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European Gaming Congress 2024

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Super League Gaming Introduces DreamWorks Animation’s The Bad Guys to the Gaming Metaverse Through Innovative Media Activation

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Super League Gaming, a leading network of metaverse games, monetization tools, and content channels, today announced the introduction of five characters from the new DreamWorks Animation feature film, The Bad Guys (in theaters April 22), into the gaming metaverse. DreamWorks Animation, a division of the Universal Filmed Entertainment Group within NBCUniversal, is Super League’s first partner showcasing its recently launched innovative 3D ad units. The promotional campaign, designed to excite gaming communities around the film’s unforgettable characters, leverages Super League’s innovative 3D interactive ad units and international advertising network, which reaches more than 75mm young gamers monthly.

Universal Pictures, which releases all DreamWorks Animation films, has pioneered a new way to create connections with young audiences. With this new campaign, The Bad Guys characters come to life in front of a player’s eyes every time a player passes by. As they encounter pre-programmed dialogue boxes that trigger exciting and fun conversation, gamers can get to know and start bonding with the film’s colorful characters prior to the film’s April 22 release. In just the first four days of the program, the collection of ad units, including The Bad Guys billboards, animated GIFs, and 3D ads, generated more than 10 million impressions of at least 10 seconds in duration, and were seen by more than 2.2 million unique players. More significantly, players self-selected to interact with the 3D characters for more than 42 days of total chat time, yielding a 62% engagement rate. This rate is substantially greater than the average Tik Tok engagement rates of 1.5-16% (source: Funnel.io), which is highest among social media platforms. In addition, the campaign featured the prompt “We are going to pull off the ultimate heist and go from bad to good! See us in movie theaters April 22! Will you watch?” 79% of users responded ‘Yes.’ Bottom line: The Bad Guys and Super League’s 3D ads are good in game!

Super League’s full suite of ad formats come fully equipped with robust performance analytics, now optimized for 3D units, offering critical measurement around key metrics, including engagement rate, response rate, chat time, exposure time, reach, and complete audience demographics. This is the first of many campaigns that will allow players inside Roblox to interact and converse with brands like never before.

“At DreamWorks Animation and Universal Pictures, we are committed to innovation and creating unforgettable characters that thrill, amuse and entertain audiences of all ages, so we are delighted to help introduce DreamWorks’ incredible Bad Guys to the world through Super League Gaming and the gaming metaverse,” said Nicole Schlegel, Vice President of Global Digital Marketing for Universal Pictures. “We have zero doubt that gamers will have a blast as they meet and interact with these characters and that it will enrich their experience with The Bad Guys when the film arrives in theaters on April 22.”

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“The ability to bring these characters to life at scale takes in-game experience to a whole new level,” said Mike Wann, Chief Strategy Officer for Super League. “These products are able to create authentic, exciting interactions with new personalities, and delight players with engaging new activities in the gaming metaverse. This new format not only brings deep insights for brands, but also incremental monetization for game developers – all while increasing in-game dwell time.”

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Canada

Relax Gaming joins forces with PointsBet to strengthen footprint in Ontario

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Relax Gaming, the iGaming aggregator and supplier of unique content, has significantly enhanced its presence in the Ontario market through an agreement with leading Canadian operator, PointsBet.

This partnership reinforces Relax Gaming’s aim to become a standout provider across North America, having already gained early success in Ontario. Relax became one of the first suppliers to deliver content to the region’s players in March 2022, debuting with over 120 games across multiple operators.

PointsBet pride themselves as one of Canada’s leading operators offering unmatched speed, ease of use, and a comprehensive array of pre-game and in-play sports betting options. This is complemented by a top-tier online casino which will now be boosted with the integration of Relax’s portfolio of slots and live dealer options.

With its authentic Canadian approach, PointsBet prioritises technology that minimises external dependencies to maintain control over its platform and has a commitment to responsible gambling best practices, ensuring a safe and secure environment for all players.

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Martin Stålros, CEO at Relax Gaming, said: “Since we launched in Ontario we have enjoyed tremendous success, with our content hitting the sweet spot for the broad range of players in the Canadian province. This partnership with PointsBet will strengthen our presence in the market as the region’s leading operator integrates our rich content portfolio which will engage its player base.”

