Latest News

AZ Billions Unveils New Partnership with MIRACL

Published

3 years ago

May 10, 2023

Reading Time: 2 minutes

AZ Billions, the globe’s first new alphabet lottery, due for launch this coming June, has today revealed an exciting new partnership with the world’s only single-step multi-factor authentication, MIRACL.

According to AZ Billions,the global online lottery market is expected to grow by 14.9% in the next five years. One reason why AZ BIllions, the world’s first letter based lottery, is launching in June 2023. As an online first game, it is imperative that the user experience is as clean and friction-free as possible, and why selecting the smoothest multi-factor authentication was imperative.

MIRACL, is the fastest, single-step, passwordless multi-factor authentication (MFA) on the market. Unlike other multi-factor authenticators it only requires one step for the user to authenticate, thus play is seamless and any loss of revenue due to clunky login alternatives is entirely reduced. With a proven login success rate of 99.9%, it makes MIRACL an ideal solution for this innovative new lottery.

In the past 12 months MIRACL has made significant headway in iGaming. Its partnership with another lottery initiative, MyLottoHub in Nigeria transformed the success of the organisation.In fact thanks to innovations with MIRACL, MyLottoHub nearly doubled its conversion rate to over 75%, and began a sustained period of exponential growth. Over six months, MyLottoHub experienced 60% growth in month-on-month traffic. Registered users continue to grow by 35% a month. Underpinning this exceptional health is an industry-leading login success rate of 99.8%, entirely thanks to MIRACL. Expectations for another successful lottery partnership remain high with AZ Billions.

CEO at XHL, Craig Austin says, “Our whole team is thrilled to be partnering with MIRACL and being able to utilise MIRACL’s single-step sign in authentication. We decided it is imperative to utilise MIRACL’s technology to enable as smoother onboarding process by facilitating an efficient UI and customer journey, which we believe can only complement our bottom line.”

Michael Tanaka, CCO at MIRACL added, “AZ Billions is an innovative lottery about to launch on a global scale, and we are very pleased to be integrating our single-step authentication into their platform from the outset. Following the success achieved by MyLottoHub, we’re confident that MIRACL’s technology will help elevate AZ Billion’s user experience, maximising the impact and profit potential of this new alphabet based lottery – all whilst meeting even the toughest security standards set by lottery regulators such as Canada’s AGCO.”

MIRACL eliminates the need for outdated security practices such as passwords, SMS Texts, push notifications and key-cards. The use of true two-factor authentication coupled with the latest Zero Knowledge Proof (ZKP) patented technology means no personal data is stored or transmitted and there are no “honey-pots” of data exposed to attack, ensuring MIRACL Trust is completely GDPR friendly too. With a simple two second login via PIN or biometric, MIRACL customers see login success rates as high as 99.996%.

Latest News

Boomerang Partners have been shortlisted for two categories at the AffPapa iGaming Awards 2026

Published

7 minutes ago

May 19, 2026

Master Editor

Boomerang Partners, a rapidly growing affiliate gambling and betting marketing agency, was shortlisted in two categories at the AffPapa iGaming Awards 2026. It is one of the industry’s most prestigious awards for affiliate teams, operators, and B2B providers worldwide. The winners in nearly 40 categories will be determined by online voting and revealed on May 20.

Affiliate Program Of The Year

Boomerang Partners is nominated in the Affiliate Program of the Year category, reflecting its growth and position as a sports-focused affiliate program.

In nearly five years, the company has scaled to more than 3,000 affiliate partners and serves a clients’ portfolio of 10+ brands. Over the past year, the partner network grew by 10% YoY, while the expansion of clients’ product portfolio led to a nearly 1.5x increase in users.

The company’s strategy is built around deep sports expertise, in-house analytics, and a personalized approach to each partner. This is complemented by partner engagement initiatives such as the TIME TO WIN tournament and the Golden Boomerang Awards, a global affiliate tournament that brought together over 400 teams in the 2025 season. Its third season runs from April 3 to August 31, 2026. It is divided into three stages (each with its own main prize). The final and awards ceremony in 11 categories will take place in September during the SBC Summit in Lisbon.

Woman Leader Of The Year

Liliia Sudachenko, Affiliate Team Lead at Boomerang Partners, is nominated for the Woman Leader Of The Year award in recognition of her contribution to the company’s growth and her work with affiliate partners.

In her role, she focuses on building long-term relationships with affiliate partners, with a strong emphasis on a personalized approach – one of the core principles of Boomerang Partners’ strategy. Liliia is also actively involved in representing the company within the industry. In 2025, she became one of Boomerang Partners’ most active media contributors after the C-level team, taking part in multiple interviews with industry publications.

Liliia Sudachenko, Affiliate Team Lead at Boomerang Partners, commented: “It’s great to see our work recognized with these AffPapa iGaming Awards nominations. For us, it’s a reflection of the team’s effort and the way we build relationships with our partners. We invest a lot in analytics, partner support, and the development of initiatives that help affiliates grow, and it’s good to see that this approach resonates. At the same time, we have ambitious goals ahead and will continue to scale and strengthen our position as a sports-focused affiliate program.”

