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Broadway Gaming Group to acquire 888’s entire B2C bingo and Dragonfish B2B business, in $50m deal, to accelerate growth strategy

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The Broadway Gaming Group, operator of one of the largest UK Bingo networks, is to acquire 888’s B2C bingo business, and B2B bingo business (Dragonfish), in a deal worth $50m.

The acquisition will augment Broadway’s expansion strategy and enhance its already commanding position within the UK bingo market where significant opportunities exist. Broadway’s purchase of the B2C and Dragonfish B2B offerings includes a potential earnout of up to $4m based on certain performance criteria.

Moving to acquire these businesses will give Broadway a strong foundation to scale the business thanks to the Dragonfish platform’s capabilities as well as its customer proposition. Responsible gaming will continue to be a defining feature of Broadway’s operations and the acquisition will provide further customer protection capability.

Another core factor in the deal is welcoming aboard the highly experienced B2C and Dragonfish B2B bingo teams that will play a key role in accelerating Broadway’s progressive ambitions, that do not solely lie within the UK regulated market. Broadway’s purchase will bring onboard the entire bingo business of the 888 Group, including all its exclusive technology, assets, operations, B2B clientele and consumer-facing brands.

David Butler, CEO at Broadway Gaming, said: “We are delighted to reach an agreement with 888 to acquire its bingo business and platform. By combining these with our existing business and brands, which include ‘Butlers Bingo’, we will be able to achieve an even stronger global footprint in key regulated bingo markets.

We have worked intensively with the 888 Group over the course of the last few months and have been very impressed by the quality of the bingo platform and product, the B2C and B2B businesses, its approach to safer gambling and player protection, and above all the management team. We see significant further expansion opportunities in both the B2C and B2B segments, and are very excited about our plans for the future, as we work closely together to become the preeminent online bingo business globally.”

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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Wazdan Wins Volatility Virtuoso Crown at Slotsoo Game Provider Awards 2025

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Wazdan, the leading gain-focused developer, has been awarded the prestigious Volatility Virtuoso title at the Slotsoo Game Provider Awards 2025.

This win is further confirmation that when it comes to real innovation and serious gains, Wazdan continues to set the benchmark in the iGaming industry.

While others chase trends, Wazdan defines them.

This award doesn’t come as a surprise; it’s a natural result of consistently delivering bold, player-centric features that are built to drive engagement and maximise performance.

At the heart of this award lies Wazdan’s signature Volatility Levels™, a truly game-changing mechanic that hands control back to the player. Whether they’re after low-risk, steady wins or craving high-volatility, big-hit action, Wazdan’s games empower players to choose their own pace, their own style, and ultimately, their own gains.

But Volatility Levels™ isn’t the only customisation tool Wazdan offers in its games. Titles like 9 Coins™, Hot Slot™: 777 Cash Out, and many others benefit from Chance Level™, a feature engineered for performance, precision and boost in players’ retention.

Every mechanic that Wazdan brings to market is designed with a clear purpose: to maximise player engagement and deliver measurable gains for its partners.

Jakub Popanda, Lead Marketing Manager at Wazdan, said: “We believe that true innovation isn’t just about novelty, it’s about control, clarity, and consistent performance. Volatility Levels™ embodies this philosophy, giving players the freedom to define their own thrill, and operators the tools to unlock tangible growth. We’re honoured to have been recognised.”

The post Wazdan Wins Volatility Virtuoso Crown at Slotsoo Game Provider Awards 2025 appeared first on European Gaming Industry News.

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BETBY DELIVERS STRONG H1 2025 PERFORMANCE WITH CONTINUED COMBINED GROWTH ACROSS SPORTSBOOK AND BETBY.GAMES

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BETBY, a leading sportsbook supplier, has released its H1 2025 performance figures, showcasing solid growth across key verticals, including its proprietary esports feed BETBY.Games. These results highlight the provider’s product strength and growing global presence through both new and existing partnerships.

