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TRUE Ecosystem Introduced NFT Drop in Victoria Wild West Game at 25+ Сasino Operators

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TRUE Ecosystem in partnership with the innovative casino game provider TrueLab Game Studios introduced NFT gamification mechanics into their game Victoria Wild West by means of TRUE solution for the online gambling industry. Soft launch showed an increase of player retention by over 70%.

A wild-west-themed slot game Victoria Wild West is the first-to-market production release with the seamless integration of NFT gamification mechanics. This experience is supposed to attract a new audience at the nexus of such fast evolving spheres like iGaming and NFT which becomes a win-win situation for both.

The team expects their first integration to bring many thousands of new NFT holders to the industry fostering NFT mass adoption on one hand, and to increase engagement and retention level as well as reduce user acquisition costs in online gambling on the other.

The drop is now available to the casino operators based on the platforms of leading B2B providers, including SOFTSWISS, and the list is constantly expanding.

 

What is the Victoria Wild West NFT collection?

The NFT collection is embedded directly into the game, with the NFT tokens randomly dropped while playing. The drop contains 15,000 NFTs of different rarity to help the main character achieve her mission. Each of the items has a high-utility rate and complements the storyline of the game.

Upon receiving the token, the player can activate it right away in the pop-up window by means of TRUE iFrame solution, without disrupting the gameplay and leaving the platform for an external wallet.

Players pick up NFTs during the gameplay, collect them in albums and craft higher-level NFTs to receive various benefits, up to a share of the Holders Treasury — a percentage of all bets placed on Victoria Wild West paid monthly.

Crafting is one of the noticeable engaging tools implemented in the game. The collection features NFTs of various rarity, that can be used to craft tokens of higher value. There are 5 crafting levels, every level unlocking bigger rewards.

As part of the collection 1,000 mystery boxes were released on the provider’s marketplace developed by TRUE within the turnkey white-label solution for the iGaming business. Mystery boxes can be unpacked and crafted, exchanged for benefits, or even resold on the external marketplace as is without opening.

 

Growth potential

The collection is already proving its success. The first results of the drop are promising indeed: the NFT activation conversion rate exceeds 50% among the players at the present moment, which goes far beyond provider’s expectations.

NFT gamification is performing at full pace and shows no signs of slowing down. According to data collected since product launch in March, the number of players increased by 72.9% with 44% increase in average sessions count per player.

💬 “By means of integrating NFT gamification mechanics into slot games, an iGaming provider can motivate players to come back and play more, expect the boost of engagement and retention, as well as increased volumes on the old game titles without the cost of new game production,” explains Dan Andrian, CEO of TRUE

The teams also expect the new NFT mechanics to positively influence such metrics as bet size, bet count per session and bet count per player as the first results speak for themselves.

About TRUE Ecosystem

TRUE is an infrastructure that offers NFT engagement solutions helping Web2 companies improve their customer retention with NFT utility through no-code approach. The platform provides a complete set of tools required for a successful integration of NFT gamification mechanics.

The ready-to-use Web3 solutions, such as white-label NFT Marketplace, TRUE Wallet, API and SDK developed by the team make it possible to expand the capabilities of NFT utility and apply any type of gamification to engage and retain the audience.

The teams are sure, the utility token, being the main growth driver of the NFT market, can bring extra benefits to all participants of the iGaming business: gamers, casinos, developers, and online streamers, breaking the traditional barriers of Web2, actively promoting deeper engagement, and creating new revenue streams.

Corporate Governance

SolutionsHub appoints former PokerStars and VGW executive David Lyons to lead Irish operations

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SolutionsHub, a leading provider of iGaming licensing and regulatory services, has appointed David Lyons as a Non-Executive Director to support the development of its Irish business as the country’s gambling regulatory framework enters a new phase.

Lyons brings three decades of experience across online gaming, financial services and corporate governance to the consultancy at a time when operators, suppliers and investors are preparing for regulatory change in Ireland.

Ireland is entering a new regulatory phase following the introduction of the Gambling Regulation Act and the establishment of the Gambling Regulatory Authority of Ireland (GRAI). As licensing structures, compliance requirements and regulatory expectations take shape, businesses operating in the market face important decisions around governance, operational readiness and long-term planning.

SolutionsHub has been building its Irish capability with that environment in mind. SolutionsHub opened its Dublin office last year to support companies looking to obtain an Irish gambling licence. The appointment of Lyons strengthens the firm’s ability to support businesses preparing for the next stage of regulation.

Based in Dublin, Lyons has held senior leadership positions across several major gaming businesses during a career spanning Ireland, Malta, the Isle of Man and Australia.

He spent eight years with PokerStars on the Isle of Man, where he held a number of senior roles including Associate Director of Poker Engagement, with responsibility across payments, product and player engagement. He then joined Luckbox as Director of Player Engagement and later as Associate Director of Player Engagement at partypoker, before joining Virtual Gaming Worlds (VGW), where he became General Manager of Global Poker, later extending his brief to include the social casino brands Chumba Casino and LuckyLand Casino.

Alongside his career in the online gaming industry, Lyons spent more than 16 years in financial services with Bank of Ireland and Standard Life, working across technology, risk and operations. He is a graduate of Trinity College Dublin and is a Board Member of the Asthma Society of Ireland.

Lyons is also a board member of VGW Games Limited, bringing additional governance experience to the role.

The appointment comes as SolutionsHub expands its presence in Ireland to support operators and suppliers preparing for new regulatory requirements.

