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William Hill transforms betting experience with new innovative and digital-focused shop

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William Hill has transformed the in-shop betting experience for its customers following the opening of a state-of-the-art, digital-only shop in Leeds on Saturday.

Ex-Leeds and England goalkeeper Nigel Martyn, former Yorkshire and England cricketer Craig White and ex-Leeds Rhinos player Stevie Ward attended the relaunch of William Hill’s Vicar Lane venue, which promises an unrivalled immersive and interactive betting experience not seen before in betting shops.

The transformed shop in Leeds will provide William Hill customers with a range of exciting, new digital opportunities, including:

  • Digital only – William Hill will be going paperless across the shop
  • Integrated research table – customers can access digital versions of the Racing Post at William Hill’s new research table
  • Charging stations – customers will be able to charge their phones wirelessly while in the shop
  • Scent solutions – inspired by casinos, computer-driven scents configured to cover the entire shop have been installed

William Hill has also placed delivering innovations in player safety at the heart of the relaunch, with the introduction of a player safety/customer service area named ‘Own Your Game’, where customers and staff can privately interact around safer gambling issues and the various support measures available.

The leading bookmaker will also have access to real-time footfall information via a dashboard to understand customer dwell time and peak periods. Elsewhere, William Hill has introduced gantry cameras, providing access to which betting materials customers are engaging with on the shop floor to help tailor popular broadcast content, while also trialling the use of body cameras to ensure safety of its staff.

William Hill is set to roll out a similar digital-focused shop in Glasgow later this month.

Garry Fenton, William Hill’s UK Retail Director said: “We are presenting a brand new, player-centric betting shop environment that delivers a fun, immersive and digital experience, with innovation at its core.

“As well as offering our customers a wide range of cutting-edge digital features, we’ve also ensured that innovations in player safety have been key to this transformation. The relaunch in Leeds was a huge success and we look forward to bringing the same experience to other William Hill betting shops around the UK soon.”

Ben McCann, Head of Marketing – Retail & Omni added: “We’re delighted to be able to offer our customers in Leeds such an innovative and exciting digital-focused shop.

“Being able to utilise the new digital features on offer will make for a far more enjoyable betting experience, and one that will appeal greatly to our existing customers while also helping to attract a new audience in the process.”

Local Leeds sporting heroes Martyn, White and Ward all immersed themselves on Saturday in the digital experience that the new shop provides and they were impressed by what they saw.

Nigel Martyn said: “It’s been fantastic to see how William Hill are progressing the in-shop betting experience for its customers and great to see the innovation involved. Leeds fans looking to place a bet in-shop are set for a completely transformed digital experience and one that will certainly improve the way that they back their club.”

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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Amusnet Releases “100 Golden Coins: Reels Fishing”

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Amusnet has released 100 Golden Coins: Reels Fishing, an exciting evolution of its beloved fishing-themed releases. This fresh addition expands the adventure with 100 paylines, immersive visuals and enhanced features that reel players into a vibrant world bursting with colour, energy and aquatic charm.

The experience blends classic appeal with next-generation design, bringing the serenity of open waters into a dynamic, feature-packed game environment. From shimmering underwater elements to smooth animations and an atmosphere filled with tranquillity and anticipation, 100 Golden Coins: Reels Fishing elevates every moment of gameplay.

At the heart of the excitement is the Bonus Golden Fish Feature. Each Golden Fish symbol carries a multiplier ranging from x0.5 to x25, applied to the total bet. When the Collect Symbol appears on the fifth reel, every displayed Golden Fish value is instantly gathered—turning the catch of the day into something truly unforgettable.

The thrill continues with the Mystery Nudge Feature, an unpredictable mechanic that brings the fifth reel sliding downward to reveal newly appearing symbols. This sudden shift can transform the round and amplify the sense of surprise, ensuring that every spin offers something fresh and unexpected.

With its expanded paylines, upgraded visuals and refined mechanics, 100 Golden Coins: Reels Fishing is a shining example of Amusnet’s dedication to pushing boundaries and reimagining player-favourite themes. From its glistening symbols to its breezy, fishing-inspired ambience, the game delivers a fully immersive experience tailored to both long-time fans and newcomers.

Cast the line and experience the deeper, richer adventure of 100 Golden Coins: Reels Fishing – where every spin feels like a brand-new catch.

Bonus Symbol

Appears on the first four reels, each showing a monetary value. If the Collect Symbol lands on the fifth reel, all Bonus values on the screen are collected and added to the current win.

