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EE RENEWS SPONSORSHIP WITH EXCEL ESPORTS AND UNVEILS NEW AMBITIONS IN GAMING
EE announces it has extended its lead partnership with UK esports organisation EXCEL ESPORTS until 2025 following three years of successful collaboration.
The extended three-year partnership will continue to see the EE brand featured on all kit worn by EXCEL’s League of Legends EMEA, Championship (LEC), VALORANT and FIFA teams. EE will also continue to help EXCEL’s teams train at their HQ by providing world class connectivity, backed by the UK’s best network.
In its role as lead partner to EXCEL, EE is committed to making the gaming community as inclusive as possible, as well as supporting gamers with the products and services that matter most to them.
EE three key ambitions for its partnership with EXCEL:
- Inclusivity: nurture the next generation of women in gaming to help re-shape the industry for the better
- Culture: support gamers beyond the play occasion, making mental health support available to the gaming community
- Experience: elevate the gaming experience with products and services designed to open up the community to new audiences
These commitments will be fundamental as EE and EXCEL work to launch a series of exciting initiatives over the coming years to inspire gamers and elevate their experiences.
Pete Jeavons, Marketing Communications Director at EE comments: “The gaming community continues to go from strength to strength in the UK and with our partners at EXCEL, we are excited to use our technology and networks to deliver new initiatives, experiences and services that will benefit this community – both at elite and grassroots level. We want to become the number one network for gaming in the UK and we believe our work with EXCEL will be fundamental in achieving this goal.”
Mark Carter, Commercial Director, EXCEL ESPORTS adds: “It’s an honour to announce our three year partnership extension with EE making this one of the longest partnerships in esports history. Together, we understand the importance of creating ground-breaking initiatives and enabling opportunities to drive forward and support more inclusive gaming communities. We look forward to sharing more exciting details as we activate the partnership together.”
Since initially teaming up in 2020, EE and EXCEL have collaborated on a number of campaigns and initiatives including this year’s Connected Club Cup, which gave grassroots gamers from around the UK the chance to prove their FIFA skills in a national competition. The finalists then joined stars from EXCEL and the England football team at Wembley to battle it out for the Connected Club Cup trophy. Back in March, EE and EXCEL collaborated on Ultimate Gamer, a six-hour Twitch stream that saw four famous faces including comedian Munya Chawawa and EXCEL’s professional Fortnite player Jaden ‘Wolfiez’ Ashman, compete against each other across three separate games.
The partnership renewal follows EE’s recently unveiled supercharged gaming offering. The new range features xBox, Nintendo and PlayStation bundles, access to the latest best-in-class gaming products via interest free spreadable payments with Add to Plan, and a nationwide roll-out of in-store gaming bays in over 175 EE retail stores.
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DEGEN Studios has named iGaming trailblazer Danny Gordon as its new Head of Studio – a move set to supercharge the brand’s next era of chaos, creativity, and high-voltage game design.
Danny will lead DEGEN’s creative roadmap, driving the studio’s signature blend of high-stakes innovation and fearless design. His mission: to make every DEGEN release louder, bolder, and more unpredictable than the last.
With experience at industry heavyweights Four Leaf Gaming, Microgaming and Entain, Danny has a proven record of building games that hit hard and stand out. His appointment marks a new chapter for DEGEN as it scales its vision to redefine the future of hardcore, gamer-first entertainment.
Danny’s appointment marks a significant milestone for DEGEN. The company is poised to launch the next phase of its iGaming revolution, with multiple high-octane and innovative projects in the pipeline. With Danny’s creative vision steering the ship, DEGEN will continue to push the boundaries of slot design and build games that are by gamers, for gamers.
Danny Gordon, Head of Studio at DEGEN Studios: “DEGEN’s early work has blown me away – the brand, the tone, the fearlessness. It’s a studio that thrives on pushing boundaries and creating experiences that truly stand out. I’m here to help scale that ambition and deliver the next wave of disruptive, innovative games.”
The post Experienced iGaming professional to help shape the future of DEGEN’s gaming catalogue appeared first on European Gaming Industry News.
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Hayk Sargsyan, CEO of Galaxsys, commented: “Our media briefing provided a valuable platform to introduce the highly anticipated Chicken Crash game, share our achievements, and outline the strategic direction for 2026. I am grateful to all our media partners for their interest in the game and for their thoughtful questions, which contributed to the success of this session. We are proud of the progress we have made over the past year and remain fully committed to delivering innovative, high-quality gaming experiences for our partners worldwide.”
The media briefing took place at SiGMA Central Europe on November 4 at 2:00 PM at the Galaxsys stand. The session began with questions focused on the Chicken Crash game and later shifted to broader topics, providing an opportunity to reflect on Galaxsys’ achievements over the past year and share insights into the company’s vision for 2026.
The post Galaxsys Hosted Media Briefing to Introduce Chicken Crash and 2026 Strategic Roadmap appeared first on European Gaming Industry News.
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Booming Games and SportPesa forge strategic partnership to elevate the African gaming market
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Booming Games is thrilled to announce a significant milestone in its growth journey through a strategic partnership with the leading African operator, SportPesa. This collaboration marks a pivotal step forward in Booming Games’ mission to expand its footprint in the African gaming market.
As a result of this partnership, Booming Games’ high-quality slots are now seamlessly integrated into SportPesa’s platform, enabling players across Africa to access an array of top-performing titles.
Notable games include fan favourites such as ‘Burning Classic’, ‘Gold Gold Gold’, ‘TNT Bonanza’, and ‘Cash Pig’. Additionally, SportPesa’s players will now have access to Booming Games’ diverse portfolio, featuring exciting games like ‘Ronaldinho Spins’, ‘Power of the Vikings’ and ‘Buffalo Hold and Win’.
This collaboration underscores SportPesa’s commitment to growth and innovation, as well as its strategic focus on fostering robust partnerships to achieve new heights in the global gaming industry with partners such as Booming Games.
Solomon Godwin, Head of Africa at Booming Games, expressed his enthusiasm: “We’re delighted to continue our expansion in the African betting markets, and SportPesa’s strong and trusted brand will only enhance these possibilities. Our slot offerings are as wide-ranging as they are high quality, providing exceptional entertainment and sustainability for their customers. We believe we can offer real value to African players.”
Paul Wilson, Senior Product Manager at SportPesa, added: “We are very happy with the new partnership with Booming Games. Offering their immersive, dynamic, and vibrant games to our customers in Kenya, Sportpesa Tanzania, and around the globe on our platform is exciting. Booming Games’ titles will be a great addition to our market-leading casino lobby, and I’m sure our customers will enjoy playing them.”
The post Booming Games and SportPesa forge strategic partnership to elevate the African gaming market appeared first on European Gaming Industry News.
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