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SiGMA Europe 2024: A game-changer for betting affiliates

Published

1 year ago

November 9, 2024

An event that continues to be a defining moment in the iGaming world is the SiGMA Europe event, taking place again in 2024. The event takes place in MMH, Malta between the 11th and 14th of November, and it is the leading convergence point for the global iGaming community. Over the years, SiGMA Europe has established itself as the premier event for showcasing the latest developments, technologies, and regulatory updates in the industry. The main topic of this year is the betting affiliates, as these play a crucial role in driving the sector’s growth.

What to expect at SiGMA Europe 2024

Activities would be the one word to sum up this event: SiGMA Europe 2024 will be buzzing with activity. With over 27,000 delegates expected to attend, and over 1,000 sponsors and exhibitors, the event will not have a quiet moment. SiGMA Europe 2024 brings together a mix of industry professionals, operators, tech innovators, and policymakers from many countries around the world. For the agenda of this year, it is clear that the event will revolve around transformative themes, including AI, the emergence of blockchain-powered gaming solutions, the evolving landscape of sports betting, and the role of affiliates. There has been a boom in both traditional sports betting, which has fostered the need for SmartBettingGuide to provide overviews and reviews of the best online sports betting sites. But the boom also entails esports betting, which has resulted in the conference focusing on the expanding opportunities for betting affiliates to grow and also diversify their offerings.

At the conference, attendees can look forward to more than 550 speakers, each bringing interesting insights from various corners of the iGaming industry. Beyond the speakers and exhibitors, attendees can also look forward to networking sports side-events, parties, cultural activities, lounges, and dinners, all catering to foster a good environment for knowledge sharing and brainstorming.

SiGMA Europe’s focus on betting affiliates

In 2024, SiGMA Europe is fully focusing on the support for the affiliate sector. The conference will therefore feature dedicated spaces where professionals can network and exchange best practices for affiliates. The conference will contain specialized sessions delving into evolving marketing trends, including the increasing shift to influencer partnerships, and how to leverage content personalization to engage audiences. Some of the affiliate-related highlights include a SiGMA affiliate retreat, marketing workshops, affiliate-operator iGathering, a session named “Clash of Alliances: The Affiliate-Operator Showdown Malta”, and an Influencers and Affiliate Marketing session.

All these events and sessions are designed to allow affiliates to discuss, network, and learn from each other, while fostering an environment for knowledge sharing related to the latest advertising regulations, to ensure that affiliates operate within the legal frameworks of multiple jurisdictions. As networking is an essential component, SiGMA ensures to facilitate meetups between affiliate program managers and various other figures in the sector. This is especially beneficial for affiliates aiming to expand their reach, as the conference is an opportunity to engage directly with iGaming brands, tech innovators, and finance professionals.

Betting trends and affiliate opportunities in 2024

Beyond affiliates, SiGMA Europe 2024 will also address major trends that are reshaping the betting affiliate landscape. One such is the prominence of crypto betting. As more bettors are turning to digital currencies, especially due to the high level of privacy and efficiency, it is important for affiliates to understand the implications of such a shift.

Another focus is on mobile betting. By 2025, it is expected that mobile betting will account for over 90% of sports betting revenue, which also means that affiliates have to optimize their content and conversion strategies for mobile users. Another game-changer that will take some space at the conference is live-streaming. With various live-streaming platforms gaining popularity, affiliates can harness these platforms, resulting in attracting a younger audience.

Networking and partnership opportunities

For betting affiliates and other professionals in the sector, SiGMA Europe 2024 constitutes a great networking opportunity. The conference consists of a good mix of structured meetups, mixers, networking lounges, retreats, and casual meetups. Overall, this will give affiliates and other alike an exclusive access to some of the key decision-makers from the leading betting operators and software providers around the world. One of the main goals of the conference is to spark collaborations, whether it being affiliate deals or finding tech partners for marketing efforts.

Networking at SiGMA is both about making contacts and to form partnerships which can define the future of businesses. This is why the conference has such a great focus on various networking events, to facilitate building connections and foster long-term business relations.

Affiliate product showcases and tech innovations

For betting affiliates, the affiliate product showcases are another highlight. Here, tech companies will present their latest innovations, which can be anything from advanced CRM systems to AI-powered analytics tools. Affiliates will learn how to implement these technologies to drive conversions and increase revenue.

Regulatory sessions and compliance updates for betting affiliates

As the regulatory environment continues to change, betting affiliates have to stay compliant. That is why SiGMA Europe 2024 offer sessions on navigating the complexities of regulations, and having experts discuss the consequences of these regulations.

Key takeaways for betting affiliates

As it has become evident in this article, the advantages of attending SiGMA Europe 2024 for affiliates are many. With new insights, new products discoveries, and invaluable networking opportunities, affiliates can propel their business growth at this conference.

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From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

2 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

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‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

2 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

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Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

2 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: