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Lionel Messi Joins Socios.com as Global Brand Ambassador
Lionel Messi and Fan Token creators Socios have joined forces, uniting to build a more inclusive, exciting and rewarding future for fans across the world.
“Be more” is the slogan for Lionel Messi’s first campaign as Socios’ newly appointed Global Brand Ambassador.
Lionel Messi’s multi-year agreement with Socios will last for an initial period of 3 years.
As Global Brand Ambassador, Lionel Messi will promote Socios to his 400 million followers, inspiring fans around the world to come together and share their passion for their favourite teams by joining the most empowered and engaged community in sport. The four-time UEFA Champions League winner will appear in multiple educational and promotional campaigns, starting with a debut Socios brand campaign.
Lionel Messi said: “Since I played my first professional game the passion of the fans has been a driving force that has helped inspire me to be my very best.
“Fans deserve to be recognised for their support. They deserve opportunities to influence the teams they love.
“Socios exists to enhance the fan experience, to enable fans to ‘be more’. I’m proud to join Socios’ mission to create a more connected and rewarding future for fans around the world.”
Alexandre Dreyfus, CEO of Socios, said: “Once in a generation talents like Lionel Messi make the beautiful game extra special for fans.
“At Socios, what we are trying to do is ensure that fans, wherever they are in the world, feel that their support is valued, that it matters, that it is special.
“We are delighted to announce Lionel Messi as our new Global Brand Ambassador and look forward to building a more inclusive, exciting and rewarding future for fans across the world together. We have taken great strides forward in the last few years, but, if football fans know one thing, it’s that with Lionel Messi on your side anything is possible.”

Latest News
ELA Games in Rome: Studio to Showcase New Titles & Plans at the SiGMA Europe Summit
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ELA Games is set to attend the SiGMA Europe Summit in Rome from 3 – 6 November. The event gathers global iGaming leaders to discuss innovations, future technologies, and rising companies.
Representing ELA Games will be:
- Yaroslav Soloshenko, Head of Business Development
- Peter Vonarshenko, Senior Business Development Manager
They will reveal the studio’s latest titles, such as the festive Witches’ Book, high-energy Piñatas Festival, and highly successful Buffalo Force, which experienced record growth statistics. Additionally, attendees will get a sneak peek into ELA Games’ upcoming title, Riches Express (30 October release), and other forthcoming plans.
Yaroslav and Peter will also unveil exciting new expansion plans in Greece and what that means for the studio’s future content developments.
Special Panel Appearance
On 4 November (11:30 – 12:10, Stage 3 | Affiliate Leaders), Yaroslav Soloshenko will take part in a special panel discussion titled “Battle for the Bottom Line: Does Product or Marketing Drive Growth?”
The session will bring together leading industry experts, from star streamers to product innovators, to explore the strategies that fuel player acquisition, retention, and revenue. Yaroslav will share his insights on ELA Games’ multifaceted approach to growth, including strategic game development and relevant marketing.
Yaroslav commented, “The conversation around strong product development versus marketing is always evolving. For ELA Games, true growth happens when the two work together. A great product generates stories and memories worth sharing, which is what we try to revolve our marketing strategies around. I look forward to sharing more in-depth insights at my panel discussion at the SiGMA Europe Summit.”
Meet ELA Games in Rome
Attendees can book a 1-on-1 meeting with Yaroslav and Peter to learn more about how diverse content can boost operator growth and keep players engaged for longer.
ELA Games’ standout titles, such as Buffalo Force, have been a driving growth factor, experiencing record engagement metrics in just 3 weeks. Operators can explore the studio’s diverse and ever-growing portfolio to discover more highly engaging content that players love.
Join the team at the SiGMA Europe Summit in Rome from 3 – 6 November.
Secure a meeting now — limited slots available!
The post ELA Games in Rome: Studio to Showcase New Titles & Plans at the SiGMA Europe Summit appeared first on European Gaming Industry News.
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Veikkaus Continues Preparations for the Partial Multi-license System Set to Open in 2027
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Veikkaus is continuing its preparations for the partial multi-license system set to open in 2027. The company aims to remain the market leader in the Finnish gambling sector in the coming years.
Veikkaus has been systematically preparing for the future for a long time. Efforts to strengthen the company’s competitiveness are ongoing: Veikkaus will continue to focus on its core business and, through this, ensure growth in gross gaming revenue in a responsible way.
Many gambling companies aiming to enter the Finnish market are actively preparing to challenge Veikkaus when the licensing market opens.
“Competition will certainly be very tough, as many signs already indicate. Veikkaus is a strong company that will succeed in the competition, but as an organization, we must transform to meet the new situation,” said Reija Laaksonen, EVP, People, Culture and Communications at Veikkaus.
As part of the company’s strategy, Veikkaus will initiate change negotiations affecting three different functions. In total, at the time the negotiation proposal was given, 75 Veikkaus employees are within the scope of the negotiations. The planned measures could, if implemented, lead to personnel impacts as defined in Section 16 of the Act on Co-operation within Undertakings, such as redundancies or unilateral changes to essential terms of employment.
According to current estimates, the negotiations may result in the termination of a total of 20–31 employment contracts and substantial changes to the terms of employment for 20–30 employees. At the same time, it is planned that 22–28 new roles and positions will be created within the functions involved in the negotiations.
“When targeting possible measures, Veikkaus will pay particular attention to the requirements of business operations and ensuring competence in line with Veikkaus’ strategy. Any measures will be implemented in accordance with applicable legislation,” said Laaksonen.
The post Veikkaus Continues Preparations for the Partial Multi-license System Set to Open in 2027 appeared first on European Gaming Industry News.
Latest News
Betsson to Attend SiGMA Central Europe 2025
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Betsson Group is going to participate in SiGMA Central Europe 2025, taking place in Rome, Italy, from 3–6 November. As one of the region’s most awaited iGaming conferences, SiGMA Central Europe brings together top industry leaders to explore new technologies, business opportunities and market trends shaping the future of the industry.
Betsson Group Joins the Stage at SiGMA Central Europe
Two of Betsson Group’s leaders will take the stage to discuss regulated markets, compliance and brand strategy.
4 November | 10:15–10:45 CET
Speaker: Dario Evangelista, Deputy General Counsel, Betsson Group
Panel: Licence to Launch: Winning Strategies for Entering Regulated Markets
This panel will explore key strategies for operators expanding from emerging to regulated markets, focusing on compliance, customer protection and cultural adaptation.
4 November | 13:20–13:35 CET
Speaker:Ronni Hartvig, Chief Commercial Officer, Betsson Group
Keynote: Global Power, Local Passion: Evolving Betsson’s Brand for a Regulated World
Ronni will discuss how Betsson Group has evolved its global strategy – rebranding, navigating regulation and uniting multiple brands under one identity while maintaining local relevance.
The post Betsson to Attend SiGMA Central Europe 2025 appeared first on European Gaming Industry News.
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