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Boomerang Digital confirm key business win at ICE and set out Tier 1 credentials
Boomerang Digital’s dynamic start to the year continued at ICE where it announced a new partnership with London-based video virtuals and instant win games specialist Highlight Games Limited.
Following its December 2023 launch the streamlined entertainment brand created by Andrew Ludlow in partnership with the Finnish games developer Air Dice has purchased IHL Tech, announced a substantial long-term development and supply agreement with UK independent operator the Rudd Group and secured the partnership with Highlight Games.
Under the terms of the agreement Boomerang will use its market-leading technology stack and HG’s innovative game concept and extensive video archive portfolio to create a new ‘Lotto Goals’ numbers game and distribute it to a leading tier one UK retail operator in time for the UEFA Euro 2024 Championships this summer. Distribution will thereafter extend to Highlight and Boomerang’s respective UK and international customers in the gaming, betting and lottery sectors.
Lotto Goals requires the player to pick six football shirt numbers from a pool of 22 options. A series of goals from favourite players and teams featured in Highlight’s video archive then play out to reveal if the player’s chosen shirt numbers come in as winners.
Andrew Ludlow, co-founder and CEO Boomerang Digital, said: “We are thrilled to be working with the team at Highlight Games to facilitate the development and distribution of its exclusive content. The exceptionally innovative concept which marries numbers games and real football footage is something our customers have been crying out for. Together, Highlight and Boomerang will grow their respective UK and international customer bases across the world in this mutually beneficial agreement.”
Steven Holmes, CEO, Highlight Games added: “I’m delighted to be working with Boomerang Digital to deliver our award-winning content to the entire retail network of a tier one UK retail operator ahead of the UEFA Euro championships this summer. This partnership will enable our business to expand its distribution of content across the UK and internationally – it’s an exciting step in our growth as a video virtual sports and instant-win game supplier creating the cross over between lottery/numbers games and archive video footage.”
Reflecting on the brand’s participation in what was the last edition of ICE to be held in London prior to its January 2025 relocation to Barcelona Andrew Ludlow said: “To be at ICE as a part of the Air Dice stand has brought both businesses even closer together. The fusion of offline and online retail works exceptionally well, and ICE was the perfect platform to unite those two constituent parts.
“With a proven skill-set spanning compliance, membership, mobile, bulk SMS provision, handheld tablets, as well as bingo and numbers games Boomerang is genuine one-stop shop delivering compelling customer engagement solutions for the international land-based gaming and entertainment sectors.”
“There is a strong international flavour to our product portfolio and I believe that through our participation at ICE we have made a compelling case to be considered amongst Europe’s leading retail gaming and gambling entertainment solutions providers.”
Midnite has agreed a partnership with Middlesbrough FC that will see the UK bookmaker become the club’s principal partner and front-of-shirt sponsor for the 2026/27 campaign, which Middlesbrough describes as its landmark 150th season.
The companies announced the deal alongside a fan activation at Riverside Stadium on Thursday, July 9, branded “This Season’s On Us”. The initiative offered supporters prizes including 2026/27 season tickets, 2026/27 shirts, match tickets, or a £25 club shop voucher, with fans required to answer Middlesbrough trivia and complete a football challenge.
Middlesbrough former players Craig Hignett and David Wheater attended the event, and, according to the company, took bonus attempts on behalf of participants who missed out.
Andrew Mook, Midnite’s Head of Brand Marketing, said:
“Middlesbrough have a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.
“It was great to see so many Middlesbrough fans at the “This Season’s On Us” activation, we hope they enjoyed taking part and meeting club legends, with David Wheater hitting top bins on several occasions and allowing fans to win big with season tickets.
“We can’t wait to get to Riverside Stadium in August to kick-off a new season and we’re excited to say that we have plenty of new and captivating campaigns planned.”
Lee Fryett, Middlesbrough FC Chief Commercial Officer, added:
“We’re delighted to welcome Midnite as our new Principal Partner.
“We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.
“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”
The post Midnite signs as Middlesbrough FC principal partner for 2026/27 season appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.
The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.
Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”
The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.
ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.
The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
ThrillTech said it has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to offer its side-bet jackpot technology to regulated online casino, sports betting, and lottery operators in Ontario.
Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”
The company said its ThrillPots product lets operators add player-funded, opt-in side-bet jackpots on top of existing games, without changing gameplay or the underlying return-to-player (RTP) calculations. ThrillTech positions the mechanic as a way to drive incremental engagement and revenue.
ThrillTech said the Ontario licence enables existing multinational partners that also operate in the province to roll out ThrillTech-powered jackpots locally, and added it is in discussions with potential new operator partners. The company listed other regulated jurisdictions it serves as the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil, and Peru.
The post ThrillTech wins AGCO supplier licence to enter Ontario market appeared first on Americas iGaming & Sports Betting News.
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