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William Hill launches responsible gambling initiative

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William Hill has introduced a new responsible gambling initiative in the UK following the widespread concerns about its below par standards in the aspect. The company had earlier admitted to “falling below” the standards expected by the national regulator, parliament and the general public.

Its new campaign, titled “Nobody Harmed,” aims to counter the issues related to problem gambling and provide assistance to overcome the problem.

The company said the initiative will be launched across both its retail and online businesses.

Ciaran O’Brien, director of corporate communications at William Hill, said that the bookmaker must “move much faster” to tackle problem gambling and the new Nobody Harmed campaign will form a large part of this effort.

“Quite simply, while we have always taken problem gambling seriously, we have fallen below what’s expected of us by the regulator, parliament and ultimately the public,” O’Brien said.

“We need to move much faster and get much better at addressing the harm caused by problem gambling.”

William Hill has set out four key targets it aims to hit with the new campaign.

The bookmaker will look to support all customers to stay in control through the design and marketing of our products; create new ways to identify people at risk and intervene effectively; strengthen its system of support for those who do experience harm; and empower all William Hill staff to fulfil its shared ambition.

“The ultimate goal of the campaign is that nobody is harmed by gambling, but like any ambition, it will be hard to achieve and we certainly cannot achieve it alone,” O’Brien said.

“The important thing about stating the ambition however is it gives a clear lead to our people that we should seek to do the right thing.”

Confirmation of the new campaign comes as the Advertising Standards Authority (ASA) said it was examining whether William Hill and Bet365 breached television betting advert guidelines during the recent World Cup football tournament. Companies are barred from making urgent calls to action in commercials.

In response to this, O’Brien admitted that while a company as big as William Hill “will get things wrong”, the bookmaker is “committed” to working with the ASA on implementing new rules on advertising.

 “The new ASA code only came in in April and are subject to some interpretation so it may be that until we have some case history we won’t know what is covered by the code but if we have contravened it we will hold our hands up,” O’Brien said.

“In any big organisation we will get things wrong – the important thing is our intention, our key actions and how we deliver on them and learn out loud on the way through.”

“We have also committed to take serious look at advertising and what could be done better – including much stronger restrictions if needs be – as part of this process.”

Source: igamingbusiness.com

Source: Latest News on European Gaming Media Network

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Elantil enhances marketplace options with Booming Games integration

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Pioneering platform solutions provider adds content from leading software studio to bring customers an even wider selection of games and engagement tools

Elantil, the disruptive platform solutions provider on a mission to supply a revolutionary new “strategic backbone” for the iGaming industry, has announced that it has further increased the options in its online marketplace after partnering with Booming Games.

Established almost a decade ago by a close group of friends aiming to become one of the finest software studios in the iGaming industry, Booming Games has gone from strength to strength in recent years and now boasts a full content line-up of over 150state-of-the-art casino releases.

Licensed and certified in 17 regulated markets, including Malta, Ontario and the UK, Booming Games offers localised content in a variety of market-specific currencies and languages while also assisting operators’ engagement efforts with its exciting promotional tools.

As such, the studio promises to be a flexible addition to Elantil’s Marketplace that will enable operators to extend their outreach and supply an even more thrilling experience to players – and best of all, partners are free to contact the provider directly and form their own custom contracts.

With this, ensuring operators have complete control over the content and services that they take on and that Elantil never dictates the terms or duration of any agreements, operators can keep their costs to a minimum while also benefiting from Elantil’s quick and hassle-free integrations.

John Debono, Chief Technical Officer at Elantil, said: “Elantil’s Marketplace has been designed to put control back in the hands of operators and provide a quick and cost-effective way for them to expand their services. By adding Booming Games to our content line-up, we’ll be able to provide more thrilling content to customers that can help them reach new audiences globally.”

Frederik Niehusen, Chief Commercial Officer at Booming Games, said: “By partnering with Elantil, we’ll be able to reach new customers and deliver our top-performing slots to even more players around the world. This collaboration represents another important step in expanding our global reach and continuing to provide high-quality, engaging content to our partners and their players.”

The post Elantil enhances marketplace options with Booming Games integration appeared first on European Gaming Industry News.

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MiFinity Strengthens Global KYC with Veriff’s Automated Proof of Address Integration

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MiFinity, the award-winning global eWallet provider, has announced the integration of Veriff’s new automated Proof of Address (POA) solution, enhancing its Know Your Customer (KYC) process with cutting-edge fraud prevention and compliance technology.

