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Melissa Riahei Appointed President of SBTech US
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Pioneering gaming and lottery industry veteran to help lead and grow US business as sports betting continues to gain momentum across the country
SBTech, a leading global supplier of sports betting and gaming technology, today announced that seasoned gaming and lottery executive, Melissa Riahei, will join the company as President of SBTech US. In her new role, Riahei will oversee and lead the US business, focusing on building out the groups’ US infrastructure to support SBTech’s existing customers and establishing its presence in additional states.
“I’m thrilled to join SBTech at such momentous time in our industry. As legalized sports betting rapidly takes root across the nation, I look forward to leading SBTech’s US expansion, establishing our operational footprint in new states, and contributing our global expertise to the growth and success of this emerging market,” said Riahei. “SBTech has already seen great success here through our valued partnerships with Churchill Downs, Golden Nugget, Resorts and most recently – the Oregon Lottery. We plan to build on that success and solidify SBTech’s position as a market leading supplier in the US.”
“We are delighted to have Melissa on board leading our US business, as we assemble a world-class team to steer us into the next chapter of the company’s growth. Melissa is an extremely talented executive, with a rare blend of business, legal and political acumen and a varied breadth of experience across all sectors in gaming,” said Richard Carter, CEO of SBTech. “I’m confident that she will serve as a great leader for our US team on the ground and our partners. This appointment demonstrates our continual commitment to the US market by providing dedicated leadership of our US teams to support our partners’ ambitions.”
Riahei has more than 20 years of experience spanning across the highest levels of state government, from serving as Deputy Chief Counsel to the Office of the Governor in Illinois, to managing the legal affairs of a $2 billion annual gaming enterprise as General Counsel to the Illinois Lottery, and serving in executive roles at on-line gaming and horse race wagering companies.
Notably, Riahei was instrumental in paving the way for the emergence of legal online gambling in the US. As General Counsel to the Illinois Lottery, she spearheaded the initiative to challenge the US Department of Justice’s federal prohibition on online gambling under the Wire Act on behalf of Illinois. Her efforts, in coordination with the New York Lottery, resulted in the monumental 2011 DOJ decision that has enabled states to legalize and regulate most forms of online gambling, leading to the emergence of the growing market in the US today.
“Melissa has made valuable contributions to the advancement of our industry and will be a great asset to SBTech as we grow and cement our US presence and leverage the unprecedented opportunities that lie ahead,” said Gavin Isaacs, non-executive chairman of SBTech. “We’re excited to have Melissa joining our team, and I look forward to working with her.”
About SBTech
SBTech is a global leader in omni-channel sports betting and gaming solutions, with more than 1,100 employees in 10 offices worldwide, including its newest offices in Las Vegas, Nevada. Since 2007, the group has developed the industry’s most powerful online sports betting and casino platform, serving licensees in more than 15 regulated territories.
SBTech’s clients include many of the world’s premier betting and gaming operators, state lotteries, land-based casinos, horse racing companies, and igaming start-ups. The group supplies highly flexible betting and gaming solutions to clients looking for exceptional configurability and the quickest route to market, complemented by proven business intelligence and reporting capabilities.
The SBTech offering includes its seamless sportsbook, Chameleon360 igaming platform, managed services, on-property sportsbook and omni-channel solutions that provide players with constant access to sports and casino products across all online, mobile and retail channels.
Supported by unrivalled expertise in trading and risk management, acquisition and CRM, and the highest standards of regulatory compliance, SBTech’s partners consistently achieve rapid growth, enhanced brand loyalty and record revenues.
For more information, visit: www.sbtech.com
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Melissa Riahei Appointed President of SBTech US

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Affilka by SOFTSWISS Joins Gaming Operations Academy
SOFTSWISS, a global tech company with over 15 years of experience in iGaming, partners with one of the leading education centres in the industry – Gaming Operations Academy. Anastasia Borovaya, Head of Affilka by SOFTSWISS, will be joining the Affiliate Management course as a guest lecturer.
