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Spotlight Sports Group (SSG), a world-leading technology, content, and media company specialising in sports betting, has partnered with both William Hill and Betfred to deliver content hubs for Euro 2024.

The upcoming international tournament provides a prime opportunity for operators to generate revenue, and Spotlight Sports Group assists in that right through industry-leading content hubs. SSG Content Hubs allow sportsbooks in any territory the chance to offer a premium and rich content experience, without the technical burden.

The end-to-end product and content solution provided by SSG includes expert editorial, data and statistics that are delivered across multiple formats and customisable for individual bookmaker websites. Designed and created in-house, the specific event hubs allow customers to provide interactive betting experiences, compatible across all devices and include live odds and add-to-bet-slip functionality.

In addition, the content hub provides a Best Bet widget that features daily accumulators and Bet Builder picks, as well as the best daily offers and enhanced odds from the bookmaker partners. Video tipping content is also available for every match, as is a scouting report for every team and every fixture, highlighting the most popular players for Bet Builder selections.

Lee Phelps, William Hill Spokesperson said: “The Euros is one of the biggest tournaments around for bettors, and having Spotlight Sports Groups content hubs, means we can provide a real experience for our customers throughout the tournament with editorial, bet prompts and data”.

Mark Hartley, Head of Sports Product at Betfred, was similarly pleased with the deal: We’re delighted to partner with SSG ahead of Euro 2024. We’re excited by the opportunities it brings to us ahead of one of our busiest periods of the year as a bookmaker.”

Sam Houlding, Spotlight Sports Group’s Managing Director of B2B, has shared his excitement at partnering with two of the UK’s leading bookmakers: “It’s great to have two of our key partners taking our content hubs for the biggest tournament of the year. Our content has a proven record of driving revenue, and as it is available in any language globally it appeals to customers all around the world”.

Spotlight Sports Group’s Content Hubs are proven to drive revenues with a rich content experience for betting audiences.




The Voting for Ortak x B.F.T.H. Arena Awards has Started

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Summing up the submission process for the Ortak x B.F.T.H. Arena Awards, it is the high time to buckle up and start the voting.

This year’s competition has seen record-breaking submissions, with over 100 games developed by more than 70 innovators who have joined the B.F.T.H. Arena Awards and Ortak initiative.

The participants are invited to cast their votes until June 10th across various categories:

  • Best Online Casino Game,
  • Best Game Design,
  • Best FTN Casino Game,
  • Best Game Storytelling,
  • Best Bahamut Game,
  • Best DECA Game,
  • Best Arcade Game and
  • Best Game Achievement.

Following this, an independent third-party auditor will confirm compliance with all regulations, after which the jury board will commence their deliberations.

The B.F.T.H. Arena Awards 2024 also introduces public voting this year, aimed to reveal the winner in the new Players’ Game of Choice category. The public voting for this category will take place until June 16, allowing gaming enthusiasts to directly impact the awards by voting for their favourite games. The public is invited to engage in this vibrant celebration of gaming culture and innovation.


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Endorphina partners with the established StarVegas!

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The leading slot provider, Endorphina, has just announced its new partnership with the renowned StarVegas go-live. Both Endorphina and have been on the market for over 10 years, providing the iGaming world with a wide range of casino games catering to many different players. With this partnership, the companies strive to create a better gaming experience for players worldwide.

Recognized for its approach to game development, Endorphina continues to strengthen its position in the iGaming market. Endorphina implemented a few new features the previous year, including Jackpot RTP+ and Bonus Pop. Furthermore, the company began experimenting with AI, which resulted in the creation of Joker Ra. In 2023, Endorphina managed to increase its total spins by 31%.

“Working closely with each operator is important for our growth to expand our number of partners in the region. Therefore, it brings us great pleasure to have our games added to after a smooth collaboration that we know it will resonate in the perfect way for their customer base as we attract new players looking for fresh and quality content.” – Zdenek Llosa, Senior Partnership Manager at Endorphina.

