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Microgaming unveils new corporate and Play It Forward websites
Pioneering platform software provider prepares to enter a new era of business with full visual rebrand that will redefine its identity and reinforce its value proposition
While 30 years is a milestone that very few iGaming companies get to achieve, Microgaming is proudly stepping into its fourth decade of operation with the announcement of a full visual rebrand for both its main corporate and Play It Forward websites.
The decision to update the visual language of the brand marks the beginning of what should be a transformative journey for Microgaming, with the company looking to return to its roots as a leading platform software provider – a position it has held since the business’s inception in 1994.
Though the Microgaming name and logo will remain untouched as a symbol of the company’s legacy and the 30 years of evolution it has embraced, the visual overhaul will inject new life into the brand through a contemporary look, vibrant design elements and a major focus on its people.
In doing so, Microgaming will recalibrate its value proposition from being a content aggregator to embracing its history as an established corporate platform software and technology provider – a change of direction that was set in motion by Games Global’s purchase of several of the company’s key assets including its distribution business and online games portfolio back in 2022.
With one of the key messages being that Microgaming’s pioneering platform software and technology facilitates the delivery of over 210 million bets per day and has empowered the world’s biggest online gaming brands to deliver games and sports betting seamlessly and responsibly, the new proposition will reflect not just where the brand has been, but where it’s heading in future.
Given the company has earned over 20 industry awards while championing diversity and inclusion in the workplace, it’s perhaps no surprise the shift in direction wasn’t only the product of boardroom decisions, but that staff also played a pivotal role in constructing the new narrative.
With this being a fitting reflection of the people-first approach Microgaming wants to encapsulate in its visual rebrand, the company has also revealed it will acknowledge the individuals and partners who have helped it become the iGaming giant it is today with a major celebration in June.
Alex Wilson, Head of Marketing at Microgaming, said: “We’re incredibly excited to be able to announce the rebranding of the corporate and Play It Forward websites at Microgaming in a move that will not only breath fresh visual life into our brand, but also redefine who we are as a business.
“Having been in the industry for 30 years, the repositioning of our value proposition will see Microgaming get back to its roots as an established corporate platform software and technology provider while simultaneously celebrating the people who’ve helped get us to where we are today. As such, it marks the start of what promises to be a transformative journey for the company as we enter a new chapter in our development and we can’t wait to share it with our iGaming peers.”
Turnkey casino and sportsbook integration includes PAM, payments, affiliate tools and front-end development for Betsson’s Cameroon launch.
EveryMatrix said its platform technology is now live with Betsson Africa in Cameroon after completing a full turnkey casino and sports integration.
The supplier said it was selected via a competitive tender to deliver a bespoke platform package covering front-end development, casino, sports, player account management (PAM), payments and affiliate management.
Ebbe Groes, Group Co-CEO & Co-founder EveryMatrix, said: “Delivering a full turnkey platform solution for Betsson Africa reflects the strength and maturity of our technology and delivery capabilities in regulated environments, while reinforcing our commitment to the continent.
“Our focus is on supporting a stable and compliant launch in Cameroon and working closely with the Betsson team as the operation develops.”
Rony Richa, Commercial Director at Betsson Group, said: “This launch reflects a pragmatic approach by Betsson as we explore selected regulated markets. EveryMatrix was chosen for its proven technology, regulatory experience, and capability to support a structured and controlled rollout.”
The post EveryMatrix goes live with Betsson Africa platform rollout in Cameroon appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Adam Lewis Chief Executive Officer at AxiumAI
AxiumAI links up with ComeOn Group on real-time sportsbook personalisation
Agentic AI tools are integrated into ComeOn Group’s proprietary sportsbook to support contextual pre-match and in-play interactions.
AxiumAI has partnered with ComeOn Group to expand real-time personalisation across ComeOn Group’s proprietary sportsbook platform.
The companies said the collaboration is aimed at improving real-time sports engagement through intelligent automation, supporting more timely and relevant interactions across key moments in the player journey and during sporting events.
AxiumAI said its technology has been integrated into ComeOn Group’s platform to complement in-house capabilities, enabling real-time contextual interactions across both pre-match and in-play events. ComeOn Group positioned the rollout as part of its continued investment in its proprietary sportsbook, following recent enhancements in trading, platform performance and product features.
Adam Lewis, Chief Executive Officer at AxiumAI, said: “We’re pleased to be supporting ComeOn Group in advancing their personalisation strategy. Their strong proprietary platform and product vision provide a solid foundation for deploying agentic engagement capabilities. We look forward to continuing the collaboration and supporting the next phase of their sportsbook development.”
Sherwin Jarvand, Chief Growth Officer at ComeOn Group, said: “Personalisation is an important part of how we continue to evolve the player experience. Our focus is on delivering relevant and timely interactions in a way that supports engagement while remaining aligned with our responsibilities as an operator. AxiumAI’s technology complements our existing capabilities and integrates well with our proprietary platform. As we continue to develop our sportsbook offering, partnerships like this play a role in enabling scalable and real-time engagement.”
The post AxiumAI links up with ComeOn Group on real-time sportsbook personalisation appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Habanero has released Prosperity Horse, a high-volatility 7×5 slot featuring an accumulating multiplier Wild mechanic and expanding feature set across the base game and free spins.
The game runs 28–58 paylines and is built around the Prosperity Horse Wild, which locks in place on winning combinations and increases an in-game multiplier as additional Wilds land. The multiplier does not reset between spins, with Multiplier Gates appearing at random on the reels to help boost the multiplier further.
Prosperity Horse also includes a Red Envelope mechanic that can award instant cash prizes or convert into high-value symbols. Three or more scatter symbols trigger the Free Spins feature, where expanding symbols appear more frequently and multipliers continue to increase.
For operators, the title integrates Habanero tools including Jackpot Race
and a Buy Feature.
Toni Karapetrov, Head of Corporate Communications at Habanero, said: “Prosperity Horse builds on a clear set of mechanics that are easy to understand but offer strong potential as the game progresses.
“The combination of expanding symbols and multipliers gives players a consistent sense of development throughout each session while still delivering the level of volatility that many players are looking for.”
The post Habanero rolls out Prosperity Horse slot with accumulating Wild multipliers appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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