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THE FUTURE IS PROMISING. THE WORLD OF LOTTERIES AND BETTING IS EVOLVING, CREATING ASTOUNDING CROSSOVERS WITH THE RETAIL INDUSTRY

Published

2 years ago

January 29, 2024

the-future-is-promising.-the-world-of-lotteries-and-betting-is-evolving,-creating-astounding-crossovers-with-the-retail-industry

Reading Time: 4 minutes

Custom Group presents an unexpected market overview: new technology trends with specific modular and scalable requirements, unprecedented integrated solutions, demand for a global presence with service centres and multi-sector expertise to support partners, distributors, customers and industry players.

The gaming industry is going through an unprecedented revolution. Custom presents the latest innovations and a thorough scenario overview focusing on ICE TOTALLY GAMING – booth S5-211. With more than two decades of experience, Custom is positioned as a leader in the evolution of the Lottery, Gaming and Betting industry. The Group forecasts a +180% increase in turnover for the two-year period 2024-25 based on market data and internal forecasts in the wake of online gaming, which has been growing rapidly for the past two years. In fact, the sports betting sector recorded a 30 percent increase in 2022, winnings amounting to 69 billion € online, once again highlighting the positive trend that will also include the Lottery world by virtue of the 20 new licensing tenders which will ensure further global growth. Custom comes across as strong to ICE with a global and diversified presence, offering the widest range of integrated solutions to multiple markets and enabling all types of stakeholders to choose from the Group’s different solutions and technologies based on unique and synergistic know-how. This -one stop shop- approach opens new horizons and expands opportunities by providing unique services throughout more than 76 different countries.

INDUSTRY TRENDS

Expertise, Global Presence & Service. Custom, which operates in 76 countries, provides innovative and sustainable technology solutions for different but now increasingly synergistic fields such as Lottery&Betting and Retail. Custom’s global presence ensures total and comprehensive value chain management, guaranteed throughout all stages: design, customisation, pre/after sales and services. 5 Production plants and more than 680 employees including 280 engineers.
Phigital: Self-Service evolution and convergence of online and physical. The U.S. market for self-service systems is estimated at $4.5 billion by 2026. Custom provides advanced self-service solutions capable of ensuring high security standards, including smart lockers as well as anti-corruption and anti-fraud technologies. In fact, Custom has a track record of more than 3 decades in providing kiosk technology solutions in several different markets.
POS Refresh – Point of Sale (POS) modernisation: attended & unattended solutions. Custom presents advanced POS solutions to optimise the point of sale. POS Refresh” has been an IT investment priority in 2023 for 50 percent of retailers. Digital Environment: Audio-video and multimedia solutions to make environments interactive and engaging. Custom offers multi-sensory experiences with solutions such as content management players, interactive tables and custom touch monitors.

Custom is a player that can best serve all kinds of stakeholders and different markets. Custom Group now has more than 300,000 installations in Gaming, Lottery and Betting in 76 countries, registering a convergence of the Lottery & Betting sector with the retail sector in the last two years.

HIGHLIGHTS

Attended & Unattended solutions which focus on traditional and hybrid cashpoints. DAYTONA and ARAGON POS terminals, Custom’s reliable Retail Lottery printers, and ultra-fast devices for scanning different ticket sizes. This portfolio ensures a fast and error-free service. Custom’s self-service solutions are the most technologically advanced devices to date, made for customers who want to play autonomously.

Trend for Self-Service and “customised and integrated” experiences thanks to the Group Solutions. For more than 3 decades, Custom has worked behind the scenes providing printing and scanning technologies that power kiosks in aviation, parking, lotteries, gaming, and retail. Custom’s solutions aim to engage players where and how they want, offering personalized gaming experiences. For 2024, Custom has expanded its product range with modular kiosk components, all-in-one solutions, and smart lockers that enable retailers to quickly deploy self-service terminals throughout the store. CONNECT is designed to meet the needs of different applications – unattended or attended – in the countertop or floor standing version, in a compact and stylish design. ARAGON is the POS Terminal for the future with a range of processors for any task: from entry level Intel® Celeron®, up to Core i3, and high performing Core i5. This device boasts a modern and slim design with futureproof full HD touch display and a full glass front.

SILK II is a POS Terminal with standard Android 11 and Google Play Store. A full set of USB interfaces will allow you to connect all your accessories. Bluetooth® and Wi-Fi® are also integrated. GLASS27 is Custom’s newest Advanced Solution. Thanks to the revolutionary FHD full glass technology with built-in monitor and receipt printer, GLASS27 combines style and function, supports both Windows and Android operating systems, and is capable of integrating the market’s most frequently used PinPads. This solution is available in desktop, pedestal and wall mount, thus becoming the perfect match for the needs of multiple markets and businesses.

Point of Sale (POS) Modernisation and Mobile Solutions. The POS remains at the heart of every retail store, and Custom is ready to help retailers in the process of upgrading POS hardware and software. ARAGON POS terminal is the perfect solution for enhancing point-of-sale transactions, adding style to any counter with power and reliability for Windows and Linux. Mobile is having a major impact on in-store sales. According to a study by the IHL Group, companies whose staff used mobile sales tools experienced a 77% growth in sales. Mobile POS continues to play a major role in today’s shopping experience, not only for the customer, but also for the store clerk. Custom’s Ranger family of mobile devices, tablets and mobile printers enables retailers to engage customers throughout the entire in-store shopping process: at the sidewalk, in the hallway, in the shop floor, or next to the car. T-RANGER is a 10.1-inch multifunctional tablet for store and warehouse use. Extremely robust and powered by a 10,000 mAh battery, T-RANGER is designed to withstand the impact of your activity all day, every day.

Transparency and Trust: Veriprint® technology enables transparency and traceability of all lottery transactions. Each ticket can be scanned and stored, ensuring that lottery results are tamper-proof. This transparency builds user-trust and eliminates doubts of fraud or manipulation.

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Belatra Games

From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

10 hours ago

December 23, 2025

Wladimir P.

from-‘mummyverse’-to-crash-games:-belatra-reviews-a-landmark-2025

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

BMM Testlabs

‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

11 hours ago

December 23, 2025

Wladimir P.

‘chaos-and-soul’:-ebaka-games-plots-global-expansion-after-viral-launch

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

ARC

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

11 hours ago

December 23, 2025

Wladimir P.

racing-meets-nightlife:-sbk-backs-arc’s-new-‘friday-night-live’-series

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: