Yggdrasil, the leading global iGaming publisher, has officially boosted its reach in the regulated Bulgarian market by taking its premium content live with regional operator bet.bg.

This partnership marks another significant milestone in Yggdrasil’s European expansion strategy. Following a landmark commercial year in 2025—where the studio saw rapid growth across Spain, Brazil, and the Balkan markets—this new deal ensures a steady stream of high-quality entertainment for Bulgarian players.

A Portfolio of Blockbuster Hits

As part of the initial rollout, bet.bg has integrated over 20 of Yggdrasil’s top-performing titles. The selection features a mix of “all-time classics” and modern hits, including:

• The Vikings Series: Specifically the fan-favorite Vikings go Berzerk.

• Legendary Quests: The high-adventure Valley of the Gods.

• GEM-Powered Slots: Innovative titles like Raptor DoubleMax, Hades GigaBlox, and Golden Fish Tank 2.

These games leverage Yggdrasil’s signature Game Engagement Mechanics (GEMs), which have proven to be major drivers of player retention and engagement in the Eastern European region.

Strategic Growth in the Balkans

Bulgaria has emerged as a flourishing hub for iGaming, supported by a clear regulatory framework and a growing demand for premium casino content. For Yggdrasil, partnering with an established local brand like bet.bg is a “statement of intent” to dominate the Balkan territory.

“Partnering with bet.bg is a real statement of intent for us as we further boost our footprint in the Balkan region,” said Jose Kadala, Chief Commercial Officer at Yggdrasil. “Our titles have already proven to be incredibly popular in the region, and we’re confident that bet.bg customers will love the gaming experiences we will provide for them.”

A spokesperson for bet.bg echoed this enthusiasm, stating: “We are extremely pleased to offer Yggdrasil’s wide-ranging product portfolio to our players. Yggdrasil brings a combination of fan-favorite games and cutting-edge mechanics to our collection, and we can’t wait to grow in tandem with them.”

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Gamblers Connect, the award-winning iGaming affiliate and media platform, has officially entered into a strategic partnership with BetOxygen, a software development company specializing in agile B2B gaming solutions.

The collaboration aims to bridge the gap between high-end infrastructure and operators seeking reliable, omnichannel systems. As the boundary between land-based and online gaming continues to blur, the partnership highlights BetOxygen’s role as a key architect in the modern iGaming landscape.

A Unified IT Ecosystem for Modern Operators

BetOxygen has distinguished itself by offering a complete IT ecosystem that supports a wide range of verticals, including:

• Sports Betting Software

• Internet Casinos

• Virtual Slot Games

At the heart of their offering is a comprehensive omnichannel platform. This system integrates retail, mobile, and online operations into a single, unified back office. This allows operators to manage their entire business from one dashboard, ensuring a consistent and seamless experience for players regardless of how they choose to bet.

Efficiency and “Boutique” Support

BetOxygen differentiates itself from traditional technology vendors through a proactive, “boutique” approach to client management. Key highlights of their service model include:

• Rapid Technical Support: Boasting a two-minute response time for technical inquiries.

• Fast Integration: A clear roadmap that promises full platform customization and integration within 60 days of signing.

• Risk Management: Continuous monitoring to protect partners from operational challenges.

Currently holding a strong presence in regulated markets across Europe and Africa, BetOxygen is focused on democratizing access to high-end gaming technology for ambitious operators.

“What sets BetOxygen apart and makes this partnership so exciting for us is their unique full package philosophy,” said Gjorgje Ristikj, Founder & CEO at Gamblers Connect. “This partnership underscores our dedication to showcasing providers who prioritize speed, customization, and unwavering support.”

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Groove Technologies, the award-winning B2B iGaming solutions provider, has announced its high-profile participation in ICE Barcelona 2026. Taking place from January 19–21 at the Fira Barcelona Gran Via, the event marks a significant milestone as the world’s premier gaming trade fair moves to its new Spanish home.

Groove Technologies will join over 600 exhibitors and 65,000 industry professionals to demonstrate how its “plug-and-play” growth ecosystem is helping operators navigate the complexities of a maturing global market.

Mastering the Next Wave of iGaming Trends

As the industry looks toward 2026, the focus has shifted from mere content volume to sustainable, data-driven growth. Groove’s platform is designed to address this shift, offering a single, powerful engine that consolidates:

• Massive Content Library: Access to over 15,000 games from 150+ top-tier providers.

• Streamlined Integration: A single API that reduces technical debt and speeds up time-to-market.

• Growth-Focused Tools: Built-in analytics, marketing automation, and localization features to engage players in diverse regulatory environments.

Leadership Insights: Partnership as a Catalyst for Growth

The Groove leadership team will be on-site to discuss strategic scaling and market entry.

“The industry is moving beyond just offering games; it’s about delivering the right localized content with the right tools,” said Rachel Tourgeman, Head of Partnerships at Groove Technologies. “ICE is the definitive venue to connect face-to-face with partners who are serious about scaling their business intelligently.”

Giusy Campo, Business Development Director, emphasized the importance of networking: “Our entire platform is built to be a growth catalyst. I’m looking forward to discussing the specific mechanics of success with current and future partners. Let’s transform potential into performance.”

Yahale Meltzer, Co-Founder and COO, added that the platform serves as a “comprehensive growth ecosystem,” allowing operators to launch fast and adapt to local player preferences with minimal friction.

Key Trends to Watch in 2026

Groove’s participation is informed by the critical trends set to dominate the iGaming landscape in 2026, including:

1. Hyper-Personalization: Real-time tailoring of the player experience.

2. Safer Gambling & Compliance: Automated, proactive player protection tools.

3. Social & Mobile Integration: Features that build community and leverage mobile-first habits.

Operators and prospective partners can visit the newly launched domain at www.groovetech.com to book a meeting with the team in Barcelona.

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