Latest News
2mee appoints Dragon’s Den contestant as Head of HoloAd
Brian Smillie JR successfully tamed the Dragons and is now breathing fire into powerful online influencer ad platform
He’s taken on the Dragons and come out on top, and now he’s taking on the role of Head of HoloAdTM at influencer brand platform, 2mee. Brian Smillie Jr is the latest member of the team and has been tasked with driving awareness of HoloAd among operators and affiliates.
Smillie JR is the founder of Beezer, a platform that allows anyone to create, distribute, manage and market their own app without requiring any technical skills. He took Beezer to BBC’s Dragons Den in what has become known as the toughest negotiation in the Den.
He tamed the Dragons, leaving the Den with a £125,000 investment from Peter Jones after an action-packed standoff. You can watch the pitch here.
In his new role as Head of HoloAd at 2mee, Smillie will be responsible for negotiating similarly successful deals with a range of affiliates and operator brands so that they can unlock the power of influencer marketing through HoloAd.
HoloAd puts the power of next-generation influencer brand marketing in the hands of affiliates and their operator partners. It allows publishers to create new advertising real estate, unlock additional revenue streams and take audience engagement to the next level.
For operators, it allows them to deliver brand ambassadors as hologram messages via their affiliate and publisher partners, creating unique channels to deliver brand narrative and acquisition messaging to wider audiences.
A HoloAd can be inserted anywhere on a website page or within an app. Messages can be launched from existing empty space or can sit on top of page content, both editorial and advertorial. This means it delivers 100% added value.
The early numbers being generated by HoloAd are unrivalled. The average engagement rate is surpassing 33% and for those who are already onboard, the conversions are massively exceeding expectations.
This unprecedented level of engagement is already leading to a large number of enquiries from affiliate publishers and operators.
James Riley, CEO of 2mee, said: “Brian is one of the most naturally talented negotiators out there having provided his skills in front of some of the biggest names in the business world. Brian joining 2mee as Head of HoloAd is therefore a major milestone for us.
“HoloAd is a game-changer, and with Brian onboard we will be able to make more affiliates and operators aware of what it can do for them. I’d like to welcome Brian to the team and look forward to working with him as we take HoloAd to the next level.”
Brian Smillie, Head of HoloAd at 2mee, added: “I am hugely passionate about technology and in HoloAd we have the future of influencer marketing in our hands. I look forward to connecting with affiliates and gambling operators to show them what a truly stand-out platform and product it is.”
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Hold and
Pragmatic Play Rings in 2026 with Joker’s Jewels Hold & Spin™
Pragmatic Play, a powerhouse in the iGaming sector, has officially kicked off the new year with a nostalgic neon glow. The supplier’s first release of 2026, Joker’s Jewels Hold & Spin
, breathes new life into a fan-favorite franchise by blending classic “fruit machine” aesthetics with high-octane modern features.
This 5×3, 10-payline slot brings back the iconic jester for a high-volatility performance, offering players a massive win potential of 10,000x their stake.
Classic Visuals, Modern Rewards
The game is a masterclass in retro design, featuring vibrant neon visuals and a traditional jester theme. Players will find a grid populated by familiar symbols such as lutes, juggling pins, and sparkling gems.
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Base Game Wins: Matching 3–5 symbols can trigger payouts of up to 1,000x.
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The Return of the Joker: The titular character remains the highest-paying symbol, maintaining the core identity that made the original Joker’s Jewels an industry staple.
The Main Event: Hold & Spin
Bonus
The headline addition to this sequel is the integration of Pragmatic Play’s popular Hold & Spin mechanic.
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Triggering the Feature: Landing three or more Money Symbols—each carrying values of up to 5,000x—activates the bonus round.
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Respin Dynamics: Standard symbols fade away, leaving only the triggering Money Symbols locked in place. Players start with three respins, and the counter resets every time a new Money Symbol lands.
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Grand Prize: If the player manages to fill all 15 positions on the grid with Money Symbols, the game awards the 10,000x Max Win.
“Joker’s Jewels Hold & Spin provides a fresh take on a vintage theme,” said Irina Cornides, Chief Operating Officer at Pragmatic Play. “It offers classic slots action enhanced by the popular Hold & Spin mechanic and a 10,000x max win.”
