Latest News
BETER Live becomes ICONIC21
BETER Live, provider of live betting solutions, has officially rebranded to ICONIC21 as it enters a new chapter having separated from the BETER Group.
The strategic move allows ICONIC21 to deploy its own vision with a sharpened focus as it continues to strengthen its position as a must-have provider in the fast-growing online market.
As ICONIC21, the business will operate independently having built a super-star team that includes the brightest minds and creative talents in the gaming content space.
The business has already enjoyed incredible success by taking a client-first approach, responding quickly to requests and ensuring its products and experiences are always ahead of the curve.
ICONIC21 will continue to manage all aspects of operations internally which in turn means it can deliver a highly customisable yet efficient service to its customers while meeting their unique needs and requirements.
The company promises to take this to the next level over the coming months, with a more personalised service, faster delivery of new features and a greater focus on securing strategic partnerships to fuel growth for both ICONIC21 and its customers.
In addition, ICONIC21 will further expand its product portfolio which will boast more variety and innovative features so that its content caters to a wider audience and with deeper player engagement.
This includes focusing on unique, innovative content and games, never-seen-before formats and bonus features, with a greater focus on the ever-popular live gameshow segment.
The company’s robust promotional engine will be further enhanced with the introduction of additional products and tools, enabling partners to run comprehensive, targeted campaigns aimed at driving acquisition and retention
ICONIC21 remains committed to setting the standard for customer personalisation, allowing operators to tailor the live dealer and live games experience offered to their players in a way that perfectly aligns with their branding and player expectations and preferences in each market they target.
Edvardas Sadovskis, CPO at ICONIC21, said: “Our transition to ICONIC21 is a strategic step forward that reflects our vision to lead with a passion for innovation, oriented toward our partners and players. Our commitment to customer-centricity has been at the heart of our success.
With our new brand, we will accelerate our growth plans, bringing more groundbreaking content and unique game formats to the market.
Rebranding as ICONIC21 symbolizes a new era where we can deepen our commitment to becoming the must-have provider in the gaming industry. We are leveraging our talented team and expanding our product offerings to ensure that our partners have access to unparalleled content that drives player acquisition, retention, and overall satisfaction.”
The post BETER Live becomes ICONIC21 appeared first on European Gaming Industry News.
Casino Content
Groove says its casino content library passes 20,000 games
Groove says it has passed 20,000 titles in its aggregated casino content library, delivered to partners via “one API” and managed through its Groove Command back office.
The company said the catalogue includes slots, instant win games, table games, crash games, live dealer and arcade-style titles, plus “emerging verticals including sweepstakes and crypto-native content.” Groove added that the portfolio is now live and available to its partners worldwide.
Rachel Tourgeman, Head of Partnerships at Groove, said the company focuses on curation rather than chasing volume: “Twenty thousand games is a number. What matters is what sits behind it…” Says Tourgeman. “We don’t add studios for the sake of volume. We add them because they bring something distinctive: a mechanical innovation, a visual language, a player-engagement hook that our operators can’t get elsewhere. Our partners trust us to curate, not just collect. That trust is why we keep growing, and why the quality curve keeps rising alongside the quantity curve.”
Groove said recent integrations include KingMidas Games (150+ mobile-first titles), Urgent Games and Bryogames, which it described as offering “proprietary mathematics with real-time RTP customisation.” The company said the additions were assessed for technical compatibility and “commercial distinctiveness.”
Yahale Meltzer, Co-Founder and CEO of Groove, positioned the milestone as part of a broader platform pitch: “The aggregation space is crowded with platforms that offer ‘access’ and little else,” said Meltzer. “Twenty thousand games through a single API is not just scale. It is a statement. It says that Groove has become the default engine for operators who want to move fast, compete smart, and never compromise on content depth. But we are not stopping here. The next 20,000 will be even more selective, more integrated, and more aligned with where player behaviour is heading. Volume without curation is noise. We are building a signal.”
The post Groove says its casino content library passes 20,000 games appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
content-aggregation
Octoplay integrates with Lottomart to expand UK distribution
Octoplay has expanded its UK distribution through a new integration with operator Lottomart, making a selection of the supplier’s slot games available to Lottomart players.
Under the agreement, Lottomart has added five Octoplay titles to its casino library: Fire Rail Express: Hold & Win, Break the Diamond Piggy, 777 Hot Reels: Megacharged, Big Bang Bonus: Hold & Win and The Lucky Fella: Hold & Win.
Chris Ruddock, Commercial Director at Lottomart, said: “We’re always on the lookout for exciting content that adds something fresh to our portfolio, and Octoplay’s titles do exactly that. Their distinctive style, engaging mechanics, and wide range of themes make them a fantastic addition to our casino. We’re really looking forward to seeing how our players respond.”
Ralitsa Georgieva, Chief Executive Officer at Octoplay, added: “Going live with Lottomart adds another respected UK operator to our growing list of partners in the market. The UK remains a core pillar of our European strategy, and we are pleased to bring our portfolio to Lottomart’s players.”
The post Octoplay integrates with Lottomart to expand UK distribution appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Commercial Gaming
Momentum forms UAE commercial gaming JV with Fanatics after GCGRA approval
Momentum Group and Fanatics have formed a strategic joint venture to run and expand Momentum’s licensed commercial gaming operations in the UAE, the companies said on 29 June, 2026. The partnership is based in Abu Dhabi and brings Momentum’s existing UAE commercial gaming licenses and operations into the new entity.
The joint venture will operate and grow the activities currently licensed to Momentum in the UAE, including lottery, iGaming, sportsbook, and content websites. Momentum said the General Commercial Gaming Regulatory Authority (GCGRA) has approved the change in control of Momentum’s existing licensed entities.
Scott Burton, Chief Operating Officer, Momentum Group, said:
“The UAE has built one of the world’s most carefully regulated commercial gaming markets, and this joint venture is a reflection of the confidence that brings. Combining Momentum’s regional experience with Fanatics’ global product capability creates a partnership well placed to grow alongside this market for the long term.”
Conor Grant, President, Fanatics Gaming, said:
“The UAE is establishing one of the most thoughtfully regulated commercial gaming markets in the world, and Momentum has demonstrated what a responsible, credible operation within it looks like. We are entering this market for the long term, committed to building something genuinely category-defining together.”
Momentum said the companies plan to invest through the joint venture in technology, product, and customer experience, and to advance responsible gaming and player protection in line with the GCGRA framework.
The post Momentum forms UAE commercial gaming JV with Fanatics after GCGRA approval appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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