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YGAM to confirm future strategy at ICE London showcase

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YGAM, the UK-based charity that works to inform, educate and safeguard young people against problematic gambling and social gaming, will be using its appearance at ICE London (4-6 February, ExCeL London, UK) to outline to the industry the ambitious targets it has set for 2020. Under the leadership of chief executive and co-founder Lee Willows, YGAM has set out an agenda which will see it work with at least 3,000 educational organisations to deliver practitioner workshops, engaging with approximately 600,000 young and vulnerable people in 2020. It will also seek to extend its student programme to 25 universities, reaching approximately 175,000 students, as well as establishing a target of reaching a minimum of 5,000 parents in 2020. YGAM’s trading subsidiary YGAM Innovation will continue to provide best-in-class, City & Guilds certified training to customer facing colleagues in the gambling industry and related sectors in collaboration with Betknowmore UK.

Speaking ahead of YGAM’s appearance as part of the Consumer Protection Zone at ICE London, Lee Willows said: “2020 is YGAM’s sixth anniversary and we feel that is well-worth celebrating. We have an exemplar team of 26 employees, which is due to increase to 42 in Q1. Working in collaboration with members of the Betting & Gaming Council and GamCare, we are going to deploy a high-population, national education programme that will see us jointly deliver at least one session of gambling awareness to all 11-19 year olds in Britain over the next four years.

“Our Parent and Families work will be enhanced with support from Lottoland, whom we worked with in 2019 to develop a pilot with the support of Playtech. We will be working with GVC and Ascot to further develop our university and student engagement work and we are particularly keen to use our attendance at ICE London to talk to other operators who would be happy to work with YGAM and, in the process, enable us to extend this work further.”

He added: “YGAM has enjoyed a long-standing relationship with Clarion Gaming and, without doubt, ICE London provides an exceptional platform for charities to further raise awareness of their social purpose and to thank their supporters. With initiatives such as the Consumer Protection Zone and the pop-up talks around safer gambling and social responsibility across the show floor, ICE London continues to pioneer, lead and set the benchmark. It enables all organisations to not only take stock of current issues but, as importantly, to plan for the future.”

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Interstellar RUN

KingMidas Games Unveils Cutting-Edge Range of Multiplayer Games

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iGaming Studio to showcase its fresh wave of next-generation iGaming content at SiGMA Americas

KingMidas Games, the creators of next-generation iGaming content, has announced the release of its multiplayer game collection that is set to change the industry landscape with a pioneering new live iGaming experience.

Launched as part of its Play With Friends (Jogue. com Amigos) campaign, KingMidas Games has unveiled a lineup of four new titles, underpinning the studio’s commitment to propelling the industry forward with innovative and captivating concepts.

Each of these games feature live multiplayer functionality, elevating the enjoyment for players across a variety of game types such as minesweeper, crash and plinko. The four titles are:

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  • Jackpot Jump: This round-based minesweeper game introduces interactive features such as emojis and leaderboards. Players strategically select routes, navigating obstacles to claim a share of the prize pot.
  • Penguin Panic: A commission-based multiplayer minesweeper-style game where social emojis and multiplayer functionalities amplify the excitement. Players strategically uncover tiles, aiming to survive for a chance at claiming the prize pot.
  • Interstellar RUN: An engaging crash-style game with multiple vehicles options, random bonuses, live ejects, social emojis and interactive multiplayer features.
  • Olympus Glory: An immersive plinko game featuring moving collections, bingo bonuses, chain win combos with free balls from bonuses and hands-free gaming functionality.

KingMidas Games is gearing up to demonstrate its Play With Friends content at SiGMA Americas, booth M121 from April 23 to 25. Delegates can learn more about how these new titles aim to revolutionise the iGaming industry with its innovative gameplay, anticipating a significant shift in the landscape of interactive entertainment.

“Celebrating our latest release of cutting-edge multiplayer games, we at KingMidas Games are thrilled to pioneer a new era in interactive entertainment,” a spokesperson for KingMidas Games, Nathan Templeman, said. “With a steadfast commitment to delivering gold-standard entertainment, we’re dedicated to providing localised and differentiated experiences that resonate with players worldwide.

