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Play’n GO expands Italian presence with William Hill partnership

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Play’n GO, the world’s leading casino entertainment provider, has today announced a partnership with the Italian arm of William Hill, expanding the company’s presence in the region.

Play’n GO and William Hill’s relationship is well-established globally, and earlier this year the two announced an industry-first with the installment of “Book of Dead” in William Hill FOBTs across the UK, a move which has proven highly successful.

With this latest announcement, William Hill players in Italy will gain access to Play’n GO’s entire catalogue of games, including classics such as Book of Dead, Rise of Olympus, and Tome of Madness.

This announcement signals a firm commitment to the Italian market from both Play’n GO and William Hill, and promises to provide an elevated gaming experience for Italian players.

Michele Stefanelli, Sales Leader, LATAM and Southern Europe, Play’n GO said: “The Italian market is very important to Play’n GO, and we’re pleased to continue our growth in the region with William Hill, who we’ve already had enormous success with around the world. We’re committed to providing Italian players with the best online casino experience possible, and this partnership with William Hill is another big step in that direction. We’re confident that William Hill’s Italian players will love the opportunity to engage with our content, and we look forward to many years of success together.”

Valerio Micchio, Head of Commercial at William Hill Italy said:” added: “We’re excited to add Play’n GO games to our portfolio, and view them as a natural partner to expand our presence in the region. Our already-existing relationship points towards further success here in Italy, and we’re pleased to welcome a company who are as equally committed as we are to providing a safe, exciting experience to players everywhere.”

GamingTECH Awards 2026

N1 Partners Wins Best Affiliate Program at GamingTECH Awards 2026

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N1 Partners won Best Affiliate Program in Central and Eastern Europe at the GamingTECH Awards 2026, presented at the HIPTHER Prague Summit, marking another milestone in its growth and industry recognition.

This achievement highlights the strength of N1 Partners’ affiliate ecosystem and its consistent focus on delivering performance-driven solutions for partners across key markets.

Alexa Bond, Head of Affiliates at N1 Partners, commented:

“This award reflects the work we put into building more than just an affiliate program. We focus on creating a strong, reliable ecosystem where partners can scale with confidence, supported by transparent processes, high-performing products, and a team that understands the realities of the market. It’s great to see this approach recognized at the industry level, and we see it as motivation to keep moving forward.”

N1 Partners continues to stand out through a combination of high-converting brands, flexible partnership models, and a product-driven approach to retention and monetization. With strong Reg2Dep performance in Tier-1 GEOs, tailored offers, and a growing portfolio of casino and sportsbook brands, the company provides partners with reliable tools to scale and maximize revenue.

A key factor behind this recognition is N1 Partners’ focus on performance-driven initiatives that directly support partner growth. One of the latest examples is the N1 SEO Traffic Cup, a flagship affiliate tournament designed for SEO traffic. The campaign challenges partners to compete by driving high-quality traffic, improving their N1 Cup Score, and climbing the leaderboard to unlock premium rewards.

N1 Partners would like to extend our sincere thanks to HIPTHER for this recognition and to all our partners whose trust and collaboration continue to drive our growth. This achievement would not be possible without you.

N1 Partners is a multi-brand affiliate program and direct advertiser. The company unites 14+ casino and betting brands, operates across Tier-1 GEOs, delivers Reg2Dep rates of up to 70%, and offers competitive deals for top partners — CPA up to €700 and RevShare up to 45%. Trusted by 14,000+ partners, N1 Partners is recognized for its transparency, flexibility, and partner-first approach — where people and communication quality remain the foundation of long-term success. 

The post N1 Partners Wins Best Affiliate Program at GamingTECH Awards 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Baroness Fiona Twycross

BGC AGM 2026 Discussed About Surging Illegal Gambling Black Market

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The Betting and Gaming Council AGM 2026 has discussed about the surging illegal gambling black market. As speakers repeatedly highlighted, 1.5 million people in Britain are already gambling on unlicensed sites and staking around £10bn a year outside UK regulation.

That concern is only set to intensify in the coming weeks as the Government considers further regulatory changes. In particular, Financial Risk Assessments (FRAs), which would require customers to provide detailed financial information such as bank statements and will only drive more customers towards unlicensed operators.

Chaired by broadcasters Gloria de Piero and Liam Halligan, the event began with a keynote from the Gambling Minister, followed by a discussion with BGC Chief Executive Grainne Hurst. A panel on the illegal market and the Gambling Commission’s assessment of the challenge followed, alongside research, polling and personal testimony from across the industry highlighting the scale of the problem.

Baroness Fiona Twycross, Parliamentary Under Secretary of State and Minister for Gambling, opened proceedings by addressing the tensions in current policy. She acknowledged that the gambling duty changes announced in November’s Budget were “extremely challenging for the sector, particularly for online operators,” and that they would “significantly affect business decisions and staff.” She defended the government’s position, arguing the changes were necessary to support public finances and would raise over a billion pounds a year for the Treasury.

The minister was clear: “Illegal gambling causes harm to vulnerable consumers,” she said, adding that it also damages the regulated sector. She announced an additional £26m for the Gambling Commission over the next three years and publicly confirmed the establishment of an Illegal Gambling Taskforce. This will bring together major companies including Google, Mastercard, TikTok and Visa alongside law enforcement and advertising bodies with a focus on illegal payments, advertising and cross-agency collaboration. She also announced a forthcoming consultation on the banning of unlicensed sport sponsorships, including in the Premier League. For many in the industry, this welcome action on enforcement will sit uneasily alongside tax policy that they believe is actively driving consumers towards the harmful black market.

The post BGC AGM 2026 Discussed About Surging Illegal Gambling Black Market appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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BetPlays

BetPlays Announces Strategic Acquisition into a Premier iGaming Brand to Elevate Platform and Crypto Capabilities

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BetPlays has announced its integration into a major iGaming brand group. The move puts BetPlays in a strong position to elevate its services, with a robust technological infrastructure for quick expansion. This platform upgrade brings a faster and more efficient user experience and enhanced crypto compatibility. All accounts, wallets and profiles remain secure and intact. Players will enjoy a more secure experience with enhanced crypto compatibility and improved support options.

The integration brings a robust technological infrastructure to the popular BetPlays platform. The goal is to enhance operational efficiency through an upgraded, seamless user experience. With a stronger tech footing and enhanced crypto compatibility, BetPlays is looking ahead of the curve for continued growth in this competitive sector.

The full integration was completed on March 31. It deliver Betplays powerful new features to a familiar brand. BetPlays’ fanbase remains on the platform they know and love, with profile and payments intact. Additionally, users will benefit from a faster, more reliable system and consolidated resources.

The post BetPlays Announces Strategic Acquisition into a Premier iGaming Brand to Elevate Platform and Crypto Capabilities appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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