New Agreement Brings Popular Titles to UK Players
Jelly Entertainment has secured a major deal with Bally’s, enabling its portfolio of slot games to go live on the operator’s UK platforms, including Jackpotjoy and Virgin Games. The partnership introduces fan-favourite titles such as CleoPatrick and Witches Go Wild, alongside upcoming releases like Rookie Racer and The Night Train TwinWays.
This agreement marks another significant step in Jelly’s ongoing expansion within regulated markets. By integrating Jelly’s games into its UK operations, Bally’s aims to enhance its offering and provide players with an even more engaging selection of slots.
Craig Staples, VP of Product at Bally’s Interactive, commented on the collaboration: “Jelly has built a strong reputation in the UK market, and its games have quickly become player favourites. This partnership strengthens our portfolio with fresh, high-quality content that resonates with our audience.”
A Year of Strategic Growth for Jelly
The Bally’s partnership follows a period of rapid expansion for Jelly Entertainment. Earlier in 2024, the company entered the Italian market through an agreement with Microgame, making its games available to over 50 operators. Additionally, deals with EveryMatrix and Blokotech facilitated Jelly’s entry into European and Latin American markets, further broadening its international footprint.
Looking ahead to 2025, Jelly has set its sights on new opportunities in Ontario, Romania, and South Africa, reinforcing its commitment to global growth. To support this expansion, the company underwent internal restructuring in late 2024, appointing Steven Matsell as CEO to lead its strategic vision.
David Newstead, Chief Business Development Officer at Jelly, highlighted the significance of the Bally’s deal: “This partnership is a huge milestone for us. It not only raises our profile in the UK market but also reinforces the industry’s confidence in our content and innovation.”
Strengthening Market Position Through Key Partnerships
Beyond the UK, Jelly has been actively securing partnerships with major industry players. In 2024, the company joined forces with Scientific Games, leveraging its global content platform to reach players across Europe and North America. Scientific Games operates in over 50 countries, making this collaboration a crucial step in Jelly’s international strategy.
In addition, Jelly struck a deal with Light & Wonder, integrating its slot titles into one of the industry’s leading aggregation platforms. This agreement extended Jelly’s reach into regulated markets across the UK, Italy, and Spain, while also providing access to emerging markets like Colombia and Peru.
Steve Mayes, Senior Director of Digital Partnerships at Light & Wonder, praised the collaboration: “We’re excited to bring Jelly Entertainment’s high-quality content to our network. Supporting innovative and emerging developers is a priority for us, and Jelly’s engaging game portfolio is a fantastic addition.”
A Bright Future for Jelly Entertainment
Jelly Entertainment’s momentum shows no signs of slowing. With a series of strategic deals in place, the company is well-positioned to continue its rapid growth across multiple jurisdictions. The Bally’s agreement marks a significant milestone, ensuring that UK players have access to some of the most exciting slot titles in the market today.
As Jelly expands into new regions and strengthens its leadership team, it remains committed to delivering high-quality gaming experiences that resonate with players worldwide. With a strong foundation in place and a growing presence in key markets, Jelly is on track to become a major force in the online gaming industry.
Strategic Alliance Enhances Global Reach
BGaming, a dynamic player in the online gaming sector, has announced a strategic partnership with industry titan Playtech, one of the premier software providers globally. This collaboration will see BGaming’s diverse range of over 200 games integrated into Playtech’s Open Platform (POP), granting operators streamlined access to a wide array of high-quality gaming content.
A Milestone for Market Expansion
This alliance is a pivotal element of BGaming’s strategy to bolster its footprint across regulated markets internationally. By merging its extensive game catalog with Playtech’s platform, BGaming aims to tap into a broader player base across multiple regions. This move is anticipated to substantially boost BGaming’s visibility and reach, especially in areas where Playtech has a strong operational presence. Notable BGaming titles such as Aztec Clusters, Lucky 8 Merge Up, and Pop Zen will now be accessible to an expanded audience on both mobile and desktop platforms.
Playtech, established in 1999 and now a public entity, remains a leading figure in providing comprehensive gaming software solutions worldwide. The company’s vast library, featuring over 3,000 games, is further enriched by BGaming’s innovative offerings. This integration is slated to support BGaming’s aggressive growth objectives for 2025 while solidifying its status as a reputable source of premium online gaming content.
Olga Levshina, Chief Commercial Officer at BGaming, expressed enthusiasm about the partnership, stating, “We are excited to embark on this journey with Playtech, a renowned name in the gaming sector known for its quality content. As we continue to realize our growth ambitions, we’re pleased to offer Playtech’s partners our diverse portfolio that caters to a variety of player preferences across different markets.”