“I’m extremely proud of this new important go-live on Starvegas. Being partners with AdmiralBet and StarVegas allows us to increase our brand awareness and is a significant step forward for our growth in the Italian market. I personally want to express my gratitude and satisfaction to Paolo Marchi, Marco Bassignano, our technical partner Tuko, and all the others who supported us in launching such an important new collaboration.” – Luca Richter, Business Development Manager at Endorphina. is a well-established online casino platform offering a diverse choice of attention-grabbing casino games to many iGaming enthusiasts. The company is distinguished for its exclusive promotions, good customer service, and constantly fresh assortment of games.

“We are very happy to announce the launch of Endorphina on Starvegas. After the release of the games on AdmiralBet a few weeks ago, we are delighted with the expansion of our partnership. We are confident that we can achieve important goals together and strengthen our collaboration with a brand that is increasingly growing in the Italian market.” – Paolo Marchi, Brand Manager StarVegas and AdmiralBet.


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Clarion Gaming and ExCeL London plan for the migration of iGB L!VE 2025 to the heart of igaming

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Clarion Gaming is advancing preparations for the migration of iGB L!VE to London in July 2025 establishing a roadmap of activities in partnership with the senior team at ExCeL London which will host the leading global event.

The latest meeting between the two organisations featured:

  • iGB L!VE Portfolio Director Naomi Barton,
  • Clarion Gaming Managing Director Stuart Hunter,
  • Head of Operations Richard Logan and
  • Head of Marketing Jody Frost with the senior team from ExCeL led by the venue’s
  • Chief Commercial Officer Simon Mills.

Expanding on the meeting Naomi Barton said: “This was the second senior level planning meeting that we have held with our colleagues at ExCeL London in order to move the home of the igaming community to a city which is the heart of the igaming industry in a country which is igaming’s largest market.

“The roadmap is being created in order to anticipate industry needs, address pain points and to exceed the expectations of customers. The migration of what is already a top performing Tier One igaming event is set against the backdrop of iGB L!VE’s 5-year growth plan which is focused on delivering 35,000 visitors and over 550 exhibitors and sponsors by 2029.

“Our vision is to harness the tremendous momentum created by the iGB L!VE brand and to take the event to a whole new level in a new venue, and a new exceptionally well-connected global home in the city of London.

“ExCeL London has a fantastic track record of helping events to fulfil their potential, and all of the building blocks are in place for iGB L!VE and its customers to accelerate their businesses to new heights in London.

She added: “Placing our customers at the heart of everything that we do is central plank to the iGB L!VE growth strategy, and the roadmap for 2025 is underpinned by a clear customer-focused programme that will ensure maximum cost-effectiveness as well as global growth for all of our stakeholders.

“We will be using July’s edition of iGB L!VE not only to reflect and celebrate our time in Amsterdam and say thank you to our fantastic partners for many years RAI Amsterdam, but also enable our vendors and customers to secure their presence at ExCeL London in 2025.”


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AU10TIX Risk Assessment Model Exposes Critical Vulnerabilities in Identity Verification Processes

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AU10TIX, a global technology leader in identity verification and management, today launched a free Risk Assessment Model that enables businesses to conduct an initial assessment of their exposure to operational, security and identity fraud risk.

Drawing insights from billions of transactions processed globally and years of expertise in risk assessment and mitigation, the model provides personalized insights and actionable recommendations to safeguard against critical fraud vulnerabilities in identity verification processes.

By taking five minutes to answer ten brief questions specific to their business, sector, security measures, and ID verification processes, organizations receive a customized Risk Assessment Report highlighting vulnerabilities across different key areas. The report provides high-level recommendations for bolstering overall security and operational resilience, enabling businesses to proactively manage their risk landscape rather than react to incidents.

