iGaming Consultancy Blog | Affiliate Marketing for iGaming
11 Oct
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Online gaming industry set for shake up as William Hill, Amaya confirm merger talks

Two of the world’s biggest iGaming brands – William Hill and Amaya Gaming – are in talks to create a £5bn entity and an operation worth approximately £5.7bn.

Both parties have publicly acknowledged the fact that they are in talks to strike a deal. This effort began in July after Rank-888 bid for William Hill came out.

“Over recent months, the board of William Hill has been evaluating options to accelerate William Hill's strategy of increasing diversification by growing its digital and international businesses,” the firms said in a joint statement.

“Amaya has been undertaking a review of its strategic alternatives since February 2016.

“The potential merger would be consistent with the strategic objectives of both William Hill and Amaya and would create a clear international leader across online sports betting, poker and casino.

“These discussions are ongoing and there can be no certainty that an agreement will be reached.”

Rank and 888 had earlier backed out of the deal to take full ownership of William Hill.

According to industry experts, William Hill could benefit a great deal from this deal by leveraging Amaya’s poker customers to boost its casino business.

While there are always risks with large mergers of this nature, one can however be relatively sure that the online gaming industry is bound to witness a huge change if they two companies join forces.

08 Oct
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LeoVegas bags Denmark gaming license, set to go live this autumn

In a significant new development in the world of iGaming, LeoVegas has acquired the government license to venture into the Denmark market

The company intends to go live in Denmark this autumn. LeoVegas has put together a team with “extensive experience in digital marketing and the Danish gaming market” to implement its plans in the country.

LeoVegas management believes this move will help their expansion plans by “leveraging its global brand through local, business-oriented teams”, to build the “right prospects for a successful launch and long-term growth”.

Commenting on this development, Gustaf Hagman, chief executive and co-founder of LeoVegas, said:

“LeoVegas expansion continues, and it is gratifying to see how we grow in new markets.

“Our strategy to enter regulated markets or markets that are facing regulation seems like a winning concept.

“I am convinced that our market-leading mobile gaming product, data-driven marketing approach and a strong, local team will help ensure a successful launch in Denmark, where no one has yet taken the mobile position.”

30 Sep
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Unibet Group set to rebrand, change name to Kindred Group

In an interesting new development, iGaming major Unibet is considering re-branding the company, which would be called Kindred Group.

With 10 consumer-facing brands in its kitty, the company intends to go with a name that permits it to“draw the full potential of these brands with a group name that differs from the consumer brand”.

The company will not just change its name but also design a new logo and identity. This it hopes will help serve multiple brands across a variety of markets.

The changes are part of a new strategy devised by the company when it comes to future operations.

This proposed change of name will only become official when Extraordinary General Meeting in Stockholm, Sweden, approves it on December 6.

Commenting on this development, Unibet chairman of the board Anders Ström said:

“In this rapidly changing industry, clarity is essential; this is why we now propose to change the name of our group company, thereby avoiding confusion and creating better conditions for our future growth.

“This is a minor and predominantly internal change as all the customer facing brands, such as Unibet, MariaCasino, Bingo.com, Stan James and iGame will remain the same. The change only relates to the group name.”

Henrik Tjärnström, chief executive of further Unibet, added:

“Introducing a group name separate from our consumer-facing brands will provide us with the necessary strategic flexibility to ensure we remain at the very forefront of our industry.

“As a group we have played an important part in driving the industry forward, and we intend to continue to do so in the future.”


26 Sep
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Novomatic picks up majority stake in Spanish bingo company OtiumGI

In an interesting new development, Novomatic Gaming Industries (NGI), a subsidiary of Novomatic, picked up a 60% stake in OtiumGI, a Spain-based video bingo company.

The two parties did not disclose the financials of the agreement but it is clear that a bingo slot offering will be made to the Mexican iGaming market via a local brand.

According to Novomatic, the new bingo machines are likely to have an immediate impact in Mexico. The company also intends to build better products for the market by banking on its global gaming experience.

Commenting on this development, NGI senior vice-president for Central and South America, Lawrence Levy, said:

“We are delighted to announce this acquisition that has the potential to establish an excellent position for Novomatic in the Mexican bingo segment and beyond.

“It further broadens our highly diversified product offer for the region and perfectly correlates with the group’s ongoing commitment and strategic expansion in the Latin American markets.”

Santiago López de Lamadrid, chief technology officer at OtiumGI, further added:


“After gaining much experience over the last few years in Mexican and Filipino markets with our video bingo products, we believe that Novomatic is the perfect partner to build our brand, with the intention of becoming an industry benchmark.”

21 Sep
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New definition of ‘illegal sports betting’ could be huge blow to Malta’s iGaming community

In a significant new development, the Council of Europe in its Convention on the Manipulation of Sports Competitions has recommended a new definition for the term ‘illegal sports betting’, which has come as a huge warning for Malta’s iGaming community.

The new definition considers ‘illegal sports betting’ as “any sports betting activity whose type or operator is not allowed under the applicable law of the jurisdiction where the consumer is located.”

According to the Malta Gaming Authority Executive Chairman, Joe Cuschieri, the country’s remote gambling will be on the receiving end if the new proposal becomes a law.

At the moment, the iGaming industry contributes 11% to the domestic product. Moreover, 8000 people are employed in the online gambling sector in Malta.

“This definition will effectively render illegal all operators who offer their services via their Malta Gaming Authority license in other European states,” he said.

Dr Cuschieri further added that this new definition could not be accepted by Malta. He also informed that its recommendations were ignored on the negotiation table.

The Convention was prepared by the Council of Europe that is the favor of implementing it as a full block. This however would require every member state’s consent.

Interestingly, Malta is the only country to have objected to the ratification of the convention. For this view, most members of the European Parliament criticized the country.

19 Sep
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Bet365 becomes first operator go live with native Playtech app

In a important new development, bookmaker giant Bet365 became the first operator to go live with its brand new native mobile casino application from Playtech.

According to the latter, the loading time for the app is three times faster than its HTML5 equivalents. Users can access it on iOS and android devices.

Customers will now be able to play over 100 native games that include classics online casino games as well slots from Playtech.

Another fantastic feature that users will avail is the merging of their preferred online games in one location.

This new app is an upgrade over the company’s current mobile casino app.

Commenting on the development, Christian H. Bogstrand, chief executive of Bet365's Gibraltar subsidiary Hillside Limited, said:

“We have worked closely with Playtech on the development of the new Casino native app, ensuring we provide high quality content with a much faster and improved gaming experience.”

Shimon Akad, chief operating officer at Playtech, stated:

“Research, including a recent Nielsen report, suggests that 89% (vs. c.11% browser) of time on mobile is spent in-app, supporting the theory that native apps are what players want to use when gaming.

“Playtech has invested significantly in native technologies, backing up our strategy to provide the best solutions for our partners and their players.

“The instant and sticky native play functionality and new features will ensure our licensees can drive player values and make our new app the best on the market today.”

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