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SYNOT Games Announces Strategic Partnership with Casino Pause and Play

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SYNOT Games, a leading game provider, has announced a new strategic partnership with Spanish operator Casino Pause and Play. As part of this collaboration, a first batch of over 20 top-performing titles from SYNOT Games is now live on the platform, further enhancing the gaming experience for Spanish players.

This agreement marks another important step in SYNOT Games’ continued expansion in the Spanish market, solidifying its position as a trusted provider of high-quality, engaging slot content.

“We are thrilled to extend our footprint in Spain by partnering with Casino Pause and Play, a brand that shares our passion for quality entertainment,” said Martina Krajčí, CCO at SYNOT Games.

“Our games have already proven popular with Spanish audiences, and we are confident this launch will deliver exceptional value to both players and the operator.”

Jacobo Vicente, COO at Casino Pause and Play, said: “We are thrilled to introduce SYNOT Games to our expanding collection of content providers. Their creative and varied slot titles align well with our players’ interests and will enhance our offerings in a competitive market.”

The post SYNOT Games Announces Strategic Partnership with Casino Pause and Play appeared first on European Gaming Industry News.

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BetMGM Unveils First Major Corporate Brand Repositioning with “Make it Legendary” Campaign

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BetMGM, a leading sports betting and iGaming operator, unveiled the next evolution of its brand in collaboration with leading independent ad agency Highdive. The refreshed brand identity highlights BetMGM’s dynamic entertainment ecosystem — one that unlocks a world of possibilities, elevated experiences and exceptional hospitality. Bringing the brand to life, the new “Make it Legendary” campaign is anchored by a series of multi-channel spots featuring BetMGM’s newest brand ambassador: EMMY® Award and Golden Globe Award-winning actor Jon Hamm.

“This isn’t just a campaign — it’s a reimagining of what BetMGM stands for. We’re at the forefront of entertainment and gaming, with the spirit of Las Vegas woven into our DNA,” said Casey Hurbis, Chief Marketing Officer, BetMGM. “Our new positioning celebrates the thrill, spectacle and storytelling potential in every spin, play and reward. With Jon Hamm’s talent and universal appeal, he’s a natural fit to represent the refined essence of our brand.”

Highdive worked hand-in-hand with BetMGM’s creative team on the transformation, informed by extensive customer research. The first of six new spots is scheduled to premiere Saturday, Aug. 30 during college football games, with additional spots rolling out across TV, social, digital, out-of-home and BetMGM properties nationwide. Directed by two-time Directors Guild of America Director of the Year Noam Murro, the spots leverage Hamm’s charisma and storytelling charm to make every interaction feel like an elevated experience.

Hamm said, “BetMGM is all about style, and the ‘Make it Legendary’ campaign captures that energy. It’s witty, cinematic, and shows that betting with BetMGM is an unmatched experience.”

Mark Gross, co-founder and co-chief creative officer at Highdive, emphasized the strategic depth of the repositioning and said, “We didn’t just create ads — we built a creative platform that gives BetMGM a long-term advantage. This is about storytelling, connection and creating a brand that truly speaks to today’s players, not at them.”

As BetMGM continues to expand into new markets and introduce new features, responsible gaming remains a key focus. Additionally, BetMGM is proud to provide resources to help customers play responsibly including GameSense, an industry leading program, developed and licensed to MGM Resorts by the British Columbia Lottery Corporation. Through the integration within BetMGM’s mobile and desktop platforms, customers can receive the same GameSense experience they have grown to rely on at MGM Resorts properties nationwide. This complements BetMGM’s already existing responsible gambling tools which serve to provide customers with an entertaining and safe digital experience.

Gambling problem? Call 1-800-GAMBLER (Available in the US), 877-8-HOPENY or text HOPENY (467369) (NY)1-800-327-5050 (MA), 1-800-NEXT-STEP (AZ), 1-800-BETS-OFF (IA), 1-800-981-0023 (PR) 21+ only. Please Gamble Responsibly.