Identity fraud risk assessment is crucial for companies that handle substantial financial transactions and are exposed to compliance liabilities, such as payments, banking, crypto/trading, etc. It helps identify potential vulnerabilities in the systems and processes that could enable unauthorized access or misuse of the data. It also ensures compliance with industry regulations, protecting organizations against potential legal consequences and financial damages.

“Our new Risk Assessment Model is designed to provide initial indicators of potential risks, offering companies a clear starting point for understanding how we can help them accommodate and mitigate these challenges effectively,” said Dan Yerushalmi, CEO of AU10TIX. “The tool is integral in demonstrating our proactive approach to fraud prevention and the strategic support we offer our customers.”

This announcement underscores AU10TIX’s dedication to leading the market in compliance and security standards. By tailoring assessments to specific business environments, the new model enhances risk management strategies and bolsters overall security and operational resilience. AU10TIX is committed to delivering robust technology and comprehensive, integrated risk management solutions that help businesses stay ahead of potential risks and regulatory changes.


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SiGMA Asia Awards 2024: Boomerang Partners Nominated for ‘Rising Star Affiliate Program’

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The fast-growing Boomerang Partners affiliate program continues gaining global recognition, earning a nomination for the prestigious ‘Rising Star Affiliate Program 2024’ category in the Asia region

With a rapidly growing network of over 5,200 affiliates across 70+ countries, the dynamic Boomerang Partners affiliate program has been recognized as a finalist for the ‘Rising Star’ category at the SiGMA Awards Asia 2024. While Asia is not currently the central focus for brand promotion, this prestigious recognition from SiGMA is a notable honor that inspires Boomerang to fortify its global footprint and industry-leading position.

In 2023 alone, Boomerang’s achievements included paying over €50 million to affiliates, creating 22 exclusive branded games, hosting 82 tournaments across 30 regions, and expanding into 31 new markets. This followed prestigious wins like ‘Casino of the Year’ at the SiGMA Balkans/CIS Awards, ‘Commission Offer of the Year’ at the AffPapa iGaming Awards, and ‘Best PPC Affiliate’ at the SiGMA Europe Awards.

This year, Boomerang Partners is highlighting innovations like a worldwide traffic tournament and has already been nominated at the AffPapa, MAC, and AskGamblers Awards – eagerly awaiting the results across these prestigious voting processes and final selections.

“We actively collaborate with SiGMA, having participated in their events and been honored with SiGMA awards in other regions previously,” said Vitalii Prokofev, CEO at Boomerang Partners. “SiGMA sets the standard with premier industry events and accolades worldwide. This nomination at their Asia awards is valuable recognition that fuels our ambition to raise our global profile further.”

Boomerang Partners invites all affiliate managers and industry enthusiasts to learn more about their award-winning program. Voting for the SiGMA Asia Awards runs until May 20th. Winners will be announced at the June 3rd ceremony during the June 2-5 event in Manila.

Support Boomerang in the ‘Rising Star’ category while voting for other favorites at SiGMA.


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ICE Barcelona will host biggest participation of European casino industry professionals – predict ECA

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The European Casino Association (ECA) which represents the interests of 700 casinos with over 60,000 employees in 29 countries is preparing for what it anticipates will be a record attendance of casino industry professionals when ICE 2025 launches in Barcelona (20 – 22 January).

ECA Secretary General Hermann Pamminger, who has worked in the industry since joining Casinos Austria International in 1991 confirmed the growing sense of anticipation surrounding the relocation to Barcelona. He stated: “Whether it has been held at London Olympia, Earls Court London or most recently ExCeL London,  ICE has served the industry superbly well with ECA members contributing  to the show’s success story helping it to achieve its status as the world-leading business event for the global industry.

“2025 will be the first time that ICE and its predecessor ATE will have been staged outside the UK since launching nine decades ago and the momentous decision to relocate to a new and much bigger venue in an exciting vibrant city on mainland Europe has captured the imagination of the ECA and its members.

