Significant industry first will see game launch from day one across 5 alternative stores in addition to Apple and Google.

Flexion, the games marketing company, announces a partnership with preeminent developer King to market new game Candy Crush Solitaire^© in alternative app stores.

Expected to be one of the exciting game announcements of the year, Candy Crush Solitaire^© will be available on the Amazon Appstore, Samsung Galaxy Store, Huawei App Gallery, Xiaomi GetApps and ONE store from the get-go thanks to Flexion’s expertise and technology. The game launches globally across platforms on 6 February and is already available for preregistration in all the stores.

Flexion has had a partnership with King since June 2024 to market Candy Crush Saga^© on the alternative stores. With this latest deal, both companies are breaking new ground with concurrent launches, taking them to the leading edge of games marketing.

“This is the first time King will launch simultaneously across such a wide range of platforms,” says Jens Lauritzson, Flexion’s CEO. “King has recognised that mobile audiences come from a more diverse range of markets these days, and we are thrilled to be able to help them reach those markets. Flexion has brought to the partnership the tech, experience and expertise to ensure the ultimate in user choice.”

Commenting on the deal, Benjamin Pommeraud, General Manager of Strategic Initiatives at King, says: “We’re excited to partner with Flexion to make Candy Crush Solitaire available to more players. As our first expansion of the Candy universe into a new genre, this collaboration reflects our ongoing commitment to delivering high-quality experiences that are accessible to everyone, no matter where they choose to play.”

SOFTSWISS, a global provider of innovative iGaming solutions with over 15 years of experience, publishes the Sports Betting Events Calendar for 2025. This year, the free-to-download file contains 84 major sporting events, aiming to boost operators’ promotional strategies.

The sports betting industry continues to expand at an impressive pace. According to Statista, its global revenue in 2024 reached EUR 45.43 billion, reflecting a 6% increase from the previous year, while the ARPU (Average Revenue Per User) climbed from EUR 320 in 2023 to EUR 330 in 2024. This upward trajectory is mirrored by a surge in betting activity across platforms, with mobile betting growing by 210% and desktop betting increasing by 194%.

Several sports categories saw significant growth in betting volumes in 2024:

• Football – 21%
• Tennis – 136%
• American Football – 650%
• Basketball – 115%
• Table Tennis – 640%

These figures underline the importance of leveraging major sporting events to drive player engagement and optimise revenue. In the list of must-promo activities, SOFTSWISS experts included 24 different sports because the diversity in offering leads to stability in sportsbook operation.

Alexander Kamenetskyi, Head of SOFTSWISS Sportsbook, comments: “By using a personalised approach, flexible bonuses, and process automation, operators can not only enhance player engagement but also significantly reduce operational costs. This strategy will be the key to success in the upcoming year and help differentiate operators in the competitive market.”

According to SOFTSWISS experts, operators should focus on several key strategies to enhance player engagement and streamline operations to ensure sportsbook success in 2025. Seasonal bonuses and personalised promotions tailored to major events can captivate players and boost activity. 

Alexander Kamenetskyi adds: “For example, offering free bets on users’ favourite sports or creating combo bonuses that cover multiple events, such as the Champions League and French Open finals, can drive sustained interest. Additionally, esports presents a growing opportunity, allowing operators to engage younger, tech-savvy audiences through live streams, real-time betting options, and dedicated campaigns.”

A mobile-first approach is essential, as over 90% of sportsbook revenue now comes from mobile users. Ensuring apps and platforms are optimised for seamless, on-the-go gameplay is crucial to retaining players. Automation also plays a vital role in improving efficiency and reducing operational costs. By automating audience segmentation, bonus distribution, and promotional campaigns, operators can save time and deliver a more tailored player experience.

The SOFTSWISS Sportsbook team will be sharing more strategies and insights during the ICE Barcelona 2025 at Stand 2G42.

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 23,500 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, based in Malta, Poland, and Georgia, counts over 2,000 employees.

Clarion Gaming has announced that Flutter Entertainment, the parent company of the world’s leading online sports betting and iGaming operator, will be the headline sponsor of the Sustainable Gambling Zone (SGZ) at ICE Barcelona, the world’s biggest gambling technology exhibition which will be attended by 55,000 gambling industry professionals.

Flutter, which has been a long-term supporter of Clarion Gaming’s safer gambling undertakings, is also making a donation to ICE Barcelona’s safer gambling charity fund as well as having its own stand to showcase how Flutter is changing the game for good by providing education, tools and support to help everyone Play Well, on the SGZ.

In 2022 Flutter introduced its Play Well strategy to support its customers in making informed choices and managing their betting and play responsibly. Flutter set itself the target of having 75% of active online customers using a Play Well tool by 2030. By the end of Q2 this year (2024), 47.5% of customers were already engaged with these tools – double from FY 2022 – marking steady progress towards our goal. This effort has been supported by a significant investment – over $101m in 2023 – in research, product development and marketing.

Ewa Bakun, Clarion Gaming’s Director of Industry Insight and the person responsible for introducing the Consumer Protection Zone to the ICE show floor in 2018 said: “I am absolutely delighted to be able to confirm Flutter as our headline sponsor. I regard this as being a game-changer for SGZ which is being officially launched in Barcelona after undergoing a re-brand. The rebranding to the Sustainable Gambling Zone, which was a decision taken in partnership with our industry stakeholders reflects a deeper understanding of the importance of early interaction. By focusing on the identification of potential risks earlier in the player journey, it’s possible to prevent harm before it escalates.”

Jane Palles, Group Head of Safer Gambling, Flutter added: “Our customers are at the heart of everything we do, and we want them to have an entertaining, positive experience with us. We start 2025 with a continued focus on player wellbeing. This sponsorship underscores our dedication to sustainability”.

“Play Well focuses on fostering a positive and responsible gaming environment, with initiatives like enhanced customer tools, personalized risk monitoring, and partnerships with expert organizations.

“We are delighted to be supporting the new Sustainable Gambling Zone at ICE Barcelona and will showcase our continued efforts, share insights, and collaborate with stakeholders to drive forward the shared mission of safer gambling for all.”

The 2025 ICE Sustainable Gambling Zone will occupy 490sqm of space and located in the Fast Forward area of the showfloor, underlining the importance the industry places on sustainability and player protection. As well as featuring a total of 26 safer gambling bodies including Spanish organisations ASENCAS and FEJAR the SGZ will host three days of educational content including two dedicated to consumer protection and one to ESG.