First Look Games (FLG) has strengthened its partnership with LatAm focused developer Vibra Gaming who will now white-label its cutting-edge client area.

Vibra Gaming joined First Look back in July. By extending the partnership, Vibra will now be able to use FLG’s fully brandable client area to showcase its portfolio of online slots and casino games to its existing and potential operator partners as well as affiliates.

The developer has also taken advantage of FLG’s Premium offering, which allows studios to upload game information two weeks prior to launch so a select number of affiliates can have a “first look” and create content ahead of the official launch.

“We are delighted to extend our already successful partnership with Vibra Gaming and for the studio to be able to leverage the power of our state-of-the-art client area to properly showcase its games. Our white-label client area is intuitive and easy to use, allowing developers to show their games to both operators and affiliates in the best possible way. When this is combined with our First Look Games library, studio’s such as Vibra have a powerful and cost-effective marketing platform,” Tom Galanis, Founder of First Look Games, said.

“Our partnership with First Look Games continues to go from strength to strength and we are thrilled to be white-labelling its market-leading client area allowing us to showcase our games like never before. This is an incredibly competitive sector and with the cost of marketing continuing to rise, up and coming developers such as Vibra need to market smartly and cost-effectively and First Look Games certainly allows us to do that,” Ramiro Atucha, CEO of Vibra Gaming, said.

Pires Investments plc has provided an update on its investment in Sure Valley Ventures (SVV) in relation to Admix, a company within the SVV portfolio, which has developed a programmatic monetisation platform for gaming and other entertainment developers.

Two years after its initial seed funding, London-based start up Admix has extended the Series A funding round announced in June 2020, raising a further $1.5 million from strategic gaming investors, bringing the total round to $8.5 million.

Marcus Segal, former COO of Zynga Studios and Nigel Morris, former CEO of Dentsu Aegis, joined the round, alongside a number of unnamed executives working in the gaming and advertising industries in which Admix operates.

Pires has a circa 13% interest in SVV. SVV is a venture capital fund focused on investing in the software technology sector with a specific focus on artificial intelligence, the internet of things and immersive technologies.

“Only two years after its initial seed funding, this extension of the funding round announced earlier this summer demonstrates the excitement surrounding Admix’s platform for gaming and entertainment developers at the moment. In-play advertising, a substantial and developed market, has seen considerable growth as a result of the COVID-19 pandemic and we expect this trend to continue in the coming years,” Peter Redmond, Chairman of Pires, said.

“We believe that Admix’s novel approach to game advertising at scale positions the company perfectly to benefit from the increased demand in this market. The additional funding and the inclusion of notable industry figures participating in this extended fundraise will no doubt allow Admix to continue its rapid growth path and, as such, we look forward to updating the market with Admix’s progress in due course,” Peter Redmond added.

Online gaming content and solutions provider CT Gaming Interactive has entered into a deal for launching games with Meridianbet. The deal will see the online casinos under the brand host the CT Gaming Interactive’s games, which include special jackpots.

“I am very pleased and proud that Meridian has selected us as its partner. We are confident that our market-leading portfolio of games will support its strategy to deliver the ultimate player experience to its customers,” Lachezar Petrov, general manager at CT Gaming Interactive, said.

“We continue to expand our customer base and the games launches with Meridian’s well-known sites enable distribution to a new group of players,” Petrov added.