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Plucky follows funding round success with EGR Innovator of the Year award
Plucky, the leading platform for monetising free-to-play games and modernising pool betting, has been awarded the Innovator of the Year award at the prestigious EGR Operator Awards 2024, emerging victorious from the headline category which included the likes of Entain, Kaizen Gaming, and PokerStars.
The UKGC-licenced operator was commended for its pioneering means of bringing new revenue streams to free-to-play and fantasy games providers, with its partnership with Genius Sports, powering the first publisher in its agreement – The Telegraph Fantasy Football game with paid leagues, one of its standout deals in the judging period.
The inaugural gaming award win for Plucky follows a successful funding round – which closed earlier in October – that has raised over £500,000 and will provide strategic funding to facilitate the firm’s next stage of growth across its B2B and B2C arms.
The new financing will be used to accelerate Plucky’s free-to-play monetisation arm, as well as expanding the footprint of its pool betting, which allow social circles to easily set-up randomised cash draws on any sporting event, such as the Grand National and Euro 2024. The UKGC-licensed operator is also exploring opportunities within live competitive socialising venues and has imminent ambitions to enter new regulated gaming markets.
Prominent investors entered in the latest round, demonstrating confidence in both the scalable business model that utilises existing partner audiences, and the Plucky team, consisting of serial entrepreneur Sebastian Lewis and fantasy sports expert Matthew Steer, amongst other industry and tech veterans.
Sebastian Lewis, CEO & co-founder at Plucky, said: “The Plucky model has been refined over the past couple of years to ensure it can fully meet the vast demand that we know is there for more engaging free-to-play games and pool betting opportunities. To have this validated with the Innovator of the Year award is testament to the concept and rare capacity to bring new revenue streams and retention opportunities to such a competitive igaming sector.”
“This latest funding round comes at a great time, having demonstrated what Plucky is all about with our partnership with Genius Sports. We’ve shown the appeal that paid leagues and app-first pool betting opportunities have for the end user, and the monetisation opportunities these bring to free-to-play and media partners is vast.”
The post Plucky follows funding round success with EGR Innovator of the Year award appeared first on European Gaming Industry News.

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Poppleston Allen bolsters Gambling Team with specialist commercial law consultant
Leading licensing law firm Poppleston Allen is delighted to announce that betting and gaming industry stalwart Tom Grant is joining their Gambling Team as a consultant solicitor, bolstering its offering by advising on commercial contracts.
Tom has more than 20 years of experience in the gambling sector and has advised high-profile clients including Buzz Bingo, Cowells-Arrow, FSB and GAN as well as numerous growing businesses within the sector. Tom will work with the Gambling team drafting, negotiating, and advising on a range of commercial agreements that are essential to the growth of our clients’ business, such as sponsorship agreements, game development agreement, sports data rights licences, content licensing, platform agreements, affiliate terms, white-label agreements and customer terms and conditions.
Partner and department head Nick Arron comments: “I’m really looking forward to working with Tom. We’ve had a number of clients in common for years and our legal practices complement each other nicely. Tom’s expertise and understanding of regulatory frameworks and commercial challenges are fairly unique within the gambling sector, and allows us to offer additional services to our clients and reflects the opportunities we see in the gambling industry.”
Tom Grant said: “This is a great opportunity for both of us. The team has an outstanding reputation in the sector, and I look forward to contributing my expertise to help clients navigate the complexities of commercial agreements and achieve success in a competitive and dynamic market.”
Alongside his work with Poppleston Allen, Tom will continue to grow his own practice at Grant Legal.
The post Poppleston Allen bolsters Gambling Team with specialist commercial law consultant appeared first on European Gaming Industry News.
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Altenar integrates Optimove’s Opti-X platform to deliver enhanced personalised content
Leading sportsbook technology provider adds dynamic layouts, real-time messaging and flexible experimentation tools
Altenar, a leading sports betting and iGaming software provider, has integrated Optimove’s Digital Experience Platform (DXP), Opti-X, to help operators boost engagement, personalisation and lifetime value from a player’s first visit.
Optimove’s DXP offers a Real-Time Messaging feature which allows operators to automatically trigger personalised messages across all marketing channels at the most opportune moments, ensuring timely and relevant communication that keeps players engaged.
Opti-X includes a Smart Search Engine powered by AI, which delivers lightning-fast, personalised search results. The engine tailors results based on a player’s past search history, platform behaviours, and betting preferences.
Altenar can now also offer more advanced end-to-end personalisation across all channels and platforms. Opti-X’s behavioural, historical, and predictive modelling equip operators to create detailed micro-segments, which promise more personalised interactions, fostering loyalty and increasing player value over time.
This strategic integration underscores Altenar’s commitment to continuously improving its offering and delivering innovative, player-centric solutions that have a significant impact for sports betting operators.
Diego Salas, Sales Manager at Altenar, said: “We are committed to enhancing the user experience and leveraging data to provide personalised content that offers clear benefits both to players and operators. Our partnership with Optimove allows our clients to better understand player behaviour and tailor their content to optimise their offerings and marketing messages.”
Adi Dagan, Senior Director of Partnerships at Optimove, said: “Altenar is a clear breakthrough leading sports betting software provider and being part of their solution is a true honour. This partnership is a boon for sports betting operators to ensure incredible personalised experience for each player. These are incredibly exciting times for online sports betting as we get to partner with an innovator like Altenar to take the industry to the next level.”
The post Altenar integrates Optimove’s Opti-X platform to deliver enhanced personalised content appeared first on European Gaming Industry News.
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Spillemyndigheden Calls Attention to FATF’s Updated Lists of High-risk Jurisdictions
The Danish Gambling Authority has called attention to FATF’s (Financial Action Task Force) updated lists of high-risk jurisdictions: the Grey List (jurisdictions under increased monitoring) and Black List (call for actions). Among other things, gambling operators must include FATF’s lists of high-risk jurisdictions when assessing players’ risk.
Jurisdictions listed on the Grey List are Algeria, Angola, Bulgaria, Burkina Faso, Cameroon, the Ivory Coast, Croatia, DR Congo, Haiti, Kenya, Laos, Lebanon, Mali, Monaco, Mozambique, Namibia, Nepal, Nigeria, South Africa, South Sudan, Syria, Tanzania, Venezuela, Vietnam and Yemen.
Jurisdictions listed on the Black List are Democratic People’s Republic of Korea, Iran and Myanmar
Gambling operators are required to conduct enhanced customer due diligence (EDD) pursuant to section 17(1) of the Danish AML Act, if a player is assessed to impose a higher risk of the gambling operator being misused for money laundering or terrorist financing.
Gambling operators shall conduct this risk assessment based on Annex 3 to the AML Act (high-risk factors) which includes the FATF high-risk country lists (the so called black list and grey list)
It is not required that gambling operators perform EDD if a country is listed on the FATF’s list. EDD are only a requirement for players from jurisdictions listed in the EU Regulation of High Risk Third Country list pursuant to. 17(2) of the AML Act.
The post Spillemyndigheden Calls Attention to FATF’s Updated Lists of High-risk Jurisdictions appeared first on European Gaming Industry News.
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