BGaming’s Recent Ventures and Innovations
Prior to this partnership, BGaming had already been making significant inroads into various regulated markets. Recent deals, like the one with Solverde.pt in Portugal, underscore BGaming’s commitment to extending its market influence. Earlier successes in Switzerland, Bulgaria, Lithuania, Armenia, and Slovakia throughout 2024 further underscore its growing impact in the international gaming scene.
With this latest agreement with Playtech, BGaming not only consolidates its existing market presence but also sets the stage for further expansion in 2025. This collaboration is positioned as a key driver for BGaming’s continued growth and success in the gaming industry.
Spotlight on New Releases: Winter Fishing Club
In its quest to diversify its offerings, BGaming remains at the forefront of game innovation. A notable addition to its repertoire is the Winter Fishing Club, a novel ice fishing simulator that brings a unique twist to the beloved fishing game genre. Building on the success of the original Fishing Club, this new installment introduces a winter-themed backdrop with first-person gameplay and enhanced interactive features.
In Winter Fishing Club, players engage in a virtual ice fishing adventure, aiming to hook fish-shaped multipliers through an immersive experience that includes underwater animations and responsive gameplay mechanics. Yulia Aliakseyeva, Chief Product Officer at BGaming, highlighted the game’s appeal, noting, “The casual and immersive first-person approach of Winter Fishing Club distinguishes it in the crowded market of fishing-themed games.” The game boasts medium-low volatility, an RTP of 97.16%, and potential multipliers up to 3,000x, catering to players seeking both relaxation and significant rewards.
The introduction of such innovative games reinforces BGaming’s commitment to providing engaging and diverse gaming experiences, which are essential for retaining and expanding its user base in the competitive online gaming landscape.
A Strategic Alliance in Michigan
Light & Wonder has forged a pivotal partnership with Flows, a leading provider of no-code automation solutions, to enhance its player engagement offerings in Michigan. This collaboration has facilitated the launch of Wonder Drops—a novel marketing jackpot tool designed to bolster the company’s global growth strategy. Wonder Drops enables operators within Light & Wonder’s network to seamlessly integrate both progressive and static cash prizes into any game, thanks to its customizable, widget-based framework.
James King, CEO of Flows, expressed his enthusiasm for the project, stating, “This launch is a proud moment for Flows and underscores the adaptability and robustness of our platform. It’s a testament to how our technology enables clients to innovate rapidly and efficiently.” This initiative not only marks a significant expansion of Light & Wonder’s footprint in the U.S. market but also introduces additional player engagement tools in Michigan, including Free Rounds, Multiplayer Games, and daily free games.
Dream Pots: A New Jackpot Experience in the UK and Europe
Parallel to its U.S. initiatives, Light & Wonder has debuted its Dream Pots jackpot system in the UK and Europe with the release of Rainbow Riches Dream Pots. This system connects multiple operators across these regions through integrated jackpot pools on the Infinity platform. Eoghan O’Dwyer, Vice President of Product, iGaming at Light & Wonder, highlighted the significance of this launch, noting, “Rainbow Riches Dream Pots reflects our commitment to enhancing player experiences and delivering substantial value to our partners.”
Rainbow Riches Dream Pots is the inaugural game to feature this innovative jackpot system, leveraging the established reputation of Light & Wonder’s subsidiary, Barcrest, in the Irish slot series. O’Dwyer added, “We are excited to bring this innovative service to our global audience and reinforce our position as leaders in jackpot gaming.”
Expanding Horizons: Light & Wonder in Brazil
Building on its European and U.K. endeavors, Light & Wonder is also making strides in Latin America by entering Brazil’s newly-regulated online casino market. The company plans to offer its acclaimed online gaming platform, including popular titles like 88 Fortunes Megaways and Ultimate Fire Link, to Brazilian operators. Tatiana García Barrenechea, Commercial Director – LATAM at Light & Wonder, remarked on the expansion, saying, “Brazil is a key market in Latin America, and launching here presents tremendous growth opportunities.”
Through these strategic moves and partnerships, Light & Wonder continues to advance its position as a global leader in the iGaming industry, driven by innovation and a commitment to enhancing player engagement across various markets.
The Winds of Change in the Aloha State
In a bold departure from its traditional stance against gambling, Hawaii is now making headlines with a fresh legislative push to legalize sports betting and fantasy sports. We analyse the series of bills introduced in the 2025 legislative session, highlighting the potential shifts in the state’s gambling landscape and the implications for its economic and social fabric.
