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EE RENEWS SPONSORSHIP WITH EXCEL ESPORTS AND UNVEILS NEW AMBITIONS IN GAMING

EE announces it has extended its lead partnership with UK esports organisation EXCEL ESPORTS until 2025 following three years of successful collaboration.
The extended three-year partnership will continue to see the EE brand featured on all kit worn by EXCEL’s League of Legends EMEA, Championship (LEC), VALORANT and FIFA teams. EE will also continue to help EXCEL’s teams train at their HQ by providing world class connectivity, backed by the UK’s best network.
In its role as lead partner to EXCEL, EE is committed to making the gaming community as inclusive as possible, as well as supporting gamers with the products and services that matter most to them.
EE three key ambitions for its partnership with EXCEL:
- Inclusivity: nurture the next generation of women in gaming to help re-shape the industry for the better
- Culture: support gamers beyond the play occasion, making mental health support available to the gaming community
- Experience: elevate the gaming experience with products and services designed to open up the community to new audiences
These commitments will be fundamental as EE and EXCEL work to launch a series of exciting initiatives over the coming years to inspire gamers and elevate their experiences.
Pete Jeavons, Marketing Communications Director at EE comments: “The gaming community continues to go from strength to strength in the UK and with our partners at EXCEL, we are excited to use our technology and networks to deliver new initiatives, experiences and services that will benefit this community – both at elite and grassroots level. We want to become the number one network for gaming in the UK and we believe our work with EXCEL will be fundamental in achieving this goal.”
Mark Carter, Commercial Director, EXCEL ESPORTS adds: “It’s an honour to announce our three year partnership extension with EE making this one of the longest partnerships in esports history. Together, we understand the importance of creating ground-breaking initiatives and enabling opportunities to drive forward and support more inclusive gaming communities. We look forward to sharing more exciting details as we activate the partnership together.”
Since initially teaming up in 2020, EE and EXCEL have collaborated on a number of campaigns and initiatives including this year’s Connected Club Cup, which gave grassroots gamers from around the UK the chance to prove their FIFA skills in a national competition. The finalists then joined stars from EXCEL and the England football team at Wembley to battle it out for the Connected Club Cup trophy. Back in March, EE and EXCEL collaborated on Ultimate Gamer, a six-hour Twitch stream that saw four famous faces including comedian Munya Chawawa and EXCEL’s professional Fortnite player Jaden ‘Wolfiez’ Ashman, compete against each other across three separate games.
The partnership renewal follows EE’s recently unveiled supercharged gaming offering. The new range features xBox, Nintendo and PlayStation bundles, access to the latest best-in-class gaming products via interest free spreadable payments with Add to Plan, and a nationwide roll-out of in-store gaming bays in over 175 EE retail stores.
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Knife Drop by Galaxsys: Unique Gameplay, Guaranteed Wins

The game also features a Bonus Game, which is triggered by hitting apples that randomly appear on the target. Each successful hit fills the progress bar, and once 30 apples are collected, the bonus round begins.
Every knife throw guarantees a win, with no losing outcomes, providing a highly rewarding experience.
The Bonus Game becomes available once 30 apples are collected, offering players an opportunity for bigger rewards.
With the Auto Bet feature, players can set their optimal bet preferences and let the system place bets automatically.
The Lucky Boost feature increases the player’s bet by 50%, offering greater chances for larger payouts.
FreeBet and FreeAmount bonuses allow players to enjoy extra winning opportunities, with terms set by the operator.
The post Knife Drop by Galaxsys: Unique Gameplay, Guaranteed Wins appeared first on European Gaming Industry News.
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Former Sky Bet strategist Andrew Mook joins Midnite as Head of Brand Marketing

Fast-growing UK sportsbook and casino Midnite has continued to strengthen its leadership team with the appointment of Andrew Mook as Head of Brand Marketing.
Mook joins Midnite having most recently been Head of Marketing Strategy & Planning at Flutter. Prior to that, he was Head of Creative Strategy at Sky Bet.
It is the latest high-profile hire for Midnite, after the appointment in April of Mook’s former Sky Bet colleague Zach Amin as Vice-President of Sportsbook.
Mook has been tasked with raising awareness of Midnite’s next-gen product among UK bettors and establishing a brand strategy and identity as the company aims to build on recent marketing activities including sponsorship of the 2025 World Snooker Championship and launching its first TV advertising campaign.
He said: “Midnite is the most exciting name in UK betting right now. There’s a genuine ambition here to shake things up and do things differently. The opportunity to help shape the brand at this stage of its growth is incredibly rare, and I’m thrilled to be on board.”
Midnite’s sportsbook was launched in 2018 by Nick Wright and Daniel Qu, who previously created daily fantasy sports platform Dribble in partnership with Sky Bet.
The brand is focused on disrupting the UK betting market, prioritising the player experience with a slick website and app and a brand platform designed to speak to a new generation of players.
Wright said: “Andrew brings a wealth of experience from some of the biggest names in the industry, but what really stood out was his passion for building bold, creative brands. As we continue to grow, having someone like Andrew to lead our brand marketing efforts is a huge asset.”
The post Former Sky Bet strategist Andrew Mook joins Midnite as Head of Brand Marketing appeared first on European Gaming Industry News.
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Gaming Corps debuts a golf-themed instant win game that puts players in full control of their swing

Gaming Corps – a publicly-listed game development company based in Sweden, is excited to announce the release of its latest casino title, Golf Champion – a golf-themed game packed with strategic thrills, immersive play, and Gaming Corps’ innovative X-MY-WAY™ mechanic.
Golf Champion invites players to hit the virtual fairway, where every shot could lead to serious rewards. Combining the finesse of golf with the high-stakes energy of casino gaming, the game delivers a fresh and dynamic experience tailored to suit every playing style. Whether players choose to chip it safe or drive it long, every swing offers a chance to win up to 1,000x their bet.
At the core of the experience is the X-MY-WAY™ mechanic, designed to put power directly in the player’s hands. This feature allows users to tailor their risk-and-reward strategy with complete freedom. With a range of bet options players can choose to play it safe, cashing out with smaller multipliers, or push their luck with riskier shots for the chance to land big wins, all the way up to a 1,000x multiplier.
Every shot is a deliberate decision, offering a level of interactivity and personalisation that sets Golf Champion apart from traditional instant win games.
Alexander Mavroudis, Product Owner at Gaming Corps said: “Golf Champion is all about putting players in control. With the X-MY-WAY™ mechanic, we’re giving them the tools to choose their playstyle, just like reading the green before a big putt. It’s a perfect blend of chance, choice, and excitement—and we think players are going to love every moment.”
Available in 28 languages, with instant win payouts Golf Champion tees up a compelling addition to Gaming Corps’ growing portfolio of player-first, action-driven content.
The post Gaming Corps debuts a golf-themed instant win game that puts players in full control of their swing appeared first on European Gaming Industry News.
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