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ASA Bans BetUK’s Radio Ad Featuring Former Footballer Adebayo Akinfenwa

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LeoVegas-owned sportsbook BetUK has been told by the UK’s Advertising Standards Agency (ASA) not to repeat an advertisement again which featured former footballer Adebayo Akinfenwa, due to its appeal to under-18s.

The radio ad for the operator in September 2023 saw Akinfenwa state he was a brand ambassador for the company. He promoted BetUK’s responsible gambling tools including deposit limits, reality checks and timeouts.

The ASA investigated the ad on the grounds of a complaint which said Akinfenwa may appeal to under-18s, and the body has subsequently ordered BetUK not to repeat the ad.

The ASA acknowledged BetUK’s argument that during his playing career, 41-year-old Akinfenwa never played in the Premier League – and so his appeal to under-18s was “low-risk.”

However, the ASA, referring to the B/CAP guidance, said that Akinfenwa was “likely” to have appeal to under-18s due to his social and media profiles.

“The B/CAP guidance classed footballers at lower league and non-league clubs as ‘low risk,’ but also stated footballers from outside the topflight could be of ‘moderate risk’ on the basis of their social and other media profiles,” the ASA said in its ruling.

Akinfenwa initially rose to fame through the FIFA series of video games, where he was highlighted by YouTuber-turned-boxer KSI for his in-game strength attribute.

“While we acknowledged BetUK’s view that Mr Akinfenwa’s clothing range, BeastModeOn, had broad appeal and was not targeted at children, we considered the manner in which he was portrayed in the media and by which he had marketed himself would have led some football fans to view him as a cult hero in the game,” the UK’s advertising watchdog said.

“We therefore considered that his media profile, alongside our view that he was unusually well known for a former lower league footballer, would have placed him in the ‘moderate risk’ category of the guidance.”

BetUK also argued that only eight percent of Akinfenwa’s followers on Instagram were under-18s and that the radio ad was played during a show which was likely to have an adult audience.

The operator added that 13% of his Snapchat followers were under 18.

The ASA, however, noted in its ruling that Akinfenwa therefore “had at least 157,000 followers who were under 18 years.”

The watchdog added that the true number was likely higher due to the unavailability of follower data for Facebook, X (formerly Twitter) and TikTok.

“Although his career as a lower league footballer and his media profile in isolation would have placed him in the ‘moderate risk’ category, we considered that because he had such large numbers of social media followers who were under 18 years due to his career and profile, Mr Akinfenwa would be placed in the ‘high risk’ category and was likely to be of strong appeal to under-18s,” the ASA concluded.

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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DragonBet fires up its slots offering with Stakelogic games

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Stakelogic’s latest UK deal brings its full slot suite and Spin to Win jackpot feature to DragonBet players

Casino content provider Stakelogic has announced a new partnership with UK-facing sportsbook and casino operator DragonBet, bringing its extensive suite of slot titles to one of the UK’s most exciting independent brands. The integration, facilitated via Relax Gaming, further strengthens Stakelogic’s presence in the UK and adds a high-performance slot offering to Dragon Bet’s growing casino vertical.

As part of the deal, Dragon Bet players will now have access to Stakelogic’s complete slot portfolio, headlined by recent top performers including Wrath of Zeus ClusterBreaker and Kraken’s Catch, alongside classic-style fruit games and modern video slots packed with advanced mechanics.

Also included in the rollout is Spin to Win, Stakelogic’s pioneering progressive jackpot system. Built to deliver real-money wins directly from within the base slot game, Spin to Win randomly selects a player and transports them to a live jackpot wheel – injecting gameplay with the potential for an unexpected twist and big rewards.

Neil Tanti, Head of Sales at Stakelogic, said: “Dragon Bet is a standout brand in the UK betting scene, with strong local roots and big ambitions. We’re thrilled to bring our full slot portfolio to their players and to support their casino growth strategy with content built for engagement and performance. Spin to Win is a great example of how we’re pushing the boundaries of what a slot experience can be.”

Daniel Falvey, Casino Manager at Dragon Bet, added: “At DragonBet, we’re committed to offering something fresh, exciting, and truly engaging for our players. Stakelogic fits that bill perfectly. With innovative, fast-paced slots and unique features like their Spin to Win progressive jackpots, they bring a dynamic new edge to our offering that we’re confident our players will love.”

The post DragonBet fires up its slots offering with Stakelogic games appeared first on European Gaming Industry News.

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Xtremepush Confirms €12m Financing by AshGrove Capital

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Xtremepush, a market leader of CRM and gamification powered by AI, has announced today that it has received €12m in new funding from its long-term investment partner, AshGrove Capital. 