During the first half of the year, BETBY’s sportsbook delivered a strong performance, with Gross Gaming Revenue increasing by 472% compared to H1 2024. The number of active players across its partner network rose by 211%, reflecting the growing appeal of BETBY’s comprehensive sportsbook solution. Total bets placed also climbed by 277%, marking another period of high engagement across the platform.

Betby.Games, the supplier’s proprietary esports feed, also made a significant contribution to the company’s overall growth. The vertical achieved a 153% year-on-year increase in Gross Gaming Revenue and a near 57% rise in bets placed during the period. As a result, Betby.Games accounted for 14% of the company’s total GGR for H1 2025.

Leonid Pertsovskiy, Chief Executive Officer at BETBY, said: “H1 has been another important step forward for BETBY, with meaningful growth in both our sportsbook and esports verticals. We continue to innovate, scale, and support our partners’ ambitions by delivering products that perform, with Betby.Games’ performance demonstrating the underlying strength and potential of the vertical. As we look ahead, we remain focused on accelerating growth across all areas.”

To find out more about Betby, please visit: https://betby.com/

The post BETBY DELIVERS STRONG H1 2025 PERFORMANCE WITH CONTINUED COMBINED GROWTH ACROSS SPORTSBOOK AND BETBY.GAMES appeared first on European Gaming Industry News.

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STRIVE SECURES SBK X BRADFORD CITY DEAL TO DRIVE FAN-FOCUSED GROWTH

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Sports marketing consultancy Strive Sponsorship has brokered a new multi-year partnership between SBK, the sportsbook app from Smarkets, and Bradford City AFC, newly promoted to EFL League One. The collaboration aims to deepen fan engagement and drive measurable brand impact for SBK through content innovation and strategic alignment.

The deal positions SBK as one of Bradford City’s main partners and official betting sponsor. The partnership’s centrepiece is the launch of a new club podcast, designed to give fans exclusive behind-the-scenes access, nostalgic stories, and in-depth interviews with past and present figures from the club.

The tie-up follows an insight-led strategic review of the English football ecosystem conducted by Strive on SBK’s behalf. This review identified rights holders whose brand values, audience profile, and commercial proposition aligned with SBK’s mission to grow awareness and salience in a crowded betting market.

“It’s been an absolute pleasure supporting long-term client SBK throughout this process, said Malph Minns, Managing Director at Strive.

“They’ve really bought into the data-led, insight-driven methodology we’ve developed to guide partnerships that aren’t just visible—but valuable.

“The City team have been incredibly collaborative, and I’m excited to see the partnership come to life—especially with the podcast bringing fans closer to the club’s story.”

The deal showcases how Strive blends market intelligence, rights negotiation, and fan-focused activations to deliver partnerships that serve both brand objectives and supporter experience. For SBK, the podcast provides a powerful content platform to deliver long-term brand affinity, while Bradford City AFC benefits from a new media channel to build deeper connections with its loyal fanbase.

Adam Baylis, Marketing Director at SBK, said: “Strive undertook a data-led strategic review of English football for us over the summer, identifying opportunities that fit within a clear strategy to help us build brand awareness and brand salience.

“They also led on contract negotiations, securing us the rights we need to deliver value to the business.

“As a result of that work, we are thrilled SBK will be partnering with Bradford City AFC. Together, we will be bringing fans closer to the action and backing the Bantams every step of the way in what will be a really exciting season in Sky Bet League One.”

Davide Longo, Chief Commercial Officer at Bradford City AFC, added: “We are incredibly pleased to welcome SBK on board as the club’s official betting partner and will look forward to working closely with them over the next two seasons.

“The introduction of a Bradford City podcast will help bring supporters closer to their club, hearing stories from former players and other guests each month.

“Working with Strive has been an absolute pleasure. They are an incredibly thorough and professional outfit who are diligent in approach and work with a smile.”

The post STRIVE SECURES SBK X BRADFORD CITY DEAL TO DRIVE FAN-FOCUSED GROWTH appeared first on European Gaming Industry News.

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