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The Book at The LINQ Hotel & Casino Celebrates Official Grand Opening with NFL Hall of Famer Terrell Owens
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Next Generation of Sports Book features Fan Caves, Self-Serve Beer Taps, Incredible Wings from Sticky Chicken, Relay Robot, Augmented Reality Games and More, Creating the Most Experiential and Technologically Savvy Sports Book, Now Open on the Strip
Reimagining the race and sports book and bar experience, The LINQ Hotel & Casino officially opened The Book with NFL legend and Hall of Famer Terrell Owens on Thursday, Oct. 11, 2018. Owens joined Caesars Entertainment CEO and President Mark Frissora, for a celebratory pass and spike of the football to commemorate the occasion.
The latest evolution of the sports book, The Book enhances the traditional sports book model and is designed for guests to take full control of their gaming odyssey. With innovative technology, mobile and self-serve opportunities, and plenty of sports and bar games to engage in, The Book is immersive and socially-driven.
“Caesars Entertainment has made significant investments in our gaming and entertainment offerings, meeting changing customers’ demands, maximizing opportunities afforded by new sports betting legislation, and redefining the future of gaming,” said Frissora. “The Book is an exciting example of just that.”
The Book features 87 televisions, some as large as 98″, and the Strip’s highest resolution LED video wall. Among the many additional high-tech and high-touch features of The Book are:
FAN CAVES: The Strip’s first rentable living rooms for you and your friends on game day, featuring 98″ guest-controlled televisions, Xboxes, virtual reality headsets, your own unique audio zone, bottle and drink service and more. Twelve Fan Caves, with food and beverage packages, are available to purchase for the big game or a casual hang.
RELAY ROBOT: Don’t want to miss a minute of the sports action? The newest member of The Book team can deliver bottled non-alcoholic beverages direct to your Fan Cave.
THE TABLET EXPERIENCE: No paper products here – enjoy some of the latest technological advancements brought to you by Samsung and Crestron, giving you access to menus, games, and more at the touch of your fingertips.
STICKY CHICKEN: This is not your neighborhood food truck. Sticky Chicken is chicken with an attitude. Enjoy monster-sized chicken sandwiches including the Gladiator, Early Bird, Fried Green Tomatoes and the Alligator Bait, made with Cajun remoulade, fried green tomato and Cajun slaw. With more than 10 different wing combinations from classic Buffalo to Mango Chipotle to Bourbon BBQ and more, this is some of the best chicken west of the Mississippi. You’ll also find a variety of salads and French fries including Steak and Egg Fries and The Mess.
GAMIFIED DRINK COASTERS: Did you think that your paper products were only for holding your drink? Not here. Your drink coaster triggers augmented reality games like Field Goal Kicking Challenges and Hockey Shoot Outs.
MORE WAYS TO BET/MORE WAYS TO WIN: Bet live sports via our newly designed Betting Desk, the Caesars Sports App on your personal phone, or through self-serve betting kiosks within the space (Coming Soon, early 2019). Take a position on our leaderboards and gain bragging rights for the day’s best parlay, long shot and more!
SELF-SERVE BEER WALL: The Book features a self-serve beer wall with 24 taps including lagers, favorites and IPA’s, Selections include Ballast Point Mango Even Keel Sessions IPA and locally brewed Tenaya Creek Bonanza Brown Ale.
At 11,000 sq. ft. with 220 seats, The Book is located just steps from Las Vegas Blvd. in The LINQ Hotel & Casino with convenient access from The LINQ Promenade. Space is limited. Reservations are highly encouraged. To reserve space at the Book for your favorite game, call 702-370-7736.
The LINQ Hotel & Casino
As the social hub at the center of the Las Vegas Strip, The LINQ Hotel & Casino offers a total of 2,253 newly renovated rooms including 244 suites with two unique penthouses and 25 cabana rooms with direct access to the pool. Positioned between Flamingo Las Vegas and Harrah’s Las Vegas, guests experience one distinctive destination with The LINQ Promenade and High Roller, the world’s tallest observation wheel. Designed with the modern traveler in mind, the resort launched the first fully integrated self check-in program on the Las Vegas Strip in 2015. Enjoy celebrated chef Guy Fieri’s first Las Vegas restaurant, Guy Fieri’s Vegas Kitchen & Bar, award-winning Hash House a Go Go and direct access to O’Sheas Casino, Off The Strip and Chayo Mexican Kitchen + Tequila Bar. Entertainment and nightlife experiences include 3535, a unique take on the lobby bar, as well as magician Mat Franco, “America’s Got Talent” Season Nine winner. The brand-new race and sports book experience, The Book, offers unique fan caves and innovative technology. The LINQ Hotel & Casino also offers a reimagined pool deck featuring two pools, the new 15,000-square-foot Spa at The LINQ and fitness center, The Silver Sky Chapel for intimate weddings and 63,000 square feet of meeting space. The LINQ Hotel & Casino is operated by a subsidiary of Caesars Entertainment Corporation (NASDAQ: CZR).