Mystery Nudge Feature

Triggered on the fifth reel when Bonus symbols appear, there’s no Collect Symbol, and no wins are on the screen. The reel nudges down, revealing new symbols that could change the round.

Gamble

Play the game and multiply the winnings through the Gambling feature.

Jackpot Cards

The Jackpot Cards bonus game is triggered at random during the gameplay to allow players to win impressive jackpots.

The post Amusnet Releases “100 Golden Coins: Reels Fishing” appeared first on European Gaming Industry News.

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Betsson Becomes Naming Partner and Major Sponsor of Peristeri Betsson BC

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Betsson has entered a new two-year partnership with Peristeri BC, a well-established Athens club with more than 50 years of history, competing in the top tier of Greek basketball and in European competitions. As part of the agreement, the team will now compete under its official name, Peristeri Betsson BC.

This collaboration reflects Betsson’s continued investment in Greek sport. With more than six decades of heritage and operations across 24 countries, Betsson’s strategy in Greece is centred around supporting historic clubs, strengthening local communities and contributing to the broader development of sport in the country. Following Mykonos Betsson and Aris Betsson, Peristeri Betsson BC represents the next step in building a network of sponsorships that carry meaningful cultural and community impact.

For Peristeri, the partnership provides strong strategic backing for the club’s competitive ambitions and its long-term mission to remain a reference point within Greek basketball. Both organisations share a commitment to professionalism, consistency and delivering high-quality experiences to fans. The collaboration will also include a suite of social impact initiatives focused on youth, education, equality and access to sport in Peristeri.

Andreas Nikolopoulos, Commercial Director at Betsson, said: “It is a great pleasure for all of us at Betsson to stand alongside a club with such a strong history and identity as Peristeri, a club that has been a reference point in Greek basketball for decades and continues to grow thanks to the steady and methodical work of its management. We do not view this merely as a sponsorship but as a strategic alliance. We share the same values with Peristeri, professionalism, consistency and a constant commitment to offering high-quality experiences to fans. We are committed to supporting them throughout this journey and we wish the team a season full of health, energy and success.”

Manos Kotsis, General Manager of Peristeri Betsson BC, said: “We are now officially Peristeri Betsson and will be for the next two years. Our approach is based on two pillars: reconnecting with our local community and bringing people back to the arena, and restoring Peristeri’s identity as a club that develops talent, whether local or international. We believe we have made meaningful progress over the past two years, but both goals require strong organisation, planning and method. We are delighted that Betsson is by our side supporting this effort and enabling us to move forward with greater confidence.”

The post Betsson Becomes Naming Partner and Major Sponsor of Peristeri Betsson BC appeared first on European Gaming Industry News.

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Altenar strengthens global footprint with Betico sportsbook agreement

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Leading provider delivers premium, fully-managed sportsbook to modernise Betico’s offering

Altenar, a leading sportsbook provider, has expanded its presence in key global markets through a new partnership with the Betico brand.

Founded in 2025, Betico has built a strong reputation for reliability and entertainment. Through the partnership, Betico will transform its sports betting offering by leveraging Altenar’s fully-managed sportsbook solution, combining advanced technology with its in-house PAM for maximum efficiency and scalability.

The collaboration will enable Betico to benefit from Altenar’s renowned sportsbook features, including customised betting options, advanced risk management, platform management, and robust compliance controls.

This partnership reinforces Altenar’s position as a trusted sportsbook technology provider in regulated markets, delivering high-performance, scalable, and adaptable solutions that meet the evolving needs of operators.

By combining innovation with operational excellence, Altenar continues to set the standard for reliability and growth in the global betting industry.

Vagelis Bairlis, Senior Sales Manager at Altenar, said: “We’re proud to support Betico’s growth as it enhances its offering with our premium sportsbook services, designed to deliver cutting-edge features and a seamless experience for players.

“This collaboration underscores Altenar’s ability to deliver reliable, scalable, and fully compliant solutions tailored to operators’ unique needs, ensuring sustainable growth in competitive global markets.”

Dmytro Dobronravov, COO at Betico, added: “We’re delighted to partner with Altenar as our new sportsbook provider. We were looking for a premium option to collaborate with, and Altenar’s reputation for innovation and dependability made them the perfect choice.

“Their fully-managed sportsbook solution, combined with advanced features and strong compliance standards, gives us the confidence to deliver an exceptional betting experience to our players.”

The post Altenar strengthens global footprint with Betico sportsbook agreement appeared first on European Gaming Industry News.

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