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SAZKA Group teams up with Sir Keith Mills in bid for Fourth UK National Lottery Licence

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SAZKA Group teams up with Sir Keith Mills in bid for Fourth UK National Lottery Licence
SAZKA Group teams up with Sir Keith Mills in bid for Fourth UK National Lottery LicenceReading Time: 4 minutes

 

SAZKA Group, Europe’s largest lottery operator, today announced it has appointed Sir Keith Mills as Bid Chair of the UK team for the Fourth National Lottery Licence Competition. Sir Keith, a successful entrepreneur whose creative talent conceived the loyalty programmes so ubiquitous today, brings a wealth of experience from his roles across sport, charities, and business. He played a pivotal role in London’s successful bid to host the 2012 Olympic and Paralympic Games and subsequently, their successful staging. For the past six years he has chaired the Royal Foundation of the Duke and Duchess of Cambridge, a role he hands over to Lord William Hague next month. He is also Chairman of the Invictus Games, the international adaptive multi-sport event created by Prince Harry, Duke of Sussex.

Commenting on the announcement, Sir Keith said, “I am driven by organisations that make a real contribution to society. I chose to team up with Sazka for the Fourth National Lottery Licence Competition because I believe the UK National Lottery needs to grow and be engaging if it is to continue to fund the thousands of good causes every year. Our lottery is a national treasure with nearly 26 years of history; however, the landscape has changed immeasurably since it was first launched back in 1994. The challenge now is to ensure the lottery connects with people right across the country, making it fresh and exciting as it once was, bringing new ways that are relevant for today and tomorrow’s generation. I feel passionately that it needs to be restored to the nation’s hearts, especially in these difficult times. I teamed up with Sazka because they have a proven record of taking established lotteries, growing them and evolving them to be relevant for the future. I am cognisant that much has to be done for us to make a winning case in this competition, but I believe that over the course of this process we will be able to demonstrate how Sazka’s expertise coupled with the experienced British team that we are building in the UK will offer the right stewardship for the UKNL for 2023 and beyond.”

As Bid Chairman, Sir Keith will lead a team with world-class bidding and delivery experience, including for the London 2012 Olympic and Paralympic Games and Comic Relief. Sazka has appointed former London 2012 employee, Alastair Ruxton, as the Bid Director, together with British experts in key areas such as Player Protection, Good Causes, Innovation, Digital, Retail and Customer Experience.

Commenting on the agreement, SAZKA Group CEO Robert Chvátal said, “We are thrilled to be partnering with Sir Keith Mills and have him lead our entry in the Fourth National Lottery Licence Competition. We are hugely excited to be participating in this competition and for the chance to take stewardship of the National Lottery, helping the UK to fall back in love with this vital institution. Operating in five different national markets (Czech Republic, Austria, Italy, Greece, and Cyprus) has given us an unprecedented level of insight and experience in running lotteries. In addition, we have consistently increased participation and revenues for the lotteries we operate. We want to bring this deep knowledge and customer insight to revitalise the UK National Lottery increasing sales and money raised for good causes, thereby providing a much-needed long-term boost to community, arts, sports and heritage institutions across the UK.”

After submitting the Selection Questionnaire earlier this month, SAZKA Group has been accepted into the competition by the Gambling Commission, the body running the Competition. The team will now review the final bid application documents and continue to assemble a strong consortium capable of submitting a winning bid in 2021.

About Sir Keith Mills
Sir Keith Mills GBE DL is a British business entrepreneur who founded the Air Miles and Nectar customer loyalty programmes and has established numerous businesses, both in the UK and internationally.  In September 2003, Sir Keith was appointed International President and CEO of London 2012 established to bid for the 2012 Olympic and Paralympic Games.  Having won the bid, he established LOCOG to organise the Games, where he was Deputy Chairman alongside Lord Sebastian Coe.  In 2007 Sir Keith established an Olympic related charity, International Inspiration, which he chaired, and in 2008 he established a UK charity, Sported, which he funded and chaired for 10 years. In 2014 Sir Keith established, and was Chairman of, the Invictus Games, working with Prince Harry to deliver a new major international sport event for wounded servicemen and women.  Sir Keith Chairs the Royal Foundation of The Duke and Duchess of Cambridge, and the Invictus Games Foundation.  Sir Keith is also a Director and an investor in a number of private companies.
Sir Keith has received numerous awards including: Master Entrepreneur of the Year, Chief Executive of the Year, and the Sports Industry Businessman of the Year, and was knighted by The Queen in 2006 and again in 2013 when he received the Grand Knight Cross for his services to sport.