The post BetMGM Unveils First Major Corporate Brand Repositioning with “Make it Legendary” Campaign appeared first on Gaming and Gambling Industry in the Americas.

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Unearth ancient treasures in Relax Gaming hit Bill & Coin 2: Mummy Mischief

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Relax Gaming, the iGaming aggregator and supplier of unique content, is bringing back its favourite double act in Bill & Coin 2: Mummy Mischief, an Ancient Egyptian adventure packed with new features, huge win potential, and a dash of mischievous charm.

Players will join Bill & Coin as they search for the treasures of the pharaohs, with the chance to win up to 15,000x their bet. Classic gameplay elements from the original Bill & Coin return, enhanced with exciting new features such as big coin wins and a wild feature present by the new loveable Dicey dog character.

The action is centred around three unique bonus features, Sticky Coins, Multiplier Ladder, and the Book Bonus, alongside an all-new Super Bonus that combines every feature into one epic, chaotic, high-potential experience.

Landing three Bonus symbols triggers the Bonus Pick, allowing players to choose their preferred feature. The Super Bonus is activated when one of those symbols is a Super Bonus icon, bringing together sticky coins, multiplier boosts, expanding book symbols.

Bill & Coin 2 Mummy Mischief offers a balanced mix of frequent wins and big payout potential and is set to be a worthy contender for Relax Gaming’s biggest release of the Year.

Tony O’Mahony, Chief Product Officer at Relax Gaming, said: Bill & Coin has always been a fan favourite, so we knew their return had to be bigger, bolder, and packed with more features than ever before.

Bill & Coin 2: Mummy Mischief blends classic gameplay with fresh mechanics like the Super Bonus to create a thrilling and highly rewarding slot experience. We are confident it will be one of our standout releases this year.”

The post Unearth ancient treasures in Relax Gaming hit Bill & Coin 2: Mummy Mischief appeared first on European Gaming Industry News.

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XGENIA Launches World’s First AI-Native iGaming Development

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XGENIA, the AI development powerhouse redefining how apps, games, and interactive experiences are built, announced the launch of XGENIA Labs, the world’s first AI-native incubator program for emerging game studios and AI-powered startups, with sponsor applications now open.

Powered by the unique AI technology, integrated iGaming loop mechanics, and node-based tools of the XGENIA platform, XGENIA Labs gives startups the foundation to build, test, and scale AI-powered games and applications faster than ever before.

Why It Matters for Sponsors

XGENIA Labs is designed not just for startups, but for strategic partners and sponsors looking to shape the future of AI-native development in iGaming.

Sponsors benefit from:

  • 🎯 Early access to high-potential teams and deal flow
  • 🎮 Influence over the next wave of AI-powered game development
  • 💡 Brand visibility across program events, Demo Day, and media
  • 📈 Preferential investment rights and equity opportunities

Industry Leadership & Mentorship

The program will be curated by Ali Storm, SiGMA World Event Manager, Co-Founder of Fight Talk, and a respected networking expert in iGaming and interactive entertainment. Storm is supported by a growing network of mentors, advisors, and facilitators across AI, gaming, and investment, who will guide each cohort through development, scaling, and fundraising.

“As Program Director, my goal is simple,” said Storm. “By combining XGENIA’s cutting-edge tools with mentorship and capital access, we’re creating the perfect launchpad for the next generation of AI-native studios.”

Strengthened Commercial Team

The launch of XGENIA Labs comes as XGENIA strengthens its leadership with the appointment of Monika Flores Martin as Chief Sales Officer, reinforcing its commitment to commercial growth and strategic partnerships.

Call for Entries

Recruitment for the first XGENIA Labs cohort begins in September, running October–January and culminating in Demo Day at ICE Barcelona, January 2026.

Sponsors, startups, and investors can learn more at https://xgenia.ai/labs.

The post XGENIA Launches World’s First AI-Native iGaming Development appeared first on European Gaming Industry News.

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