partnerships
Scientific Games’ Next Evolution Player Account Management System to Advance Omnichannel Play for Danske Spil
Scientific Games’ next evolution player account management system will support digital and retail play for Danske Spil’s unique lottery and gaming businesses, offering players in Denmark convenient access to online instant and draw games, and casino, bingo and sports content. The SG PAM delivers streamlined player registration, a segmented wallet and responsible gaming tools for each game category seamlessly across digital and retail channels. SG PAM is one component of the global lottery company’s rapidly expanding and modern technology business and serves to continue Danske Spil’s current PAM, which Scientific Games has provided since 2016.
Danske Spil CIO Mikkel Müller said, “The SG PAM solution supports Danske Spil in driving performance in responsible gaming and responding effectively to changes in the marketplace and consumer preferences. We look forward to continuing our strong collaboration with Scientific Games to support our business.”
“Danske Spil’s innovative vision continues to lead the way for the global lottery industry. We are excited that the Lottery’s leadership has once again chosen our modern, flexible lottery omnichannel ecosystem, and we look forward to collaborating with its technology teams to integrate SG PAM with our new gaming system,” said Matthias Müller, VP of International Lottery Systems Sales and Marketing for Scientific Games.
Scientific Games has served as Danske Spil’s provider for more than 20 years. In addition to SG PAM and the SYMPHONY gaming system, the company provides the Lottery with instant scratch games and WAVE retailer terminals.
Annual profits from the National Lottery of Denmark are contributed to the Danish State and sports associations (Danish Gymnastics and Sports Associations and National Olympic Committee and Sports Confederation of Denmark), contributing to the funding of various projects within volunteerism, culture, nature, sports, and associations.
Scientific Games provides retail and digital games, technology, analytics and services to 150 lotteries in 50 countries around the globe. The company is the largest lottery games creator, producer and services provider in the world and the largest lottery systems provider in Europe. Scientific Games is a digital lottery innovator offering entertaining iLottery games, the largest portfolio of licensed brands in the industry and world-leading digital programs, including CRM, loyalty, promotions, second chance, mobile and web applications.
SG PAM™ and SYMPHONY™ are trademarks of Scientific Games. © 2024 Scientific Games, LLC. All Rights Reserved.
The post Scientific Games’ Next Evolution Player Account Management System to Advance Omnichannel Play for Danske Spil appeared first on European Gaming Industry News.
partnership
Plaza Hotel & Casino launches Stay for a Cause to benefit St. Jude’s Ranch for Children

Located in the heart of downtown Las Vegas, the Plaza Hotel & Casino has partnered with the Southern Nevada charity, St. Jude’s Ranch for Children, to launch Stay for a Cause.
Any guest who books a room at the Plaza Hotel & Casino for check-in prior to Dec. 31, 2025, via the Stay for a Cause hotel package will have 20 percent of the room rate automatically donated to St. Jude’s Ranch for Children. Established in 1966, the nonprofit organization helps provide healing and hope to abused and at-risk children in Southern Nevada.
“The Plaza has previously held toy drives to benefit St. Jude’s Ranch for Children, and we wanted to expand our partnership this year,” said Gary Vickery, vice president of operations at the Plaza Hotel & Casino. “With Stay for a Cause, guests can enjoy a great vacation at the Plaza and make a difference in our community at the same time.”
“We are grateful to the Plaza for their generous support through this innovative program,” said St. Jude’s Ranch for Children CEO Dr. Christina Vela. “By choosing to stay at the Plaza, guests are not just enjoying the wonderful accommodations, but also contributing to providing healing and hope to abused, neglected, exploited, and/or homeless children. We extend our heartfelt thanks to the Plaza and all the guests who choose to make their stay count for a greater cause.”
The post Plaza Hotel & Casino launches Stay for a Cause to benefit St. Jude’s Ranch for Children appeared first on Gaming and Gambling Industry in the Americas.
David Hudson
SCCG Partners with SFT Combat

SCCG Management has announced a strategic partnership with SFT Combat, Brazil’s premier mixed martial arts (MMA) organization, to facilitate betting sponsorship opportunities within Brazil’s rapidly growing sports betting market.
Through this partnership, SCCG Management will leverage its expertise in the Brazilian gaming market to connect SFT Combat with leading sports betting operators and brands. SCCG has a proven track record of securing high-impact sponsorship deals across sports, with partnerships that include the Cincinnati Bengals, Colorado Rockies, Hendrick Motorsports, and Pillow Fight Championship. By tapping into SCCG’s global network and industry expertise, this collaboration will drive new revenue opportunities and enhance the commercial appeal of combat sports in Brazil.
Stephen Crystal, Founder & CEO of SCCG Management, said: “Brazil is one of the most exciting and rapidly evolving sports betting markets in the world, and combat sports hold a special place in its culture. Our partnership with SFT Combat allows us to bring top-tier betting brands into this thriving ecosystem while ensuring sponsorships are strategically aligned with the promotion’s elite-level competition and massive television audience. SCCG specializes in securing the right partners for the right opportunities, and we’re thrilled to help drive SFT Combat’s sponsorship growth in the gaming sector.”
David Hudson, President of SFT Combat, said: “I am absolutely thrilled about this groundbreaking partnership! Brazil isn’t just a country—it’s the powerhouse exporting the finest MMA talent outside the US. With a roster of world-class fighters, our nation is uniquely positioned to host events that captivate the global stage. This alliance is a pivotal step, one that will not only showcase our unmatched talent but also propel us towards creating truly world-class events. Together, we’re redefining the future of combat sports.”
The post SCCG Partners with SFT Combat appeared first on Gaming and Gambling Industry in the Americas.
Bauru Basket
Bauru Basket Announces HanzBet as its Newest Sponsor

Bauru Basket has announced HanzBet as its newest sponsor. As per the deal, the betting platform will have its brand printed on the back of the team’s jersey, above the players’ names. In addition, the company will promote activations with the community and actions to improve the fan experience on game days.
Gabriel Martins, CEO of HanzBet, said: “It is a great pleasure to announce this sponsorship, as Bauru is a city where we have operations, offices, staff and a special affection. Being closer to Bauru Basket and the local community is extremely important to us. It is part of our strategy to strengthen our brand in the region and reaffirm our commitment to sports.”
Eduardo Peres, CMO of HanzBet, said: “Sponsoring a local team, combining HanzBet’s passion for sports with the tradition of Bauru Basket, is a major milestone in our journey. We are certain that this partnership will allow us to carry out several activations, bring fans even closer to the team and our brand, and, once again, experience an impactful transformation in sports with HanzBet.”
Plínio Antônio Cabrini Júnior, president of Bauru Basket, said: “We are very happy to join HanzBet’s team of partners and we thank them for their trust in our work. Having them as a sponsor is part of our strategy to show the market the strength of the Bauru Basket brand, team and fans.”
The post Bauru Basket Announces HanzBet as its Newest Sponsor appeared first on Gaming and Gambling Industry in the Americas.
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