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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.”
Willemstad, Curacao, June 10th, 2026
New hero video brings together four football icons as Stake aims to place fans at the centre of the global football conversation
Stake Unveils Ambassador-Led Football Campaign
Stake has unveiled a new international football campaign featuring brand ambassadors Iker Casillas, Sergio Agüero, Eden Hazard and Patrice Evra, bringing together four of the game’s most recognisable figures in a hero video designed to capture the anticipation, excitement and emotion surrounding one of football’s biggest global tournaments.
The campaign, titled “It’s All At Stake”, forms part of Stake’s wider strategy to engage football fans across key international markets during a period expected to dominate sporting and cultural conversations around the world. The full campaign film is now available to watch on YouTube.
Four Football Icons, One Global Campaign
Created in partnership with specialist production teams, the campaign follows the four former internationals as they navigate the excitement, pressure and unpredictability that make major football tournaments such a unique global spectacle.
Combining humour, personality and football nostalgia, the creative reflects Stake’s continued investment in culturally relevant content that resonates with sports fans beyond the action on the pitch.
The campaign marks the first time Casillas, Agüero, Hazard and Evra have appeared together in a Stake production. Collectively, the quartet represent some of football’s most memorable moments of the modern era, having won major domestic, European and international honours throughout their careers.
Multi-Channel Distribution Strategy
The hero film is being distributed across Stake’s digital channels, including YouTube, Instagram and X, supported by ambassador amplification and additional promotional activity across international markets.
Alongside the main campaign film, Stake has released supporting social content across its channels, including an Instagram Reel showcasing key moments from the campaign.
The campaign has also been amplified through Stake’s official X account, where football fans can engage with and share campaign content.
The campaign has been designed to drive engagement among football audiences while reinforcing Stake’s position as one of the most visible brands operating within the sports and entertainment space.
Connecting Fans Through Football’s Biggest Moments
Football remains one of the world’s most powerful cultural forces, bringing together hundreds of millions of fans across continents, languages and generations.
Through its growing roster of ambassador partnerships and football-focused content initiatives, Stake continues to invest in campaigns that connect with supporters during the sport’s most significant moments.
The launch follows a period of sustained growth in Stake’s global sports marketing activity. By working with internationally recognised athletes and creating original content around major sporting events, the company has continued to strengthen its presence among football audiences worldwide.
As anticipation builds throughout the tournament period, Stake’s latest campaign aims to celebrate the passion, conversation and shared experiences that make football’s biggest occasions so memorable for fans everywhere.
About Stake
Stake is one of the world’s leading betting and entertainment brands, serving millions of customers across regulated and permitted markets globally. Through strategic partnerships, ambassador collaborations and original content initiatives, Stake continues to connect fans with sport’s biggest moments across football, combat sports, motorsport and other major sporting events.
Contact
Stake
The post Stake Unveils Global Football Campaign with Casillas, Agüero, Hazard and Evra appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Willemstad, Curacao, June 10th, 2026
New hero video brings together four football icons as Stake aims to place fans at the centre of the global football conversation
Stake Unveils Ambassador-Led Football Campaign
Stake has unveiled a new international football campaign featuring brand ambassadors Iker Casillas, Sergio Agüero, Eden Hazard and Patrice Evra, bringing together four of the game’s most recognisable figures in a hero video designed to capture the anticipation, excitement and emotion surrounding one of football’s biggest global tournaments.
The campaign, titled “It’s All At Stake”, forms part of Stake’s wider strategy to engage football fans across key international markets during a period expected to dominate sporting and cultural conversations around the world. The full campaign film is now available to watch on YouTube.
Four Football Icons, One Global Campaign
Created in partnership with specialist production teams, the campaign follows the four former internationals as they navigate the excitement, pressure and unpredictability that make major football tournaments such a unique global spectacle.
Combining humour, personality and football nostalgia, the creative reflects Stake’s continued investment in culturally relevant content that resonates with sports fans beyond the action on the pitch.
The campaign marks the first time Casillas, Agüero, Hazard and Evra have appeared together in a Stake production. Collectively, the quartet represent some of football’s most memorable moments of the modern era, having won major domestic, European and international honours throughout their careers.
Multi-Channel Distribution Strategy
The hero film is being distributed across Stake’s digital channels, including YouTube, Instagram and X, supported by ambassador amplification and additional promotional activity across international markets.
