

Latest News
BetMGM appoints UK agency roster following competitive pitch process
BetMGM, the newly launched UK iGaming and online sports betting brand from MGM Resorts International, has appointed a roster of agencies spanning creative, media and PR following a competitive pitch process.
Recipe has been appointed as lead strategic creative agency, Boldspace to the consumer and corporate PR brief, and Tomorrow Advertising and The Media Network covering media planning and buying.
At the end of September BetMGM unveiled its first brand campaign, fronted by stand-up comedian, actor and certified, gold standard Hollywood legend Chris Rock, in a major paid media push to announce the brand to the market with a bang.
The campaign showcases globally recognised multi-award-winning entertainer, Chris Rock, travelling in a gold speedboat from the Bellagio Fountains to the Thames. The campaign aims to drive awareness of the brand and its ‘golden’ offers and products, with Chris Rock sharing details on price boosts, enhanced bonuses and the industry leading free to play £2m prize for predicting six correct Premier League scores – “Golden Goals” – as well as exclusive BetMGM content and one of the largest jackpots in the UK; currently totalling £15.4m.
In addition to the hero campaign, which has been developed in collaboration with London-based creative agency Recipe; they have produced a responsible gambling advert, dedicated to ensuring consumers keep their play safe.
Sam Behar, UK Director BetMGM, said: “We have big ambitions in the UK and needed best-in-class agencies to support us in delivering them, and I’m delighted to be working with Recipe, Boldspace, Tomorrow Advertising, and The Media Network to do just that. The launch of BetMGM in the UK is a major moment for us as a brand and the UK market as a whole. We want to give customers something new, leveraging the heritage of MGM Resorts’ best-in-class Las Vegas entertainment with world-leading iGaming experiences to deliver a unique proposition to UK consumers. It’s showtime!”
Dan Jacobs, Chief Creative Officer at Recipe, said: “It’s been a real privilege to support in the launch of BetMGM in the UK. From minute one, the ambition from everyone was to stand out in the market. Chris Rock, in a gold boat, with a lion, in the Fountains of Bellagio does exactly that! And we’re just getting started.”
Mike Robb, Co-CEO at Boldspace, said: “This is one of the most exciting moments in the UK betting and gaming industry for as long as I can remember. While many new operators have launched in the UK over the last decade, none have offered anything new. The heritage of MGM Resorts as one of the leading entertainment brands on the planet coupled with the best, most responsible online gaming experience for consumers is an incredibly positive moment and one we are hugely excited to be a part of.”
Justin Brookfield, Director at Tomorrow Advertising, said: “We’re delighted to have been appointed to manage all digital, OOH and radio advertising for BetMGM UK. For all our years of partnering with some of the biggest names in the gambling industry, this is by far the most exciting brand that we’ve worked with to date. We’re looking forward to working with the other agency partners to help build a brand and drive performance in a noisy, cluttered market.”
Carl Phillipson, Managing Director at The Media Network, said: “We’re thrilled to be working with BetMGM in bringing a new Golden Era of iGaming and sports betting to the UK. Launching the BetMGM TV campaign has propelled live sport to the heart of the activity, achieving mass reach within key environments. Supporting BetMGM on breaking into the UK TV & Print space has been incredibly exciting, and we are immensely proud to be a part of this journey.
Gambling in the USA
Gaming Americas Weekly Roundup – May 19-25