This latest development builds on MiFinity’s successful two-year partnership with Veriff for Proof of Identity (POI) checks. By integrating automated POA, MiFinity will soon deliver a streamlined, highly effective KYC experience that combines POI and POA verification in real time. For customers, this means faster onboarding, instant account-level upgrades upon completion, and a frictionless journey. For merchants, it strengthens MiFinity’s ability to support genuine customers globally while mitigating fraud risks across the value chain.

The Veriff solution uses AI and machine learning to verify documents, detect manipulation, and identify fraudulent activity in real-time. This ensures only legitimate customers gain access, while reducing manual intervention for MiFinity’s KYC team. The outcome is a faster, more secure, and scalable onboarding process that protects merchants, boosts compliance, and supports long-term growth.

Paul Kavanagh, CEO of MiFinity, commented: “Our partnership with Veriff has always been about raising the bar on compliance, fraud protection and customer experience. With this new Proof of Address solution, we were proud to be involved early in the product development process, helping shape a service that works for our markets and our users. By adopting it from day one, we’ve not only streamlined customer onboarding but also strengthened the safeguards that protect our merchant partners. It’s a win-win; customers get verified quickly and easily, and merchants can be confident that MiFinity is committed to fraud prevention, compliance, and delivering trusted financial services worldwide.”

The integration also reinforces MiFinity’s position as a forward-thinking payments company committed to implementing best-in-class technologies. By reducing friction for legitimate users while blocking bad actors, MiFinity ensures higher customer satisfaction, greater trust in its platform, and added value for its network of over 1,200 global merchant brands.

Through this collaboration, MiFinity and Veriff are setting new standards for digital onboarding in fintech – where security, speed, and compliance work hand in hand to drive growth across sectors such as eCommerce, travel, Forex, and beyond.

The post MiFinity Strengthens Global KYC with Veriff’s Automated Proof of Address Integration appeared first on European Gaming Industry News.

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Stakelogic summons Soul Slayer – a duel between slayer and demon

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Enter the Demon World this Halloween with Stakelogic’s newest blockbuster slot

Stakelogic is closing out spooky season in style with Soul Slayer, a gripping slot experience where every spin becomes a battle for survival. Set in a world consumed by demonic forces, Soul Slayer challenges players to embrace their inner warrior and strike back with precision, fury, and Wild-filled rewards.

At Soul Slayer’s core is the unique Rumble Reels mechanic, where opposing champions clash directly on the reels. Characters engage in real-time battles, interacting with symbols and gathering rewards as the fight unfolds.

In the base game, the Slayer acts as a special Wild symbol that appears only on reel 1. When it lands alongside Demons, it triggers the Wild Slayer Feature, transforming matching Demon symbols into Wilds or Multiplier Wilds worth up to x5. Meanwhile, the Incursion Feature can open up to 20 portals mid-spin, flooding the reels with high-value Demon symbols. When the Slayer appears, the two features collide for devastating win potential.

When four or more Scatters appear, players are transported to the Combat Free Spins Feature, a three-tiered gauntlet where each victory brings them closer to the final showdown. Defeat waves of Demons to unlock Boss fights against the Minotaur, Cerberus, and the fearsome Dragon Lord. Each duel heightens the intensity, rewarding accuracy and perseverance.

During Combat Free Spins, Special Symbols introduce tactical depth: Attack symbols pull Coins or Coin Multipliers from their row before striking their Demon opponent, while Heal symbols offer reprieve when the battle turns fierce.

For players eager to face the Demon World head-on, the Buy Bonus feature allows instant access to the Combat Free Spins round for 100x the base bet, while Super Stake can be activated to double the chance of triggering Free Spins.

James Jelliffe, Head of Slots at Stakelogic, said: “Soul Slayer is our most ambitious fantasy release to date, capturing the feeling of taking on impossible odds and turning them in your favour. Every feature is designed to make the player feel powerful: from slaying Demons mid-spin to facing down monstrous Bosses in Combat Free Spins. It’s about surviving the onslaught, mastering the mechanics, and ultimately walking away victorious.”

The post Stakelogic summons Soul Slayer – a duel between slayer and demon appeared first on European Gaming Industry News.

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