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iGaming 3.0: Trueplay outlines the future at ICE2023
Trueplay takes part and is available for meetings at the ICE London 2023 on 7-9 February
The online gaming industry has been changing rapidly in recent years, with many new players entering the market and existing operators fighting for customers. ICE London is the world’s largest gaming show, where all the latest innovations in the iGaming industry are announced. And Trueplay has something to bring to the table. By tokenizing gaming businesses, Trueplay not only helps reach higher metrics but changes the industry.
Why iGaming needs tokenization
Blockchain is fundamentally changing how industries operate by introducing trustless and tamperproof smart contracts. At its core, the technology is an immutable ledger that tracks transactions without the need for a centralized authority, eliminating the possibility of tampering with data after it has been recorded. It makes blockchain attractive for iGaming operators looking for ways to increase consumer trust in their betting brands.
Tokenization can attract players through loyalty programs and rewards, retain them with exclusive experiences, and even convert them into gamblers willing to pay more than they normally would for something that’s not worth as much as its face value. Furthermore, tokenization converts a traditional asset into a digital token, making it possible to trade an asset on distributed ledgers. It allows casinos to get ahead of their competitors while enjoying the benefits of tokenization themselves.
Trueplay bridges the gap between emerging smart contract technology and traditional online casinos with its gamified mechanics from the crypto world called Play to Earn and Hold to Earn. By putting such Tokenized Loyalty Programs in place, the company helps bring casinos into the blockchain era and reap the harvest first.
“Evolution of all online industries to Web 3 is inevitable, and iGaming is no exclusion. The concept of iGaming 3.0 takes the industry step further and helps you prepare for what’s to come. Tokenization is one of the latest technological breakthroughs that can help casinos stay competitive as they adapt to an increasingly difficult environment. And Trueplay is here for them to put a safety layer between Web 2 and Web 3 models,” says Alex Antsyferov, CBO at Trueplay.
The know-how of Trueplay
Trueplay provides two tokenized loyalty programs: Play to Earn and Hold to Earn. The Play to Earn program rewards players for playing on the casino’s website. Players earn branded tokens, which they can bet again. The Hold to Earn program rewards players for holding their tokens for a while and makes them return to the platform to get the earned.
The advantages for businesses include but are not limited to a loyal audience, higher GGR, retention, etc. As an operator, you can expect to see the following benefits after implementing Trueplay Loyalty Programs:
- Up to 5.2 times higher retention rate within six months. Players using Trueplay are more likely to play again after leaving the casino than those not using it, so your churn rate will drop significantly with this new technology in place.
- 148% higher traffic ROI and 67.4% higher ARPPU. Trueplay increases the number of players who make more bets on your platform. You’ll have more loyal customers who enjoy their experience and stick around longer.
- Better security for both sides of the equation. For operators and gamers, no personal data is required or shared through this process.
- Easy integration and a single set-up fee. Trueplay allows to tokenize any operating casino without extensive technical work.
- Full support. The Trueplay specialists developed a marketing strategy to make your users tune in to new opportunities.
Trueplay is constantly improving the product for casino operators and owners to make the most of it. The team will present all the updates and new features coming this year at ICE London 2023, which takes place at ExCeL London, February 7-9. The Trueplay stand is S9-360. If you’re interested in meeting up with the Trueplay team there, message: [email protected]
Casino Content
Groove says its casino content library passes 20,000 games
Groove says it has passed 20,000 titles in its aggregated casino content library, delivered to partners via “one API” and managed through its Groove Command back office.
The company said the catalogue includes slots, instant win games, table games, crash games, live dealer and arcade-style titles, plus “emerging verticals including sweepstakes and crypto-native content.” Groove added that the portfolio is now live and available to its partners worldwide.
Rachel Tourgeman, Head of Partnerships at Groove, said the company focuses on curation rather than chasing volume: “Twenty thousand games is a number. What matters is what sits behind it…” Says Tourgeman. “We don’t add studios for the sake of volume. We add them because they bring something distinctive: a mechanical innovation, a visual language, a player-engagement hook that our operators can’t get elsewhere. Our partners trust us to curate, not just collect. That trust is why we keep growing, and why the quality curve keeps rising alongside the quantity curve.”
Groove said recent integrations include KingMidas Games (150+ mobile-first titles), Urgent Games and Bryogames, which it described as offering “proprietary mathematics with real-time RTP customisation.” The company said the additions were assessed for technical compatibility and “commercial distinctiveness.”
Yahale Meltzer, Co-Founder and CEO of Groove, positioned the milestone as part of a broader platform pitch: “The aggregation space is crowded with platforms that offer ‘access’ and little else,” said Meltzer. “Twenty thousand games through a single API is not just scale. It is a statement. It says that Groove has become the default engine for operators who want to move fast, compete smart, and never compromise on content depth. But we are not stopping here. The next 20,000 will be even more selective, more integrated, and more aligned with where player behaviour is heading. Volume without curation is noise. We are building a signal.”
The post Groove says its casino content library passes 20,000 games appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
content-aggregation
Octoplay integrates with Lottomart to expand UK distribution
Octoplay has expanded its UK distribution through a new integration with operator Lottomart, making a selection of the supplier’s slot games available to Lottomart players.
Under the agreement, Lottomart has added five Octoplay titles to its casino library: Fire Rail Express: Hold & Win, Break the Diamond Piggy, 777 Hot Reels: Megacharged, Big Bang Bonus: Hold & Win and The Lucky Fella: Hold & Win.
Chris Ruddock, Commercial Director at Lottomart, said: “We’re always on the lookout for exciting content that adds something fresh to our portfolio, and Octoplay’s titles do exactly that. Their distinctive style, engaging mechanics, and wide range of themes make them a fantastic addition to our casino. We’re really looking forward to seeing how our players respond.”
Ralitsa Georgieva, Chief Executive Officer at Octoplay, added: “Going live with Lottomart adds another respected UK operator to our growing list of partners in the market. The UK remains a core pillar of our European strategy, and we are pleased to bring our portfolio to Lottomart’s players.”
The post Octoplay integrates with Lottomart to expand UK distribution appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Commercial Gaming
Momentum forms UAE commercial gaming JV with Fanatics after GCGRA approval
Momentum Group and Fanatics have formed a strategic joint venture to run and expand Momentum’s licensed commercial gaming operations in the UAE, the companies said on 29 June, 2026. The partnership is based in Abu Dhabi and brings Momentum’s existing UAE commercial gaming licenses and operations into the new entity.
The joint venture will operate and grow the activities currently licensed to Momentum in the UAE, including lottery, iGaming, sportsbook, and content websites. Momentum said the General Commercial Gaming Regulatory Authority (GCGRA) has approved the change in control of Momentum’s existing licensed entities.
Scott Burton, Chief Operating Officer, Momentum Group, said:
“The UAE has built one of the world’s most carefully regulated commercial gaming markets, and this joint venture is a reflection of the confidence that brings. Combining Momentum’s regional experience with Fanatics’ global product capability creates a partnership well placed to grow alongside this market for the long term.”
Conor Grant, President, Fanatics Gaming, said:
“The UAE is establishing one of the most thoughtfully regulated commercial gaming markets in the world, and Momentum has demonstrated what a responsible, credible operation within it looks like. We are entering this market for the long term, committed to building something genuinely category-defining together.”
Momentum said the companies plan to invest through the joint venture in technology, product, and customer experience, and to advance responsible gaming and player protection in line with the GCGRA framework.
The post Momentum forms UAE commercial gaming JV with Fanatics after GCGRA approval appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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