7Games partners with FIRST.bet to deliver Tier-1 sportsbook technology to one of Brazil’s largest casino operators.

7Games, Betão, and R7—brands managed by OIG Gaming Brazil Ltda. and recognized as key players in Brazil’s casino-led betting market—have launched a comprehensive sportsbook platform powered by FIRST.bet’s leading Tier-1 technology.

As one of Brazil’s most prominent casino operators, OIG Gaming Brazil Ltda. opted for FIRST.bet to seamlessly expand its reach into the sports betting sector across its trio of brands. This partnership underscores the scalability and robustness of FIRST.bet, demonstrating its capacity to support large-scale, multi-brand ecosystems in the competitive Brazilian market.

Leveraging FIRST.bet’s SportOS operating system, 7Games developed a customized sportsbook front end tailored to its unique branding and user experience. While players interact with a platform fully reflective of 7Games’ identity—from design to functionality—the underlying engine driving trading, pricing, live markets, and overall performance is powered by FIRST.bet.

As a casino-first operator venturing into sports betting, 7Games required a sportsbook solution aligning directly with the nuances of the Brazilian market. FIRST.bet delivered exactly that: a product optimized for Brazil, complete with Brazilian-Portuguese language capabilities, odds models tailored for national leagues, and high-performance live betting, trading, and risk management systems to meet the demands of a competitive scale.

“Brazil isn’t a market where you can afford slow growth—your product must hit the ground running,” explained Fernando Oliveira Lima, Founder and CEO of 7Games. “FIRST.bet provided us with a solution already optimized for this market, allowing us to concentrate on serving our players rather than troubleshooting underlying technology.”

Echoing this sentiment, Tom Light, Founder and CEO of FIRST.bet, added, “Success in Brazil hinges on getting the product right from day one. Operators who fail to meet those expectations are quickly left behind. With 7Games already commanding significant casino traffic, they now have a sportsbook designed to handle that scale. It’s their unique brand experience backed by an engine built for top-tier performance, which is exactly why we developed SportOS.”

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The new football-themed title keeps CreedRoomz’ existing mechanics and adds a Maradona-branded visual overhaul and 10,000x max payout claim.

CreedRoomz has launched a new live game show, “Maradona Run,” which the supplier says is backed by official rights and is now available to partner operators on the CreedRoomz Live Casino platform.

The company positions the release around the upcoming World Cup games, with a football-themed reskin of its existing interactive game show concept. CreedRoomz said the game’s “logic and core mechanics remain exactly the same,” while the visual identity has been rebuilt around a 3D animated caricature of Diego Maradona in a number 10 jersey.

Maradona Run combines a lottery-style ball draw, where players can manage up to eight interactive cards, with an “endless runner” bonus round. In the bonus sequence, the Maradona character runs through an obstacle course collecting glowing soccer balls that the supplier says translate into gameplay advantages including multipliers, speed boosts and prize doublers. CreedRoomz stated the game has a maximum payout potential of up to 10,000x the bet.

“Securing the official rights for Maradona Run allows us to hand our partners a massive competitive advantage just in time for the World Cup games,” said Armen Mnatsakanyan, Head of Sales Department at CreedRoomz. “By merging the legendary global appeal of Maradona with our high-retention endless-runner mechanic, we have created a premium crossover product that effortlessly converts football fans into loyal live casino players. The proven logic and math models are exactly what operators trust, but the brand power and vibrant new look make this a must-have commercial powerhouse.”

The title features a live presenter alongside the animated character and includes three bonus ticket tiers—Sprint, Trailblaze, and Marathon—intended to provide multiple bonus-entry paths per round, according to the supplier.

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