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Aston Villa Enters into Partnership with BK8

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Aston Villa has agreed a multi-year partnership with BK8, which sees the brand join as the new Principal and Front of Shirt Partner.

The organisation, who have signed a three-year deal with the Club, will have branding featured on the front of Villa’s three shirts until the end of the 2025/26 season and have committed to giving back to charity with this latest announcement.

The club’s third kit, which will be unveiled later in the summer, will see BK8 make a contribution per adult third shirt sold, to a local charity in Birmingham. The move comes off the back of BK8’s previous work over the past two years, working with charities and programmes involving mental health awareness and this initiative is the first of what will be a number of collaborations with the Club.

Speaking about the rationale behind their charitable aims, BK8 EMEA Managing Director Michael Gatt said: “We are really delighted to be able to announce our support for local charities as part of our exciting new partnership with Aston Villa. Being able to give something back to the supporters for their dedication is a hugely significant part of the reason we want to be involved with a prestigious institution, which is what Aston Villa Football Club are.

“As a brand working in football for the last few years, we have committed to working closely with our partners’ local community initiatives and ensure we continue our commitment to delivering on our ambitions in this area.

“Over the next three years of this deal we will work tirelessly to make an impact in this area with a number of programmes across the region that engage with Villa supporters locally but also on a global scale.”

An Aston Villa spokesperson said: “Through this partnership with BK8 we look forward to exciting collaborations together that will help to grow both brands, particularly within Southeast Asia.”

The brand will also invest in several brand activations across the course of the partnership, which they believe will showcase their commitment to several local charitable initiatives in and around Birmingham. The deal also includes various advertising opportunities including advertising assets at Villa Park, which will be given to charity organisations to display promotional messages throughout the season.

BiS SiGMA Americas 2025

DATA.BET Makes Successful Stand Debut at BiS SiGMA Americas 2025

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Premium esports betting solution supplier expands presence in the growing Brazilian market

DATA.BET has successfully concluded its first-ever stand appearance at BiS SiGMA Americas 2025, one of the largest iGaming events in the region, held on April 8-10 in São Paulo, Brazil. The event took place in Transamerica Expo and brought together over 17,500 participants.

The company made a strong impression with its dedicated expo booth, where representatives engaged with local operators and business partners to discuss development opportunities in the growing LatAm market. DATA.BET showcased its comprehensive suite of solutions, including an updated Single Page Application (SPA), along with tools that are also adapted for local betting projects, including Scoreboards, Pitch Tracker, and Streaming – all designed to enhance user engagement with the platform and optimize their betting experience, particularly for mobile devices.

Alongside a bar serving exclusive cocktails that capture the spirit and vibe of Brazil, DATA.BET fleshed out its interactive stand with cosplayers dressed as Jinx and Ahri – popular characters from League of Legends, one of the top games among LatAm fans. This creative approach helped visitors immerse themselves in the iGaming atmosphere while exploring the company’s extensive portfolio of esports disciplines, events, and betting markets.

Natalie Loshatynska, Head of PR & Marketing at DATA.BET, commented: “Our stand debut at BiS SiGMA Americas allowed us to connect with Brazilian operators at this major event, learn about their specific needs, and introduce our iGaming solution. We saw great interest in esports from visitors. Latin America is a key market with huge growth potential for our niche. We’re excited to bring our products to this dynamic region, and the positive reaction confirms our decision to take part in BiS SiGMA Americas was right.”

The post DATA.BET Makes Successful Stand Debut at BiS SiGMA Americas 2025 appeared first on Gaming and Gambling Industry in the Americas.

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XGENIA to Unveil AI Set to Reshape the Future of iGaming

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In a bold move set to shift the foundation of iGaming, the creators behind some of the industry’s most advanced AI tools are preparing to unveil a next-generation platform — and they’re doing it with style.

On Tuesday, May 6th at 20:30 CET, Valletta’s iconic 200 Old Merchants Street will be transformed for one night only into a live, immersive showcase of what’s next. The strictly invite-only gathering will bring together top-tier media, industry leaders, developers, and innovators for the debut of a powerful new end-to-end AI system built specifically to reshape how games are imagined, created, and brought to market.

“This isn’t just another tool — it’s a paradigm shift in how we think about building games,” said Mark Flores Martin, CEO of XGENIA. “Everything from speed to quality to who gets to create and what — it’s all about to change.”

Designed to radically streamline the development pipeline, the system bridges the gap between creative vision and execution. It eliminates inefficiencies, replacing outdated workflows with a unified platform for concepting, building, and refining games with AI, at unprecedented speed — all while enhancing creative freedom and control.

