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Boomerang Digital confirm key business win at ICE and set out Tier 1 credentials

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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.”

Arizona Lottery

Scientific Games rolls out Momentum systems upgrade for Arizona Lottery

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New central gaming and retailer management systems support expanded draw game features across the Lottery’s 3,600 retail locations.

Scientific Games said a new suite of systems technology is now powering the Arizona Lottery’s statewide sales, including updates to its draw games portfolio. The rollout is based on Scientific Games’ Momentum ecosystem, incorporating a central gaming system and a retailer management system.

Arizona Lottery Executive Director Alec Thomson said the technology and game changes are intended to modernize operations and refresh the draw game lineup. “Our teams have been working hard behind the scenes with the Scientific Games teams, and we are thrilled to see this project come to life. The changes to our draw games will give our players bigger value, more ways to play and even more chances to win,” Thomson said. “Ultimately, the advanced technology ecosystem modernizes our operations and positions the Arizona Lottery for future growth.”

The Lottery’s draw game changes include an update to The Pick featuring an automatic multiplier on every play and an add-on called The Pick PLUS, the addition of a daily midday drawing for Pick 3, the launch of a new Pick 4 game with midday and evening drawings, and the addition of Powerball Double Play.

Scientific Games said it also upgraded its gem | suite software to support the expanded draw portfolio and to manage retailer licensing, communications and business intelligence across the Arizona Lottery’s network of 3,600 retailers. “As the Arizona Lottery’s systems technology partner since 2015, Scientific Games is focused on readying the Lottery for long-term sustainability through advanced systems and software, and exciting new products that engage players and drive proceeds to the good cause programs that benefit Arizonans,” said John Schulz, President, Americas & Global Instant Products.

Scientific Games has supplied products and services to the Arizona Lottery for 45 years, including Scratchers games and licensed brands, and supports the Lottery from a Phoenix location, according to the company.

The post Scientific Games rolls out Momentum systems upgrade for Arizona Lottery appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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2026 FIFA World Cup

Flashscore: UK World Cup traffic hits 2.35M users ahead of England vs Norway

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Flashscore says England vs Mexico is its fourth most-watched match globally so far, drawing 17.5M live followers on the app.

Flashscore reported a lift in UK fan engagement ahead of England’s World Cup quarter-final against Norway, citing new usage data from its tournament coverage.

The company said it has recorded 2.35M unique UK users and 387.7M views across its World Cup content so far, spanning live scores, match centres, previews, articles and audio.

Flashscore also pointed to deeper “second-screen” consumption patterns in the UK during the same period, including 1.6M match preview views, 1.23M article views and 147K audio plays.

In global terms, Flashscore said England ranks seventh for team profile opens. England’s Round of 16 match against Mexico at the Azteca Stadium was the fourth-most popular match of the tournament on the app, attracting 17.5M live followers and generating 53.2M views.

On player interest, Flashscore said England captain Harry Kane ranks 20th globally for player profile opens, with 3.9M—just behind Brazil’s Vinicius Junior on 4.0M. Norway striker Erling Haaland is eighth, with 5.7M profile opens.

The post Flashscore: UK World Cup traffic hits 2.35M users ahead of England vs Norway appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Amusnet Italy

Amusnet Italy Enters into Partnership with Entain

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Amusnet Italy has launched its premium gaming portfolio on Entain’s prominent online casino brands, bwin and Gioco Digitale, marking a significant step in strengthening its presence within the regulated Italian market.

Through this strategic partnership, local players will gain access to the provider’s premium casino content, known for its exceptional reliability, captivating mechanics and top-tier design. This launch marks the beginning of a phased rollout, with a fully certified portfolio consisting of 174 high-performing titles from Amusnet’s catalogue.

The initial release, which went live on July 1, features the majestic slot Extra Crown Classic Buy Bonus. This royal, fruit-themed game masterfully blends a traditional aesthetic with modern video slot dynamics, featuring expanding Crown Wilds and dual Scatter symbols. It elevates excitement with an innovative Buy Bonus option for instant action alongside Amusnet’s signature 4-level mystery Jackpot Cards bonus game, providing a truly immersive player experience.

“Partnering with premium brands like bwin and Gioco Digitale is a major milestone for our growth in Italy. Launching onto Entain’s platform allows us to reach a wider audience and bring high-quality entertainment to Italian players,” said Polina Nedyalkova, Amusnet Italy Director.

Both bwin and Gioco Digitale are premier online casino brands operating under the global sports betting and gaming giant Entain, utilising a shared platform to deliver secure and cutting-edge gaming experiences. By aligning with these highly trusted brands, Amusnet is well-positioned to leverage their robust market positioning and extensive, loyal user bases to drive long-term engagement and growth.

With this strategic alliance, Amusnet Italy reinforces its commitment to driving growth in the local iGaming market alongside top-tier operators.

The post Amusnet Italy Enters into Partnership with Entain appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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