Rising-star casino brand becomes front-of-shirt partner, with a focus on fan engagement, storytelling and content.

Mr Vegas has announced a front-of-shirt partnership with Reading FC after identifying the club as one of the most compelling growth stories in English football.

The fast-growing UK casino brand will feature on the front of Reading men’s first-team shirts throughout the 2026/27 season. The partnership represents a broader investment in audience growth, supporter engagement and innovative content creation with a series of supporter-focused initiatives set to be unveiled throughout the campaign.

Instead of pursuing a conventional sponsorship strategy, Mr Vegas has been attracted by Reading’s ambition to increase its visibility beyond the traditional footprint of a League One football club and build stronger connections through storytelling, digital content and community engagement.

The partnership will see Mr Vegas support a range of initiatives aimed at helping Reading reach new audiences and build a stronger national presence.

Licensed and regulated by the UK Gambling Commission, Mr Vegas has built its profile through a series of partnerships across sport and entertainment, including title sponsorship of the Mr Vegas Grand Slam of Darts and broadcast sponsorship of Big Brother UK.

‘Part of a bigger conversation’

Marco Trucco, Chief Marketing Officer at Mr Vegas parent company Immense Group, said: “Mr Vegas is not a traditional brand and this is not a traditional partnership.

“We were actively looking for a club that we believed could grow beyond its traditional footprint and become part of a bigger conversation.

“What attracted us to Reading was their ambition. We saw great creative ideas from the ownership group, the staff and the fan base, alongside a genuine desire to build something that reaches beyond matchdays and beyond football itself.

“We believe Reading has the potential to become a social team with a national footprint – a club that people engage with because of its stories, personalities and culture, not just because of the result on a Saturday afternoon.

“That means working to develop content that goes far beyond goal clips and highlights. We want to help tell the stories around the club, the people in it and the community that surrounds it.”

Joe Jacobson, CEO of Reading FC, said: “We’re delighted to welcome Mr Vegas as our new front-of-shirt partner.

“From our earliest conversations, it was clear they understood what we’re trying to achieve as a football club. This partnership is about more than visibility – it’s about finding new ways to engage supporters, tell our story and expand our reach beyond our traditional audience.

“Mr Vegas recognised the work being done across the club, from investment in infrastructure and facilities to the impact of our Community Trust. Their creative approach and willingness to think differently makes them an exciting partner as we continue building for the future.”

The post Mr Vegas backs Reading FC’s bid to become English football’s next breakout story appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

REEVO has announced a new partnership with Apollo Games, a Czech game studio renowned for its distinctive fruit and joker-style slot games. This collaboration marks another exciting step in REEVO’s continued expansion, further enriching its aggregation platform with proven, entertainment-driven content that appeals to players across multiple markets.

Through this partnership, Apollo Games’ portfolio is now available on the REEVO aggregation platform, providing operators with seamless access to a collection of engaging titles through a single integration. The addition reinforces REEVO’s commitment to delivering a diverse content ecosystem that combines established player favourites with innovative experiences from leading studios.

At REEVO, building a world-class aggregation platform means partnering with studios that understand what keeps players coming back. Apollo Games has established a strong reputation for combining classic casino appeal with modern mechanics, intuitive gameplay, and memorable entertainment. This makes the studio a valuable addition to REEVO’s growing portfolio of premium content providers.

As REEVO continues to expand its global footprint, every new partnership strengthens its ability to offer operators greater variety, stronger player engagement, and scalable content solutions through a single integration.

Daniel Cuc, Head of Account Management at REEVO, said: “Apollo Games brings a style of content that has stood the test of time while continuing to evolve with today’s players. We’re excited to welcome them to the REEVO platform as we continue building an aggregation ecosystem that combines trusted content with fresh experiences. Every new partnership is about giving our operators more opportunities to succeed, and Apollo Games is another excellent addition to our growing network.”

Robert Mikudik, CCO at Apollo Games, said: “We are truly excited to begin this new chapter with REEVO. This partnership will significantly strengthen the distribution of Apollo Games’ portfolio across multiple markets and help us bring our games to an even wider audience. I would like to thank everyone from both teams who contributed their time, energy, and expertise to successfully bring this project to life. A special thank you to David Ciolovan and Daniel Cuc for their dedication and for playing a key role in making this deal happen. We are very much looking forward to everything we can achieve together.”

This partnership reflects REEVO’s continued momentum as it expands its aggregation platform with providers that combine quality, innovation and commercial value. By growing a carefully curated content ecosystem, REEVO remains focused on helping operators deliver outstanding gaming experiences while supporting sustainable business growth.

The post REEVO Announces a New Partnership with Apollo Games appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

Bet-at-home, the European online sports betting and gaming operator, has gone live with Fast Track, using the platform to manage player engagement across its sportsbook and casino.

Founded in 1999 and listed on the Regulated Market of the Frankfurt Stock Exchange (Prime Standard), bet-at-home operates online sports betting and gaming across European markets, with Germany among its core markets. The agreement is the next step in bet-at-home’s player engagement strategy, as the operator continues to deepen the experience it delivers to players across regulated markets.

Fast Track gives bet-at-home’s team a single real-time customer model across CRM, Rewards and Greco, enabling the operator to scale player engagement, gamification and loyalty strategies, and build a gameplay intelligent bonus strategy from one connected platform. bet-at-home also uses Fast Track AI to power fully agentic CRM workflows, allowing its team to work with the platform in natural language and delegate end-to-end CRM tasks to AI agents.

“We needed a platform built for the realities of operating in regulated European markets, with the data foundation and agility to engage players consistently across our brands. Fast Track gives us exactly that, and we are excited about what this partnership will let us build for our players,” said Andreas Hackl, Head of Operations at bet-at-home.

“bet-at-home has built one of European betting’s most recognised brands over more than two decades, and across exactly the kind of regulated, competitive markets Fast Track was built for. We are looking forward to the work ahead together,” said Simon Lidzén, Co-Founder and CEO of Fast Track.

The post Bet-at-home Goes Live with Fast Track appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.