The Affiliate Management course at the Gaming Operations Academy equips industry professionals with practical skills in affiliate recruitment, relationship management, and performance optimisation. Leveraging her extensive experience driving Affilka’s expansion and innovation, Anastasia will provide students with valuable insights into effective strategies and best practices in affiliate marketing.
Affilka by SOFTSWISS currently powers more than 440 brands and continues to expand its global footprint. With a 58% year-over-year increase in player registrations, the platform is recognised for its transparency, flexibility, and data-driven approach. Recent milestones include launching the Cohort Analysis Report, a powerful tool designed to enhance traffic evaluation and player behaviour analysis.
As a leading affiliate marketing platform, Affilka consistently delivers innovative solutions tailored to the needs of iGaming operators. With 10 years of experience in the iGaming industry and extensive professional expertise, Anastasia will share valuable insights into building successful affiliate programs and optimising partnerships for long-term success.
Commenting on her participation, Anastasia Borovaya stated: “Affiliate marketing is a dynamic and ever-evolving industry, and knowledge-sharing plays a crucial role in its development. Through this course, I look forward to helping professionals refine their strategies and maximise their affiliate program’s potential using the latest tools and insights.”
Affilka by SOFTSWISS remains committed to advancing the iGaming industry through education, innovation, and top-tier technological solutions. Anastasia’s involvement in the course underscores Affilka’s dedication to empowering professionals with the expertise needed to succeed in a competitive market.
Elaine Gardiner, Affiliate Management Academy Course Director, shared: “The Affiliate Management Masterclass is not just about theory. With over 16 years of hands-on experience in Affiliate Management and Program Management, it’s packed with real-life insights, proven strategies and practical advice you can start implementing straight away. We are proud to strengthen the upcoming course with the extensive expertise from Affilka by SOFTSWISS.”
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in 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 27,800 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 Joins Gaming Operations Academy appeared first on European Gaming Industry News.
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BETBY EXPANDS PREMIER CRICKET PORTFOLIO WITH LAUNCH OF X-BATTLE BAT
BETBY, the innovative sportsbook supplier, has unveiled the launch of its first fully in-house made e-sim X-Battle Bats, the debut title in its BETBY Unity Games lineup. Launched to align with the start of the cricket season, this fully automated cricket simulation is now a key addition to BETBY’s premier cricket content portfolio, delivering unmatched coverage and player engagement across both real sports and esports simulations.
X-Battle Bats pits two AI-controlled batsmen against each other in an intense, strategic duel where every shot matters. Featuring high-quality graphics, the e-sim delivers a visually engaging experience that enhances the thrill of competition. With no human input required, the simulation is powered entirely by advanced AI decision-making and realistic ball physics, ensuring that no two games are ever the same. Each match consists of 10 turns per batsman, with points awarded based on shot placement, creating a fast-paced experience filled with unpredictability and excitement.
The e-sim delivers a compelling blend of simplicity and depth. Players can witness a variety of batting styles and dynamic ball movement, making every shot feel authentic. With over 50 betting markets and 5,000 matches per month currently available—and scalable to any volume as needed—X-Battle Bats promises a non-stop stream of action for cricket fans and betting enthusiasts. As a fully in-house development, BETBY ensures 100% data accuracy and stability. The e-sim also offers unlimited customization options, allowing operators to tailor banners, players, and tournaments according to their preferences. With a particular focus on India, where cricket is highly popular, BETBY is prepared to craft bespoke solutions to meet regional demands, reinforcing its commitment to localized innovation and personalization.
Kirill Nekrasov, Head of Sportsbook Product at BETBY, commented: “We are proud to introduce X-Battle Bats as the first product in the BETBY Unity Games lineup. This launch represents another step in our mission to continuously expand and refine our esports and virtual sports offering, ensuring operators have engaging, high-quality products tailored to their audiences. X-Battle Bats, a fresh, dynamic content that resonates with bettors worldwide, further solidifies our position as a pioneer in AI-driven sports simulations.”
