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Adverty enters into exclusive partnership with Dutch hyper-casual publisher Lucky Kat Studios

George Miller

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Adverty enters into exclusive partnership with Dutch hyper-casual publisher Lucky Kat Studios
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Leading in-game advertising specialist Adverty AB (publ) today announces a strategic, exclusive partnership with Lucky Kat Studios, which will enable the Dutch hyper-casual publisher to offer Adverty’s seamless In-Play™ and In-Menu™ formats for both branding and performance advertising to global audiences within its increasingly popular games.

Based in The Hague, The Netherlands, the award-winning studio produces mobile pixel art games with a pop culture twist. Lucky Kat is the creator of cult hits such as Nom Cat, Sky Chasers, Combo Critters and its most recent chart-topper Magic Finger 3D.

The partnership will see the imminent launch of Adverty’s seamless In-Play™ and In-Menu™ ads in Lucky Kat’s broadly successful game Magic Finger 3D, via a partnership set to launch in mid Q2. Magic Finger 3D is hugely popular with over 10 million downloads to date.

 

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GambleAware Publishes Details of Donations Received in 2020/21 Financial Year

Niji Narayan

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GambleAware Publishes Details of Donations Received in 2020/21 Financial Year
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GambleAware, the UK’s gambling charity, has published the details of donations for the 12 months ending 31 March 2021. The total for voluntary donations is £19 million.

The figure equates to nearly £9 million more than the donations received in the 2019/20 financial year which totalled £10.05 million. This rise is due in part to a commitment by the top four gambling companies (Entain, William Hill, Flutter and Bet365) to donate £100 million to GambleAware over the next five years. The combined donation received this year by the top four was £15.4 million.

In addition to this core funding, GambleAware received £8.8 million in regulatory settlements. GambleAware has also published a list of companies who supported the Safer Gambling Campaign, Bet Regret, for its second year in 2020. The amount donated came to £3.9 million, alongside media donations from broadcasters.

Zoë Osmond, CEO of GambleAware, said: “This growth in donations is the largest we’ve seen year on year driven largely as a result of the commitment by the ‘Big Four.’ This will enable us to continue and expand our work to ensure evidence-informed services are developed according to need within a robust and accountable system. We will shortly be releasing our commissioning strategy which will detail how we plan to use this increased funding to help keep people safe from gambling harms.

“It is estimated that two million adults in Great Britain are experiencing some level of gambling harm, and research published this year indicated that more than one in three people with a gambling disorder have not accessed any support or treatment. With these donations, we will continue to fund and improve the National Gambling Treatment Service to provide support for those who need it, while working in partnership with many other organisations to increase awareness of support available.”

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Industry News

888 Establishes New ESG Board Committee

Niji Narayan

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888 Establishes New ESG Board Committee
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888 Holdings has established a new Environment, Social and Governance (ESG) Committee of the Board, effective immediately.

The Committee will be chaired by Non-executive Chairman Jon Mendelsohn. Senior Independent Director Anne de Kerckhove and Non-executive Director Mark Summerfield will also be members of the Committee.

The Committee will provide Board-level oversight of 888’s ESG strategy, targets and progress against key performance indicators.

“As a Board, we are committed to ensuring that issues such as safer gambling, the climate change agenda, diversity and inclusion, and community engagement are consistently incorporated into the Group’s strategy and decision making. The creation of this Committee demonstrates 888’s firm commitment to continuous ESG improvements and ensuring sustainable and ethical best practice across the Group’s activities,” Jon Mendelsohn, Chairman of 888 and Chairman of the ESG Committee, said.

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Asia

QTech Games strengthens its premium platform with Play’n GO

George Miller

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QTech Games strengthens its premium platform with Play’n GO
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Powerhouse distributor expands its content portfolio with new games from leading slots supplier

QTech Games, a powerhouse distributor across Asia and all growth markets, has continued to build the strong momentum in its premium pipeline, thanks to its latest deal with leading supplier, Play’n GO.

Integrating content from one of the most innovative and creative online slots providers around adds yet more creative muscle to QTech Games’ prosperous platform, which is bringing the widest range of online games to emerging territories with established names sitting alongside a raft of rising-star providers.

Among the games made available to its partners via the deal will be recent releases from Play’n GO like Rich Wilde and the Amulet of the Dead, the latest in its popular Rich Wilde explorer series, alongside other Arthurian adventures and mythological-themed slots.

One of Play’n GO’s key cornerstone concepts is to put a modern spin to proven industry products – whether that means themes, formats or mechanics. Accordingly, dazzling graphics, immersive soundscapes and fantastical features are seamlessly complimented by unique maths modelling that leverages an exciting volatility spectrum for faster, more focused gameplay or deeper engagement.

Play’n GO’s games have been optimised for mobile, the central focus of QTech’s RNG model, which is founded on its fully-owned and customised technical platform, affording games providers and operators the fastest integration available. Through this progressive platform, which has sealed its definitive status as a global gaming one-stop shop, QTech ONE™, clients enjoy the best performance and customer support available, localised to every region across both developing and more mature markets.

Ulf Norder, CCO QTech Games, said: “We’re committed to rolling out high-quality content that drives revenue for our partners. So, this deal with Play’n GO consolidates our robust and packed pipeline for 2021. In today’s marketplace, only premium games of the highest standard separate you from the crowd, so we’re delighted to see how Play’n GO is routinely delivering on this consumer need, always innovating, but never simply for innovation’s sake. It’s a fine distinction which manifests itself in stunning graphics, coupled with the latest maths models for improved retention and high-variance volatility where required.”

Jeffrey Co, Head of Sales – Asia at Play’n GO, added: “Play’n GO doesn’t just sign content deals. We commit ourselves to our partners, and strive to always provide them with more.

“Whether that is in the robustness of our networks ensuring record up-time, the efficiency of our delivery team who roll out new titles across the globe simultaneously, or our best-in-class account-management team, we pour all of our resources into making sure our partners are successful and that their players are entertained by our world-class content.

“We can’t wait to get started with QTech, and expect that this is just the start of a long and fruitful relationship.”

Earlier this year, QTech Games broke further ground as the leading distributor across emerging markets with the launch of an industry-first, cross-supplier rewards feature, Network Progressive Jackpot, unpacking a cutting-edge acquisition and retention toolbox for its global partners.

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