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Subway and Guild Esports Celebrate First Year of Game-changing Partnership

Published

3 years ago

May 20, 2022

Reading Time: 2 minutes

Subway and global esports company Guild Esports are celebrating their first year of a successful brand partnership. The EMEA-wide partnership engages Gen Z consumers with esports and gaming activations. So far, the collaboration has generated nearly 9000 posts and streams, and over 1800 hours of exposure time, and more coming from Subway and Guild, soon.

Just over a year ago, Subway launched a two-year EMEA-wide brand partnership with Guild Esports, the global esports business co-founded by football star, David Beckham.

As esports continues to grow across the world, with an audience of over 450 million in 2021, expected to rise to 570 million by 2024 (according to market research firm Newzoo), this market is a way for Subway to connect with Gen Z consumers.

But there’s more to Subway’s partnership with Guild than esports alone. It also helps Subway to promote its belief in nutritious food, choice, and variety, to an audience that doesn’t always eat as healthily as they could.

David Beckham set up Guild Esports to take a holistic view of its players’ wellbeing – not only advancing skills in gaming, but also taking care of good nutrition, physical and mental wellbeing. With over 80% of gamers eating or drinking while playing (Newzoo), Guild hopes to promote a healthy relationship between gamers and food. And this aligns with Subway’s values of helping consumers make better and healthier choices.

“It’s great to have Subway on board to help us educate gamers and esports players. We are currently working closely with Subway’s nutritionist to further develop our Health and Nutrition section on our Academy platform, aiming to equip young players with the tools and knowledge needed to improve their relationship with food. The lessons will cover everything from healthy habits around nutrition, improving relationships with food and the benefits and dangers of common nutrition supplements in esports. Keep an eye out on our Academy and Guild social channels for more game-changing content,” Luke Hall, Nutritionist at Guild Esports, said.

“One year on, our partnership with Guild has become a powerful asset across EMEA. We’ve turned it into a far-reaching and multi-dimensional asset with many opportunities for our franchisees to engage local consumers. Esports is a new area for Subway, and we are enjoying the journey. And as Guild is an esports organisation which talks so passionately about nutrition, they offer us a unique and well-rounded partnership,” Louise Wardle, the EMEA VP of marketing for Subway, said.

“It has been great to work with Subway as our brand has grown and we’ve built the range and reach of our activities. We are also excited about the future direction of Guild Academy which has a huge focus on the holistic wellbeing of gamers and are pleased to be working so closely with Subway on the development of our Health and Nutrition section. One year on, it’s been quite a journey and we are now set for our next burst of growth. So, look out for more exciting activity with Subway in EMEA in 2022 and beyond,” Michelle Tierney, CCO at Guild Esports, said.

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TrueLayer to Acquire Zimpler, Creating a European Pay by Bank Powerhouse

Published

8 hours ago

October 21, 2025

Adrienn Sarkany

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Reading Time: 2 minutes

TrueLayer, Europe’s leading Pay by Bank network, today announced that it has signed an agreement to acquire Zimpler, the fastest growing Pay by Bank network in the Nordics. The acquisition will bring together two of Europe’s most innovative Pay by Bank providers, further strengthening TrueLayer as a formidable force in the European payments industry.

This acquisition marks a pivotal moment in the evolution of Pay by Bank across Europe. By expanding TrueLayer’s pan-European network and deep expertise in payment technology with Zimpler’s strong position in the Nordic market, TrueLayer will be uniquely positioned to further accelerate the shift from legacy card payments to smarter, faster, and more secure payments via Pay by Bank.

The acquisition is another clear step forward for TrueLayer in its mission to build a powerful alternative to legacy payments in Europe, fostering greater competition, innovation and value for businesses and their consumers.

With some of the highest adoption rates of account-to-account (A2A) payments anywhere in the world, the Nordic region has been a proving ground for Pay by Bank. By acquiring Zimpler, TrueLayer will have more than 20 million users and will add coverage across key markets such as Sweden, Finland, and will add additional A2A capabilities through the Swish payment rail integration. This significantly strengthens TrueLayer’s pan-European network, accelerating the shift to smarter, safer, and more cost-effective payments.

Founded in 2012 by Johan Friis and Kristofer Ekman Sinclair, Zimpler has grown rapidly to become a Pay by Bank leader in the Nordics. TrueLayer is proud to welcome Zimpler’s founders and shareholders on this journey – joining the likes of Stripe, Northzone, and Tiger Global in backing its mission to transform the way the world pays.