Adding to the moment’s significance, the Prime Minister of Malta is expected to attend, reinforcing the nation’s commitment to innovation and AI in its leadership role in the future of iGaming.

 

Those interested in attending the event or receiving early access details can join a waitlist at https://lu.ma/7le61lye 

The post XGENIA to Unveil AI Set to Reshape the Future of iGaming appeared first on European Gaming Industry News.

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Movers and Shakers: How Micro-Influencers Are the Key to Capturing the Magic of Live Events

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“Movers and Shakers” is a dynamic monthly column dedicated to exploring the latest trends, developments, and influential voices in the iGaming industry. Powered by GameOn and supported by HIPTHER, this op-ed series delves into the key players, emerging technologies, and regulatory changes shaping the future of online gaming. Each month, industry experts offer their insights and perspectives, providing readers with in-depth analysis and thought-provoking commentary on what’s driving the iGaming world forward. Whether you’re a seasoned professional or new to the scene, “Movers and Shakers” is your go-to source for staying ahead in the rapidly evolving iGaming landscape. 

 

The world of sports is littered with cliches, some true, some not so much. One enduring truth, however, is that few experiences can match the electrifying thrill of a live event.  Live sporting events bring a unique atmosphere and energy almost impossible to replicate. Being able to capture this has been something promoters and marketers have struggled with for decades, however, the rise of micro-influencers and content creators has changed this.

Micro-influencers and content creators, through the use of video content, can provide audiences with a direct connection to a live event, placing them right in the heart of the action with real-time reactions and experiences. These are particularly useful for sports betting events like horse racing, where the tension is high and the outcomes are unpredictable.

By having content creators attend live events, audiences can gain insight they might not otherwise be able to access. At the same time, brands can generate authentic exposure that can not be replicated through more traditional marketing techniques.

Unmatched Authenticity

With AI and curated content everywhere we look, sports fans and bettors are constantly searching for more authentic experiences. Influencers live-streaming at events provide the perfect solution to this issue.

Their followers are given the chance to experience an event in its most authentic way, with influencers able to share their reactions to events in real-time.

This technique has become increasingly popular in horse racing. I was following this year’s Cheltenham Festival in the UK, and my newsfeed was full of live-streamers and micro-influencers sharing their reactions to the events.

So, how do events and companies benefit from this? Well, in the same way, companies have always benefited from freebies—exposure. However, the exposure they gain from these deals is much more impactful than just someone showcasing something or name-dropping them.

By allowing influencers to attend their events, companies can show what they can really offer. This is a warts-and-all experience that typical marketing strategies are incapable of highlighting.

Last year, one of our micro-influencers, Brettski, was given free hospitality and tickets to the Breeders’ Cup. The company simply provided him free entry and let him work his magic. In the video, he ends up leaving the races up, but whether he wins or loses is not the point. The video does an excellent job of showing people the company’s quality of service.

This type of content will be much more effective for the company than hiring a celebrity to shoot a promo video in a box. Micro-influencers and content creators can bring a raw honesty to the experience that resonates with audiences. Not only that, micro-influencers have a reliability and trust with their audience, which is extremely difficult to create and invaluable to companies trying to sell a product or experience.

Increased Promotional Lifespan

Another massive benefit to having content creators attend live events is that it significantly enhances the promotional lifespan of the event. If you are a company or a team hosting an event and using traditional promotional tactics, you will get some pre-event hype and, if you are lucky, some in-event content, but it typically ends there.

When using a content creator, you will get pre-match excitement and coverage, in-play action, and some post-event content. There is also always the possibility of creating an authentic viral moment, such as capturing the reaction to a horse race, giving your event’s coverage even longer life.

This coverage goes far beyond what you would get from a traditional advertising campaign or a high-end endorsement. When it comes to ROI, having a micro-influencer attend your event is one of the smartest moves you can make.

A Human Approach to Modern Marketing

As scepticism over the authenticity of online content continues to grow, allowing micro-influencers and content creators to attend events in person can be a game-changer for businesses.

It provides a human side to marketing and invites customers to experience something alongside people whose opinion they trust. Providing companies put their trust in the content creators and allow them to show their products and events off in their own unique way

Welcoming influencers to live events is a strategy that can change the marketing landscape for the right brands. It humanises marketing, allowing a brand to create a deeper, more honest connection with its audience that will prove hugely beneficial in the long term.

 

Author: Troy Paul CEO and Founder of SGG Media.

The post Movers and Shakers: How Micro-Influencers Are the Key to Capturing the Magic of Live Events appeared first on Gaming and Gambling Industry in the Americas.

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