Latest News
William Hill unlocks the power of human engagement with 2mee

Tier-one operator is using the company’s cutting-edge HoloMessage® solution to take player engagement to the next level with a 340% uplift compared to banner ads
2mee, the pioneering technology platform that allows brands to engage with consumers through the power of human connection, has signed a breakthrough agreement with powerhouse sportsbook and casino operator, William Hill.
Through this partnership, William Hill will leverage 2mee’s proprietary HoloMessage® solution to deliver video messages from its team and brand influencers at strategic points, directly to customers across its website and app as a clickable pop-up.
The partnership has proven to be transformational for Hills, which is already using HoloMessage® to scale engagement among reachable customers from its active player base and create awareness of personalised bonuses and offers while increasing its net promotor score and user lifetime value.
Moving forward, Hills will begin deploying HoloMessage® at critical decision points throughout its customer journey. Influencers will be empowered to record messages directly from their smartphones and deploy them via the 2mee platform.
For its first campaign, William Hill targeted a segmented audience with a HoloMessage® aimed at driving players to opt-in to marketing campaigns. The results were extraordinary: a single influencer HoloMessage® impression outperformed 31 days of a persistent banner ad by an incredible 340%.
The campaign achieved an average engagement rate of 55% with a peak of 64.9% leading to a major increase in customer opt-ins which is expected to deliver a substantial increase in projected annual revenue.
2mee’s HoloMessage® has a myriad of use cases for operators such as William Hill. This includes delivering important educational and information messages around compliance and responsible gambling, especially when it comes to player onboarding where a lack of education around the process often leads to significant drop-off.
Additionally, HoloMessage® can be utilised for player retention efforts and win-back campaigns, ensuring continued engagement with existing players and re-engaging lapsed ones.
James Riley, CEO of 2mee, said: “We are thrilled to be working with such a high-calibre operator and for William Hill to have enjoyed such a significant uplift in engagement, sign-ups and ultimately revenues from the very first deployment of 2mee’s HoloMessage®.
“This is of course just the start of our partnership and we have already identified many other areas in which HoloMessage® can strengthen engagement, foster brand loyalty and ultimately provide a significant boost to customer lifetime value and revenue.”
Matt Baulk, Head of Personalisation & Product at William Hill, added: “We’ve achieved remarkable success with our initial deployment of HoloMessage®, leading us to expand its usage across various touch points in the customer journey, from compliance messaging to sportsbook offers. The technology’s simplicity, from recording to deployment, makes it incredibly user-friendly”.
The post William Hill unlocks the power of human engagement with 2mee appeared first on European Gaming Industry News.
Compliance Updates
Former Playtech Director of Internal Audit & Risk Joins eGaming Integrity

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eGaming Integrity is delighted to announce the appointment of Robert Penfold as Head of Internal Audit, further strengthening the firm’s ability to support Isle of Man licence holders in responding to increasing regulatory scrutiny and upholding the island’s reputation for integrity.
Robert brings with him more than two decades of high-level experience in governance, risk, audit, and compliance across global gaming and financial services organisations. Most notably, Robert spent over eight years as Director of Internal Audit & Risk at Playtech plc, the world’s largest online gaming software and services supplier listed on the London Stock Exchange. In this role, he was a member of Playtech’s Audit, Risk and Governance Committees, overseeing global audit programmes and supporting the business in meeting complex regulatory requirements across multiple jurisdictions.
Robert has also held senior positions at bwin.party digital entertainment plc, where he led global risk management across regulated markets including Spain, Denmark, Italy, Belgium, France, and Gibraltar. More recently, he was engaged as Governance, Risk & Compliance Manager at the Isle of Man Government’s Attorney General Chambers, where he implemented new risk frameworks and data governance processes across multiple divisions.
Emma Shilling, Director at eGaming Integrity, commented: “This is a landmark appointment for us. Robert’s depth of experience, particularly his years at the helm of audit and risk at Playtech, represents a real step change for eGaming Integrity and our clients. His appointment evidences our commitment to providing heavyweight, board-level expertise to Isle of Man licence holders at a time when regulatory scrutiny has never been higher.”
Robert Penfold added: “I’m thrilled to be joining eGaming Integrity at such a pivotal time for the sector. I’ve spent much of my career working to ensure organisations not only meet regulatory requirements but build strong, resilient frameworks that protect their businesses and customers. I look forward to working with Emma and the team to help our clients strengthen their compliance and governance cultures.”
Robert’s appointment adds further depth to eGaming Integrity’s team of industry experts and former regulators, reinforcing its position as the Isle of Man’s leading provider of mock audits, remediation, and internal audit services for the island’s eGaming licence holders.
The post Former Playtech Director of Internal Audit & Risk Joins eGaming Integrity appeared first on European Gaming Industry News.
Anastasia Rimskaya Chief Account Officer at Aviatrix
Aviatrix live with Wildz following Wildz Group integration

