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KITKAT BECOMES MAIN PARTNER OF THE LEC 2021 AND LAUNCHES “MISSION CONTROL” WITH SPORTFIVE

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KITKAT BECOMES MAIN PARTNER OF THE LEC 2021 AND LAUNCHES “MISSION CONTROL” WITH SPORTFIVE
KITKAT BECOMES MAIN PARTNER OF THE LEC 2021 AND LAUNCHES “MISSION CONTROL” WITH SPORTFIVEReading Time: 3 minutes

 

KitKat extends its partnership with the Esports League of Legends European Championship (LEC) as Main Partner for 2021. Global sports business agency SPORTFIVE secured the deal and produced a hero commercial for the kick-off.

After enabling KitKat’s first and successful experience within the esports ecosystem last year, sports business agency SPORTFIVE again is the chocolate brand’s esports lead agency of choice and delivers an integrated and comprehensive solution for KitKat: From facilitating and concluding the rights deal over consulting to the execution of final activation, ranging from campaigning and producing the new commercial to social media content and sweepstakes.

As one of the most iconic chocolate brands in the world, KitKat offers the perfect opportunity to lean back and enjoy breaks from the League of Legends European Championship actions. All gaming and esports activations reflect KitKat’s DNA: humorous, empathic and unpretentious. Under the claim “Even the Biggest Champ Needs A Break” the brand is picking up typical gamer situations, linking it to what the brand stands for: relaxing breaks that bring a smile, especially in situations where gamers feel tilted.

As part of the extended partnership in 2021, SPORTFIVE created a sub campaign around the claim “Even the Biggest Champ Needs A Break” and produced a 30 seconds hero commercial with the title “MISSION CONTROL”, extending the story around gaming breaks being a crucial part of a gamers lifestyle.

“Putting a gamer in front of the monitor and placing the brand logo next to it? Anyone can do that. This is why we are following another approach and are kicking off the LEC partnership with a specially produced image spot that brings fun, entertainment and shows the gamer from a ‘different side’. We are presenting the gamer multifaced. As a gamer sometimes you struggle with yourself: Should I continue playing after a loose streak? Should I think of the team first or my own performance? We create situations that every gamer can relate to and literally jump into the head – the MISSION CONTROL” | Georg Fischer, Marketing Manager for KitKat in Europe, Middle East and North Africa

KitKat is leaving space for every distinctive character trait of a gamer, giving each characteristic a brief but memorable stage to shine: SKILL is responsible for motor skills, REASON for analyzing situations neutrally. MIND is the brain and INTELLIGENCE keeps a cool head and always makes the right decisions. And then we have EGO – a character that does not contribute much to the team effort but is indispensable for gamers. When a team is not working together as planned, the only thing that helps is bringing relaxation into the chaos through a break, enjoying KitKat chocolate and getting a new perspective. After this break every gamer will find the balance that can lead to victory. More episodes and side stories will be gradually launched on various social media platforms.

“The extension and the associated upgrade of KitKat in the LEC as Main Partner fully pays off the success of the partnership as well as the activations to date. Together with KitKat, we want to communicate the positive side of breaks with a wink and focus on the fun in and out of the community. We are starting the new year with MISSION CONTROL and still have a lot of plans for KitKat in 2021” | Eike Gyllensvärd, Executive Vice President Global Esports Partnerships at SPORTFIVE

“We’re so happy to be signing on again with KitKat as one of our main partners for 2021. We had such a fruitful time together in 2020, with KitKat helping us to deliver some top level content for our fans,” says Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games. “KitKat started with a pilot initially, with a relatively low level of activity; so it’s incredible that they have recognized the value of our partnership to the extent that they are now one of the major league esports partners across the LEC and local leagues and teams across Europe.”


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: KITKAT BECOMES MAIN PARTNER OF THE LEC 2021 AND LAUNCHES “MISSION CONTROL” WITH SPORTFIVE

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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GoldenRace launches Multiplier Bonus to boost engagement in Retail

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GoldenRace, leading provider of award-winning Virtual Sports and betting technologies, has launched an exciting new feature for Retail: the Multiplier Bonus. This powerful function brings a Jackpot-style mechanic to betting shops, driving engagement, retention and revenue for operators worldwide.

Designed to surprise players with spontaneous rewards, the Multiplier Bonus introduces an attractive twist during races or matches. At random moments, a multiplier – such as x2, x2.5, x3 or any confi gurable value between x1.1 to x10 (depending on the market) – appears on screen. All winning tickets for that event immediately receive their payout multiplied by the amount shown.

What sets this function apart is its fl exibility and customisation. Operators can confi gure up to three different multiplier values, including decimal values and decide how often each one appears. This means each venue can tailor the bonus system according to their audience and strategy.

