

Balkan's
ESA Gaming celebrates Serbia debut with MaxBet launch
ESA Gaming, the innovative games provider, has taken its content live with MaxBet in Serbia, with the partnership marking the company’s entry into the country.
Serbian players can now enjoy ESA Gaming’s diverse portfolio of non-traditional casino games, including popular crash and mine titles.
Player favourites include high-performing EasySwipe™ content such as Pirate Mine, Goal Mine, and Dragon Mine, with new slot games developed by the provider to be added soon.
The launch with market leading MaxBet marks another milestone for ESA Gaming as it adds an additional jurisdiction to the list of countries where players can access the growing content portfolio.
MaxBet stands as Serbia’s second biggest sports betting and gaming operator with an approximate 20% online share. Recently, Flutter Entertainment acquired an initial 51% share in the company.
Thomas Smallwood, Head of Marketing at ESA Gaming, said: “We’ve gained great momentum this year, significantly extending the reach of our content and adding numerous new markets to our repertoire.
“MaxBet is a fantastic partner as we debut in Serbia where we see great potential for further growth and we’re excited to introduce our games to local players for the first time.”
Vukašin Marelj, Head of Online Casino at MaxBet, said: “ESA Gaming’s portfolio is a great addition to our offering as we seek to diversify our product.
“Non-traditional casino content is becoming increasingly more popular and ESA Gaming provides a fantastic alternative to slots with their mobile-first and quick fire titles.”
Balkan's
BEGE and EEGS Unveil Visionary 2025 Concept Focusing on Proximity, Collaboration, and AI

BEGE (Balkan Entertainment and Gaming Expo) and EEGS (Eastern European Gaming Summit) are excited to announce their groundbreaking 2025 concept, which emphasizes the critical importance of proximity, collaboration, and forward-thinking strategies – all while integrating the latest advancements in Artificial Intelligence.
At the heart of this initiative is a strong commitment to fostering meaningful connections within the industry. Together, BEGE and EEGS are creating a vibrant platform for networking and idea exchange, bringing industry leaders together to explore the future of gaming. With multiple networking opportunities throughout the BEGE and EEGS, attendees will have countless chances to engage with one another, share insights, and forge valuable partnerships.
“The power of community is essential to our mission,” says Natalia Baevska, Project Manager of BEGE and EEGS. “By collaborating, we can harness our collective strengths to unlock new opportunities for growth within the region.”
Nino Berezhiani, Marketing Manager, highlights the significance of the initiative’s theme, “Proximity to Potential: Where Every Piece Matters.” She explains, “This slogan captures the essence of our vision. It underscores the idea that every connection and collaboration serves as a vital piece of a larger puzzle, driving innovation and success in our industry. We are excited to create an environment where companies can showcase their achievements, celebrate excellence and engage in meaningful dialogue.”
In addition to the networking events, the initiative will feature an impressive lineup of thought-provoking lectures and lively panel discussions led by industry experts, all designed to spark engagement and collaboration.
Furthermore, the integration of AI into this initiative promises to elevate gaming experiences and enhance operational efficiency, setting a new benchmark for innovation in the sector.
With this ambitious initiative, BEGE and EEGS are poised to transform the gaming landscape in the Balkans, encouraging all stakeholders to come together and actively shape the industry’s future.
The post BEGE and EEGS Unveil Visionary 2025 Concept Focusing on Proximity, Collaboration, and AI appeared first on European Gaming Industry News.
Balkan's
7777 gaming partners with LiveScore to elevate its new operations in Bulgaria

7777 gaming is excited to announce a strategic partnership with LiveScore Bet, a leading brand in the sports betting industry. This collaboration aims to elevate the online gaming experience for customers by offering 7777 gaming’s innovative casino games on LiveScore Bet in Bulgaria.
LiveScore Bet™, is a sportsbook offering customers in the UK, Ireland, Nigeria, and Bulgaria a new and improved betting experience within the LiveScore ecosystem. Building on the existing user relationship with the trusted “LiveScore” brand that is already a core part of the live sport experience, LiveScore Bet seeks to deliver a best-in-class product and represents a new opportunity for customers to bet responsibly. LiveScore Bet has been able to emerge from the crowd with a vibrant personality, a world-class product and demonstrable growth that has set it apart from the chasing pack.
Through this partnership, Bulgarian players of LiveScore’s new website will gain access to 7777 gaming’s diverse portfolio of engaging and immersive casino games, enhancing their overall gaming experience.
This collaboration underscores 7777 gaming’s commitment to expanding its presence in the Bulgarian market and delivering high-quality gaming content to a broader audience.
Elena Shaterova, CCO at 7777 gaming commented: “Partnering with LiveScore Bet is a strategic step forward in our mission to deliver world-class gaming experiences. LiveScore Group’s established presence and dedication to high-quality entertainment align perfectly with our vision. We are excited to bring our unique and engaging casino content to their platform and provide Bulgarian players with next-level gaming.”
Chris Reiff, Marketing Director at LiveScore, added: “We are thrilled to collaborate with 7777 gaming as we are launching our online operations in Bulgaria with such a strong brand name on the market. Their innovative approach to casino content perfectly complements our commitment to providing top-quality entertainment and a world-class product. This partnership will ensure our users enjoy a seamless and engaging gaming experience.”
7777 gaming has established itself as a dominant force in the Bulgarian iGaming market, partnering with top-tier online operators and continuously expanding its reach on the market and beyond.
The post 7777 gaming partners with LiveScore to elevate its new operations in Bulgaria appeared first on European Gaming Industry News.
Balkan's
New Installation of Diamond King 3

CT Gaming has announced two new successful installations at Princess Casino, Svilengrad and Princes Astoria, Sofia two of the most prominent gaming venues in Bulgaria. The installation includes 5 NEXT cabinets in each location. The slots are designed to offer unparalleled comfort and a seamless gaming experience. Each cabinet is equipped with advanced technology and ergonomic features, ensuring player satisfaction while optimizing operator performance.
To enhance NEXT features, the machines are paired with Diamond King 3, CT Gaming’s bestselling multigame, renowned for its diverse and engaging content. Among the 50 captivating titles, players can discover the revived legendary Mega Jack Trio – Aztec Gold, Slot-O-Pol Deluxe and Champagne Party, delivering nostalgia with enhanced gameplay.
“We are sincerely grateful to our partners at Princess Casinos for their trust and collaboration. These installations not only strengthen our presence in the local market but also further solidify our valued partnership,” Biser Bozhanov, Director of Strategy & Business Development at CT Gaming, said.
The post New Installation of Diamond King 3 appeared first on European Gaming Industry News.
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