Source: Caesars Entertainment
Source: Latest News on European Gaming Media Network

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Boomerang Partners wowed the guests of iGB L!VE London with a celebration of the first anniversary of the strategic partnership with AC Milan
On July 2-3, Boomerang Partners, a global marketing agency, participated in iGB L!VE London. One of the event’s highlights was the celebration of the first anniversary of the strategic partnership between Boomerang and AC Milan, one of the world’s premier football clubs. Boomerang is its Official Regional Partner.
Anton Eshtokin, Chief Marketing Officer at Boomerang Partners, commented: “We are very pleased with Boomerang Partners’ participation in iGB L!VE London. It is symbolic that, a year ago at iGB, we announced our strategic partnership with AC Milan. We celebrated the first anniversary of this epic collaboration in a great atmosphere, featuring match ticket raffles. We were delighted to welcome hundreds of guests to our booth, highlighting once again the prestige of our partnership with AC Milan in the industry. We have many more joint projects ahead of us, and we are sure that we will be able to surprise everyone.”
The celebration of the strategic partnership with AC Milan was one of the main (but not the only) reasons why the Boomerang Partners booth was a hotspot for visitors to the exhibition. More than 1,000 people visited it during the two-day event. Over 900 guests took part in the Penalty Challenge. The challenge featured two raffles — the first held offline at the Boomerang Partners booth on July 2, and the winner received premium tickets to one of the most famous football matches in the world between AC Milan and Inter FC. The second draw took place online on July 3 on Boomerang’s Instagram page. The winner will receive tickets to an AC Milan match in the Italian Serie A or the Coppa Italia.
The winner of the offline drawing on July 2 was Saad Shaikh, a data engineer at Betzoo Media. He shared his emotions: “This is my first time in iGB. My experience was truly great, and thank you again for giving me the opportunity to have a good time and enjoy the experience I’ll have in Milan. I haven’t been to Milan before. Back in my old days, my family went. Yeah, so this is my second chance. And thank you, Boomerang, for giving me this opportunity.”
iGB L!VE London was successful for Boomerang Partners. The increased attention from exhibition guests to the Boomerang Arena booth yielded impressive results. The agency held more than 120 business meetings and signed 15 new partnership agreements. As the brand enters its second year of partnership with AC Milan, it remains ambitious to follow its slogan, ‘Live without limits.’
About Boomerang
Boomerang Partners is a rapidly growing global brand offering a wide range of services. Boomerang is the Official Regional Partner of AC Milan and collaborates with women’s football star and influencer Alisha Lehmann. In 2024, it launched the inaugural Golden Boomerang Awards — a global tournament for affiliate teams. More than 400 affiliate teams participated in the second season of the tournament in 2025. Boomerang launched six new products in 2024, which contributed to an almost 1.5-fold increase in product users.
Boomerang’s portfolio contains 17+ brands offering affiliate and entertainment services across 40+ markets in compliance with local regulations. These products provide personalized bonuses and 24/7 multilingual support.
The post Boomerang Partners wowed the guests of iGB L!VE London with a celebration of the first anniversary of the strategic partnership with AC Milan appeared first on European Gaming Industry News.
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Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating
“We weren’t just present — we were participants of Runfest. And that’s one of the most important aspects,” said Artak Ashkhatoyan, Deputy CEO of Totogaming.
On July 6, Totogaming joined the Cernica Pantelimon Runfest in Romania, once again emphasizing the importance of promoting amateur sports and a healthy lifestyle.
“Supporting such initiatives is a priority for TotoGaming. First, 50% of the proceeds from RunFest will be donated to the CLOVES Romania Foundation, supporting children affected by CLOVES Syndrome. And second, we’ve always believed in showing our passion for sports through actions, not just words. Have you noticed how we’re constantly rushing through life, yet when we look back, it often feels like we haven’t moved at all? It’s important for us to lead by example and show the importance of participation. This is exactly the message we’re promoting through our team’s active involvement in the marathon. After all, there can never be too much sport in our lives,” said TotoGaming’s Deputy CEO, Artak Ashkhatoyan.