The European capital solutions provider, which specialises in B2B software companies, has issued a flexible debt facility to Xtremepush, which will allow a scaling up of its ambitious growth and acquisition strategies. In addition, it will cement Xtremepush’s market-leading position as a unified CRM and gamification software platform while also advancing its footprint in regulated verticals such as financial services, e-commerce, and publishing.

Xtremepush’s next growth phase, set to be expedited by this latest funding, will see it scale up its operations in multiple regulated markets. This will allow Xtremepush, with Ashgrove’s support, to continue its investment in industry leading R&D, explore new opportunities in other verticals, expand its global market footprint, and power its acquisition strategy complementary to its existing model. The CRM experts hold a five-year investment relationship with AshGrove Capital and this funding round gives a strong approval of the trajectory of the Dublin-based firm, which also has private equity relationships with tech-focused Grafton Capital and Bettor Capital.

Tommy Kearns, CEO and co-founder at Xtremepush, said of the latest funding: “AshGrove Capital has been a hugely supportive partner over the last five years and this latest financing commitment will help us realise our ambitious growth strategy and will accelerate our acquisition plans in the very near future.

“Xtremepush has gone from strength to strength as a CRM and gamification leader in a short space of time, and this backing makes it a truly exciting time to push on following such a major vote of confidence in our technology, leadership, and business direction.”

Jonathon Ferguson, Co-Founder and Partner of AshGrove Capital, added: “Xtremepush are one of very few innovators in the CRM space, consistently raising the bar and demonstrating value to its partners, who inevitably continue their relationship for the long haul”.

“This latest investment is testament to our belief in their ambitious growth strategy, strong leadership, and robust organisation – one that empowers regulated businesses to deliver compliant, tailored communications at scale. With this new commitment, we’re ready to facilitate the next step of the Xtremepush journey and help the firm scale to become a leader in CRM across various regulated sectors.“

The post Xtremepush Confirms €12m Financing by AshGrove Capital appeared first on European Gaming Industry News.

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BGaming Strengthens Its Presence in Italy with San Patrignano Contribution and Introduces New Game Classification

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Rapidly expanding content provider shows commitment to responsible gambling in Italy ahead of SiGMA Rome

Popular iGaming content provider BGaming solidifies its position in Italy with a refreshed game classification system and a new local social initiative. As part of its growing commitment to the Italian market, BGaming has made a significant financial contribution to San Patrignano, a local non-profit organisation supporting people struggling with gambling and other addictions. The donation will help fund the community’s recovery programme dedicated to the rehabilitation of people with gambling addiction, reinforcing BGaming’s focus on responsible gaming and customer well-being.

San Patrignano’s long-standing rehabilitation programme helps individuals rebuild their lives through professional guidance, education, and strong community support for both participants and their families.

This initiative follows BGaming’s recent acquisition of a licence in Italy in March 2025, highlighting the company’s ongoing efforts to build a sustainable and socially responsible presence in the region.

Alongside its social commitment, BGaming has also introduced a new classification of its gaming portfolio, designed to reflect the studio’s diverse and player-oriented approach. The refreshed structure divides its titles into three key categories: Casual, Classic, and Entertainment.

The Casual category features fast, easy-to-play titles that typically provide shorter playing sessions and high engagement rates. Top performers in this category include hits like Aviamasters, Plinko, Plinko 2, Balloon Mania, Golden Piñata Hold & Win, and Winter Fishing Club.

The Classic category includes more traditional slot games, featuring classic gameplay mechanics and low to medium volatility. Popular games in this category include Burning Chilli X, Hot Chilli Bells, Lady Wolf Moon, and Fruit Million.

Finally, there is the Entertainment category, featuring high-volatility games characterised by their advanced gameplay features, bonus buy options, and strong appeal to streamers. Headliners in this category include Snoop Dogg Dollars, Merge Up, Bonanza Billion, Aztec Cluster, Wild West Trueways, and the iconic Elvis Frog series.

Those interested in discussing what BGaming has to offer can visit the company at booth 2049 during SiGMA Rome, which takes place from November 3rd to 6th.

Olga Levshina, CCO at BGaming, said, “Italy is an incredibly important market for us, and we are proud to strengthen our presence here not only through innovative content but also through meaningful action. Our partnership with San Patrignano reflects BGaming’s belief that entertainment and responsibility must go hand in hand.

At the same time, the refreshed game classification provides both our partners and our players with more clarity on what to expect from each game. We are excited to showcase the diversity of BGaming products and meet potential partners at SiGMA Central Europe.”

The post BGaming Strengthens Its Presence in Italy with San Patrignano Contribution and Introduces New Game Classification appeared first on European Gaming Industry News.

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