The Fire Joker has returned, his blazing grin wider than ever. He’s back in control of the reels, where classic fruits and symbols light up under his fiery touch. But this time, there’s more than just mischief in the air. The heat has intensified, the stakes are higher, and this scorching slot is cranked up to a full 100.
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The Fire Joker has returned, his blazing grin wider than ever. He’s back in control of the reels, where classic fruits and symbols light up under his fiery touch. But this time, there’s more than just mischief in the air. The heat has intensified, the stakes are higher, and this scorching slot is cranked up to a full 100.

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Retention focus for sports betting brands after Super Bowl LVI

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Retention focus for sports betting brands after Super Bowl LVI

 

Keeping customers active to prevent attrition is key to growth

With the number of U.S. states legalizing online sports betting growing at a fast pace over the last year, online gambling brands will be keen to attract new players ahead of Super Bowl LVI on February 14th. However, customer service experts Enteractive say that retention of new players will be key to maintaining growth in the current gold rush to build a loyal customer base.

“While sportsbook operators are spending large sums on licensing, promotion, marketing, and competitive odds to prompt fast growth as they enter these new markets in the U.S., they must keep a focus on retention of all those hard-won customers,” says Mikael Hansson, founder of Enteractive, a company which provides loyalty and engagement services for the online gambling industry, contacting players on behalf of sports betting brands with more personal one-to-one phone calls.

Following last month’s successful launch of mobile sports gambling services in New York, it’s clear that there’s a large appetite amongst US consumers for the growing number of online sportsbooks. In a YouGov survey from January 2021, almost 20% of Americans said they like to wager on the Super Bowl, with 77% betting purely on the outcome of the game.

In 2022, with so many more states now offering legalized mobile sports betting, sportsbook operators can expect to see increased registrations from new customers around Super Bowl LVI, but while this increased interest is good for business, successful growth will depend upon those new customers remaining active, rather than â€churning’ after big events like the Super Bowl are over.

“There’s currently a gold rush in the U.S. sports betting market,” adds Hansson, “and the eventual winners will be those brands that engage with their customers and build relationships for the future. Every brand in this sector must keep a clear focus on all aspects of their offering, ensuring that all the hard work in getting to market is not quickly lost to the competition.”

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Big stage, bold presence: NOVOMATIC brings the energy to G2E 2025

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Big stage, bold presence: NOVOMATIC brings the energy to G2E 2025

 

At this year’s Global Gaming Expo, NOVOMATIC will unveil a slate of products designed to turn heads on the casino floor and, more importantly, drive measurable returns for operators. The portfolio balances spectacle with substance, showcasing the company’s dual commitment to entertainment and profitability.

Cabinets with presence

Taking center stage is the U.S. debut of the DIAMOND X™ 1.55J Quattro, a cabinet that has already earned international acclaim and is now poised to reshape the North American market. Its sweeping 55-inch J-curved UHD display, paired with an immersive TouchDeck™ interface and integrated sound system, delivers a cinematic experience. When deployed in four- and six-bank configurations, the DIAMOND X™ 1.55J Quattro becomes a floor-dominating anchor designed to draw players from across the room.

Alongside it, NOVOMATIC presents the V.I.P. X™ cabinet series, a family of machines built as much for spectacle as for player comfort. The lineup includes the V.I.P. X Royal™ 1.85, V.I.P. X Dream™ 2.43/3.43, V.I.P. X Lounge™ 2.32, and the commanding V.I.P. X Galaxy™ 2.65. With oversized UHD screens, ambient lighting, and luxury seating, these cabinets push the boundaries of what slot entertainment can look like. The V.I.P. X Galaxy™, with its dual 65-inch displays, swiveling TouchDeck™, and fully integrated “Viper” lounge chair, redefines centerpiece design for extended play.

Games built for performance

On the content front, NOVOMATIC is placing a spotlight on RISING TREASURES™, a Multiple Feature suite on the NOVO LINE™ platform. By layering Free Games, Xtra Spins, and Prize Upgrades into one package, it delivers the kind of variety that keeps players engaged and operators confident in performance.

Also making its debut is ULTRA BOOST™ LINK 3 Treasures, the latest extension of a player-favorite franchise. Its three-pot bonus mechanic, paired with a dynamic reel-matrix feature, offers a blend of frequent wins and long-term jackpot anticipation, striking a balance between accessibility and thrill. Rounding out the lineup are fresh titles like XTENSION LINK™ Evolution and Piggy Prizes – Wish of Riches, broadening the company’s already diverse library. NOVOMATIC Americas has built notable success in Puerto Rico’s Street Market and continues to place a strategic emphasis on Street Market VGTs overall. Through its “Street Smart” focus, the company is committed to delivering localized, performance-driven game content that supports operators.

“Our focus is clear: deliver innovation that performs. The cabinets we are launching, the content we are expanding, and the systems we are advancing are all designed to give operators a tangible advantage on their floor. At G2E, we’re not just showing products – we’re showing a strategy built for lasting operator profitability” said Jakob Rothwangl, Managing Director, NOVOMATIC Americas.

