partnerships
Relax Gaming Enhances Silver Bullet Portfolio Following AvatarUX Deal
Relax Gaming, the renowned iGaming aggregator and provider of unique content, has agreed a partnership with AvatarUX that will see thrilling titles and innovative mechanics made available on the Silver Bullet platform.
Since its first game launch in 2019, AvatarUX has gone from strength to strength thanks to its portfolio of ground-breaking slots powered by the much-loved proprietary PopWins mechanics, which was crowned Game Mechanic of the Year at the CasinoBeats Game Developer Awards in 2023.
Recently introducing MultiPop and StickyPop, which are variations of the PopWins mechanic, AvatarUX has established itself as one of the industry’s most exciting and emerging brands with plans to further push the boundaries of gameplay.
With innovation at the core of the company’s ethos, AvatarUX is renowned for its focus on creating exceptional visuals, thrilling features and intuitive maths models throughout its content library. Starting with the fun, light-hearted LooneyPop, the partnership will see exciting and innovative content from the studio being rolled out to Relax Gaming’s network of operators.
AvatarUX claimed Slot Supplier Rising Star at the EGR B2B Awards in 2022 and picked up two wins at the CasinoBeats Developer Awards in 2023, underlining its recent success.
Thanks to the Relax Gaming deal, AvatarUX content will now be available across the provider’s world-class portfolio of tier-one operators. The studio will also benefit from unrivalled speed to market, engaging large audiences in key markets immediately following their game releases.
“AvatarUX has continuously created unique titles and mechanics that greatly engage players and are fast becoming a leader in innovation,” the Chief Product Officer for Relax Gaming, Shelley Hannah, said. “We are delighted to add it as our latest Silver Bullet partner and we know operators will be eager to showcase its portfolio of games.”
“Relax Gaming is one of the most esteemed content aggregators in the industry and this partnership marks a great milestone for us,” the Chief Executive Officer for AvatarUX, Nicola Longmuir, said. “The collaboration will allow us to extend our footprint in regulated jurisdictions and help us expand our distribution to new markets and target new players.”
Relax Gaming has firmly established itself as a leading B2B supplier in the industry. The company’s dedication to excellence has been recognized through various prestigious awards including the Best Mobile Gaming Software Provider at the 2022 EGR B2B Awards, Casino/Slot Developer of the Year at the SBC Awards in 2022 and Best Game Provider at the AskGamblers Awards in 2022.
With a vast collection of over 4,000 online casino games, Relax Gaming offers a diverse range of high-performing proprietary slots alongside a remarkable selection of hand-picked third-party studio content through its partnership programs.
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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