As the cricket season kicks off, BETBY’s comprehensive cricket portfolio is fully equipped to meet the surge in demand surrounding the start of the Indian Premier League. Alongside X-Battle Bats, BETBY offers a broad selection of cricket betting options across multiple formats.
The supplier delivers coverage of 1,500+ real events, featuring 100+ pre-match markets and 70+ live markets, including advanced statistical player props and outright options beyond standard markets. With a dedicated team of expert traders, BETBY ensures accurate odds and seamless market updates throughout every match.
For eCricket enthusiasts, Competitive eCricket provides an immersive experience with 1,000+ events per month, featuring real players competing in two simulators—Cricket 24 (for PC and consoles) and Real Cricket 24 (for mobile devices). The format consists of 5-over matches, with betting available across three core markets for both pre-match and live wagering.
BETBY’s proprietary esports feed BETBY Games further strengthens its cricket offering with high-frequency AI-powered simulations. The Classic format features 10,000+ events per month, covering the top five global cricket leagues, with 100% stability, over 10 betting markets, and 5-over matches. Meanwhile, the Blitz format delivers 5,000+ ultra-fast matches lasting from 3 to 5 minutes in a 1-over format, offering 20+ betting markets and ultra-low margins.
With this extensive cricket-focused product suite, BETBY is fully prepared to support operators and bettors as the world’s biggest T20 tournament gets underway.
The post BETBY EXPANDS PREMIER CRICKET PORTFOLIO WITH LAUNCH OF X-BATTLE BAT appeared first on European Gaming Industry News.
Latest News
GAMOMAT expands its Gaming for the Climate initiative with the launch of Great Grizzly
GAMOMAT, one of the leading independent German software developers for slot games, is launching its brand-new title “Great Grizzly” as part of its Gaming for the Climate initiative. The initiative was first launched in 2021, and the fifth game to join the initiative will support Vital Ground in its mission to protect grizzly bear habitats across North America.
A share of the GAMOMAT-revenue generated from Great Grizzly will directly benefit Vital Ground, a nationally accredited land trust specialising in conserving and connecting key habitats for grizzly bears and other wildlife. Since launching in 1990, the trust has protected and enhanced over 1 million acres of critical habitat, working to prevent human-wildlife conflicts and ensure long-term biodiversity conservation.
Set in the expansive wilds of North America, Great Grizzly takes players on a stunning journey through a kingdom ruled by the majestic grizzly bear. The grizzly bear is the big star of this new release, joined by an array of beautiful animals roaming on the reels.
Free games can carry multipliers of up to 27 and will be activated if three, four, or five golden paw print symbols are shown on the reels. Three symbols enable eight free games, four enable 15 free games, and five enable 20 free games. During free games, the golden grizzly bear can leap onto the reels, transforming eagles, lynx, wolves, and deer into the powerful bear symbol to enhance the returns.
Great Grizzly is available to all Bragg operator partners through Bragg HUB. With this latest addition, GAMOMAT’s catalogue of games supporting climate protection now includes Book of Oasis (Healthy Seas), Monkey Mania (Borneo Orangutan Survival), Lava Lions (African Wildlife Foundation), and Alexandria Fire (WeForest).
Dietmar Hermjohannes – Founder of GAMOMAT said: “Gaming for the Climate is not only raising awareness but also taking action on environmental matters close to our hearts. Vital Ground has been doing crucial conservation work to protect North America’s grizzly bears. Together, we can protect the climate while creating better places for people and wildlife. All of this is achieved through a fantastic game that celebrates the breathtaking beauty of the North American wilderness. I couldn’t be prouder of my team.”
The post GAMOMAT expands its Gaming for the Climate initiative with the launch of Great Grizzly appeared first on European Gaming Industry News.
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