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Paco Rabanne & Bidstack Emerge Victorious With VR Invictus Campaign Featuring Tim Howard
Paco Rabanne, the leading fashion house and fragrance brand, have partnered with Starcom Worldwide and Bidstack to launch a branded virtual reality challenge. The campaign features Tim Howard and the world’s leading VR platform for elite athletes, Rezzil, to promote Paco Rabanne’s iconic fragrance, Invictus.
As a fragrance, Invictus embodies power, heroism and a drive to win and the campaign provides a unique challenge that allows players to test their athletic ability and become the in-game hero. By partnering with Bidstack, and Tim Howard, an athlete that embodies those characteristics, Paco Rabanne has created a unique activation that converges the real world with the virtual world, bringing their brand to life for gamers.
The activation will see a branded ‘Reaction Wall’ challenge added to Rezzil’s Player 22 VR game. Players will have the opportunity to test their athletic merit and improve their throwing technique, vision, reaction speeds and heading ability in-game surrounded by virtual Invictus branding that blends in seamlessly with the training environment. Players can also win a signed jersey from Tim Howard and their own bottle of the fragrance by sharing their results on social media with the hashtag #InvictusInGameChallenge.
Bidstack, the leading in-game advertising technology platform, worked with human experience company Starcom Worldwide to develop the concept for the ‘Scent of Victory’ campaign. Player 22, which is available for VR gamers using Quest, Quest 2 and Oculus Touch devices, offered an entirely new touchpoint for Paco Rabanne. The partnership with Tim Howard helped to combine the concepts of a legendary champion from a real-life sporting context and converged that with the game’s virtual world creating an authentic and interactive experience for gamers.
It is the first time a fragrance has created a playable sporting challenge in a VR environment, which encapsulates the innovative approach Paco Rabanne is taking to reaching their target audience for the 2021 holiday and gift-giving season.
Of the campaign, Tim Howard said “I’m really excited to be a part of this partnership. I’m always looking for ways to encourage people to strive to be the best that they can be, in everything they do. Invictus, a fragrance for men, is designed for people who will take on any challenge and strive to be victorious. As a former athlete, that is a motto that I have lived by throughout my life and career.
Platforms like Rezzil that utilise technology for real-life conditioning and training through gamification are the future. It’s great to see companies like Paco Rabanne, Starcom and Bidstack help lead the charge in making this a reality and I’d like to thank them for inviting me to be a part of this project.”
Adam Fisher, Head of US Sales at Bidstack added “Paco Rabanne continues to be a fantastic partner of ours. We love collaborating with them and exploring new and innovative ways to reach consumers through gaming.
For a brand like Invictus that represents determination, athletic merit and a winning mentality, we felt that our partner Rezzil was a great fit. Their VR platform helps individuals improve their physical and cognitive abilities through a wide range of sports and the icing on the cake in this activation was getting the opportunity to collaborate with Tim Howard.
Tim is a hero and legend in the world of soccer and encapsulates everything that Invictus is about.”
Andy Etches, Founder and Director at Rezzil said “We’ve loved working with Paco Rabanne on this in-game activation for Invictus with Bidstack and Starcom Worldwide. As a platform designed to train elite athletes it was fantastic to be able to work with Tim and put his skills to the test with our in-game challenge.
Creating branded experiences like this within the metaverse offers a glimpse of the future potential for brands. Our aim is to deliver world class training games that improve fitness and reaction times whilst also delivering a great user experience. With this campaign we’re proud to have been able to deliver on our core product offering in a way that respects and enhances the player experience.”
About Bidstack
Bidstack is the leading in-game advertising and video game monetisation platform. Their sophisticated technology allows brands to serve advertisements into natural spaces within video games whilst protecting the gaming experience.
These branded experiences can vary from trackside banners and cityscape billboards to pitchside LED boards, skins or any other contextually relevant spaces within the metaverse.
The company has more than 80 staff across five international locations and is a public company listed on the London Stock Exchange.
About Starcom Worldwide
Starcom is the Human Experience Company. A world-renowned media communications agency, we harness the power of media, technology and data to create experiences people love and actions brands need.
With more than 7,000 employees worldwide, Starcom partners with the world’s leading marketers and new establishment brands, including Bank of America, Best Buy, Coca-Cola, Kellogg Company, KraftHeinz, Novartis, P&G, Samsung, Visa and more.
Starcom is part of Publicis Media within Publicis Groupe [Euronext Paris FR0000130577, CAC40], one of the world’s leading communications groups.

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Spinomenal expands Dutch presence with Starcasino partnership
Spinomenal, the leading iGaming content provider, has extended its footprint within the Dutch market following a partnership with casino operator Starcasino.
The content collaboration delivers a wide selection of Spinomenal titles to the superb Starcasino offering, including Reign of Seth, 1 Reel Buffalo, Super Miner – Golden Treasure, and the special bespoke title “Starcasino! Mega Wild Fruits”.