The official AffPapa iGaming Awards 2026 ceremony will take place on May 20. The event will be held at the Real Casino de Madrid.

About Boomerang

Boomerang Partners is a rapidly growing global marketing agency offering a wide range of services. Boomerang Partners is an Official Regional Partner of AC Milan. In 2024, it launched the inaugural Golden Boomerang Awards – a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Partners of the Agency launched six new products in 2024-2025, contributing to a nearly 1.5-fold increase in product users.

The Agency’s clients’ portfolio contains 10+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide incentive programs and 24/7 multilingual support.

eSports

McDonald’s Germany signs on as presenting partner for G2 NORD and G2 Hel

Published

54 minutes ago

May 19, 2026

Wladimir P.

mcdonald’s-germany-signs-on-as-presenting-partner-for-g2-nord-and-g2-hel

McDonald’s Germany has partnered with G2 as presenting partner of G2 NORD, the organisation’s League of Legends academy team competing in Germany’s Prime League. The deal also includes support for the return of G2 Hel, G2’s women’s League of Legends team.

Under the agreement, McDonald’s Germany branding, including the “ich liebe es” (I’m lovin’ it) tagline, will appear on G2 NORD and G2 Hel jerseys. The partners also plan a year-long content programme focused on player storytelling and behind-the-scenes access, including a series featuring team president Niklot “Tolkin” Stüber.

G2 positioned the partnership around its regional development pathway. G2 NORD was formed earlier this year through a collaboration between G2 and NORD Esports, and the organisation said the roster has already won the Prime League Winter Snowdown and reached the playoffs in its first EMEA Masters run.

The company said McDonald’s Germany’s backing enables G2 Hel’s return, with the team set to compete in the upcoming Game Changers circuit. “This partnership goes beyond traditional sponsorship, it’s a shared commitment to pushing the boundaries of talent development and creating meaningful opportunities within the space,” said Alban Dechelotte, CEO of G2. Stijn Mentrop-Huliselan, CMO of McDonald’s Germany, added: “We’re proud to support G2 Nord and to celebrate the return of G2 Hel – a strong signal for equity, visibility and inclusion in esports.”

To launch the collaboration, McDonald’s and G2 released an announcement video featuring Jankos, Sola, Tolkin, Team Nord and Caltys, produced in-house by G2. McDonald’s Germany said its lead agency Scholz & Friends supported the development and execution of the partnership.

The post McDonald’s Germany signs on as presenting partner for G2 NORD and G2 Hel appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

Brazil

Entain names Sérgio Buono as new Head of Market Strategy for Brazil

Published

54 minutes ago

May 19, 2026

GamingAmericas.com

entain-names-sergio-buono-as-new-head-of-market-strategy-for-brazil

Former Accenture and BCG executive steps in to lead strategic planning and support the long-term expansion of the local operation

Entain, the FTSE-listed British sports betting and entertainment giant and one of the world’s largest gaming operators, has officially announced the appointment of Sérgio Buono as its new Head of Market Strategy in Brazil.

In the Brazilian market, Entain’s core commercial operations are driven by Sportingbet, one of the jurisdiction’s premier online sports betting and entertainment brands.

Buono will be responsible for leading the company’s strategic planning efforts, with a sharp focus on business growth and the deployment of key operational initiatives.

His role will involve direct cross-functional collaboration with core divisions, including Marketing, CRM, Product, and Technology, providing data-driven insight to support decision-making and align local execution with Entain’s long-term global corporate goals.

Strategic background in Business Transformation

Prior to joining Entain, the executive served as a Principal Director at Accenture Strategy and a Project Leader at the Boston Consulting Group (BCG).

Throughout his consulting career, Buono has accumulated extensive expertise in corporate strategy, business transformation, and operational development across major tier-one companies in Brazil.

This strategic executive hire comes at a critical time of maturity and professionalization for the Brazilian gaming ecosystem, which has rapidly climbed to global prominence following the comprehensive implementation of federal market regulations.

“The greatest challenge, and also the highest potential, lies in working for a global multinational with such a dominant brand in a market that remains fresh, highly competitive, and dynamic,” stated Sérgio Buono, newly appointed Head of Market Strategy.

“Entain seamlessly bridges proprietary technology, human capital, and AI capabilities at a global scale. The real opportunity here is to translate those massive global assets into tangible, sustainable growth for our local business.”

With an established international footprint across multiple regulated jurisdictions, Entain continues to scale its organizational infrastructure and strategic investments in Brazil, reinforcing the group’s long-term corporate commitment to innovation, technology, and sustainable market expansion.

The post Entain names Sérgio Buono as new Head of Market Strategy for Brazil appeared first on Americas iGaming & Sports Betting News.