partnerships
GiG Powers Iconic British Brand, The Football Pools into a New Era of Online Opportunity
Gaming Innovation Group (GiG Software Plc) has announced the official launch of The Football Pools’ upgraded online presence, powered by GiG’s premium cutting-edge X-Suite technology. This marks a significant step in the digital evolution of one of the UK’s most historic and beloved betting brands, as The Pools embraces the future of iGaming having migrated onto GiG’s state-of-the-art SportX sportsbook and CoreX iGaming platform.
This highly anticipated launch brings together over 100 years of The Football Pools’ heritage with the latest in sportsbook and iGaming innovation. The Pools’ online revamp reflects the brand’s commitment to providing a modern, user-friendly experience while maintaining its iconic reputation in UK betting history.
Powering the new era is GiG’s powerful iGaming Platform CoreX, and its SportX sportsbook, with advanced bet-builder capabilities, dynamic odds, and fully localised UK content, including horse racing powered by BetMakers. The new partnership, with advanced scalability, and the flexibility to drive sustained growth in Europe’ s largest regulated markets, will also leverage the integration of GiG’s cutting-edge AI-driven technologies, driving optimising engagement and personalisation focused on driving key acquisition and retention metrics.
At the heart of the migration is GiG’s end-to-end risk scoring system that integrates big data and third-party systems with its platform and Logic technologies. This tool allows for dynamically adjusted player interactions based on their risk levels, ensuring tailored marketing communications and stringent financial checks.
The launch represents a milestone moment in the UK market for GiG, as its revolutionary X-Suite enters the region, blending decades of iGaming expertise with The Football Pools’ rich history. With an estimated annual market value of £11 billion (€12.8 billion), the UK is a strategic focus for GiG’s expansion, building on its success in regulated markets across European and global regulated markets.
Richard Carter, Chief Executive Officer at GiG, commented: “Seeing The Football Pools, an absolutely iconic brand name in UK sports betting, live on our technology is a landmark moment for GiG’s strategic growth plans in the region. This launch underscores GiG’s commitment to delivering tailored solutions for ambitious brands in regulated markets, with 13 launched on GiG technology in 2024. We have dedicated a significant amount of resources into ensuring our solutions remain at the very apex of technological capabilities in our industry, we look forward to seeing The Pools flourish as they embrace this new era of growth and engagement.”
James Arnold, Chief Executive Officer of The Football Pools, added: “This launch is a milestone for the online future of the The Football Pools. With GiG’s premium solutions, we’ve worked hard to create an exciting new environment that honours our heritage while delivering a best-in-class digital experience. This partnership has been key to enabling our ambitious vision for The Pools, that backs up our strategy for a sustainable, compliant growth trajectory for our brand.”
The post GiG Powers Iconic British Brand, The Football Pools into a New Era of Online Opportunity appeared first on European Gaming Industry News.
Casino Portugal, one of the leading online gaming operators in the country, has announced the addition of MGA Games titles to its digital entertainment catalog. Thanks to this partnership, users can now enjoy some of the Spanish developer’s most successful releases, such as O Bandido Explosivo, O Gato Mago, Fortuna do Petróleo, Mar Dourado Megaways, Avalanche Selvagem, Minerais Mágicos, Carnaval de Lendas Míticas, and Giro Estelar, among others. This integration strengthens the casino’s content offering, which currently includes over 800 available games.
The arrival of MGA Games’ titles marks another step in Casino Portugal’s strategy to offer a diverse, safe, and high-quality gaming experience tailored to the tastes of the local audience. MGA Games, in turn, continues to expand its international presence with its innovative localized productions, which are already a benchmark in Spain, Europe, and Latin America. With a catalog of over 200 games and 20 years of industry experience, the company is recognized for its ability to adapt to each market.
“We are very pleased with the launch of our games at Casino Portugal, a leading company in the sector. This agreement allows us to bring our productions even closer to the Portuguese audience, a strategic market in our European expansion,” said Javier Lanfranchi, Commercial Director of MGA Games. “We will continue to invest in innovative and localized content that connects with players in each country.”
The post MGA Games’ Iconic Slot Catalogue Now Live on Casino Portugal! appeared first on European Gaming Industry News.
Max Level will work closely with Riot’s India and South Asia teams to amplify brand campaigns, regional esports initiatives, product updates, and community-first storytelling in India, Bangladesh, Nepal, and other South Asian markets. The collaboration aims to build authentic, culturally resonant narratives that reflect Riot’s mission as a player-focused organisation.
The win follows a competitive multi-agency pitch process that saw Max Level selected from among several top PR agencies. The decision was based on Max Level’s deep understanding of the gaming and esports audience, its creative-first approach, and its proven ability to drive conversation and cultural relevance.
Siddharth Nayyar, Co-founder and Chief Executive Officer at Max Level, said, “Winning the PR mandate for Riot Games is a defining moment for us. Riot has not only shaped the modern multiplayer era but also built global communities around player-first values. We’re thrilled to help expand that legacy in India and South Asia, a region that’s growing and evolving at a breakneck pace.”
Max Level’s mandate includes ongoing campaign support for key products and IPs, regional amplification of Riot’s global esports events, as well as strategic counsel on community engagement and creator collaborations. The agency’s track record with brands like NODWIN Gaming, SuperGaming, CyberPowerPC India, KRAFTON, ESL FACEIT Group among others makes it uniquely positioned to drive culturally relevant PR in gaming and esports.
According to the Lumikai State of India Gaming Report 2024, India’s gaming market reached $3.1 billion in FY23, with projections to hit $7.5 billion by FY28, fueled by a base of over 568 million gamers, nearly half of whom are paying users. The report also highlights how India is now the largest consumer of mobile games globally, creating an immense opportunity for publishers like Riot to scale their reach and community.
The post Max Level Wins PR Mandate for Riot Games in India and South Asia appeared first on European Gaming Industry News.
partnerships
kwiff unveiled as official betting partner and Back Of Shirt sponsor of Motherwell FC for 2025/26 Season
kwiff, the super-charged sports betting service, has been unveiled as the official betting partner and Back of Shirt Sponsor of Motherwell FC ahead of the 2025/26 Scottish Premiership season in a 2-year agreement at least.
This is kwiff’s debut football partnership in Scotland, and signifies a big step forward as the brand continues to amplify its UK presence. As part of the agreement, kwiff’s branding will feature on the back of the club’s home and away kits, along the bottom.
Garry McGibbon, Director of Spryme Limited, commented: “We’re very pleased to join forces with Motherwell FC, a club with a proud history and passionate fans. Working with Motherwell gives us the perfect chance to introduce our brand to Scottish supporters – and we’re looking forward to getting behind Motherwell in the upcoming campaign.”
Suzanne Reid, Commercial Director at Motherwell FC, said: “Welcoming kwiff as our Official Betting Partner and Back of Shirt Sponsor for the 2025/26 season is the perfect way to kick-start our campaign. It’s great to have kwiff behind us for the season ahead.”
The post kwiff unveiled as official betting partner and Back Of Shirt sponsor of Motherwell FC for 2025/26 Season appeared first on European Gaming Industry News.
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