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The Pools joins forces with ActiveWin to boost digital growth

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Iconic UK betting brand The Pools has partnered with marketing agency ActiveWin, as it continues to accelerate its digital transformation.
The century-old brand, best known as the original home of football pools, has undergone a dramatic refresh over recent months, including new digital products and a modernised brand identity aimed at engaging a new generation of players.
ActiveWin will support The Pools with affiliate marketing. The collaboration will strengthen The Pools’ online presence, as well as expand its customer base and build on its already strong reputation.
Part of The Pools’ recent major growth drive strategy saw the launch of its upgraded online presence earlier this year, with the brand migrating onto Gaming Innovation Group’s state-of-the-art SportX sportsbook and CoreX iGaming platform to ensure a best-in class product offering for customers.
Gemma Strath, Head of Marketing at The Pools, said: “For more than 100 years, The Pools has been the place for great games that are easy, fun and affordable to play. Partnering with ActiveWin allows us to reach new audiences while maintaining the trust, value and enjoyment that have defined The Pools for generations.”
ActiveWin Managing Director, Joshua Gamble, said: “We’re proud to be working with one of the UK’s most historic betting brands. The Pools has an unrivalled heritage, and our goal is to help translate that history into modern-day digital success. With our expertise across all areas of performance marketing, we’re confident we can deliver strong growth to help build upon The Pool’s recent digital transformation.”
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Yolo Group secures UAE Gaming Vendor Licences from GCGRA

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OmegaTipsters Revived as a Flagship Platform in GSH Online Media’s Expansion Strategy

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OmegaTipsters, an iGaming platform established in 2016, has been relaunched by its current owner, GSH Online Media. The platform has evolved into a complete hub that aims to enhance user experiences through its state-of-the-art technological model.
GSH Online Media has retooled OmegaTipsters, bringing it onto a modern and redesigned platform. The company’s specialty lies in the online gaming sector, and relaunching OmegaTipsters marks a crucial step toward the sports betting market.
This relaunch aligns with the principles of GSH Online Media’s campaign to redevelop and improve its platforms.
With OmegaTipsters, the firm focuses on providing versatility for various user preferences while emphasizing responsible gambling and an educational approach.
A Versatile Hub for iGaming Enthusiasts
OmegaTipsters initially focused on providing betting tips, hence its name. With the relaunch of its website, the platform has introduced a range of features designed to enhance the user experience.
Its versatility enables it to serve as a helpful center for both sports betting and casino gaming enthusiasts. Apart from its original service of betting tips, it provides the following:
- Association football odds for numerous competitions, teams, and betting markets.
- A curated list that aggregates online casinos and bookmakers.
- Collection of betting offers and casino bonuses from the operators listed on OmegaTipsters.
- It provides a state-of-the-art filtering system for operators and offers features that encourage personalized searches.
- Social tournaments that offer completely free gameplay, providing varied real-money prizes.
- Expert-driven informational content that aligns with responsible gambling principles.
GSH Online Media CEO, Viorel Stan, Comments on the Relaunch
“Witnessing the relaunch of OmegaTipsters feels like a personal milestone. While our company prides itself on its growth and scalability, thanks to our presence in the casino gaming sector, I have a personal connection to the world of sports. Acquiring, redesigning, and perfecting OmegaTipsters allows us to diversify our portfolio and become more viable in the sports niche. I am thankful and proud of my team’s effort and competitive drive, allowing us to continue to expand!”
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84% OF MOBILE GAME DEVELOPERS DEMAND END TO MOBILE GAMING’S DISTRIBUTION DUOPOLY

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The walls are closing in on the mobile app store duopoly, according to a major new survey of senior game developers. Aptoide, the original independent app store on Android and iOS, today published a landmark study, CTRL. ALT. DEL. Reclaiming The Game Distribution Landscape, spotlighting a major appetite among mobile game developers to break away from the dominance of Google and Apple.
Surveying over 300 senior-level professionals across mobile game studios in the US and UK, the research is an urgent call for change towards a more diverse distribution ecosystem – revealing that 84% of developers believe the industry can no longer survive under the stranglehold of just two storefronts.
The data paints a picture of an ecosystem at breaking point, with 67% fearing their reliance and dependence on Apple and Google. Growing dissatisfaction continues to become the norm as 51% cite exorbitant app store fees and marketing costs as their biggest pain point. Looking forward to the next five years, 74% of developers expect alternative app stores to play an essential role in their distribution mix.
This move toward a multi-channel approach is driven by a significant opportunity for growth. 73% anticipate double-digit revenue growth from embracing them, citing access to fresh user bases (42.8%) and greater freedom from restrictive policies (42.4%).
Paulo Trezentos, CEO and Co-Founder of Aptoide, said:
“The mobile game ecosystem is overdue for a reset. For too long, an entrenched duopoly has stifled commercial and creative potential, setting too many rules and taking too much revenue. Our findings confirm that developers are ready to reclaim control. A new wave of opportunity is emerging through alternative app stores – platforms that offer game makers greater control, better economics, and access to untapped audiences.”
According to JoyNet Games:
“The shift towards alternative distribution is no longer theoretical. Alternative distribution channels help us reach a broader audience, reduce dependency on a single platform, and provide more flexible marketing strategies. They also allow for cost optimization and improved profitability.”
Key Findings from CTRL. ALT. DEL.
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The Duopoly: 87% of senior developers say the vast majority of their revenue still comes from Google and Apple stores.
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Industry Dissatisfaction: This means 67% fear the risks of their reliance on Google and Apple, and 84% demand a more diverse ecosystem;
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Developer Pain Points: 51% cite punishing fees as their top frustration, followed by spiraling acquisition and marketing costs (46%), inflexible policies (44%) and persistent discoverability struggles (43%).
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Walled Gardens: 50% are concerned Apple and Google prioritize their own services.
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The Alt-Store Opportunity: 73% expect double-digit revenue growth from publishing to alternative stores.
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Perceived Benefits: Access to new users (43%) and greater freedom from restrictive policies (42.4%) are seen as the top advantages.
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Future Outlook: 74% believe alternative app stores will be a core part of their distribution mix within five years, rising to 86% in the US.
The post 84% OF MOBILE GAME DEVELOPERS DEMAND END TO MOBILE GAMING’S DISTRIBUTION DUOPOLY appeared first on European Gaming Industry News.
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