About SAZKA Group
The SAZKA Group is a national lottery, instant lottery and digital gaming operator, with our trusted brands and industry-leading technology delivering over €17bn in annual sales. Established in 2012, SAZKA Group is already one of Europe’s largest and fastest growing lottery companies and our strong performance across our markets is helping to fund good causes in the Czech Republic, Greece, Cyprus, Austria, and Italy.
Since entering the lottery market in 2012, SAZKA Group has quickly expanded from the Czech Republic into four other European markets. SAZKA Group has consistently taken on established lotteries and made them better, while also expanding into new market segments through market-leading technology platforms. The Group’s unique experience of operating in different jurisdictions enables it to adopt a tailored approach to customer experience in each market, helping to increase sales and returns to good causes.
Responsible gaming and funding good causes are at the heart of SAZKA Group’s business and culture. it promotes responsible gaming in all of its markets and is committed to having a positive impact where it operates. From building children’s hospitals in Greece to support for the Czech Olympic Foundation, SAZKA Group has put its business skills to the benefit of the local community.


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: SAZKA Group teams up with Sir Keith Mills in bid for Fourth UK National Lottery Licence

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Soft2Bet brand and Leadership nominated by Global Regulatory Awards 2025

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The Global Regulatory Awards 2025 have recognised Soft2Bet and its leadership in four categories, reflecting the group’s B2B excellence, rigorous compliance culture, and clear commitment to responsible gaming and player protection.

For nine years, Soft2Bet has focused on competitive markets and built compliance into the product from day one. In-house controls and training, backed by real-time monitoring, give regulators and partners clear, auditable outcomes. MEGA extends this approach into gameplay, using innovative mechanics that merge engagement with responsibility, ensuring marketing impact and safer gaming go hand in hand.

Over the past 12 months, the industry has seen the strength of Soft2Bet’s compliance team, expertise and leadership across the EU and North America. Soft2Bet’s in-house approach brings together market-specific AML and RG controls, proprietary training and QA, and real-time monitoring, with MEGA embedding these safeguards directly into the player experience.

Also, David Yatom Hay, General Counsel, was recognised for Regulatory Lawyer or In-House Counsel of the Year, reflecting his major contribution to company processes and partnerships, his strong commitment to player protection and compliance, and his wider work for the industry through articles, keynotes, and the panel and roundtable discussions that help set safer standards.

“These shortlists reflect years of rigorous work by our Legal and Compliance teams in close partnership with our product, platform, innovation, expansion and partnerships teams. We run a compliance-first operation because it protects players and gives regulators and partners certainty. – stated David Yatom Hay, General Counsel of Soft2Bet –  By building our own systems and training, and by operating a self-sufficient department that handles most matters in-house with minimal reliance on external counsel, we give the business speed, clarity and accountability.”

Operating in 11 jurisdictions and holding 19 licences, Soft2Bet treats compliance as a strategic discipline embedded in every team. Rather than outsourcing, the company builds its own tools, training and monitoring systems tailored to each market and customer profile. This self-developed ecosystem enables swift updates to AML and RG controls, targeted risk management and clear audit trails.

MEGA, Soft2Bet’s Motivational Engineering Gaming Application, is central to this model. MEGA supports real-time oversight of session length, spend patterns and betting limits, while localised missions and challenges encourage healthy play. By integrating responsible gambling into the product experience, MEGA makes protection intuitive and helps partners lift retention and lifetime value without compromising safety.

 

The post Soft2Bet brand and Leadership nominated by Global Regulatory Awards 2025 appeared first on European Gaming Industry News.

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From Track to Tech: SOFTSWISS Celebrates Barrichello’s First NASCAR Brasil Triumph

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SOFTSWISS, a global tech provider with over 15 years of iGaming expertise, celebrates Rubens Barrichello’s victory in the first NASCAR Brasil Series title in his debut season. As the company’s Non‑Executive Director in Latin America, Barrichello exemplifies the champion’s mindset that underpins SOFTSWISS’ disciplined approach to product delivery in Brazil and worldwide.

