Milton Keynes’ entertainment scene reached new heights this weekend as MERKUR Casino unveiled its new flagship venue inside Xscape with a show stopping launch event that combined glamour, entertainment and excitement.

Hundreds of guests, including local dignitaries, media, influencers and VIPs, gathered to witness the official ribbon-cutting and experience a night that captured the energy and ambition behind the MERKUR brand.

The evening delivered non-stop live entertainment, featuring performances from Oasis, Queen and Robbie Williams tribute acts, before DJ vs live band concept, The Benny Blanco Allstars took to the stage to bring the celebrations to a finale.

Adding to the spectacle. Roaming performers captivated guests throughout the night, transforming the new 22,000 sq ft venue into a vibrant celebration of music, lights and atmosphere. The excitement continued with a series of exclusive prize giveaways, headlined by a £10,000 cash prize.

Mark Schertle, Chief Operating Officer at MERKUR Casino UK Ltd, said: “The opening marks a defining moment for MERKUR and for the city itself. The atmosphere on launch night was simply electric and a true celebration of what we stand for – entertainment, energy and community.

“We’ve created a destination that blends first-class gaming with live entertainment and a premium social experience, and it’s fantastic to see guests embracing it from day one.”

Dan Murphy, Centre Director at Xscape Milton Keynes said, “We’re thrilled with the incredible success of the unforgettable opening celebration of MERKUR Casino at Xscape.

“The new casino, complete with its impressive sports bar and entertainment spaces, has created a real buzz – offering guests an elevated experience that blends excitement, energy, and top-quality entertainment. It’s fantastic to see such a dynamic addition to Xscape Milton Keynes, bringing even more vibrancy and excitement to the destination.”

The successful launch underscores MERKUR’s commitment to its UK growth strategy and its aim to become one of the best casino destinations outside of London. The venue is now fully open, with the launch event setting the scene for the high-calibre programme of events the casino will continue to host.

The post MERKUR Casino Milton Keynes lights up the city with a dazzling grand opening celebration appeared first on European Gaming Industry News.

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Amusnet is excited to announce the expansion of its footprint in Spain through a new partnership with 888.es, live now. This collaboration enhances Amusnet’s presence in Spain’s regulated market, bringing top-quality gaming experiences to players and further strengthening its position in the gaming landscape.

“Partnering with 888 Spain goes beyond strengthening our presence in the market; it represents a commitment to gaming excellence and entertainment. Together, we’re enhancing the gaming experience for Spanish players through quality, creativity, and trust,” shared Edwin Cruz, Managing Director at Amusnet Spain.

The partnership marks a key milestone in Amusnet’s growth in Spain, with a selection of popular titles now live on 888.es. This includes player-favorite titles: 20 Golden Coins, Shining Crown, Orient Story Deluxe, 100 Power Hot, 100 Super Hot, 20 Hot Blast, 100 Golden Coins, Supreme Hot, 10 Power Hot, and Candy Palace.

This collaboration marks a significant step in Amusnet’s broader European expansion strategy, as it partners with trusted local operators. By combining Amusnet’s engaging content with 888’s strong reputation for safe, responsible, and engaging gaming, the partnership reinforces a shared commitment to delivering top-tier entertainment to Spanish players.

The post Amusnet and 888.es Join Forces to Boost Spanish Market Reach appeared first on European Gaming Industry News.

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SOFTSWISS, a global tech provider of iGaming software, has reinforced its status as a key Google partner, supporting licensed iGaming brands in achieving compliant, sustainable growth across more than 40 jurisdictions. Launched in August 2024, the 360-degree collaboration with the tech giant has entered a new phase, with joint initiatives that translate policy guidance into practical enablement for the market.

Early outcomes from the collaboration show meaningful progress across brand and acquisition metrics. Recent programmes delivered a 50% uplift in brand awareness. The first Search Lift study indicated a 64% relative uplift in organic brand searches, with ongoing Brand Lift work corroborating effectiveness across licensed markets.

At the tactical level, results varied by objective: some programmes added 40,000+ YouTube subscribers at 0.03–0.034 euro per subscriber, while others achieved a notable reduction in cost per first deposit. Importantly, SOFTSWISS partners can now plan Google activity on a long-term footing, free from the recurring disruptions caused by ad blocking, which are common in the category.

One of the joint initiatives within the partnership was an educational programme delivered via client webinars. The first session in 2025, ‘How to Unlock Google for iGaming & Sports Products’, covered:

• Obtaining internal Google certification and navigating local licensing requirements;
• Setting up compliant ad campaigns step by step across licensed markets;
• Designing effective YouTube creatives using Google’s ABCD framework to increase brand engagement.

“As we see in the reports, the insights from the Google team are immensely valuable to our partners,” noted Aleksandra Serzhanovich, Head of Digital Marketing at SOFTSWISS. “We’re a natural fit: Google delivers highly responsive support and ongoing knowledge sharing, while SOFTSWISS advises on advertising strategy and optimisation across licensed markets. Together, we give clients the confidence to invest for the long term, backed by proven, effective approaches.”

Beyond events, SOFTSWISS continues to act as a trusted partner and industry expert, working with market leaders to share knowledge through open educational projects as well as through services. This month, the company published the ‘2026 iGaming Trends Report’. The fourth edition of this annual study provides a data-driven roadmap for operators, suppliers, and industry stakeholders as they prepare for the next phase of industry evolution. Operators and industry professionals can download the 2026 iGaming Trends Report here.

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 35,000 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

The post SOFTSWISS Consolidates Status as a Key Google Partner appeared first on European Gaming Industry News.