“I am excited to welcome the Zimpler team to TrueLayer,” said Francesco Simoneschi, Co-founder and CEO of TrueLayer. “We’ve long admired their progress, and we’re excited to add such an incredible group of builders and payment experts to the TrueLayer team We’re not just expanding our footprint in the Nordics – we’re combining talent, technology, and scale to accelerate Pay by Bank adoption across the continent, and further strengthening Pay by Bank as a force of disruption that is changing how the world pays.”

“Joining forces with TrueLayer is a fantastic opportunity to build the leading Pay by Bank provider in Europe” said Johan Strand, CEO of Zimpler. “TrueLayer has a proven track record of innovation and a powerful network. Our combined strengths will allow us to offer an even more compelling proposition to the market. Joining TrueLayer will enable us to reach new heights and drive the next wave of growth in the industry. At the same time, we remain firmly anchored in Sweden, with our local licence and expertise ensuring continuity for our customers.”

The post TrueLayer to Acquire Zimpler, Creating a European Pay by Bank Powerhouse appeared first on European Gaming Industry News.

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SPORTRADAR AWARDED UNITED ARAB EMIRATES LICENSE

Published

11 hours ago

October 21, 2025

Adrienn Sarkany

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Sportradar Group AG (NASDAQ: SRAD) has been granted a gaming-related vendor license from the United Arab Emirates’s General Commercial Gaming Regulatory Authority (GCGRA), an independent entity of the UAE Federal Government with exclusive jurisdiction to regulate, license, and supervise all commercial gaming activities.

The license, operational with immediate effect, affords Sportradar the opportunity to provide its products and services to licensed operators.

Sportradar looks forward to bringing its 20+ year expertise and proprietary sports technology to operators and clients in the region.

The post SPORTRADAR AWARDED UNITED ARAB EMIRATES LICENSE appeared first on European Gaming Industry News.

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Winlandia launches dedicated bingo offering in the UK

Published

12 hours ago

October 21, 2025

Adrienn Sarkany

winlandia-launches-dedicated-bingo-offering-in-the-uk

Reading Time: 2 minutes

Winlandia, the online casino with a Nordic twist powered by SkillOnNet, has expanded its offering by launching bingo vertical to players in the UK and Sweden.

Following the launch, players can now enjoy a range of bingo games from Pragmatic Play, including 90-ball, 80-ball, 75-ball, 50-ball, 30-ball and Speed Bingo, as well as themed rooms, including Big Bass Bingo, Drop Pots, Boom Box and a dedicated Jackpot Room.

They can also take part in the provider’s flagship Bingo Blast format, including spin-offs like Snowball Blast, as well as its hugely popular Diamond Dazzle and just-launched Reels Room.

To super-charge the launch, Winlandia has partnered with Gambling.com and its flagship Whichbingo.co.uk, which will exclusively promote Winlandia Bingo to its audience for several weeks.

To support the launch of Winlandia Bingo, the operator is offering an exclusive welcome bonus together with WhichBingo, consisting of: 100% up to £50 + 300 No Wagering Bingo Tickets + 100 Free Spins on Big Bass Bonanza. To support the launch of Winlandia Bingo, the operator is offering an exclusive welcome bonus together with WhichBingo, consisting of: 100% up to £50 + 300 No Wagering Bingo Tickets + 100 Free Spins on Big Bass Bonanza,18+, GambleAware and T&C applies.

Christoffer Grönlund, Head of Affiliates at Winlandia, said: “This launch highlights our commitment to long-term affiliate partnerships and strengthens our collaboration with Gambling.com Group.”

“Pragmatic Play’s bingo suite allows us to bring the Winlandia experience to a wider audience while maintaining our Nordic character and focus on entertainment.

We’re proud of how our affiliate relationships continue to drive quality traffic and sustainable growth in key markets like the UK.”

Malcolm Farrimond, Head of Bingo at SkillOnNet, added: “It’s great to see Pragmatic Play Bingo now live on Winlandia in both the UK and Sweden. The product offers a strong mix of bingo games, including Big Bass Bingo, Bingo Blast and Drop Pots, with something to suit different types of players.

“We’re also pleased to launch Big Bass Bingo exclusively for UK players – a new room inspired by the popular slot title. It’s a well-rounded bingo offering that supports Winlandia’s focus on entertainment and variety, and we’re looking forward to seeing how players in both markets respond.”

Corina Tanasa, Account Manager at WhichBingo.co.uk, said: “At WhichBingo.co.uk and Gambling.com are delighted to support the exclusive launch of Winlandia’s new bingo product. We look forward to showcasing this exciting addition to the market and delivering an engaging experience to players. This collaboration marks an important step in bringing innovative bingo content to a wider audience”

The post Winlandia launches dedicated bingo offering in the UK appeared first on European Gaming Industry News.