The NASCAR Brasil Series crowns its champion over a full season under NASCAR-aligned regulations. The title was sealed at the Match Point finale at Velo Città in São Paulo, where the opening race set the decisive points. Barrichello’s calm, data-driven call at the critical moment mirrors SOFTSWISS’ practice: trust the plan, read the telemetry, execute cleanly. 

Rubens Barrichello, Non‑Executive Director in Latin America at SOFTSWISS, comments: “Everyone knows how much I love this competition and how fierce I am. My heart is in my mouth and I’m very happy.”

Ivan Montik, Founder of SOFTSWISS, adds: “This title is a powerful example of what passion, confidence and disciplined preparation deliver. The champion’s mindset that Rubens demonstrates – clarity of plan, trust in the team and precision under pressure – inspires everyone at SOFTSWISS. We will keep applying the same approach in Brazil first and across all markets, bringing measured execution and data-driven decision-making to every release and every client partnership.”

In May, SOFTSWISS marked the first anniversary of its collaboration with Barrichello. This success arrives as an energising milestone for teams and partners, reinforcing a working culture built on preparation, clarity of roles, measurable outcomes, and continuous improvement. Earlier this month, the SOFTSWISS Game Aggregator was named ‘Best Game Aggregator Platform’ at CGS Recife, adding local recognition to the company’s Brazil roadmap.

SOFTSWISS is fully certified in Brazil across its core products – Casino Platform, Game Aggregator, Sportsbook, and Jackpot Aggregator – enabling licensed operators to access a comprehensive, locally compliant stack with trusted support. The same track-to-tech discipline continues to drive responsible and sustainable growth.

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS provides certified software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka affiliate platform, the Sportsbook Software and the Jackpot Aggregator. The expert team counts over 2,000 employees.

The post From Track to Tech: SOFTSWISS Celebrates Barrichello’s First NASCAR Brasil Triumph appeared first on European Gaming Industry News.

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Swintt increase German market profile with new NOVOLINE deal

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Having already established a substantial fan following in Germany thanks to its engaging range of classically-themed slots, sought-after software provider, Swintt, has announced it will be making further in-roads into the country via a new partnership with NOVOLINE.DE.

One of Germany’s most beloved online casino platforms, NOVOLINE.DE is home to a vast collection of over 650 slot games and this impressive library now stands to be significantly boosted by the addition of Swintt’s titles – most notably those included within the popular SwinttPremium range.

A core pillar of Swintt’s multi-faceted content line-up, SwinttPremium titles combine the classic graphics, sounds and fruit-based iconography of land-based slots with quick and easy bonus features. They have proven particularly successful in the regulated German market.

As a result of the new deal, NOVOLINE.DE customers will now be able to enjoy a number of popular entries in the series including Seven Seven Pots and Pearls, Xtra Win X and Aqua Lord – all of which have established themselves among the provider’s best-performing titles in the German market.

Of course, with upwards of 120 titles in the SwinttPremium collection alone, the addition of this exciting selection of 63 games will enable NOVOLINE to offer an even wider selection of casino content to customers, while also helping Swintt cement its position as a top provider in the German market.

David Mann, Chief Executive Officer at Swintt, said: “Having already established ourselves as a leading software provider in the regulated German market, we’re delighted to be teaming up with NOVOLINE.DE to bring our SwinttPremium games to an even wider range of players.

“As a hugely established online slots platform with a strong player base in the country, the partnership will enable Swintt to enhance its standing among German audiences while also bolstering NOVOLINE’s line-up with proven titles like the fan favourite Seven Seven Pots and Pearls.”

Florian Hermann, Managing Director at NOVOLINE.DEsaid: “While NOVOLINE.DE already offers an incredible collection of over 650 slot titles to players, we’re always looking for opportunities to extend our line-up by joining forces with the software providers who can offer something new.

“We’re confident that our customers will love the SwinttPremium titles added to our offering .”

The post Swintt increase German market profile with new NOVOLINE deal appeared first on European Gaming Industry News.

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