Latest News
9Rooftops Retains Pennsylvania Lottery as Agency of Record Relationship Celebrates 20 Years

9Rooftops, an integrated marketing agency known for breakthrough creative that gets results, announced the continuation of its agency-of-record relationship with the Pennsylvania (PA) Lottery after a competitive review. The two organizations have worked together in various forms for the last two decades. The new contract calls for 9Rooftops to elevate the Pennsylvania Lottery statewide with a focus on creating fully integrated marketing campaigns that highlight the Lottery’s key mission of proceeds going back into the communities to support older Pennsylvanians.
“We’ve been honored and grateful for our role in helping the Pennsylvania Lottery succeed and grow. Each year we strive to be an indispensable partner, continuously and fearlessly fulfilling the Lottery’s objectives. We are proud of the value we’ve delivered through our integrated services, innovative thinking and data-driven research,” Kevin Meany, CEO of 9Rooftops, said.
“9Rooftops was selected after a competitive procurement, including a careful evaluation of responsive proposals. We believe 9Rooftops is uniquely qualified to help our Lottery evolve in a complex marketing environment so that the PA Lottery can continue generating vital funds our seniors rely on each day. These funds help seniors with property tax and rent rebates, transportation, meals and prescription assistance, among many other critical programs and services,” Lottery Executive Director Drew Svitko said.
Some of the highlights of the relationship include:
- Creating and activating the Lottery Love Brand Campaign in 2022 to commemorate the Lottery’s 50th anniversary. The campaign celebrates self-expression and encourages an emotional connection from Pennsylvanians inviting them to “express their love for the lottery”.
- Creating and introducing Gus, the CGI character, which quickly became a beloved brand asset and a prominent feature for Scratch-Off games.
- Developing the Lottery’s social media platforms to extend engagement via Facebook and Instagram.
- Promoting the launch of the PA Lottery Online gaming platform, which helped modernize the Lottery and generate new funds to benefit older Pennsylvanians.
Key goals of upcoming campaigns are to help the Lottery reach the next generation of players and continue to generate funding for programs that benefit older Pennsylvanians across the state.
9Rooftops Senior Vice President and Group Account Director Stephen Smith said: “As a consultant, creator, producer, trailblazer and friend of the Pennsylvania Lottery for over 20 years, we’ve been privileged to grow with our partners through every challenge and celebration along the way. We have a clear, detailed and expert perspective on the current and emerging landscape and are thrilled to continue helping the Pennsylvania Lottery achieve its goals. Moreover, as we have done, we will continue to provide ongoing and detailed insights that help the Pennsylvania Lottery grow in an environment of unprecedented competition.”
Latest News
SlotMatrix ignites the reels of West Virginia with Wild Extravaganza launch

SlotMatrix, the world’s largest casino content aggregator, has expanded Wild Extravaganza’s reach in the U.S launching in West Virginia, alongside existing markets, New Jersey and Michigan. Â
Wild Extravaganza is a high-energy 5×3 video slot that packs vibrant visuals, dynamic gameplay, and huge win potential in a 10-payline experience. The game pays left to right, right to left, and even from the middle, offering players multiple chances to win on every spin.
The core feature of Wild Extravaganza is its multiplying wilds, which can stack on three of the five reels and can reveal a 2x, 3x, or 7x win multiplier.
Wild Extravaganza is fully supported by EveryMatrix’s suite of advanced engagement tools, including free spins, leaderboards, and tournaments, helping operators drive acquisition and retention in regulated U.S markets.
This U.S release is part of a recent surge of SlotMatrix exclusive games entering the market, including 3 Coin Treasures, Lara Jones Treasures of Egypt 2, and Glorious Diamonds.
EveryMatrix holds licences in key North American markets, including West Virginia, Michigan, Pennsylvania, Connecticut, and Ontario, and powers more than 300 customers globally.
Stephen Orchard, Head of Commercial Operations, SlotMatrix, said: “Wild Extravaganza is all about giving players thrilling, fast-paced action and the chance to land some seriously big wins. We’re excited to bring this experience to West Virginia as we continue our expansion across the U.S.” Â
Latest News
Esportes Gaming Brasil introduces LOTTU, its new digital betting platform focused on innovation and user experience

Esportes Gaming Brasil has just launched LOTTU, its new digital betting and entertainment platform. Modern, bold, and interactive, the brand was created with the purpose of delivering a faster, more personalized, and more efficient experience for bettors.
With this launch, the group now operates with the maximum limit of three brands authorized by the five-year federal license granted by the Secretariat of Prizes and Betting of the Ministry of Finance (SPA/MF), as established by Law 14.790/2023. In addition to LOTTU, the portfolio includes Esportes da Sorte and OnaBet.
“LOTTU reflects everything we’ve learned in recent years, but with a real leap in performance and usability. It is a platform built from the ground up, with a focus on speed, real-time promotions, and navigation tailored to different bettor profiles,” says Darwin Henrique da Silva Filho, CEO of Esportes Gaming Brasil Group.
With proprietary architecture and a high degree of customization, LOTTU offers features that allow greater flexibility for promotions, dynamic layouts, and a smoother user journey. The applied technology expands interaction and engagement possibilities, with an emphasis on responsiveness and operational intelligence.
“The arrival of LOTTU represents more than just a portfolio expansion. It materializes a brand that combines technology, aesthetics, and dynamism to deliver a truly differentiated experience. From concept to design, every detail was crafted to connect with the modern bettor, who values agility, trust, and innovation,” highlights Marcela Campos, Vice President of Esportes Gaming Brasil.
The system also incorporates monitoring tools that proactively identify signs of risky behavior—redirecting users to specialized support channels and reinforcing the group’s commitment to responsible gaming practices.
More than expanding its portfolio, the launch of LOTTU consolidates Esportes Gaming Brasil as one of the leading groups in the sector, with a strong institutional presence in Brazil’s sports and cultural scene—through initiatives such as sponsorships of clubs like Corinthians, Ceará, Ferroviária, and Náutico, and support for regional events such as Carnival, São João, and the Parintins Festival.
Gambling in the USA
NYC Mayoral Front-runner Zohran Mamdani Says He Won’t Oppose Casino Development

As a state lawmaker, Zohran Mamdani generally opposed plans to open full-scale casinos in New York City. In June, when he walked past a billboard showing betting markets for the city mayor’s race, he even quipped that “gambling is haram,” an Arabic word meaning forbidden.
But on Wednesday, Mr. Mamdani said that he did not intend to use his newfound political clout as the Democratic mayoral nominee and the race’s front-runner to try to stop the arrival of casinos that are widely considered a fait accompli.
Speaking alongside the leader of a union pushing the gambling expansion, Mr. Mamdani told reporters that while he still had doubts about the casinos backed by corporate giants, he respected the views of state voters who had approved the downstate gambling expansion more than a decade ago.
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