

Latest News
Millwall Extends Partnership with Spreadex
Millwall Football Club has extended its partnership with Spreadex. As per the deal, Spreadex will be an Official Sports Betting Partner of the club for the 2025/26 season.
The partnership will once again include extensive exposure for the brand across the club’s LED perimeter advertising boards alongside a presence across Millwall’s social media channels and official website, with plans to offer a number of promotional giveaways to Lions fans throughout the season.
Spreadex uniquely offers customers access to financial trading, sportsbook betting and sports spread betting; all in one place. The firm – which now employs more than 200 staff at its St. Albans headquarters – has been operating since 1999 and is regulated by both the Gambling Commission and Financial Conduct Authority.
Andy MacKenzie, Head of Marketing at Spreadex Sports, said: “Last season was a thrilling one for supporters and partners alike, with the Play-Offs still a possibility for The Lions up to the final match.
“At Spreadex, we are delighted to be extending our partnership with Millwall and look forward to another exciting campaign ahead, where we will again be active on our social accounts giving away tickets and signed merchandise for fans to win.”
Luke Wilson, Chief Commercial Officer at The Den, said: “We are pleased to be extending our relationship with Spreadex for the 2025/26 season, after a successful start to our partnership last season.
“Spreadex have established themselves as a leading and well-respected name within sportsbetting, with a strong commitment to both promoting responsible gambling and delivering award-winning customer service. This renewal reflects the strength of the relationship we have been able to build in a short time.
“We look forward to continuing to work with Andy and the team over the coming season to deliver further benefits to fans via Spreadex’s prize giveaways.”
The post Millwall Extends Partnership with Spreadex appeared first on European Gaming Industry News.
GameChoice
Scientific Games Launches GameChoice

Scientific Games has launched GameChoice, a groundbreaking lottery product recommendation engine designed to enhance the player experience. Combining artificial intelligence and the company’s SG Analytics, GameChoice delivers dynamic product recommendations, making it easier and more engaging for players to discover new games and navigate their purchasing journey at self-service lottery machines.
GameChoice has already shown its impact on sales. Initial deployments in nearly 10,000 lottery vending machines across one major U.S. lottery’s retail network drove a significant increase in cross-portfolio game purchases (buying scratch and draw games together) and continue to drive millions of dollars in sales. In its first month, GameChoice generated recommendations in more than nine million shopping baskets, generating ~$9.8 million in retail sales. The revenue impact to the lottery is estimated at $280,000 per day or $105 million per year.
Because GameChoice’s recommendations continuously improve over time through AI and SG Analytics, it provides highly relevant game suggestions that enhance the overall purchasing experience. Scientific Games’ research shows that lottery players often choose the games they know. Most purchases occur within a single product category, and players have limited awareness of the exciting variety of new games or games that offer different experiences from their usual choices.
“We developed GameChoice to modernize the lottery experience and meet evolving consumer expectations. By expanding player engagement and boosting game sales, GameChoice helps sustain vital lottery funding to good cause programs such as education, health and welfare,” said Joe Fulton, Vice President of Product Management.
Scientific Games will demonstrate the new GameChoice product recommendation engine at the North American Association of State and Provincial Lotteries 2025 annual conference, which will be held September 9-12 in Niagara Falls, Ontario.
The post Scientific Games Launches GameChoice appeared first on Gaming and Gambling Industry in the Americas.
Latest News
Amusnet Partners with CasinoPauseAndPlay

Amusnet, an international leader in online casino software development, has announced a new strategic collaboration with CasinoPauseAndPlay, one of Spain’s fastest-growing digital gaming platforms, which is now live. The partnership brings a premium selection of Amusnet’s most popular titles to Spanish players, offering an engaging and immersive experience.
Among the games debuting on the CasinoPauseAndPlay platform are fan favorites, including 20 Golden Coins – classic fruity goodness, Extra Crown – a royal slot packed with exciting bonus features, 100 Power Hot – a mix of juicy prizes and fruitilicious fun, Orient Story Deluxe – a video slot with rewarding features and winning spins and the thrilling Coin Gobbler – a cluster-pay video slot. These titles combine visual excellence with immersive, feature-rich gameplay
“Our partnership with CasinoPauseAndPlay is a natural extension of our commitment to delivering elevated entertainment experiences in regulated markets. We’re thrilled to join forces with such a dynamic brand and bring some of our most exciting games to their growing community of players,” said Edwin Cruz, Managing Director at Amusnet Spain.
With a strong foothold in the Spanish market, CasinoPauseAndPlay has built an impressive two-year track record in the online gaming space. The platform attracts thousands of daily users by consistently delivering content that aligns with evolving player preferences.
“We’re very excited about this addition. Amusnet is a globally recognized provider, and their games are a perfect fit for the experience we want to offer at Pause & Play,” said Jacobo Vicente, COO of CasinoPauseAndPlay.
The post Amusnet Partners with CasinoPauseAndPlay appeared first on European Gaming Industry News.
Latest News
BetOnValue Announces Key Additions and Improvements to its Platform

BetOnValue, a versatile iGaming platform specialising in arbitrage betting and accurate sports predictions, has announced new additions to its services that enhance versatility and improve user experience.
Following a series of structural and visual improvements, BetOnValue continues to expand its offering. Owned and operated by GSH Online Media, the platform builds on its arbitrage betting background and has added new user-friendly tools and entertainment opportunities.
With its successful quest to provide a complete product, BetOnValue consolidates its capabilities and creates new upsides for its visitors.
As a multilateral platform meant to help users navigate the iGaming market, BetOnValue has added new amenities for an improved overall experience:
Social tournaments—Featuring an internal, state-of-the-art engine, BetOnValue provides social tournaments as an alternative to traditional iGaming solutions. They do not require any entrance fees or gameplay costs, making them completely free. These tournaments are offered in partnership with industry-leading brands and provide real-money winnings.
A highly varied database of bonuses—iGaming operators strive to acquire as many users as possible, regardless of their consumer profiles. BetOnValue now features a sizeable, industry-leading collection of casino offers from these operators. They also provide expert-generated evaluations and a reliable rating system.
An exceedingly efficient filtering system—Given the size of the aforementioned collection, BetOnValue recognises the need for efficient browsing. The platform provides an intricate filtration system that allows users to customise their search based on factors like offer validity, value and country-specific availability.
BetOnValue CEO Viorel Stan said: “BetOnValue is the reflection of a continuous effort that we make in the interest of our users. As the iGaming industry continues to grow on a global scale, BetOnValue keeps up with this reality by empowering users to navigate it better. We do so with a ready-made platform that has grown from its arbitrage betting background to a complete solution for players of all profiles. I am grateful for my team’s relentless work in realizing our vision!”
The post BetOnValue Announces Key Additions and Improvements to its Platform appeared first on European Gaming Industry News.
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