Spinomenal has already enjoyed a successful collaboration with Starcasino within the Belgian market and plans are afoot to enter new markets.
Lior Shvartz, CEO for Spinomenal commented: “Our partnership with Starcasino has produced excellent results in the Belgian market and we expect more of the same in the Netherlands. Our games have really captured the attention of Starcasino’s players and we look forward to showcasing more titles in the future.”
Pieter van den Bos, Director at Starcasino NL added: “Spinomenal’s games have already made a lasting impression with Belgian Starcasino players and we’re thrilled to build on our partnership with the launch of Starcasino in the Dutch market.”
The post Spinomenal expands Dutch presence with Starcasino partnership appeared first on European Gaming Industry News.
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SOFTSWISS Rolls Out Red Carpet for F1 Film – and a Tech-Fueled Vision of iGaming
As F1: The Movie races into theatres worldwide, SOFTSWISS, a global tech company providing software for the iGaming industry, has chosen to support the film as a reflection of its commitment to innovation, performance, and teamwork. With former Formula 1 driver Rubens Barrichello serving as the company’s Non-Executive Director for Latin America, SOFTSWISS draws a meaningful parallel between the high-speed world of racing and the fast-moving, data-driven nature of online gaming.
SOFTSWISS joined the momentum by hosting exclusive premiere screenings for its partners and clients in São Paulo and Malta. Guests experienced the adrenaline of Formula 1 and Hollywood glamour, with red carpets, champagne towers, and photo zones setting the scene for a celebration that bridged entertainment and technology.
The highlight of the event was a personal video greeting from Rubens Barrichello, former Formula 1 driver and Non-Executive Director for Latin America at SOFTSWISS, who shared his emotional response to the film and reflected on how closely it mirrors both his racing legacy and his current work in tech.
Ahead of the event, SOFTSWISS released a “react video” in which Barrichello watched and commented on the movie trailer. In the video, he draws a compelling parallel between Formula 1 and the iGaming industry, emphasising the role of precision, teamwork, and real-time decision-making in both worlds.
“In the world of iGaming, we also deal with large amounts of data, adjust solutions in real time, and rely on teamwork. Just as a driver trusts engineers and mechanics, we trust our developers and analysts. Both worlds share the same values, and I am happy to be part of each of them,” comments Rubens Barrichello.
Rubens Barrichello has been a SOFTSWISS partner since 2024, when he was appointed as Non-Executive Director for Latin America. Known for his analytical approach and data-driven mindset on the track, Barrichello now supports the company’s business growth across one of the world’s fastest-growing iGaming markets.
His presence bridges two industries deeply rooted in Latin American cultural passion – motorsport and digital entertainment.
By partnering with figures like Barrichello and aligning with major cultural moments like the F1 movie premiere, SOFTSWISS demonstrates its commitment to innovation, regional relevance, and storytelling that resonates with players and partners alike.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.
The post SOFTSWISS Rolls Out Red Carpet for F1 Film – and a Tech-Fueled Vision of iGaming appeared first on European Gaming Industry News.
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NetBet Partners with Fight Disciples
NetBet, a leading online gaming platform, has announced an exciting new partnership with world-renowned boxing & MMA podcast the Fight Disciples, co-hosted by award-winning broadcasters Adam Catterall and Nick Peet.
The partnership will span some of the UFC’s biggest events, including Max Holloway vs. Dustin Poirier at UFC 318, as well as major upcoming boxing bouts.
This partnership builds on NetBet’s recent announcement as the official betting partner of the UFC in the UK and other parts of Europe. It will play a key role in boosting visibility for NetBet’s popular UFC Predictor Game. As part of the collaboration, NetBet branding will feature across all Fight Disciples UFC content, including behind-the-scenes access and exclusive fighter interviews.
Part of this deal will also see the Fight Disciples and NetBet team up to provide all-encompassing coverage for three huge upcoming boxing fights; Oleksandr Usyk vs Daniel Dubois, Katie Taylor vs Amanda Serrano and Saul ‘Canelo’ Alvarez vs Terrance Crawford.
Adam Catterall, co-host of the Fight Disciples Podcast, said: “We’ve always prided ourselves on being the voice of the fight fan, so teaming up with NetBet – the official sportsbook and betting partner of the UFC – is a massive moment for us. This partnership gives us the opportunity to get even closer to the action and, more importantly, bring our audience along with us. Whether it’s behind-the-scenes insight, exclusive content, or on-the-ground access at the biggest events, it’s all about delivering that front-row feeling to our listeners.”
Tristan Wootton, Head of UK at NetBet added: “With NetBet making huge waves in the world of fight sports, this partnership with the Fight Disciples represents another exciting opportunity with regard to brand development. We feel confident that our players will enjoy the engaging content produced from this partnership, with so many brilliant UFC and boxing shows just on the horizon!”
The post NetBet Partners with Fight Disciples appeared first on European Gaming Industry News.
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