A Fresh Legislative Wave
Hawaii, known for its strict gambling laws, has witnessed a resurgence of legislative efforts aiming to transform these restrictions. Among the pivotal proposals is Senate Bill 373 (SB 373) by Senator Angus McKelvey, targeting the legalization of online fantasy sports contests. This bill proposes a regulated framework, under which fantasy sports platforms would be registered and monitored by the Department of the Attorney General, and subject to taxation on their gross revenues.
Betting on Financial Recovery
Proponents of the gambling bills see them as a lifeline to boost state revenues, particularly in the aftermath of the devastating Lahaina wildfires in 2023. Senator McKelvey, directly affected by the fires, champions these proposals as a means to fund essential public services and aid in recovery efforts. The potential economic benefits also extend to tapping into tourist revenue and regulating the existing unmonitored online gambling activities.
The Cultural and Ethical Debate
Despite the promising financial prospects, Hawaii’s historical resistance to gambling casts a shadow over the future of these bills. The state has repeatedly rejected gambling expansions, wary of their social impacts, including potential addiction and cultural degradation. Furthermore, there’s significant concern about allowing mainland companies to dominate the local market, which could lead to capital outflow without adequate local benefits.
From Fantasy Sports to Full-Scale Betting
While SB 373 focuses on fantasy sports, Senate Bill 1572 (SB 1572) introduced by Senator Lynn DeCoite, takes a broader approach by proposing the establishment of the Hawaii State Sports Wagering Commission to oversee both retail and online sports betting. Unlike SB 373, SB 1572 excludes fantasy sports and emphasizes a higher tax rate for sports betting revenues, reflecting the diverse strategies lawmakers are employing to navigate the complex gambling landscape.
The Uncertain Future of Gambling in Hawaii
As these bills make their way through the legislative process, their success remains uncertain amidst ongoing debates and opposition. Hawaii’s approach to gambling reform reflects a larger conversation about balancing economic benefits against social costs and preserving local culture.
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“As the proverb goes, ‘Out of the frying pan and into the fire.’ This seems apt for Entain as they face another significant obstacle,” according to industry reports. Following a recent conference in Barcelona where Entain’s CEO Gavin Isaacs discussed the company’s strategy of regeneration and recovery after enduring severe setbacks, the organization finds itself yet again in the regulatory spotlight.
The Return to Regulatory Scrutiny
Recently appointed CEO Gavin Isaacs, who took over from Jette Nygaard-Andersen last fall, is now navigating through troubled waters as the UK’s Financial Reporting Council (FRC) launches a new inquiry. This investigation focuses on the omnichannel strategies that Isaacs championed at the ICE conference under the theme “Delivering Turbo-charged Transformation”. Moreover, Entain’s auditors, KPMG, are also being examined by the FRC concerning their audits of Entain’s 2022 financial records announced this past Monday.
A History of Corporate Challenges
Entain, listed on the FTSE100 and owner of major betting brands like Ladbrokes Coral and bwin, is no stranger to controversy. The company was previously hit with a record £615 million fine in 2023 for violations related to money laundering within its Turkish operations during its former incarnation as GVC Holdings. This period was marked by the leadership of Kenny Alexander, who left amidst investigations by UK tax authorities in 2020.
Jette Nygaard-Andersen, who followed Alexander, aimed to pivot the company towards regulated markets and expand into Central and Eastern European territories. Despite her efforts, she was ousted in a boardroom shake-up in December 2023 after criticisms over her management strategies, although her initiatives later showed some positive outcomes.
The CEO’s Dilemma and Current Stance
Gavin Isaacs, known within the industry for his reliable leadership, now faces the daunting task of steering the company through yet another tumultuous period. The FRC’s investigation into the audits performed by KPMG, which has been Entain’s auditor since 2018 and earned £3.6 million for their services in 2022, underscores the severity of the situation both firms find themselves in.
Insights from the Top: Isaacs’ Strategy for Innovation
In a recent interview, CEO Isaacs elaborated on his approach to modernizing Entain, shifting from a B2B to a B2C model, and enhancing the company’s legacy Bwin platform. Discussing his extensive experience and the challenges of adapting legacy operations to meet modern demands, Isaacs emphasized the importance of empowering employees and ensuring accountability.
Conclusion: The Path Forward
As Entain grapples with these ongoing challenges, the insights shared by Isaacs at ICE Barcelona, especially his talk titled “The CEO Dilemma,” highlight the complex dynamics at play within top-tier corporate leadership in the gaming industry. The outcomes of these investigations could have profound implications for both Entain and the broader sector.
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