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Innovative crash game Aviatrix has integrated with leading operator Wildz Group, in a partnership that sees it launch with flagship casino Wildz and a selection of other, high-performing brands.
The launch is made possible via a Relax Gaming integration, giving Wildz Group players access to Aviatrix’s award-winning gameplay. In addition to Wildz, the title is now available at Spinz, Caxino, Tuplaus, Chipz and Wheelz.
Anastasia Rimskaya, Chief Account Officer at Aviatrix, said: “Wildz Group has built an outstanding reputation for delivering player-first entertainment, and we’re delighted that Aviatrix is joining that journey. We’re certain Aviatrix’s unique take on the crash genre will engage the full Wildz Group network, and we’d like to thank Relax Gaming for a swift and seamless integration.”
Jani Koskinen, Chief Marketing Officer at Wildz Group, said: “We’re always looking to add content that brings something new to our players, and Aviatrix fits the bill perfectly. Its blend of innovation and engagement is a great match for our casinos, and we’re excited to roll it out across our portfolio following a successful launch at Wildz.”
Since its debut a little over two years ago, Aviatrix has rapidly grown in popularity, thanks to a relentless focus on innovation and a commitment to keeping gameplay exciting for an expanding global audience.
The post Aviatrix live with Wildz following Wildz Group integration appeared first on European Gaming Industry News.
243 Chili
Tom Horn Gaming Turns Up the Heat with 243 Chili

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Tom Horn Gaming is turning up the heat with its latest release, 243 Chili – a fiery fruit slot that blends vibrant visuals with proven mechanics to boost player engagement and operators’ revenues.
Set under the blazing Mexican sun, the reels of 243 Chili burst with colour, bringing together ripe tropical fruits and sizzling chillies. The visuals add flavour, but it’s the gameplay that sets the reels on fire with 243 Wild wins, 5 simple winlines transforming into 243 ways to win, respins, and multipliers of up to x5.
Tom Horn’s proven 243 Wild respin feature, a favourite among players who enjoy short, fast-paced feature cycles with high win potential, takes centre stage in this game. When the 243 Wild lands on the 2nd, 3rd, or 4th reel in a winning combination, it triggers the criss-cross mode with a respin and dynamic multipliers that can climb up to x5.
The addition of QuickX, Tom Horn’s proprietary bonus buy feature, allows higher-stakes players and thrill-seekers to jump straight into the hottest action – a guaranteed respin round with a multiplier. By purchasing a multiplier of their choice, ranging from x1 to x5, players can increase the intensity of their experience. Playing with an x1 to x4 multiplier allows for a progression up to an x5 multiplier. This rare addition of a bonus buy option to the classic fruit slot game gives 243 Chili a competitive edge and makes it stand out in a crowded fruit slots market.
243 Chili brings together one of our most successful mechanics – 243 wild respin – enhanced with QuickX
said Ondrej Lapides, CEO at Tom Horn Gaming. , giving players even more control over their gameplay,
It’s a perfect example of how we balance simplicity with innovation in a simple yet engaging slot that is set to drive higher revenues for our operator partner.
243 Chili delivers medium volatility gameplay across a 5×3 game grid, with bet levels ranging from €0.50 to €100. From seasoned punters to casual players who are drawn to colourful graphics and easy-to-grasp game mechanics, the game speaks to a diverse player base. Its mobile-optimised design ensures that players can enjoy quick spins and crisp visuals on any device.
243 Chili goes on general release on 7 October worldwide.
The post Tom Horn Gaming Turns Up the Heat with 243 Chili appeared first on European Gaming Industry News.
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