Lee Hills, CEO of SolutionsHub, said: “Ireland is entering a new phase, and businesses will have important decisions to make as the regulatory framework takes shape. David has worked at senior levels inside gaming businesses for many years and understands the practical challenges operators face.

“He’s seen the industry from different angles, from player engagement and operations through to governance and board-level responsibilities. That experience will be valuable as we continue to grow our Irish portfolio.”

David Lyons said: “I’ve spent a lot of my career working inside businesses that have had to balance commercial priorities with regulatory obligations. Ireland is moving into a period where businesses will need to get governance, licensing and operational readiness right from the start.

“SolutionsHub has built a strong reputation for helping businesses approach licensing, governance and compliance in a practical way. That focus on real-world outcomes was a big part of what attracted me to the role.”

The post SolutionsHub appoints former PokerStars and VGW executive David Lyons to lead Irish operations appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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40 Under 40

FIRST.bet Founder and CEO Tom Light Named to Emerging Leaders of Gaming 40 Under 40 Class of 2026

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The FIRST.bet Founder and CEO joins the 2026 list of influential leaders shaping the global gaming industry

Tom Light, Founder and CEO of FIRST.bet, has been named a member of the Emerging Leaders of Gaming 40 Under 40 Class of 2026. Presented by The Innovation Group in partnership with Global Gaming Business and iGB, the program recognizes professionals under 40 who are making a significant impact on the global gaming industry.

The professionals recognized were selected from a record field of more than 250 nominations from around the world. Tom Light is also featured in a profile published by Global Gaming Business magazine as part of the Class of 2026. The recognition follows his Individual Achievement Award at the EGR Awards 2026, where FIRST.bet was also named Sports Betting Supplier of the Year.

Building in this space requires long term thinking. Results take time, and consistency matters more than short term wins,” said Tom Light, Founder and CEO of FIRST.bet.

Building FIRST.bet with one clear focus

Born and raised in Israel, Tom Light moved to Bulgaria in 2013. Over more than a decade, he has built sportsbook and trading platforms used by some of the largest betting operators in the world. He was part of the early evolution of live betting and helped shape many of the core mechanics that are now standard across the industry.

Under Tom Light’s leadership, FIRST.bet has grown to more than 500 employees, with major operations in Sofia and Plovdiv, two of Bulgaria’s largest cities. The company delivers a full sportsbook engine built for speed, scalability, real-time performance, dynamic pricing and efficient risk management.

Today we are talking about thousands of events per day and hundreds of markets,” said Tom Light. “We focus on speed, scalability and real time performance.”

Product leadership through focus

FIRST.bet covers a broad range of global and local sports while adapting its product to real player behavior in each market. In Brazil, for example, the company offers vaquejada, a traditional local sport that ranks among the most popular betting categories in certain regions.

The company continues to develop areas including bet builders, automation, data driven pricing and personalization, giving operators more flexibility and stronger tools to compete.

This reflects our approach. We adapt to real market demand and local player behavior,” said Tom Light.

Looking ahead

Tom Light expects the industry to become increasingly sophisticated as regulation expands and operators demand stronger products, faster execution and better compliance.

In this industry, product quality and speed of execution are what ultimately determine success,” said Tom Light. “Unlike many providers, we are fully dedicated to sportsbook. That focus allows us to move faster and deliver a stronger product to our partners.”

The post FIRST.bet Founder and CEO Tom Light Named to Emerging Leaders of Gaming 40 Under 40 Class of 2026 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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BetGuard

World’s Third-Largest Gambling Market Has No National Self-Exclusion Register, New CasinoCanada Research Warns

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Canada is now the third-largest online gambling market in the world with an estimated CAD 13.15 billion generated in 2025, yet new research from CasinoCanada.com finds it still has no national self-exclusion register and no national licensing framework – meaning a player who self-excludes in one province can continue gambling offshore, or across provincial borders.

Drawing on iGaming Ontario figures, provincial regulatory data, Blask’s 2025 iGaming Landscape Report and peer-reviewed public health research, the analysis traces the gap to a constitutional structure that leaves gambling to the provinces and Ottawa without a national regulator. In effect, there are ten parallel regimes that do not connect to one another.

As a consequence, estimated offshore leakage outside Ontario ranges from 49% in British Columbia to 93% in Saskatchewan, with Alberta and Manitoba at 88%. Offshore platforms also grew 40% year-on-year in 2025 – nearly double the 23% growth of licensed operators.

Most starkly, a January 2026 study in the Canadian Medical Association Journal found gambling-related contacts to Ontario’s ConnexOntario helpline rose an estimated 198% after the market opened in 2022, concentrated almost entirely among boys and men aged between 15 and 44.

Ontario remains a success, with channelisation at 91.1% and its new BetGuard self-exclusion tool drawing more than 500 registrations in its first two weeks. But set against 1.235 million active player accounts, and stopping at the provincial border, it underlines how far the country still has to go.

Eugene Ravdin, Head of PR for CasinoCanada, said: “Record wagers and a near-200% rise in helpline contacts are happening at the same time, which tells you market growth and player protection are not the same thing. The tools that work internationally – GAMSTOP, Spelpaus, BetStop – all cover the whole market under a single registration.

“Canada has nothing like it. A national register wouldn’t just protect players, it would also help licensed operators compete against offshore sites. This is a commercial argument as much as a moral one.”

The full article can be read here: https://casinocanada.com/blog/canadas-safer-gambling-gap-why-market-success-doesnt-always-equal-player-safety/

The post World’s Third-Largest Gambling Market Has No National Self-Exclusion Register, New CasinoCanada Research Warns appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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