“The ECA’s elected Board of Directors which consists of senior and experienced representatives of the European licensed and land-based casino industry is planning the presence in Barcelona in line with our core aims to address and promote issues related to casino operations and increase awareness of the industry amongst EU policy makers and stakeholders.

“The feedback that we are receiving from ECA members who are based in 29 countries suggest that more casino industry executives than ever before will be at ICE meeting with colleagues, participating in the world-leading content programme and being inspired by the innovations presented by the largest collection of exhibitors, curated for all sectors and verticals of the industry. This includes our UK members who are excited to explore this new location to engage with the wider European industry.

“I believe that the move to Barcelona will accelerate the number of casino executives and buyers from across Europe attending. Every successful brand needs to evolve and  the relocation will dawn a new era of opportunity for Europe’s land-based casino industry. ICE 2025 promises to be a landmark celebration and the excitement amongst our members is palpable. We are also looking to maintain and possibly increase the number of our formal meetings and events that take place during ‘ICE’ week such as our Board Meeting and General Assembly as well as the traditional CEO dinner – to cater to this increased need”

The first edition of ICE to be held outside the UK will feature a record 1,000 exhibitors comprising world leading innovators representing every sector and from every jurisdiction. ICE and the co-located iGB Affiliate – which will occupy 120,000 square metres of The Gran Via, Barcelona compared to the 100,000 sqm used in London – connect the entire global industry and provide access to the very latest cutting-edge innovations, technological solutions, regulatory updates, and insights which assist entrepreneurial businesses to enter new jurisdictions and build market share. The Convention Centre which is located in Hall 8 comprises a modular and versatile space with seating for between 3,000 and 12,000 people.


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The untapped potential of SEO in iGaming

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With Filip Podborschi, SEO Strategist at The Unit

From our experience in SEO in igaming, there are a number of areas where we see room for improvement and common mistakes which can be rectified. Let’s take a look at these facets of SEO one by one, with our best tips for how to make sure you can maximise your search ranking and drive more volume to your website.

Keyword strategy

The first thing operators should do in this area is identify the best performing keywords that result in higher search volumes on each post. It’s pages that rank rather than websites, so you need a different search intent on each page, and that increases the list of keywords you’re ranking for.

The way to do this is by checking the search volume, and then implementing the keywords according to SEO best practices, which means having primary and secondary keywords and adjusting repetition accordingly.

The common mistake we see here is that companies don’t go into enough depth when conducting competitive analysis; especially when they’re new to the industry. Identifying what exactly your competitors are doing regarding SEO is harder than it looks, and it’s an area where marketing agencies tend to be quite lazy. They may use some tools which will show the standout competitors by algorithm, but they won’t crawl for long enough to ascertain what services they offer and provide a comparison with their client’s service. You need to find out which sites could be ranking better than you, and why.

We also see issues with the ranking of sites based on the user’s location. For example, you may have a website that ranks well in Canada, and when I as a user based in Romania search for that category, I’m not going to get the same list of results as a user who is based in Canada. The best thing to do is use a VPN to gauge how your websites are ranking and performing with your specific audience in your domestic geographical area.

SEO tags optimisation

With SEO tags, which are essentially the page title and description you see on the search engine results page, the page title has the highest ranking power. Google will first check the page title to get an idea of what the page is about and what searches it is relevant for. It will then check the H1 and the content, and it may look through the H2 as well.

A common issue here is some websites have templated SEO tags, especially for the inner pages, so it’s more of a formula within the code to generate a random structure. It is very obvious they are templated and that the operator doesn’t really care about the length.

The key thing with tags is to make sure your pages have titles that don’t exceed the ideal length. This is a big mistake if you get this wrong, and it is very important to optimise your titles. SEO tags can be optimised around keywords. Once doing so, it is very important to prioritise your main pages. If you have 10 pages as part of the main menu, then you should optimise those, before optimising the inner pages.