Scott Vanderwel, Chief Executive Officer at PointsBet, added: “Relax Gaming has established a strong reputation across North America and in Ontario in particular. The impressive range of content that will be integrated into our platform will increase engagement within our online platform and we are delighted to be able to provide more immersive experiences to our audiences.”

Established as one of the industry’s leading B2B suppliers, Relax Gaming was awarded GGA’s Product Launch of the Year in February 2023 for Dream Drop Jackpots. Money Train 3 names the 2023 CasinoBeats Game Developer Awards amongst its 6 Slot of the Year titles, while the brand also won the award for Skill Games Supplier at the 2023 EGR B2B Awards along with the Innovation in Mobile award at the 2023 SBC Awards.

Relax Gaming provides more than 4,000 online casino games, from its high-performing proprietary slots to a significant, varied library of content from hand-picked third-party studios via its partnership programmes.

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Canada

Jackpot Digital Receives Approval from the Saskatchewan Liquor and Gaming Authority

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Jackpot Digital, a leading manufacturer of electronic multiplayer dealerless poker tables, has announced that it has received approval from the Saskatchewan Liquor and Gaming Authority (SLGA) to act as a registered supplier of gaming supplies and services to regulated casinos in the Canadian province of Saskatchewan.

The approval follows the Company’s news release dated February 6, 2024, announcing the signing of a licensing agreement with the Saskatchewan Indian Gaming Authority (SIGA) to install the Company’s Jackpot Blitz dealerless poker ETGs into SIGA casinos.

SIGA operates seven casinos and Playnow.com in Saskatchewan. At the outset, SIGA proposes to install Jackpot Blitz machines at its Dakota Dunes and Gold Horse Casino properties, located in Saskatoon and Lloydminster, respectively.

Jackpot CEO Jake Kalpakian said: “We are excited to receive approval as a gaming equipment supplier in Saskatchewan. This represents the first major jurisdictional, non-tribal license received by Jackpot during our continuing expansion into the land-based casino market. We have many more license applications underway in the US and other Canadian provinces, which will dramatically impact our ability to accelerate the rollout of Jackpot Blitz across North America.”

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Calgary Sports and Entertainment Corporation

Play Alberta, CSEC Extend Partnership

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Teams under the Calgary Sports and Entertainment Corporation (CSEC) banner have expanded their long-term partnership with Play Alberta, the province’s premier iGaming destination. As part of the agreement, the Flames will feature AGLC’s responsible gambling program, GameSense, on their home helmets and a Play Alberta insignia displayed on their home jerseys. The Stampeders, Wranglers, and Roughnecks will integrate the Play Alberta logo onto their uniforms.

“There’s significant importance now to showcase meaningful responsible gambling efforts in the iGaming industry. I’m proud of our initiatives to provide GameSense with such a visible platform. GameSense promotes healthy gambling habits online and in person and including AGLC’s responsible gambling platform over the course of this partnership is a huge accomplishment,” Kandice Machado, Chief Executive Officer at AGLC.

The agreement makes Play Alberta the exclusive sports betting and online gaming partner of the Flames, Wranglers, Stampeders, and Roughnecks. Through the partnership, Play Alberta and CSEC will develop unique partnerships and in-arena giveaways during the season.

“Through GameSense, our partnership with Play Alberta equips our fans with the knowledge required if they wish to participate in gaming while they support their home team. We are both proud and excited to extend our relationship with Play Alberta that makes cheering for our teams that much more fun while also generating revenue to support the quality of life for Albertans,” said CSEC President and CEO Robert Hayes.

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Alberta is the first jurisdiction in North America to partner with professional sports franchises and integrate PlayAlberta.ca and social responsibility branding onto uniforms. It upholds AGLC’s commitment to responsible play, raising awareness of GameSense and Self-Exclusion, resources that give bettors the tools they need to make healthy gambling choices.

In addition, proceeds generated through the website go toward the province’s General Revenue Fund. In 2023–24, $235 million was generated for programs and services that Albertans rely on every day through Play Alberta, an increase of more than $42 million from the previous year.

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