A Simple Concept, a Powerful Impact
The concept of this sports event is straightforward: choose a distance between 1 to 21 kilometers and run. The goal? Make sport an integral part of everyday life. The crowd certainly embraced that, gathering as early as 8:30 a.m. — on a Sunday morning.
Totogaming contributed in two distinct capacities: as an official sponsor and as an active participant. A dedicated team of 13 employees represented the company at the Cernica Pantelimon RunFest, with 7 of them proudly taking part as runners.
More Than Just a Run
It wasn’t an easy challenge — especially because among Totogaming’s runners were people for whom running isn’t a daily habit, or even part of their life at all. Yet they couldn’t miss the opportunity, not least from the perspective of corporate responsibility.
“We just finished the 7.5-kilometer race!” shared Petrut-Adrian Toea from the Totogaming team.
“It was amazing, honestly. Around the 2-kilometer mark, I had this little battle with myself — I told myself I had to finish the race, no matter what. And I did it! I came in around 60th place out of over 100 runners, which for me is a really good result.”
“I see my participation as a small contribution toward promoting a healthy lifestyle. In my close circle, everyone knows I’m not exactly the sporty type. I’m not athletic, and I usually prefer having fun in other ways. But showing up here, early in the morning, in this intense heat, and completing almost 8 kilometers with just one short break — I think it set a good example.”
“I hope seeing someone like me finish this challenge motivates my friends to try something similar for their own health. I believe that’s a meaningful contribution”, – added Petrut-Andrea.
Totogaming also made it possible for every attendee to bring sport into their lives — quite literally. At the Totogaming tent, participants could ride stationary bikes and receive prizes based on the number of points they earned through their efforts.
Whether they were running, cycling, or simply cheering for friends, the goal for everyone was the same: to reach the destination of champions — by bringing sport into everyday life.
The post Totogaming Joins Cernica Pantelimon RunFest: Not Just Present, But Fully Participating appeared first on European Gaming Industry News.
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Affilka by SOFTSWISS Wins at EGR B2B Awards for Second Year Running
Affilka by SOFTSWISS, an affiliate management software platform, has secured the title of Affiliate Software Supplier at the prestigious EGR B2B Awards for the second consecutive year. The awards ceremony took place on 3 July at London’s iconic The Roundhouse, where the iGaming industry gathered to celebrate the most successful and innovative companies of the past year.
The consecutive win reinforces Affilka’s growing leadership in iGaming affiliate marketing software. Over the past 12 months, the product has consistently evolved, launching a series of powerful new features.
Among the recent updates is the Cross-Brand Player Duplicate Detection tool, which identifies overlapping player accounts across different casino brands within a single affiliate program. The platform also introduced the new Traffic Report, which provides real-time, click-to-registration and click-to-FTD metrics with multi-dimensional filters. Another new feature allows affiliates to access data on their marketing campaigns and tracking links directly via API, enabling automated data extraction and custom integrations.
At the end of last year, Affilka rolled out the Geo-Distributed Redirect feature, which boosts site visits by reducing redirect times from 1.5 seconds to 300–500 milliseconds, and the Cohort Analysis Report, which offers deeper insights into player behaviour.
Anastasia Borovaya, Head of Affilka by SOFTSWISS, commented on the recognition: “Winning this award two years in a row is an incredible achievement for our team. It reflects our hard work, creativity, and deep commitment to the continuing improvement of our platform. What makes this win special is knowing that the tools we build are already helping our partners solve real challenges. Whether refining traffic strategies or making smarter, data-driven decisions, we’re proud Affilka plays a part in their success.”
Thanks to ongoing updates and the introduction of new innovative features, Affilka by SOFTSWISS now supports over 450 brands, 400 thousand affiliate accounts, and 98 million player registrations.
Earlier in June, SOFTSWISS won two prestigious trophies at another EGR Ceremony – Marketing & Innovation Awards 2025. The company’s marketing department received the Marketing Team of the Year Award for its bold creative approach and effective use of new technologies and data analytics. In addition, Valentina Bagniya, CMO at SOFTSWISS, was named B2B Marketer of the Year for transforming the company’s marketing function into a powerful brand engine within the iGaming industry.
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 Affilka by SOFTSWISS Wins at EGR B2B Awards for Second Year Running appeared first on European Gaming Industry News.
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