Identifying duplicate pages is also important, as well as making sure meta inscriptions include CTAs; those inscriptions don’t impact rankings directly, but they do impact the CTR. You have to do that without being too spammy though, so it’s advisable to avoid words like ‘sale’ or calls to “CLICK HERE NOW”.


Keywords must be implemented in headings; especially in H1s and H2s. Make sure not to overuse H2s and keep them optimised for content value.

If we structure the ranking power of the elements that are bringing results, we would optimise with the page title first, H1 second, content third and H2s fourth. It is better to have five H2s with three of them being optimised around the same search intent that is highlighted in H1, than it is to have 3/10 optimised around keywords. Too many H2s will just confuse Google about your search intent. You can have similar search intent as with H1s, and also have H3s and H4s to highlight value to the reader.

Interlinking strategy

Interlinking between pages is often missing. I’m not talking about interlinking from the main menu, as every page has the ability for you to go back, but I’m talking about interlinking within content, which Google considers to be much more important, because it cares about the relevancy. Google will consider pages with high-quality content as a higher authority page.

Our advice would be to implement anchor links on both branded and non-branded keywords. You should make sure there is an anchor link to the parent page. For example, is a parent for

It’s very important to have child pages linking to the parent page, passing authority to the parent page. Having that interlinked structure will pass more authority to that parent page.

To explain that in a little more detail, let’s say you have a sportsbook page with 10 more child pages that reflect a particular set of sports. Having each of those 10 pages optimised so they have some authority and linking them to the parent page would pass authority to that parent page. Parent pages usually have a keyword with higher search volume, and passing as much authority as you can to the child page is very important. Too often websites lack content on child pages.

The future of SEO and experience needed

Going forward, we see AI as one of the most significant developments in SEO. At this point, we are not able to rank user engagement in AI, and it is important to keep yourself updated with how Google is reacting to this.

Google in time may provide additional options if you want to be eligible for a particular set of results in that environment. Keep an eye on what features it will offer and the types of websites. Google may consider implementing specific types of results for betting, such as displaying odds or a comparison of odds from three or four sites at the same time.

With all these issues, it is vital to have the relevant experience on board, particularly when it comes to the skill of conducting very in-depth competitor analysis, and this is something The Unit can provide. Conducting competitor analysis is something we have done across several industries, and not just in igaming. The main strength you can have with SEO is to know your competitors inside out, and those skills can be adjusted based on your needs.

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Games Global Announces Launch of IPO

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Games Global Limited (“Games Global”), a leading developer, distributor and marketer of innovative online, casino-style gaming (“iGaming”) content and integrated business-to-business solutions to iGaming operators, announced today that it has launched the roadshow for its initial public offering (“IPO”) of 14,500,000 ordinary shares. The offering consists of 6,000,000 ordinary shares offered by Games Global and 8,500,000 ordinary shares to be sold by Games Global’s existing shareholder (the “Selling Shareholder”). Games Global will not receive any proceeds from the sale of the shares by the Selling Shareholder. The underwriters will have a 30-day option to purchase up to an additional 2,175,000 ordinary shares from the Selling Shareholder at the IPO price, less underwriting discounts and commissions. The IPO price is currently expected to be between $16.00 and $19.00 per share. Games Global has applied to list its ordinary shares on the New York Stock Exchange under the symbol “GGL”.

J.P. Morgan, Jefferies and Macquarie Capital are acting as joint lead book-running managers for the proposed offering. Barclays and BTIG are acting as book-running managers for the proposed offering.