Thomas Schmalzer, VP of Global Sales and Product Management at NOVOMATIC AG, adds: “At G2E 2025, we are showcasing the full breadth of NOVOMATIC’s innovation power – from cabinets with iconic design to premium game content and future-ready systems. What makes our portfolio stand out is not only the visual and entertainment value, but the way it consistently translates into strong performance for our customers.”

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Beyond the reel

NOVOMATIC’s G2E presence extends well past slot machines. Novo Unity™ Pro, the company’s flagship Electronic Table Games platform, allows multiple live, automated, and virtual games – from Roulette and Baccarat to Poker and Blackjack – to be played through a single terminal. For operators, it is a way to expand game variety without expanding footprint.

For the systems sector, NOVOMATIC presents the NOVOVISION™ Casino Management System, a modular suite of applications built to handle the complexities of modern gaming operations. From biometrically supported cashless gaming and real-time analytics to sophisticated player tracking and loyalty dynamics, NOVOVISION™ equips operators with tools to run smarter floors and cultivate deeper player engagement.

A market statement

Together, the DIAMOND X™ 1.55J Quattro, the V.I.P. X™ series, RISING TREASURES™, ULTRA BOOST™ LINK 3 Treasures, Novo Unity™ Pro, NOVOVISION™, and localized game content for Puerto Rico reflect NOVOMATIC Americas’ strategic vision: uniting design and technology to captivate players, empower operators, and build a lasting competitive edge in rapidly evolving markets.

Join us at the NOVOMATIC booth #1259 in Las Vegas to experience firsthand what’s new, what’s trending, and what’s redefining the future of gaming worldwide.

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Compliance Updates

Football Season Kicks Off: Arizona Department of Gaming Warns of Gambling Scams and Highlights Consumer Protection Tools

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September is Responsible Gaming Education Month, and the Department is reminding fans to play it safe with tools like Check Your Bet, self-exclusion, and the 1-800-NEXT-STEP helpline.

With the football season underway, the Arizona Department of Gaming (“the Department”) is warning Arizonans about the growing risks of unlicensed online casinos and sportsbooks. September also marks Responsible Gaming Education Month, making this an important time to remind fans that if you choose to play, play it safe by choosing a regulated operator.

Regulated gaming offers important consumer protections, helping ensure fair play, data security, accountability, and a safer overall experience. The Department has seen an increase in consumer complaints about unlicensed gambling operations in recent months, a trend expected to intensify as football season kicks off and the busiest event wagering period of the year begins. Common issues include unfair or misleading terms, difficulty withdrawing winnings, and accounts being frozen without explanation, often after a withdrawal request.

“Responsible Gaming Education Month is the perfect time to remind Arizonans that while legal, regulated gaming options are available to all Arizonans ages 21+, there are also deceptive operators eager to take advantage of fans during football season,” said Jackie Johnson, Director of the Arizona Department of Gaming. “Unregulated platforms lack responsible gaming safeguards, age verification, and offer no consumer protections, which puts Arizonans at risk. That’s why the Department is promoting resources to give every Arizonan the tools they need to make informed choices and play responsibly.”

To help protect Arizonans, the Department has launched a new Responsible Gaming website and is spotlighting three key resources this month:

  • Check Your Bet– If you choose to participate in gaming, opting for legal, regulated operators is the best way to protect yourself. Playing responsibly means knowing your operator is licensed and that you meet Arizona’s legal gaming age of 21+. This online resource helps Arizonans confirm they’re using a legal site, which helps protect against fraud, identity theft, and other risks.
  • Self-Exclusion Program– A free, confidential program that allows people to voluntarily limit their access to Arizona’s regulated gaming. The statewide self-exclusion program was established in 2004 for casinos and expanded in 2021 to include retail sportsbooks, event wagering platforms, and fantasy sports platforms. More than 550 Arizonans enrolled in the last fiscal year, and over 11,000 have chosen this option since the program began.
  • 1-800-NEXT-STEP – A confidential, 24/7 helpline for anyone seeking support right now, whether for themselves or someone they care about. The helpline connects Arizonans with caring professionals who can provide immediate assistance, low and no-cost treatment referrals, and financial counseling.

These resources, along with more tips and tools, are available at the Department’s new webpage: gaming.az.gov/ResponsibleGaming.

