partnerships
Light & Wonder Announces Exclusivity Agreement with Crucible Gaming
Latest agreement sees fast-growing United Kingdom-based studio join leading global aggregator to amplify audience reach
Light & Wonder Incorporated (Light & Wonder) (NASDAQ and ASX: LNW) has made the latest step in its content strategy to support independent studios after securing a deal with industry rising star Crucible Gaming.
The United Kingdom-based studio currently offers bespoke content design and development services, which have included the production of some of Light & Wonder’s most successful launches in recent years. Having experienced rapid growth over the last 18 months, Crucible Gaming is now set to develop its own content alongside its existing development services.
The exclusive agreement sees an initial five titles go live on Light & Wonder’s platform, which blends traditional gameplay with new features such as Beaver Las Vegas and Bar-X Infinity Reels utilising a classic United Kingdom-focused Bar-X slot style with the ReelPlay-licensed Infinity Reels mechanic, designed to cultivate player familiarity with Crucible Gaming’s content.
Crucible Gaming’s unique approach to game design and development is rooted in its senior management team’s longstanding experience in both the land-based and iGaming sectors. The supplier’s product portfolio is developed from its close relationship with operators as well as understanding the needs of players across different markets.
The launch marks the latest milestone for Light & Wonder’s efforts to expand its content provision and bring emerging studios to the forefront, strengthening its position as a leading global supplier.
“The entire team are beyond excited about partnering with Light & Wonder to bring our unique content to operators worldwide,” the founder and Chief Executive Officer for Crucible Gaming, Ed Byard, said. “We are probably the most experienced newcomers in the industry with a great history of products under our belts and are fully intent on pushing the boundaries of iGaming in the coming years. Operators can expect innovative and high-earning products targeted at their key territories, all built on our cutting-edge ANVIL framework.
“Thanks to Rob Procter, Dylan Slaney, Steve Mayes, Leigh Clements and the Light & Wonder team for their vote of confidence in Crucible Gaming; we can’t wait to get started.”
“In our relentless pursuit of bringing high-quality and unique gaming experiences to the market, our latest partnership with Crucible Gaming marks another important step in this journey,” the Senior Director Digital Partnerships for Light & Wonder, Steve Mayes, said. “Crucible Gaming has made huge strides in the industry since its inception and we look forward to elevating this through our global gaming ecosystem. With titles that have already been received with overwhelming success worldwide, we are delighted to be able to share its vision to our operator network.”
Light & Wonder’s online ecosystem delivers more than 3,500 games from a global network of in-house and third-party game studios with unrivalled ease of integration that is robust and secure. All content is supported with a comprehensive range of responsible gambling tools, helping to deliver a safe and enjoyable gaming experience for players.
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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