partnerships
YGAM named as ICE London charity partner
YGAM, the award winning charity whose social purpose is to inform, educate and safeguard young people against gaming and gambling harms has been named as the official charity partner of ICE London 2023. The partnership will also see YGAM become the charity partner at the black tie iGB Affiliate London Awards taking place on Thursday February 9th at The Troxy, London’s iconic art deco venue.
Confirming the partnership, Stuart Hunter, Managing Director, Clarion Gaming stated: “We are delighted to welcome YGAM as our official charity partner. YGAM is a progressive organisation which is well-known to and highly respected by many of the ICE London exhibitors and stakeholders.
“In all of the many conversations that we have with the industry safer gambling is at the top of their agenda and we are delighted to be able to use the power of the ICE brand and the platform provided by ICE London to promote safer gambling and raise awareness of the outstanding work undertaken on a daily basis by the team at YGAM.”
He added: “Our commitment to safer gambling is probably best known as a result of the award winning Consumer Protection Zone (CPZ) which we introduced to the ICE show floor in 2018. Each year the CPZ has grown in size and status with the 2023 edition hosting a record 20 stands an increase on the 14 present at the 2022 edition of ICE.
“The CPZ was recognised by the industry at the Global Regulatory Awards and has grown to become arguably the most visible manifestation of safer gambling at any industry trade show. YGAM is one of the charities that we gift space to on the CPZ and will also receive high profile branding on the CPZ theatre and on other high footfall areas of the ICE show floor.”
Ian Shanahan, Director of Business Development and Fundraising at YGAM added: “We are pleased to be working closely with Clarion Gaming again this year. ICE London is the biggest event of its kind, so its profile provides our charity with a valuable platform to raise awareness of the important work that we do to help prevent gaming and gambling harms.
“We’re looking forward to joining colleagues from across the third sector in the Consumer Protection Zone in its prominent location. YGAM will be launching our ambitious new strategy and refreshed brand in 2023 so we’re looking to showcase this at ICE ahead of an exciting year for the charity!”
The charity partnership will also see YGAM confirmed as an ICE Ambassador, receive branding around the show, be part of the official exhibition opening, attend as guests at the Casino Awards and the WRA reception and have fundraising visibility via POS leaflets and QR codes including in the ICE Show Daily newspaper.
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How Midnite and WST used an April Fool’s stunt to take snooker engagement to a new level
Midnite and the World Snooker Tour (WST) have combined to deliver a standout campaign moment for snooker, using an April Fool’s stunt to build anticipation ahead of the 2026 Halo World Snooker Championship, before expanding into a broader fan engagement programme in Sheffield.
Earlier this week, the partners revealed that the sport’s iconic white cue ball would be replaced with a neon green version in Midnite’s signature colour, aligning with its role as the tournament’s official UK betting and casino partner.
The announcement quickly gained traction, sparking debate across social media and drawing reactions from players before being confirmed as an April Fool’s joke. While the cue ball will remain unchanged, the stunt successfully generated conversation without compromising the integrity of the sport.
Andrew Mook, Head of Brand Marketing at Midnite, said the goal was to “spark conversation and shine a light on everything happening around the tournament,” noting that the response highlighted the passion of snooker fans.
From attention to engagement
Rather than altering the game itself, Midnite’s strategy focuses on extending the fan experience beyond the table, turning awareness into active participation across the 17-day event.
At the centre of this is the return of the Midnite Lounge in Sheffield, a dedicated fan activation space running throughout the البطولة. Building on its debut at the 2026 Masters, the venue will host exhibition matches, amateur competitions featuring local snooker clubs, free-to-play sessions, and appearances from current and former professionals.
The brand is also reviving its “Midnite Maximum” mechanic—a giveaway that previously awarded £25,000 to a fan following a maximum break. For this year’s championship, the prize pool has been increased to as much as £100,000, reinforcing engagement across the tournament.
Respecting tradition while building the brand
For WST, the campaign highlights how commercial partnerships can enhance the fan experience while preserving the heritage of the sport.
World No.2 Kyren Wilson emphasised that “snooker doesn’t need to move away from the traditions it’s built on,” while welcoming initiatives that give fans more ways to engage beyond the matches.
