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SHAPE GAMES PARTNERING WITH BETCITY TO TRANSFORM IGAMING IN THE NETHERLANDS

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Marking a significant stride forward, Shape Games is thrilled to unveil its latest venture: a strategic partnership with leading Dutch online operator BetCity.

Shape Games is thrilled to announce a new partnership with BetCity, a Dutch online sportsbook and casino operator. The product launch went live on August 2023, marking a significant milestone in the Dutch gaming scene.

BetCity, owned by Entain Group, is one of the leading brands in the Dutch online gaming landscape. They were among the first to launch their product in the market after online sports betting and casino gaming became legal in the Netherlands in October 2021.

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Powered by the industry expertise of Kambi for sportsbook services and Oryx for Player Account Management (PAM) and Casino offerings, BetCity has already established a strong presence with its web desktop and web mobile products.

In line with their strong dedication to providing top-notch gaming experiences, Shape Games is honored to take on the task of developing and rolling out BetCity’s new native mobile apps. These apps, compatible with iOS and Android, will allow users to enjoy dynamic sportsbook and casino offerings on the move, leveraging Shape Games’ advanced technology.

It’s important to acknowledge that BetCity’s launch coincides with a challenging period in the Dutch gaming landscape. As of July 1, a ban on advertising has been imposed in the Netherlands, making it a demanding time for new operators. Despite these challenges, Shape Games and BetCity are committed to providing a safe, enjoyable, and responsible gaming experience to Dutch players.

Léon Voogt, Product Director at BetCity, said, “We are excited to finally launch our app into the wider world. An app has been on our wishlist at BetCity right from the start, and we’re thrilled that it’s now complete! It was important for us to be able to offer our entire product portfolio in one app, including a sportsbook, casino, and live casino – all in one place. This made the development process a challenge, but with Shape Games, we found an excellent partner who helped us bring this vision to life. We are confident that with this app, we can provide an even better experience for our players and have faith in a successful partnership between Shape Games and BetCity.”.

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Latest News

Extendy – Premier platform for affiliate teams looking to create online casinos.

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An innovative platform for creating turnkey online casinos is entering the market, developed over more than four years by a team of 150 engineers in collaboration with top arbitration experts. The platform’s main advantages are its exceptionally quick return on investment, a fully autonomous turnkey operating system, and a focus on mobile traffic.

Owning a casino brand offers arbitration teams several benefits. The primary advantage is that investing in paid traffic can build free, high-quality organic traffic from social media, SEO, external sites, etc., over the long term. When traffic is directed to a partner, the team receives immediate financial returns but loses out on the long-term bonuses of owning their brand.

Return on Investment in 6 Months

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Close partnerships with top arbitration teams over several years have allowed thousands of hypotheses to be tested, resulting in an ideal product tailored for these teams. This product maximizes player lifetime value (LTV) and reduces traffic payback time to just six months.

This effect is achieved through numerous technical solutions that enable real-time analysis of advertising campaigns and predictive determination of which to halt and which to scale up. One such solution is the “Traffic Light” technology, which quickly predicts whether the traffic will be profitable. Each partner is marked with a colour: green for excellent traffic that should continue, yellow for questionable traffic that requires caution, and red for bad traffic that should be stopped immediately. Arbitration teams that have used the “Traffic Light” technology for some time report that quick traffic analysis makes it almost impossible to incur losses.

Best ROI for Mobile Traffic with AppAI Technology

One of Extendy’s standout features is its unique AppAI technology, which unlocks new possibilities for attracting mobile traffic. A specially developed neural network analyzes the user’s profile and the ad they came from, creating a unique onboarding flow that significantly increases conversion rates. This drastically reduces the return on investment time for this type of traffic.


“AppAI is a perfect demonstration that Extendy is created by professionals for professionals. During the development process, our arbitration partners repeatedly emphasized the importance of working with mobile traffic. We dedicated a significant amount of time to optimizing the product for mobile players,” said Aivar, CBDO of Extendy.com.

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Autonomous Operating System and Turnkey Brand

Another key advantage of Extendy is its fully autonomous operating system, which meets the highest industry standards.

The entire infrastructure is designed so that arbitration teams receive a fully functional casino for long-term development and profit without the need to manage any operational processes.


The CRM, Support, VIP, Content, Payment, Legal, and other operational components of the product are fully automated and self-sufficient. Ready-made, tested, and unique retention funnels, email sequences, gamification systems, 24/7 support, and VIP support in all languages, along with many other solutions, allow casino owners to fully focus on marketing and player acquisition.

In a closed beta phase, dozens of successful casinos were launched on the platform, including BetOnRed, CryptoLeo, BDMBet, and many others. Millions of players are attracted and an average traffic payback period of six months proves that the platform is effective and ready for public launch and further growth.

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All you need to create your online casino on the Extendy platform is to submit an application on the Extendy website. Within 2 months of signing the contract, you will receive a license, necessary payment gateways and game providers will be connected to the brand, and final adjustments will be made.

To celebrate the platform launch, a promotion has been launched. Write in the comments of your application that you are from EuropeanGaming and receive special setup conditions.

The post Extendy – Premier platform for affiliate teams looking to create online casinos. appeared first on European Gaming Industry News.

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Latest News

Amusnet Releases Diamond Plus Football Edition Video Slot

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Amusnet has released a classical slot with a thematic twist in its Online Casino portfolio in light of the UEFA European Football Championship – Diamond Plus Football Edition.

Football fans will be able to enjoy exciting gameplay thanks to the high-quality graphics, ambient music, and a variety of features. The latest addition to Amusnet’s portfolio features 5 reels and 9 symbols, perfectly combining a classical fruit slot with the game’s exciting football theme to form 10 fixed paylines with spectacular prizes. Watch out for the Ball that acts as a Wild symbol boosting the already juicy wins.

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When triggered, the reels on which a Wild symbol appears are being held, and the rest of the reels start to rotate automatically.

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Players can use the Gamble feature and play the game to boost their winnings.

Jackpot Cards

The Jackpot Cards Bonus game is triggered at random during the gameplay to allow players to win impressive Jackpots.

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The post Amusnet Releases Diamond Plus Football Edition Video Slot appeared first on European Gaming Industry News.

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Compliance Updates

Spillemyndigheden: Anti-Money Laundering- A report to the police must be followed up by a notification

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Notifications to the Money Laundering Secretariat is one the most important sources of information on money laundering and financing of terrorism. A notification is information about a potentially criminal act, and it cannot be replaced by a report to the police.

Gambling operators are obligated to notify in accordance with section 26 of the AML Act. The obligation to notify means that gambling operators must immediately notify the Money Laundering Secretariat if they know of, suspect, or have reason to believe that a transaction, funds or an activity is or has been linked to money laundering or financing of terrorism.

Notifications are essential for the role of the Money Laundering Secretariat, as notifications can in themselves constitute a case. In addition, a notification about a suspicion can be part of a larger case of other suspicious matters.

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Police reports cannot replace notifications

There are no exceptions to the obligation to notify even if you have reported the matter to the police. In case a gambling operator has reported a customer to the police, the gambling operator must also notify the Money Laundering Secretariat which is an authority independent from the police.

The post Spillemyndigheden: Anti-Money Laundering- A report to the police must be followed up by a notification appeared first on European Gaming Industry News.

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