Welcome to our weekly roundup of American gambling news again! Here, we are going through the weekly highlights of the American gambling industry which include the latest news and new partnerships. Read on and get updated.
Latest News
Seminole Hard Rock Hotel & Casino Tampa has been named the luckiest casino in the US according to a recent study conducted by Casinos.com. The resort claimed the top spot based on an in-depth analysis of Tripadvisor reviews, measuring the frequency of luck-related keyword mentions. With a 25.49% luck rate, Seminole Hard Rock Tampa topped the list thanks to glowing guest feedback, including frequent mentions of jackpots, hand pays and bonus wins. 50 reviews mentioned the word “jackpot,” and 19 even referenced a “hand pay.” Casinos.com tracked keywords such as lucky, luck, won, winning, success, jackpot, hand pay, winner, bonus, profit to determine which U.S. casinos inspired the most winning moments among visitors.
The Missouri Gaming Commission has announced that it has officially begun accepting applications for sports betting license. The Commission made the announcement following the unanimous approval of a resolution drafted Tuesday that approved the licensing process. The resolution passed after Gov. Mike Kehoe’s office reviewed it. The licensing period opens roughly six months after Missouri voters narrowly approved a constitutional amendment legalising sports betting. The measure passed by less than half a percentage point, with a margin of less than 7500 votes.
Underdog Fantasy has relaunched its draft-style daily fantasy sports (DFS) games in New York, nearly two months after it withdrew all of its DFS competitions from the Empire State. The decision to withdraw all DFS contests from New York in March came after a ruling from the New York State Gaming Commission in which the commission determined Underdog was not in line with the state’s current DFS law. An Underdog Fantasy spokesperson confirmed the company is still working under a temporary license. The New York State Gaming Commission agreed to allow the company to offer its draft DFS games with the temporary license. Most DFS companies in New York operate with a temporary license.
New Partnerships
Pollard Banknote Limited has congratulated the West Virginia Lottery on the successful launch of Royal Court Riches, its first eInstant game from the Pollard Digital Games Studio. Royal Court Riches has already demonstrated strong performance in multiple markets—in its first international launch, it achieved that jurisdiction’s highest tickets sold, total sales and gross gaming revenue within its first 30 days of release. Royal Court Riches is the first in a series of games from the Pollard Digital Games Studio slated to launch in West Virginia this year.
SYNOT Games has announced a new partnership with Caliente, one of Mexico’s top gaming platforms. This collaboration marks an exciting expansion for SYNOT Games, as it brings its acclaimed portfolio of gaming content to the Mexican market. It enhances Caliente’s offerings with an extensive array of high-quality slot games such as Respin Joker, Book of Secrets, Realm of Lions and Forest Maiden, designed to captivate players and boost engagement. Caliente with its strong presence in Latin America, is the perfect partner for SYNOT Games’ expansion into the region. The partnership aims to deliver an exceptional gaming experience, combining SYNOT’s visually rich, innovative games with Caliente’s extensive reach and reputation.
The post Gaming Americas Weekly Roundup – May 19-25 appeared first on European Gaming Industry News.
Latest News
Fast Track Expands Barcelona Hub to Attract Tech Talent

Fast Track is delighted to announce the expansion of its Barcelona Hub as part of the company’s strategy to attract specialised tech talent and support the organisation’s rapid growth.
Barcelona was selected for its exceptional talent pool, particularly in technology, as well as its international appeal and high quality of life. The city’s excellent connectivity to the rest of Europe also makes it an ideal hub for attracting and retaining top talent.
The new office is designed to support Fast Track’s scaling efforts by enabling greater cross-team collaboration and increasing organisational resilience. It also reinforces the company’s presence in mainland Europe.
“We’re excited to strengthen our presence in Europe by investing in a city that clearly reflects our values. Barcelona is international, innovative, and well suited for long-term growth. This is about bringing in exceptional talent who share our vision and want to grow with us,” says Simon Lidzén, Co-Founder and CEO at Fast Track.
Reflecting Fast Track’s culture and vision, the space feels more like a creative studio than a conventional office. It is open, bright, and built for collaboration, with shared spaces, breakout areas, and social zones that support both teamwork and individual productivity. The atmosphere is easy-going, energetic, and inclusive, true to Fast Track’s ethos.
The Barcelona office will initially host teams across product, engineering, marketing, and partner-facing functions. As Fast Track continues to grow, it will also become home to leadership roles and cross-functional teams.
Far from being a satellite location, Barcelona is set to become a key strategic hub for the company. With a booming tech ecosystem, growing investment, and a deepening talent pool, Spain is rapidly emerging as a major force in European innovation, making it a natural fit for Fast Track’s expansion.
The post Fast Track Expands Barcelona Hub to Attract Tech Talent appeared first on European Gaming Industry News.
Compliance Updates
ZITRO OBTAINS ISO 14064-1 CERTIFICATION

Zitro has achieved a new certification in its commitment to sustainability: the ISO 14064-1 standard, which manages the improvement of its corporate carbon footprint. After successfully completing the certification process, the company now holds this accreditation that supports the management of its greenhouse gas (GHG) emissions across all its global locations.
This certification strengthens the corporate system with which Zitro manages its ESG objectives, aimed at the progressive reduction of CO₂ emissions. The scope of this standard covers three key emission areas:
- Scope 1:Direct emissions generated by owned and rented vehicles used at all locations.
- Scope 2:Indirect emissions associated with electricity consumption in offices, laboratories, and warehouses.
- Scope 3:Direct and indirect emissions from the value chain, including suppliers, customers, business travel, product distribution, and waste management.
The ISO 14064-1 certification represents an essential milestone for Zitro in consolidating a more sustainable business model aligned with the highest international standards in corporate responsibility.
The post ZITRO OBTAINS ISO 14064-1 CERTIFICATION appeared first on European Gaming Industry News.
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