Industry Reels: More partnerships ahead of the World Cup

Partnerships seem to have been the primary development trend for the iGaming industry this week, as standout deal linked is with the upcoming World Cup 2026 this summer.

As the momentous competition gets closer, one can only assume that more partnerships focused on football will be popping up over the coming weeks.

Betano partners with the Argentine national football team in sponsorship deal ahead of the World Cup

Kaizen Gaming’s online sports betting and gaming brand Betano announced that it has entered into a sponsorship deal with reigning world champions Argentina ahead of the upcoming World Cup this summer.

Betano stated that they are now an official regional sponsor of the Argentine national team, which it commented further highlights its commitment to supporting Argentine sport.

It remarked that the sponsorship agreement comes at a time of increased global anticipation and added that, through this partnership, Betano will deploy high-engagement activations that bring the fans closer to the game.

Kaizen Gaming stated that this partnership reflects its broader strategy to invest in top-tier sports collaborations that drive international brand growth while also delivering innovative and responsible gaming experiences.

It added that it remains focused on expanding its international reach, investing in strategic partnerships, and building meaningful connections worldwide.

Discussing aspects of the partnership, Betano said that the scope of the sponsorship will include local 360° campaigns that feature Betano’s “Confiá” tagline in digital media, television, and out-of-home advertising.

Mega Riches supports West Brom’s charity partner

Sticking to the football theme, Immense Group’s online casino brand Mega Riches provided a series of premium matchday hospitality packages to people working with West Bromwich Albion FC’s official charity partner, the Albion Foundation.

Immense Group has an existing partnership with the club as its official back-of-shirt sponsor.

It said that foundation volunteers, charity fundraisers, and community lottery winners were treated to offerings which included match-day experiences.

Immense Group CMO Marco Trucco remarked that football is capable of reaching into communities in a way that very few things do.

“When we looked at how we wanted to build our relationship with West Bromwich Albion, brand visibility was never going to be enough on its own,” he said.

“The work the Albion Foundation does, for cancer patients, for volunteers, for people who might otherwise be isolated, that’s the kind of purpose we want our brands to support. Mega Riches made that happen this season. Immense Group intends to keep making it happen,” Trucco concluded.

Incentive Games partners with Novibet to launch real-money games in Brazil

B2B games provider Incentive Games has expanded its partnership with GameTech operator Novibet and launched real-money titles in Brazil, which it said is further strengthening its presence in Latin America.

Incentive Games Chief Commercial Officer Ahmed Baker described Novibet as “an operator with a clear focus on delivering high-quality digital gaming experiences across regulated markets.”

He said that Incentive Games considers Brazil to be an important market, and added that this partnership is a “great step forward” for its continued growth across the region.

Novibet Chief Strategic Partnerships and Project Officer Nick Bachas said that Incentive Games brings a “fresh and engaging approach to real-money gaming.”

He remarked that this partnership enhances Novibet’s offering and continued that Brazil remains a key focus for the company.

EveryMatrix platform technology live with Betsson Africa in Cameroon

Software provider EveryMatrix announced that its platform technology is now live in Cameroon with Betsson Africa, following the successful completion of a full turnkey casino and sports integration.

EveryMatrix stated that it was selected following a tender process in order to provide Betsson Africa with bespoke turnkey platform technologies. It said this included front-end development across casino, player account and affiliate management, as well as payments.

EveryMatrix co-founder and co-CEO Ebbe Groes said that delivering a full turnkey platform solution for Betsson Africa reflects the “strength and maturity” of EveryMatrix’s technology and delivery capabilities within regulated environments.

Betsson Group Commercial Director Rony Richa said that this launch reflects a “pragmatic approach” by Betsson as it explores selected regulated markets.

He added that EveryMatrix was chosen “for its proven technology, regulatory experience, and capability to support a structured and controlled rollout.”

BETBY partners with QTech Games in Asia expansion effort

Sportsbook provider BETBY has announced a partnership with game distributor QTech Games. It said that this agreement will see BETBY provide its full sportsbook solution to QTech’s global operator network.

Detailing the workings of the partnership, BETBY said that QTech partners will gain access to BETBY’s complete sportsbook offering. It said that its offering will be delivered through a single, seamless API integration.

It said that this integration directly addresses key operator challenges associated with launching a sportsbook, “particularly the technical complexity and costs of managing multiple platform integrations.”

The sportsbook provider continued that this partnership also reinforces its strategy of expanding its presence in Asia, “where QTech Games has built strong distribution channels and local expertise, while also supporting its broader growth across emerging markets such as Latin America and Africa.”

BETBY’s Business Development Director, Stefanos Karakidis, commented that partnering with QTech Games is a natural step for BETBY. He said that QTech has established itself as “one of the most influential aggregators in Asia,” as he said that it has a clear understanding of local player behaviours and operator needs.

QTech Games CEO Philip Doftvik remarked that BETBY’s product is “modern, flexible, and designed for fast-growing markets,” which he said aligns with what QTech’s operator partners are looking for.

Gaming Corps partners up with Portuguese operator Lebull

Swedish game development company Gaming Corps has announced a strategic partnership with Portuguese operator Lebull, which it said marks a significant milestone in its continued expansion across regulated European markets.

Gaming Corps said that this agreement will see Lebull integrate its full suite of premium casino content and slot games.

The Sweden-based company stated that, with Portugal’s iGaming sector experiencing rapid growth, this collaboration is set to enhance both companies’ market positioning and player engagement.

Gaming Corps CCO Graham Greensmith described Portugal as a “high-potential market,” and said that the company sees a growing demand for next-generation content there. He added that this partnership reflects Gaming Corps’ commitment to regulated growth and localised content.

Tiago Pereira, Country Manager at Lebull, stated that the partnership with Gaming Corps further reinforces Lebull’s position as a forward-looking operator that is committed to delivering distinctive and engaging experiences.

BGaming and Entain announce partnership

iGaming content provider BGaming and iGaming operator Entain have announced a partnership.

BGaming said that, as part of the deal, it will go live on Entain brands in Brazil, Spain, Italy, Greece, and Portugal, “with more markets coming in the near future.”

Through the partnership, BGaming said that players across Entain brands will receive full access to BGaming’s portfolio.

BGaming CCO Olga Levshina said that this deal marks a significant moment for BGaming as it looks to establish its position in several major markets around the world.

Entain’s Global Gaming Director, Obdulio Bacarese, described BGaming as “an exciting and innovative studio,” which he said will help Entain to strengthen its offering across several key markets.

Eeze announces three senior leadership appointments

Rounding out this edition of Industry Reels, casino supplier Eeze has announced three senior leadership appointments.

It said that these appointments come into effect as the company continues to scale its operations and strengthen key areas of the business.

Going over the developments, Eeze stated that Aarti Carl has been appointed Chief People Officer. In this role, Eeze said that Carl “will continue championing the company’s inclusive workplace, driving people strategy to support its next phase of growth.”

Continuing, it stated that Kurt Vella has been appointed as Chief Legal Officer, meaning that he will be overseeing the company’s global legal and compliance strategy.

Additionally, Shaun Cini was promoted to Vice President of Finance, where Eeze stated that he will continue to play a key role in supporting strategic decision-making.

Eeze CEO Lai Fatt Chiang remarked that these appointments reflected the strength of the company’s internal talent and its commitment to building a leadership team that can support its continued growth.  

Be part of the action! Join the world’s biggest iGaming community with SiGMA’s Top 10 News countdown. Subscribe HERE for weekly updates, insider insights, and exclusive subscriber-only offers.