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NordicBet creates new brand identity and concept – “Makes sports bigger”

Published

4 years ago

August 29, 2022

Reading Time: 2 minutes

NordicBet is launching a new communication concept and a new brand identity. The concept, ”Makes sports bigger”, aims to strengthen the brand’s position in the Nordics not only by showing its passion for sport, but also by representing the supporters’ passion for sport in a unique and different way. The new concept is the first example of our new international design and creative hub, which aims to streamline and scale the company’s work within brand identity and design across Betssons markets. NordicBet is first out, but we will see more brands within the Group supported by the Global Brand & Creative team led by our Director of Brand and Creative, Kay Hook.

“With our new international design hub we will be able to leverage marketing campaigns across brands and markets, creating synergies and efficiencies across the Group. The Nordics are first out with this kind of collaboration, and other markets will follow,” says Ronni Hartvig CCO Betsson Group.

NordicBet was one of the first sports betting brands in the Nordics to offer bets beyond the big top leagues. The brand quickly became a favourite among sports fans. The brand is now taking new steps to further strengthen its identity with a more cross-market approach.

“Like the soccer player, the hockey player or the handball player, many of the supporters and fans have their own routines, or even rituals, which they believe they must do to support their team. It can be wearing the team’s shirt, putting on lucky socks or having the same match day routines; all to support their team and doing whatever it takes to win. That perception is the starting point for NordicBet’s new campaign. But we have taken this a little further, adding true feelings, sometimes uncommon rituals and friendships, that Makes sports bigger,” says Kay Hook Director of Brand and Creative.

The concept is launched, among other things, with the new TV commercial above will consolidate NordicBet as the obvious place for sports lovers to enhance their experience. The concept has been developed in collaboration with the advertising agency Hong Kong. The award-winning Danish director Jeppe Rønde, known for the film Almost Human with Stephen Fry, and the production company Bacon have also been involved in NordicBet’s new TV commercial.

Casino Content

Groove says its casino content library passes 20,000 games

Published

4 hours ago

June 29, 2026

Wladimir P.

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

Published

4 hours ago

June 29, 2026

Wladimir P.

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

Published

4 hours ago

June 29, 2026

Wladimir P.

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.