WST Chief Commercial Officer Peter Wright added that Midnite’s activations will “add to the experience for anyone coming to the Crucible,” pointing to interactive formats such as amateur competitions and exhibition play as key to broadening appeal.
A modern sponsorship playbook
The campaign demonstrates how brands can use cultural moments—even light-hearted ones—to capture attention before converting it into meaningful engagement.
By combining a high-impact stunt with on-the-ground activations and repeatable mechanics like Midnite Maximum, Midnite and WST have created a layered approach that blends awareness, participation, and reward.
As competition for audience attention intensifies, this kind of integrated strategy—merging social-first creativity with real-world experiences—is becoming central to modern sports sponsorship.
For Midnite, the message is clear: the game remains the same, but how fans experience it is evolving.
The post How Midnite and WST used an April Fool’s stunt to take snooker engagement to a new level appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Latest News
Sporting Risk Extends Sportradar’s Agreement to Deliver Player Markets Across 50 Soccer Competitions
Sporting Risk, the sports analytics company specializing in predictive models for market-leading pricing and betting content, has announced the extension of its soccer distribution agreement with Sportradar Group AG.
Sporting Risk’s team and player stat markets are now accessible to Sportradar’s global network of 800 sportsbook operator clients via the Unified Odds Feed (UOF). Covering up to 50 pre-match competitions and 24 in-play competitions, the extensive player market coverage and combinability enhances Sportradar’s existing soccer portfolio. This portfolio already includes exclusive betting data agreements with AFC, Bundesliga, CONMEBOL, CONCACAF, CAF, MLS, and UEFA, offering operators a comprehensive, standout soccer betting experience.
For the upcoming World Cup, Sporting Risk will expand its offering to include 100+ player markets, spanning singles, head-to-head, micro markets, and multis, ensuring players have a wide range of betting opportunities.
Sporting Risk’s solutions are designed for real-time engagement, delivering fast, relevant, and entertaining betting options that align with player behaviour and market demand.
Andy Phillips, CBDO at SportingRisk.com, said:
“We’re thrilled to extend our partnership with Sportradar and reach its unmatched operator network. With the World Cup on the horizon, it’s the perfect time to enhance our offering for the tournament. Together, we’re redefining how player data and analytics power the next generation of betting experiences.”
Karl Danzer, SVP Business Development, Sports Content at Sportradar, added:
“Partnering with Sporting Risk ensures our operator clients have access to a market-leading soccer portfolio, helping drive engagement with the world’s most popular sport.”
The post Sporting Risk Extends Sportradar’s Agreement to Deliver Player Markets Across 50 Soccer Competitions appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Italy
REEVO Partners with StarVegas
REEVO has announced a new partnership with StarVegas, a well-established online gaming brand in Italy. Through this collaboration, REEVO’s in-house games are now available on the StarVegas platform, further strengthening REEVO’s presence in one of Europe’s most competitive regulated markets.
This partnership marks another important milestone in REEVO’s ongoing expansion strategy, as the company continues to grow its global footprint by bringing its high-quality gaming experiences to leading operators worldwide. By going live with StarVegas, REEVO reinforces its commitment to delivering engaging, performance-driven content that resonates with players and supports operator growth.
For REEVO, this collaboration highlights its ability to partner with trusted brands in key markets and deliver content that enhances player engagement and platform performance.
Karl Grech, Head of Business Development at REEVO, said: “Partnering with StarVegas is an exciting step for REEVO as we continue to expand our presence in regulated European markets. Italy is a highly competitive and dynamic market, and we are proud to bring our games to StarVegas players. This collaboration reflects our focus on delivering high-quality content that drives engagement, supports operator success, and creates long-term value.”
Paolo Marchi, Brand Manager of StarVegas, added: “The integration of REEVO within StarVegas marks an important milestone in our growth strategy in Italy. By combining a strong content portfolio with trusted partners, we aim to further strengthen our positioning and offer players an even more complete and diversified gaming experience. We are excited to start this collaboration and explore new opportunities together.”
The post REEVO Partners with StarVegas appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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