Top 5 Signs of an Unlicensed Gambling Site

The Department urges Arizonans to be cautious and watch for these warning signs that a site or app may be fraudulent or unlicensed:

  1. No Responsible Gaming Protections – Licensed operators are required to provide responsible gaming tools, including age verification to ensure no one under the age of 21 can play, deposit limits, time limits, self-exclusion options, and access to the 1-800-NEXT-STEP helpline. If you don’t see these tools, it’s a red flag.
  2. Too-Good-to-Be-True Offers – Promises of “guaranteed wins,” oversized bonuses, or “risk-free” bets are common scam tactics.
  3. Trouble Getting Paid and No Dispute Resolution – Unregulated sites often delay or deny withdrawals, with little to no process for resolving disputes.
  4. Unusual Payment Methods – Sites that only accept cryptocurrency, wire transfers, or gift cards instead of secure, standard payment options are a major warning sign.
  5. Copycat Branding or Poor Site Quality – Some fraudulent sites impersonate legitimate Arizona casinos or sportsbooks, using misspellings, broken links, or look-alike names to trick players into downloading their app or visiting their site.

“Licensed operators in Arizona are required to provide responsible gaming safeguards. When people play on unregulated sites, those protections are missing and people are more vulnerable,” said Elise Mikkelson, Director of the Division of Problem Gambling. “That’s why Arizona’s helpline exists: to ensure every Arizonan has access to the support they need. With more than 11,000 Arizonans choosing to enroll in the state’s self-exclusion program since it began, it’s clear that no one is alone in taking steps to protect themselves. And if you or someone you know is struggling, help is always available.”

How to Report Suspicious Gambling Activity, Fraud, or Identity Theft:

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Arizonans who believe they may have encountered an unlicensed or suspicious gambling site are encouraged to report it directly to the Arizona Department of Gaming. Reports help the Department investigate and take action to protect consumers statewide. If you find a website, app, or business that claims to offer legal gaming in Arizona but does not appear to be licensed or authorized by the Department, follow these steps:

  1. Document the website URL, app, business name, and any promotional materialsassociated with the platform or operator.
  2. Report itto ADG at [email protected] and the Arizona Attorney General’s Office Consumer Information and Complaints Unit at (602) 542-5763 or by visiting azag.gov/consumer.
  3. Cease activity on the platform and monitor financial accounts for unauthorized transactions.
  4. If you suspect identity theft, report it to the Federal Trade Commission (“FTC”): for help in English, go to IdentityTheft.gov, and for help in Spanish, go to RobodeIdentidad.gov.

The Department takes complaints about all illegal gambling seriously. Reports can be made anonymously.

 

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Latest News

BMM INNOVATION GROUP KICKS OFF 2025-2026 WORLD TOUR AT GLOBAL GAMING EXPO IN LAS VEGAS OCTOBER 6-9 AT THE VENETIAN EXPO

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BMM Innovation Group (“BIG”, the “BIG Group”, or “the Company”), a technology conglomerate focused on product compliance testing, training, and cybersecurity solutions for the global gaming industry, today announced its participation in the Global Gaming Expo (“G2E”), October 6-9 at the Venetian Expo in Las Vegas.

Marking the first stop on BIG’s 2025–2026 World Tour, all the BIG Group brands — BMM Testlabs, BIG Cyber, and RG24seven Virtual Training — will be represented at the show, highlighting the Company’s trusted global expertise.

BMM Innovation Group Chairman and Chief Executive Officer Martin Storm said, “G2E is an important gaming event and the place to begin our 2025–2026 World Tour. BIG represents the full spectrum of gaming support, from compliance and cybersecurity to training. Our message is simple: select the BMM Innovation Group to be your partner in every gaming market.”

BMM Testlabs, the world’s original and longest-established gaming independent testing and certification lab, will highlight its 44 years of leadership in product compliance, helping land-based and digital suppliers and operators reduce risk and fast-track market access.

BIG Cyber, the BIG Group’s cybersecurity arm, will highlight its full suite of managed and professional services, including SOC monitoring, penetration testing, vulnerability assessments, and PCI:DSS evaluations. These solutions are designed to protect gaming companies, strengthen defenses, and help improve cyber-resilience.

RG24seven Virtual Training offers expert-led compliance-grade virtual training to gaming employees worldwide through a host of courses focused on responsible gaming, compliance, sports betting, anti-money laundering, human trafficking awareness, and much more. G2E attendees can find RG24seven Virtual Training in their dedicated G2E Booth No. 1600, where training experts will offer demonstrations of its industry-leading virtual training solutions.

Together, the BIG companies reinforce the BIG Group’s mission and vision to transform gambling industry compliance and protect all who gamble.

The BMM Innovation Group invites G2E attendees to schedule meetings at the show with its global business development leaders and experts in compliance, cybersecurity, and virtual training at worldtour.bmm.com.

 

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GamingAmericas.com (part of HIPTHER) is your one-stop portal for the latest news, insights, and analyses in the gaming industry across the Americas. From legislative updates and market trends to interviews with industry leaders, we provide a comprehensive look at the dynamic landscape of both online and land-based gaming. Whether you're a stakeholder looking to stay ahead of the curve or a gaming enthusiast eager for reliable updates, GamingAmericas.com has got you covered. Follow us on social media and subscribe to our newsletter for real-time updates and exclusive content. Make informed decisions and stay ahead in the game with GamingAmericas.com.

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