Alongside the main campaign film, Stake has released supporting social content across its channels, including an Instagram Reel showcasing key moments from the campaign.
The campaign has also been amplified through Stake’s official X account, where football fans can engage with and share campaign content.
The campaign has been designed to drive engagement among football audiences while reinforcing Stake’s position as one of the most visible brands operating within the sports and entertainment space.
Connecting Fans Through Football’s Biggest Moments
Football remains one of the world’s most powerful cultural forces, bringing together hundreds of millions of fans across continents, languages and generations.
Through its growing roster of ambassador partnerships and football-focused content initiatives, Stake continues to invest in campaigns that connect with supporters during the sport’s most significant moments.
The launch follows a period of sustained growth in Stake’s global sports marketing activity. By working with internationally recognised athletes and creating original content around major sporting events, the company has continued to strengthen its presence among football audiences worldwide.
As anticipation builds throughout the tournament period, Stake’s latest campaign aims to celebrate the passion, conversation and shared experiences that make football’s biggest occasions so memorable for fans everywhere.
About Stake
Stake is one of the world’s leading betting and entertainment brands, serving millions of customers across regulated and permitted markets globally. Through strategic partnerships, ambassador collaborations and original content initiatives, Stake continues to connect fans with sport’s biggest moments across football, combat sports, motorsport and other major sporting events.
Contact
Stake
The post Stake Unveils Global Football Campaign with Casillas, Agüero, Hazard and Evra appeared first on Americas iGaming & Sports Betting News.
Willemstad, Curacao, June 10th, 2026
New hero video brings together four football icons as Stake aims to place fans at the centre of the global football conversation
Stake Unveils Ambassador-Led Football Campaign
Stake has unveiled a new international football campaign featuring brand ambassadors Iker Casillas, Sergio Agüero, Eden Hazard and Patrice Evra, bringing together four of the game’s most recognisable figures in a hero video designed to capture the anticipation, excitement and emotion surrounding one of football’s biggest global tournaments.
The campaign, titled “It’s All At Stake”, forms part of Stake’s wider strategy to engage football fans across key international markets during a period expected to dominate sporting and cultural conversations around the world. The full campaign film is now available to watch on YouTube.
Four Football Icons, One Global Campaign
Created in partnership with specialist production teams, the campaign follows the four former internationals as they navigate the excitement, pressure and unpredictability that make major football tournaments such a unique global spectacle.
Combining humour, personality and football nostalgia, the creative reflects Stake’s continued investment in culturally relevant content that resonates with sports fans beyond the action on the pitch.
The campaign marks the first time Casillas, Agüero, Hazard and Evra have appeared together in a Stake production. Collectively, the quartet represent some of football’s most memorable moments of the modern era, having won major domestic, European and international honours throughout their careers.
Multi-Channel Distribution Strategy
The hero film is being distributed across Stake’s digital channels, including YouTube, Instagram and X, supported by ambassador amplification and additional promotional activity across international markets.
Alongside the main campaign film, Stake has released supporting social content across its channels, including an Instagram Reel showcasing key moments from the campaign.
The campaign has also been amplified through Stake’s official X account, where football fans can engage with and share campaign content.
The campaign has been designed to drive engagement among football audiences while reinforcing Stake’s position as one of the most visible brands operating within the sports and entertainment space.
Connecting Fans Through Football’s Biggest Moments
Football remains one of the world’s most powerful cultural forces, bringing together hundreds of millions of fans across continents, languages and generations.
Through its growing roster of ambassador partnerships and football-focused content initiatives, Stake continues to invest in campaigns that connect with supporters during the sport’s most significant moments.
The launch follows a period of sustained growth in Stake’s global sports marketing activity. By working with internationally recognised athletes and creating original content around major sporting events, the company has continued to strengthen its presence among football audiences worldwide.
As anticipation builds throughout the tournament period, Stake’s latest campaign aims to celebrate the passion, conversation and shared experiences that make football’s biggest occasions so memorable for fans everywhere.
About Stake
Stake is one of the world’s leading betting and entertainment brands, serving millions of customers across regulated and permitted markets globally. Through strategic partnerships, ambassador collaborations and original content initiatives, Stake continues to connect fans with sport’s biggest moments across football, combat sports, motorsport and other major sporting events.
Contact
Stake
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