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Journey back to ancient Egypt with Sheba Lightning Lines
Live 5 is taking players on an Egyptian adventure like no other in its latest slot release, Sheba Lightning LinesTM. Those that dare to explore the hidden tombs are rewarded with potential riches with a max win potential of 4,000x.
Sheba Lightning Lines is set across 5×4 reels with 20 paylines. Players are helped in their quest for treasure by Expanding Wilds, Free Spins, Prize Wheels and Live 5’s thrilling Lightning Lines mechanic.
This electrifying feature allows players to choose one to four of the horizontal win lines to become a Lightning Line – any three, four or five-of-a-kind horizontal wins on a selected line trigger a wheel with Multipliers and Free Spins up for grabs. Each additional line selected increases the overall stake by 50% of the base stake.
Free Spins can also be triggered from the base game, landing 3, 4 or 5 scatters in view triggers 8, 12 or 16 free games.
If that wasn’t enough, any expanding Sheba Wild becomes sticky for the remaining Free Spins, which increases the potential to trigger Lightning Lines and multiple Prize Wheels the more horizontal winning symbols, the bigger the prizes on the wheels with a single max Multiplier of 100x to be discovered by the most determined explorers.
Sheba Lightning Lines comes with a range of return-to-player settings, from 92% to 94%, and sits at the higher end of the volatility scale so that players really do feel the excitement and anticipation of venturing deep into ancient ruins in search of the treasures hidden within.
As with all Live 5 slots, the game is available in 30+ languages and has been certified for launch in key markets including the UK, Spain, Sweden, Italy, Denmark and all Malta Jurisdictions.
Lloyd Butler, CEO at Live 5, said: “The Egyptian theme is incredibly popular with players in core global markets but with Sheba Lightning Lines we have given it a unique twist that means players will want to explore what it has to offer.
“Our Lightning Lines mechanic has proved to be a big hit on other titles, adding another layer of excitement to the base game. Of course, the chance of Free Spins, Multipliers and Prize Wheels landing will ensure anticipation builds with each spin.
“Sheba Lightning Lines is a great addition to our portfolio, and we are looking forward to seeing players at our partner brands journey to the Egyptian desert in search of the riches hidden within the game.”
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Alistair Johnston CCO at Push Gaming
Push Gaming appoints Jonathan Moretta as Head of Account Management
The iGaming supplier says the hire supports its partnership strategy and 2026 commercial plans.
Push Gaming has appointed Jonathan Moretta as Head of Account Management as it continues to refine its partnership strategy.
The supplier said Moretta brings more than six years’ experience in the iGaming sector, with a track record of managing partnerships across “key global markets.” The company positioned the appointment as part of its strategic goals for 2026, alongside planned expansion of its commercial and operational infrastructure.
Jonathan Moretta, Head of Account Management at Push Gaming, said: “Push Gaming works with a number of quality partners and I can’t wait to continue solidifying those key relationships. The quality of Push Gaming’s products are undeniable and my goal will be to ensure that this quality is reflected in how we communicate with our key accounts; whether that be highlighting existing favourites or presenting new titles from our upcoming roadmap.”
Alistair Johnston, CCO at Push Gaming, added: ”I am thrilled to welcome Jonathan to the team. He will be instrumental in delivering Push Gaming’s commercial strategy, leading from the front with a proven leadership style. Jonathan brings a transcontinental network of key industry players, underpinned by a rare talent for building the kind of great relationships that skyrocket growth.”
The post Push Gaming appoints Jonathan Moretta as Head of Account Management appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
brand-marketing
Midnite runs free coaches for Southampton fans to FA Cup semi-final at Wembley
Midnite is bringing back its “Midnite Express” fan travel initiative, offering free coach transport for Southampton supporters to Wembley for the FA Cup semi-final against Manchester City on Saturday, April 25.
The betting brand said three luxury coaches will take more than 100 fans on the round trip from St Mary’s Stadium to Wembley. The company positioned the move as a response to fan requests on social media following Southampton’s FA Cup win over Arsenal.
The trip also coincides with the 50th anniversary of Southampton’s 1976 FA Cup win at Wembley. Midnite said it recently marked that moment with a dedicated TIFO during Southampton’s match with Arsenal, created with a fan-led TIFO committee.
Fans travelling on the coaches will be joined by former Southampton players Shane Long, Franny Benali and Ken Monkou, according to the company.
Andrew Mook, Head of Brand Marketing at Midnite, said: “The response to the Midnite Express this season has been incredible and when fans asked for it to return, we were keen to deliver.
“Supporting Saints fans is central to what we do, whether that is easing the challenges around travel or helping create memorable experiences around the game.
“This is a huge moment for Southampton, especially in such an important anniversary year, and we are proud to help fans get there to support their team.
“We hope this journey will make the match day experience even better.”
The post Midnite runs free coaches for Southampton fans to FA Cup semi-final at Wembley appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
CRM
The Mill Adventure deepens Optimove integration for player engagement
The Mill Adventure (TMA) has strengthened its integration with Optimove to expand player engagement and CRM capabilities for iGaming operators, the companies said.
TMA said the enhanced integration adds deeper audience segmentation, including Optimove’s Target Group Discovery, to help operators build granular player profiles and activate engagement based on player behaviour and preferences.
The update also connects Optimove directly to TMA’s proprietary bonus engine, which TMA said allows operators to trigger and distribute personalised rewards within CRM journeys. Messaging can be orchestrated through Optimove across email, SMS, web and mobile push notifications, as well as inbox messaging.
Bjørnar Heggernes, CCO at The Mill Adventure, said: “We are focused on equipping operators with the right tools they need to deliver meaningful, data-driven engagement at scale. This enhanced integration with Optimove strengthens our ability to support highly personalised player journeys, combining powerful segmentation, real-time communication and seamless reward execution within a unified platform.
“By bringing these capabilities together, we are helping our partners simplify their operations while delivering richer, more relevant experiences that drive long-term value.”
Adi Dagan, Senior Director of Partnership at Optimove, said: “The Mill Adventure’s iGaming operators benefit from its scalable and automated tools for optimising their casino suite. With this integration, The Mill Adventure operators can use real-time data, advanced segmentation and multichannel orchestration to deliver more relevant player experiences and act on them faster.
“Our partnership with The Mill Adventure represents a significant step forward in enabling operators to execute smarter, more effective CRM strategies. We are excited to support TMA’s continued growth as they empower operators to build deeper, more meaningful relationships with their players.”
The post The Mill Adventure deepens Optimove integration for player engagement appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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