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GIANTS SOFTWARE AND SPORTFIVE AGREE PURPOSEFUL MARKETING PARTNERSHIP FOR GAMING BRAND FARMING SIMULATOR

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Publisher and global sports business agency hereby focus on Esports and authentic in-game brand integrations

GIANTS Software and SPORTFIVE today announce a purposeful marketing partnership, which focuses on the gaming brand Farming Simulator and aims to enhance the related Esports universe and the authenticity of the game environment via the realistic in-game integration of brands.

In trusting the Esports know-how and commercial experience of SPORTFIVE, GIANTS Software further accelerates the marketing activities for its competitive Esports series Farming Simulator League. The global sports business agency SPORTFIVE hereby adds a truly valuable element to its portfolio that highlights the immense potential in regard to in-game advertising possibilities. These integrations offer an authentic way for a variety of brands to get involved with Esports, especially for rather traditional brands that have never had contact with the Esports cosmos before. At the same time, this provides unique access to a new, large and additional target group within the Esports landscape.

The video games series Farming Simulator is the most popular gaming title from developer and publisher GIANTS Software. The game series is a global phenomenon and available on all popular platforms including consoles, mobile phones, tablets and PCs. Since 2008, over 25 million versions of Farming Simulator have been sold worldwide on PC and console alone.

SPORTFIVE now is supporting GIANTS Software in the acquisition of new partners in selected areas. The Farming Simulator world offers an attractive variety of authentic integration possibilities for brands: From becoming a partner of the professional Esports series Farming Simulator League, over in-game advertising via geo-targeted billboards to usable in-game content, i.e. stores, working equipment or vehicles.

Boris Stefan, Head of Publishing at GIANTS Software, explains: “We’re delighted to reach this agreement with such an experienced marketer. It will become the origin of further immersion into our vast maps. I already envision many larger additions and even tiny details, and all together will bring our family-friendly world to life and will add authenticity to the overall simulation experience.”

Thomas Ottl, Executive Director Global Esports at SPORTFIVE, adds: “We are truly excited for this partnership, which is strongly designed to enhance the gaming experience for the family-friendly and international fan base of Farming simulator. The innovative in-game integrations are an authentic way for brands to get in touch with a diverse and large target group and with these integrations, the game will be even more like reality. We cannot wait to get to work!”

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Brightstar Lottery Upgrades Retail Central System for Lotto Saxony in Germany via New Seven-Year Contract

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Brightstar Lottery PLC announced that it will deploy its comprehensive retail central system technology, Aurora, along with advanced cloud-based software for Sächsische Lotto-GmbH (Lotto Saxony) in the State of Saxony, Germany via a seven-year contract. The contract was awarded to Brightstar following a competitive public procurement.

“The quality and reliability of Brightstar’s world-class lottery technology and operational support, along with its team’s knowledge of Lotto Saxony’s business needs are some of the reasons why we have partnered with the Company for 30 years. We look forward to upgrading our central system to Brightstar’s sophisticated platform and the many benefits its components will produce,” said Herr Frank Schwarz, Lotto Saxony Chief Executive Officer.

“This new seven-year contract marks an exciting chapter for Brightstar and Lotto Saxony as we work together to modernize lottery solutions throughout the state. Brightstar’s high-performing central system and peripherals will enable Lotto Saxony to manage its business more efficiently with the confidence in knowing the technology is secure, dependable, and responsible,” said Marco Tasso, Brightstar Chief Operating Officer International and Italy Operations.

An integral part of OMNIA, Brightstar’s player-centric, omnichannel solution for lotteries, Aurora helps drive lottery innovation and profitability. The platform will provide intuitive, user-friendly applications, tools and reporting capabilities to handle Lotto Saxony’s transaction processing, game management and back-office operations. Lotto Saxony will receive key cloud-based Aurora products including, Anywhere, to securely connect external applications to the retail system, and Performance Wizard, to deliver targeted insights and analytics.

The post Brightstar Lottery Upgrades Retail Central System for Lotto Saxony in Germany via New Seven-Year Contract appeared first on European Gaming Industry News.

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Interwetten becomes team partner of SK Rapid

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Yellow and black meets green and white! Interwetten becomes SK Rapid’s new team partner. The online sports betting pioneer and Austria’s most popular football club are starting the new season together. The combination with Rapid coach Peter Stöger, who has been an Interwetten expert for many years and will also remain on the sidelines, makes the partnership a real success.

With more than 24,000 club members and over 220 official fan clubs, the Austrian record champions boast the largest fan base in the country! And with the Allianz Stadium in Vienna’s West Hütteldorf, the Green-Whites boast a modern home! Interwetten is expanding its extensive football commitment to include a traditional club and will now be present at SK Rapid’s home games on a ball display or 3D carpet in the stadium, as well as on the Hütteldorf club’s digital channels.

“We are very pleased about the new team partnership with SK Rapid. The connection to a club with great charisma and passion is a perfect fit for Interwetten. And the best part: With our long-time expert Peter Stöger, we already have Rapid’s coach on board ,” explains Interwetten Marketing Director Dieter Grück , who promises fans a comprehensive experience in addition to betting.

Grück adds : “We are planning various digital activations throughout the season that will offer our customers and Rapid fans unique experiences. This will certainly include exclusive promotions with Peter Stöger. With this, we want to underline our connection with Austrian football.”

SK Rapid Managing Director Steffen Hofmann warmly welcomes the sports betting provider to the green and white partner family. “This partnership is a strong signal and demonstrates the trust placed in our club. Together, we are planning innovative activations and are convinced that the collaboration will be very successful. I am delighted that Interwetten is now part of the large green and white partner family.”

The post Interwetten becomes team partner of SK Rapid appeared first on European Gaming Industry News.

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Scientific Games and Polish National Lottery Continue 20-Year Scratchcard Tradition as Sales Grow

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Scientific Games will continue to bring exciting instant scratchcard games to Polish National Lottery players through a new agreement with Totalizator Sportowy. Celebrating the instant lottery’s 25th anniversary last year, Totalizator Sportowy is among the top five performing instant game lotteries in Europe (La Fleur’s 2025 World Lottery Almanac). The world’s largest lottery games company has provided scratchcards to Totalizator Sportowy for more than 20 years, with scratchcard game sales in Poland growing by 20% over the past three years (2022 to 2025).

“Our goal is to give our players entertaining scratchcard experiences while responsibly generating maximum proceeds for Polish sport and culture. We are delighted to continue working with Scientific Games to offer fun, modern scratch experiences,” said Katarzyna Woznica-Borkowska, Manager of Instant Products for Totalizator Sportowy.

Most recently, Scientific Games collaborated with Totalizator Sportowy to offer Polish players the PLN30 GIGA 7 game produced with the company’s advanced Dimension technology, which enhances the play experience with three-dimensional, reflection-at-different-angle refractions above and below the game graphics.

Currently, the company provides instant games to 110 government-regulated lotteries worldwide, including more than 50 European lotteries.

“Scientific Games is honored to continue our longtime relationship with Totalizator Sportowy that we have built across two decades,” said Paul Dures, Lottery Sales Director EMEA for Scientific Games. “We look forward to continuing our work to drive meaningful growth for the scratchcard games in Poland creating more innovative and attractive games for players.”

With products that generate more than 70% of global instant game retail sales, Scientific Games is the world’s largest instant games creator, producer and services provider, and the primary provider to nine of the Top 10 performing instant game lotteries in the world (La Fleur’s 2025 World Lottery Almanac).

The post Scientific Games and Polish National Lottery Continue 20-Year Scratchcard Tradition as Sales Grow appeared first on European Gaming Industry News.

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