“Join us at SiGMA Americas, where we’re excited to showcase our innovative Play With Friends content and invite attendees to join us at booth M121 and participate in our onsite lucky draw for a chance to win the latest Apple Watch Series 9.”

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SkillOnNet Expands Partnership with Eyecon

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Eyecon Games are now available to players in Spain via the PlayUZU Brand

Industry leading global entertainment brand SkillOnNet has extended its successful partnership with top games studio Eyecon by going live with its content in Spain through the incredibly popular PlayUZU brand.

SkillOnNet first entered into a partnership with Eyecon back in 2020 and since then, the game studio has garnered a reputation for providing a wide assortment of innovative and engaging slots.  Therefore, this latest deal now means that players at PlayUZU will have access to fan favourites such as Stampede – Call of the Pride, Fluffy Favourites and Champions of Poseidon.

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Jani Kontturi, Head of Games at SkillOnNet said: “We are constantly looking to add immersive, feature rich content to our portfolio, especially when it’s for specific regions around the world.

“PlayUZU has experienced phenomenal success in the Spanish market and Eyecon’s games will be a fantastic addition to our casino lobby and we can’t wait to build on this collaboration.”

Zvi Chazanov, Commercial Manager at Eyecon said: “We are thrilled to extend our partnership with SkillOnNet and introduce our games to the Spanish market through the PlayUZU brand.

“Spain is a key market for us, and we are confident that our partnership with SkillOnNet will enable us to reach a broader audience of players seeking premium gaming content.”

Known for its fair-play policy and unique rewards system, coupled with the company’s “player first” approach and exceptional range of high-quality games, PlayUZU has quickly become one of the most popular online casino destinations in Spain.

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The post SkillOnNet Expands Partnership with Eyecon appeared first on European Gaming Industry News.

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Mark Armitage Joins Square In The Air Leadership Team

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Former Kindred Group and William Hill executive appointed to establish and drive the agency’s Performance Marketing division

Global marketing agency Square In The Air has appointed Mark Armitage as a Director with responsibility for heading up the company’s Performance Marketing division.

Industry veteran Armitage has worked in iGaming for more than 16 years. He previously led marketing teams for operators Kindred Group and William Hill with his experience also including roles at Paddy Power and Rank Interactive.

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Armitage will determine strategy and execution while driving business development for the new offering, which supports clients in defining and delivering on their marketing KPIs, through services including affiliate management, biddable media and mobile acquisition.

Founding Performance Marketing clients include AK Bets, Star Sports and Planet Sport Bet with Square In The Air engaged to launch the AK Bets affiliate program, helping make it one of the United Kingdom’s fastest-growing brands. It has also helped Star Sports and Planet Sport Bet more than double customer acquisition since taking over both firms’ affiliate programs as well as working with the four brands to support their Paid Social strategy with the aim of driving traffic and increasing acquisition to their sites and associated apps.

As part of the new Performance Marketing division, Square In The Air has hired sector specialists Hassan Mohammed and John Totten to bolster the team.

Mohammed joins as a Senior Account Manager with deep experience across multiple sectors both publisher-side (Future Publishing, Ziff Davis) and agency-side (iProspect, Astound Commerce). Account Manager Totten previously served as Affiliates and Partnerships Manager at Betfred.

The new hires take Square In The Air’s headcount to 56, a 17% increase year-on-year, with staff based in London, Manchester and New York working across its dedicated PR, Social Media, Design, Video and Performance Marketing teams.

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“Having been previously availed of Square In The Air’s services while working operator-side, I had experienced first-hand their quality and professionalism,” Armitage said. “I’m delighted to have been offered the opportunity to join the company and leverage my experience in the affiliates and performance marketing space as we expand our already wide-ranging offering to clients across the industry.”

“Mark’s appointment and the creation of our Performance Marketing division is a major landmark for Square In The Air,” the Managing Director for Square In The Air, Bill Esdaile, said. “As a leader in the field, Mark is a valuable addition to our management team and, alongside Hassan and John, we are adding a wealth of experience. Through the introduction of top talent and new service offerings that are driving and serving industry demand, we are ensuring that the agency continues to grow at pace.”

The post Mark Armitage Joins Square In The Air Leadership Team appeared first on European Gaming Industry News.

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