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Iconic UK betting brand The Pools has partnered with marketing agency ActiveWin, as it continues to accelerate its digital transformation.

The century-old brand, best known as the original home of football pools, has undergone a dramatic refresh over recent months, including new digital products and a modernised brand identity aimed at engaging a new generation of players.

ActiveWin will support The Pools with affiliate marketing. The collaboration will strengthen The Pools’ online presence, as well as expand its customer base and build on its already strong reputation.

Part of The Pools’ recent major growth drive strategy saw the launch of its upgraded online presence earlier this year, with the brand migrating onto Gaming Innovation Group’s state-of-the-art SportX sportsbook and CoreX iGaming platform to ensure a best-in class product offering for customers.

Gemma Strath, Head of Marketing at The Pools, said: “For more than 100 years, The Pools has been the place for great games that are easy, fun and affordable to play. Partnering with ActiveWin allows us to reach new audiences while maintaining the trust, value and enjoyment that have defined The Pools for generations.”

ActiveWin Managing Director, Joshua Gamble, said: “We’re proud to be working with one of the UK’s most historic betting brands. The Pools has an unrivalled heritage, and our goal is to help translate that history into modern-day digital success. With our expertise across all areas of performance marketing, we’re confident we can deliver strong growth to help build upon The Pool’s recent digital transformation.”

The post The Pools joins forces with ActiveWin to boost digital growth appeared first on European Gaming Industry News.

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Amusnet has released its latest slot game – 40 Lucky Wilds Hot. This sizzling online slot turns the temperature up with classic charm, vibrant symbols, and electrifying winning potential.

Designed with 5 reels and 40 fixed paylines, 40 Lucky Wilds Hot invites players into a world where every spin crackles with excitement. The game brings luck and heat together through its beautifully crafted set of symbols, including the Crystal Clover Wild that appears on the 2nd, 3rd and 4th reels. It substitutes for all other symbols except for the two Scatter symbols (the Dollar and the Star) to help players form winning combinations.

With high-energy visuals, seamless gameplay, dynamic sound effects and fantastic special features, every spin delivers a rush of anticipation. Whether you’re drawn to the traditional slot aesthetic or the thrill of rapid-fire wins, 40 Lucky Wilds Hot is the perfect blend of nostalgia and modern excitement.

Buy Bonus

The Buy Bonus allows players to purchase one, two, or three Expanding Wilds on reels 2, 3, or 4 for 4.5x, 15x and 71.5x the total bet, respectively.

Guaranteed Wins

While active, Guaranteed Wins ensures that at least one winning line appears on the reels during spins.

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 40 Lucky Wilds Hot appeared first on European Gaming Industry News.

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Pamela Klockenbrink has become the new Managing Director of Merkur Casino GmbH. This subsidiary of the Merkur Group operates over 700 gaming venues in Germany and Europe. Pamela Klockenbrink succeeds Meik Sellenriek, who was appointed to the Executive Board of Merkur.com AG on January 1, 2025, and is now handing over his current management responsibilities to new hands. Together with Benjamin Bredenkamp, who will remain part of the management team, the 52-year-old will lead the company’s fortunes in the future.

With Pamela Klockenbrink, Merkur Casino is strengthening its leadership team from within its own ranks. The Bad Oeynhausen native began her career at Merkur in May 2015 as coordinator of national and international controlling at Merkur Casino. Most recently, Klockenbrink served for almost ten years as Head of Controlling at the Merkur subsidiary. Before joining the group, she shaped the finance and accounting departments of international corporations in various management positions, leading projects in the areas of international accounting and international taxation, among others.

Meik Sellenriek, Executive Board Member for Merkur Operations at Merkur.com AG, said: “We are delighted to have recruited Pamela Klockenbrink as our new Managing Director. Thanks to her many years of service with the company, she has a considerable repertoire of in-depth industry knowledge. This diverse experience will form the foundation for successfully developing Merkur Casino and leading it into a promising future.”

Pamela Klockenbrink said: “I greatly appreciate the trust placed in me by being appointed to the management team. My goal is to play a key role in shaping and further driving the successful development of Merkur Casino GmbH together with my colleague Benjamin Bredenkamp and our dedicated team.”

The post Pamela Klockenbrink Becomes the New Managing Director of Merkur Casino appeared first on European Gaming Industry News.