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ICE opens to thousands of international gaming buyers and thought leaders

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The 2024 edition of ICE – the last to take place in London prior to its relocation to Barcelona in 2025 opened today (6th February) at ExCeL. ICE and sister show iGB Affiliate signed off in style with a record total of 811 exhibitors occupying the entirety of ExCeL.

Gaming professionals from throughout the world were gathering at ExCeL for what Clarion Gaming Managing Director Stuart Hunter described as being an ‘extremely poignant occasion’. He said: “ICE 2024 offers an unparalleled array of ideas, opportunities, product exclusives, education and experiences.”

Referencing the ICE MORE creative campaign he added: “MORE is a pledge to the entire industry to deliver in a way that only ICE can and that’s by connecting the entire gaming community of suppliers, operators, legislators and regulators.

“This week our collective focus is on delivering exceptional editions of ICE and sister show iGB Affiliate and saying a huge thankyou to ExCeL London for hosting our events so professionally and for being such an important part of their success.”

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Pascal Gaming signs EGT Digital deal to distribute games via X-Nave

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Integration puts Pascal’s slots, crash, instant and table titles in front of EGT Digital’s operator network across Europe, South America and Africa.

Pascal Gaming has signed a distribution agreement with EGT Digital, making its portfolio available through the X-Nave Gaming Aggregator. The deal was announced July 14, 2026.

Under the integration, operators across EGT Digital’s network will be able to access Pascal Gaming’s full range of slots, crash, instant and table games. EGT Digital said its Gaming Aggregator currently offers more than 20,000 games from over 200 studios.

Titles named in the agreement include Avinho R10 and Fortune Ronaldinho, developed in collaboration with football legend Ronaldinho, alongside Golden Tree Buy Bonus, Sugar Balloon and Juicy Storm.

Pascal Gaming said the partnership will expand distribution across Europe, South America and Africa, as it continues certifying titles for regulated markets. The supplier noted it has recently secured certifications for a number of its games in Brazil as part of its expansion in the market.

The post Pascal Gaming signs EGT Digital deal to distribute games via X-Nave appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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David Murray Head of Risk and Trading at AK Bets

AK Bets trading chief says VAR forces more in-play market suspensions

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David Murray tells OLBG video reviews have cut live betting uptime and increased split-second risk decisions for traders.

VAR is reshaping how football is traded in-play, according to David Murray, Head of Risk & Trading at AK Bets, who says video reviews have increased uncertainty and reduced the time live betting markets can stay open.

Speaking to OLBG, Murray said traders now have to suspend markets more often because potential penalties, red cards and offsides can quickly swing outcomes. “Years ago you would only suspend betting for a handful of major incidents,” he said. “Now there are so many situations where something might happen that you’re constantly making judgement calls.”

Murray added that VAR has changed the experience of watching matches for both fans and trading teams. “It’s completely ruined the enjoyment of watching football,” he said. “We’re exactly the same as everybody else. Whether you’ve had a bet yourself or you’re trading the game, you’re afraid to celebrate a goal because you’re immediately wondering whether there’s going to be a VAR check.”

He said the operational impact is stark compared with a decade ago. “If you compare now with 10 years ago, it’s night and day,” Murray said. “The amount of time even the biggest football matches are actually available to bet on has changed because there are simply far more incidents that require markets to be suspended.”

Murray also pointed to scheduled stoppages at this summer’s World Cup, saying hydration breaks can create additional betting moments rather than interrupting activity. “It almost becomes like a mini half-time,” he said. “Customers have a few minutes to think about what they’ve watched, look at the updated prices and decide whether they want to get involved.”

The post AK Bets trading chief says VAR forces more in-play market suspensions appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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N1 Sport Promo: Earn More with Sports Traffic

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With less than two weeks remaining until N1 Sport Promo by N1 Partners comes to an end, the biggest sporting events of July are still ahead: the decisive matches of the FIFA World Cup 2026, the Wimbledon Final, the Formula 1 Belgian Grand Prix, and the closing stages of the Tour de France.

During this period, every additional FTD not only increases your overall payout but also boosts your CPA rate.

  • SEO & PPC+€50 CPA for every 10 FTDs, with no cap on CPA increases.
  • Facebook, In-App, UAC, ASO, Email & SMS+€10 CPA for every 30 FTDs, up to +€100 above your base CPA.

The full promotion terms are available via the link below.

The N1 Partners affiliate team has shared practical recommendations to help affiliates make the most of the final stage of the promotion.

Strengthen Campaigns That Already Deliver Results

The final weeks of N1 Sport Promo are the best time to increase the volume of successful campaigns and take full advantage of the promotion’s progressive CPA mechanics.

Focus on traffic sources and creatives that are already delivering consistent results. Their growth can be supported by expanding into additional GEOs, regularly refreshing creatives, keeping offers up to date, and reacting quickly to major sporting events.

Even a moderate increase in high-quality traffic can significantly improve your final payout: the more FTDs you generate before the promotion ends, the higher your CPA rate becomes.

Speed Is a Competitive Advantage

The strongest results typically come from campaigns launched ahead of key matches and kept relevant throughout the tournament. Preparing campaigns before kickoff and responding quickly to shifts in audience interest helps affiliates capitalize on peaks in sports traffic and generate more high-quality FTDs.

Mobile users deserve particular attention during this period, as a significant share of the audience engages with sports content while matches are taking place.

Player Activity Peaks in the Final Hours Before Kickoff

During major sporting events, many users register just a few hours before a match begins. That’s why timely creative updates and a strong focus on the tournament’s most anticipated fixtures are essential for maintaining campaign performance.

Key Sporting Events Before the Promo Ends

The sports calendar remains packed over the coming weeks:

  • July 9 — France vs Morocco (FIFA World Cup 2026 Quarter-final);
  • July 10 — Spain vs Belgium (FIFA World Cup 2026 Quarter-final);
  • July 11 — Norway vs England (FIFA World Cup 2026 Quarter-final);
  • July 14–15 — FIFA World Cup 2026 Semi-finals;
  • July 19 — FIFA World Cup 2026 Final;
  • July 12 — Wimbledon Final;
  • July 19 — Formula 1 Belgian Grand Prix;
  • Through July 26 — Closing stages of the Tour de France.

Each of these events traditionally drives spikes in search demand, social media engagement, and player interest. As a rule, the best-performing campaigns are those that are already delivering results. The final weeks of the promotion are the ideal time to strengthen them through continuous, data-driven optimization.

Looking for even more scaling opportunities? The N1 Partners team has also prepared a comprehensive July guide featuring the month’s biggest sporting events and practical recommendations to help affiliates plan campaigns more effectively and drive additional Tier-1 traffic.

If you haven’t joined N1 Sport Promo yet, contact your affiliate manager or reach out to LeadGen Chris and make the most of the final weeks of the promotion.

Why choose N1 Partners?

  • 14+ casino and sportsbook brands with high Reg2Dep 
  • 10+ Tier-1 GEOs
  • CPA up to €700 and RevShare up to 55% + NNCO for top partners

Be number one with N1!

The post N1 Sport Promo: Earn More with Sports Traffic appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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