Initially developed to meet high demand in the Latin American market – where bonus mechanics have become increasingly popular – the feature is now available to all GoldenRace Retail clients worldwide. It’s currently available for Virtual Football, all GoldenRace’s races, like Greyhound and Horse Racing- with more games to follow soon.

The Multiplier Bonus joins a growing portfolio of GoldenRace Retail solutions, including the eco-friendly In-Shop Mobile tool, which reduces paper use and streamlines the betting process, and the Preticket function, which allows players to check odds and prepare bets in advance – signifi cantly improving the player journey and cutting down queues during busy hours.

All these tools support GoldenRace’s mission to help operators deliver exceptional, modern betting experiences in Retail environments.

The post GoldenRace launches Multiplier Bonus to boost engagement in Retail appeared first on European Gaming Industry News.

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BetterGambling Exclusive Report: 800+ UK Casino Operators Face Closure as 2026 Regulations Trigger Industry Apocalypse

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BetterGambling, the UK’s independent gambling industry think tank, released its comprehensive Market Intelligence Report, indicating over 800 casino operators will be forced out of the UK market by 2027, the largest industry slump in British gambling history.

The study, authored by BetterGambling’s stable of former casino bosses and regulatory experts, projects a precipitous 30-40% drop in authorised operators as the 2026 regulatory landscape renders continued operation economically non-viable for the low-to-midsized players.

“We are witnessing the greatest scale of change since the Gambling Act 2005. Our analysis proves that this is not just market consolidation – it’s a structural realignment of an industry that today supports 2,262 licensed operators as of March 2024,” said Diana Tunsu, Reviewer at BetterGambling.

Key findings from the BetterGambling report include:

• 680-900 operators anticipated to exit the market by the end of 2027 (30-40% of the current market)

• New casino launches will drop by 60-70% relative to 2024 levels

• White-label operations will see a 45-55% closure rate as a result of shifts in platform economics

• Stand-alone casinos will see 40-50% market consolidation as a result of compliance barriers

• Total first-year compliance investment of £800,000-2.8 million per operator.

The Compliance Investment Reality

BetterGambling’s in-depth analysis of operators reveals the true cash investment required for 2026 compliance. The regulatory fee alone will remove £100 million from the industry annually, and technology infrastructure upgrades will cost individual operators between £500,000 and £2 million.

“The economics are straightforward. Operators with GGY below £3 million per year are faced with a stark choice: spend significantly on compliance or consider strategic options including withdrawing from the market,” explained Diana Tunsu.

For more detailed analysis of the impact on different forms of casinos, see our in-depth UK Casino Reviews section.

White-Label Market Transformation

White-label casino businesses are recognized as being severely tested in this report, with 45-55% predicted to merge or close down. Of the estimated 350-450 current white-label businesses, BetterGambling predicts 200-300 will survive past 2027.

“White-label operators have a complex equation,” said the BetterGambling research team.

“They must navigate through the same compliance for independent operators when handling revenue-sharing arrangements with platform providers.”

The post BetterGambling Exclusive Report: 800+ UK Casino Operators Face Closure as 2026 Regulations Trigger Industry Apocalypse appeared first on European Gaming Industry News.

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UKGC Introduces New Deposit Limit Rules

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The UK Gambling Commission (UKGC) is going to implement new deposit limit rules to help customers manage their spending.

Operators are currently required to offer tools so customers can easily set personal budgets for gambling at registration or when they first deposit money into their gambling account. To increase consumer empowerment the Commission is amending the rules to provide further consistency and clarity for customers when setting financial limits. These changes focus on how these limits are defined and communicated to customers.

From 30 June 2026 all online operators must provide customers with the opportunity to set a “deposit limit” which is based solely on the amount a customer pays into their account over a set duration. To avoid confusion, only this form of limit may be called a “deposit limit”.

In addition, gambling businesses will also be able to offer different limits, such as loss limits or limits where withdrawals are also taken into account.

The improvements to the rules are coming into effect in stages, and a key milestone is the set of previously announced changes which will come into effect on 31 October 2025 and require all gambling businesses to:

• prompt their customers to set a financial limit before they make their first deposit and make it easy for them to review and alter their limit

• remind consumers every six months to review their account and transaction information to help customers maintain control of their gambling spend

• offer financial limits using free text at an account level to help customers set meaningful limits

• provide financial limit setting facilities via a link on the homepage and deposit pages which are clearly visible and accessible, with the number of clicks to reach these facilities minimalised

• action all customer requests to decrease a financial limit immediately.

Helen Rhodes, Commission Director of Major Policy Projects, said: “Our work will help empower consumers to have greater awareness and control over their gambling. These further changes will also bring consistency and clarity for those consumers choosing to set deposit limits, while still supporting gambling businesses to offer customer choice for different forms of limits.”

The post UKGC Introduces New Deposit Limit Rules appeared first on European Gaming Industry News.

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