This release sets a strong pace for Pragmatic Play’s 2026 roadmap, following a prolific 2025 that saw the launch of hits like Big Bass Splash 1000 and Fortune of Olympus.
The post Pragmatic Play Rings in 2026 with Joker’s Jewels Hold & Spin™ appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Balkan Gaming Market
Yggdrasil Strengthens Bulgarian Presence Through Strategic Deal with bet.bg
Yggdrasil, the leading global iGaming publisher, has officially boosted its reach in the regulated Bulgarian market by taking its premium content live with regional operator bet.bg.
This partnership marks another significant milestone in Yggdrasil’s European expansion strategy. Following a landmark commercial year in 2025—where the studio saw rapid growth across Spain, Brazil, and the Balkan markets—this new deal ensures a steady stream of high-quality entertainment for Bulgarian players.
A Portfolio of Blockbuster Hits
As part of the initial rollout, bet.bg has integrated over 20 of Yggdrasil’s top-performing titles. The selection features a mix of “all-time classics” and modern hits, including:
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The Vikings Series: Specifically the fan-favorite Vikings go Berzerk.
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Legendary Quests: The high-adventure Valley of the Gods.
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GEM-Powered Slots: Innovative titles like Raptor DoubleMax, Hades GigaBlox, and Golden Fish Tank 2.
These games leverage Yggdrasil’s signature Game Engagement Mechanics (GEMs), which have proven to be major drivers of player retention and engagement in the Eastern European region.
Strategic Growth in the Balkans
Bulgaria has emerged as a flourishing hub for iGaming, supported by a clear regulatory framework and a growing demand for premium casino content. For Yggdrasil, partnering with an established local brand like bet.bg is a “statement of intent” to dominate the Balkan territory.
“Partnering with bet.bg is a real statement of intent for us as we further boost our footprint in the Balkan region,” said Jose Kadala, Chief Commercial Officer at Yggdrasil. “Our titles have already proven to be incredibly popular in the region, and we’re confident that bet.bg customers will love the gaming experiences we will provide for them.”
A spokesperson for bet.bg echoed this enthusiasm, stating: “We are extremely pleased to offer Yggdrasil’s wide-ranging product portfolio to our players. Yggdrasil brings a combination of fan-favorite games and cutting-edge mechanics to our collection, and we can’t wait to grow in tandem with them.”
The post Yggdrasil Strengthens Bulgarian Presence Through Strategic Deal with bet.bg appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
B2B gaming software
Gamblers Connect and BetOxygen Announce Strategic B2B Partnership
Gamblers Connect, the award-winning iGaming affiliate and media platform, has officially entered into a strategic partnership with BetOxygen, a software development company specializing in agile B2B gaming solutions.
The collaboration aims to bridge the gap between high-end infrastructure and operators seeking reliable, omnichannel systems. As the boundary between land-based and online gaming continues to blur, the partnership highlights BetOxygen’s role as a key architect in the modern iGaming landscape.
A Unified IT Ecosystem for Modern Operators
BetOxygen has distinguished itself by offering a complete IT ecosystem that supports a wide range of verticals, including:
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Sports Betting Software
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Internet Casinos
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Virtual Slot Games
At the heart of their offering is a comprehensive omnichannel platform. This system integrates retail, mobile, and online operations into a single, unified back office. This allows operators to manage their entire business from one dashboard, ensuring a consistent and seamless experience for players regardless of how they choose to bet.
Efficiency and “Boutique” Support
BetOxygen differentiates itself from traditional technology vendors through a proactive, “boutique” approach to client management. Key highlights of their service model include:
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Rapid Technical Support: Boasting a two-minute response time for technical inquiries.
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Fast Integration: A clear roadmap that promises full platform customization and integration within 60 days of signing.
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Risk Management: Continuous monitoring to protect partners from operational challenges.
Currently holding a strong presence in regulated markets across Europe and Africa, BetOxygen is focused on democratizing access to high-end gaming technology for ambitious operators.
“What sets BetOxygen apart and makes this partnership so exciting for us is their unique full package philosophy,” said Gjorgje Ristikj, Founder & CEO at Gamblers Connect. “This partnership underscores our dedication to showcasing providers who prioritize speed, customization, and unwavering support.”
The post Gamblers Connect and BetOxygen Announce Strategic B2B Partnership appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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