The proposed offering will be made only by means of a prospectus. Copies of the preliminary prospectus relating to the proposed offering, when available, may be obtained from:

  • J.P. Morgan Securities LLC, c/o Broadridge Financial Solutions, 1155 Long Island Avenue, Edgewood, NY 11717, or by email at [email protected] or [email protected];
  • Jefferies LLC, Attention: Equity Syndicate Prospectus Department, 520 Madison Avenue, New York, NY 10022, by phone at (877) 821-7388, or by email at [email protected]; or
  • Macquarie Capital (USA) Inc., Attention: Equity Syndicate Department, 125 West 55th Street, New York, NY 10019, or by email at [email protected]

A registration statement relating to these securities has been filed with the U.S. Securities and Exchange Commission but has not yet become effective. These securities may not be sold, nor may offers to buy be accepted, prior to the time the registration statement becomes effective. This press release does not constitute an offer to sell or the solicitation of an offer to buy these securities, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.

In any member state of the European Economic Area (the “EEA”) this announcement, and the offering, are only addressed to and directed at persons who are “qualified investors” (“Qualified Investors”) within the meaning of Regulation (EU) 2017/1129 (the “Prospectus Regulation”). In the United Kingdom, this announcement, and the offering, are only addressed to and directed at persons who are “qualified investors” within the meaning of the Prospectus Regulation as it forms part of domestic law in the United Kingdom by virtue of the European Union (Withdrawal) Act 2018 who (i) have professional experience in matters relating to investments falling within Article 19(5) of the Financial Services and Markets Act 2000 (Financial Promotion) Order 2005, as amended (the “Order”), (ii) are high net worth entities who fall within Article 49(2)(a) to (d) of the Order, or (iii) are persons to whom it may otherwise lawfully be communicated (all such persons being referred to as “relevant persons”).

This announcement must not be acted on or relied on (i) in the United Kingdom, by persons who are not relevant persons, and (ii) in any member state of the EEA, by persons who are not Qualified Investors. Any investment or investment activity to which this announcement relates is available only to and will only be engaged with (i) in the United Kingdom, relevant persons, and (ii) in any member state of the EEA, Qualified Investors.

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Meridian Donate: Revolutionizing CSR in the Betting and Gaming Industry

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  • Innovative engagement strategy positions MeridianBet as a leader in CSR within the betting and gaming industry
  • Optimized brand loyalty as active customer participation in CSR strengthens connection and loyalty
  • Scalable impact, as the model is designed for expansion and could be adapted to new markets, indicating potential for widespread adoption and growth

Transforming Customers into Environmentalists and Humanitarians

MeridianBet’s pioneering initiative, Meridian Donate, is transforming the betting industry by engaging customers directly in corporate social responsibility (CSR) actions. This unique platform allows customers to actively participate in and fund various environmental, societal and humanitarian projects, setting a new standard for customer engagement and community impact.

Key Features of Meridian Donate:

  • Direct customer involvement: Customers are not just donors but active participants in CSR decisions
  • Diverse programs: Offers choices from global afforestation to local humanitarian efforts
  • Partnerships with renowned organizations: Collaborates with entities like the Red Cross and UNICEF

Expanding Impact: A Year-by-Year Growth

The Meridian Donate platform has seen substantial growth in its scope and impact:

  • Number of individual campaigns: Grew from 8 in 2021 to 20 in 2023
  • National markets Integrated: Expanded from 3 in 2021 to 8 in 2023
  • Direct Beneficiaries: Increased from 43 NGOs in 2021 to 159 in 2023

In 2023 alone, the platform’s expansion into eight markets facilitated 20 customer-funded campaigns, directly benefiting 159 NGOs, up from 122 the previous year.

Continued Commitment to Innovation and Community Involvement

Meridian Donate not only showcases MeridianBet’s dedication to CSR but also redefines the role of digital marketing within the industry. By converting sports bettors into active CSR participants, Meridian Donate enhances customer loyalty and brand value, making it a critical element of MeridianBet’s market strategy.

Recent Successes and Future Outlook

In its recent operation, Meridian Donate has launched an ambitious global afforestation initiative, committing to plant 20,000 seedlings across various regions. This project not only underscores our environmental commitment but also enhances our brand’s community presence. Already, several hundred contributions have been recorded in the platform’s first month, indicating robust customer engagement and support.

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