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Penn National Gaming Partners with GTG Network for Barstool Sportsbook App Launch

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Penn National Gaming Partners with GTG Network for Barstool Sportsbook App Launch

 

GTG Network’s iSport Genius data insights product to be deployed for US sports betting debut

Sports Gamification and content provider GTG Network announced a partnership with Penn National Gaming, Inc. (“Penn National”) (NASDAQ: PENN) for its iSport Genius (iSG) data insights and sports content to be a part of the eagerly-awaited new Barstool Sportsbook mobile app.

Penn National announced that the Pennsylvania Gaming Control Board (“PGCB”) has approved a live, real money test period for its Barstool Sportsbook app in Pennsylvania from September 15-17.

Following the test period, Penn National intends to officially launch the Barstool Sportsbook app in Pennsylvania on September 18, subject to final regulatory approvals. Penn National plans to introduce the Barstool Sportsbook app in additional states in the coming months.

GTG Network’s iSG leverages trillions of pieces of data, producing over 20,000 facts per event with insights at an unprecedented depth. By providing this information, iSG helps improve the overall experience for bettors and sports fans alike by creating more informed users.

“We are excited to announce further growth in the U.S. by partnering with Penn National, the nation’s largest regional gaming operator, said Nathan Rothschild, co-founder and partner, GTG Network. Like everyone else, we expect the Barstool Sportsbook app to make a significant impact in the U.S. sports betting sector. We have been working closely with the team at Penn National and are excited to be a part of their Barstool Sportsbook product.”

“We seek to build fun, engaging, and unique sports betting and gaming product experiences, and the iSG data product complements that strategy, said Jon Kaplowitz, Head of Penn Interactive. We are excited to be partnered with GTG Network, and look forward to utilizing their services as we scale the Barstool Sportsbook product across the U.S.”

This agreement will see GTG Network’s iSG deployed in all states where the Barstool Sportsbook app is launched. All of the world’s major professional leagues will be covered as well as a select group of college sports.

Compliance Updates

INCENTIVE GAMES SECURES MICHIGAN GAMING LICENSE

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INCENTIVE GAMES SECURES MICHIGAN GAMING LICENSE

 

Incentive Games, a leading B2B games provider, is proud to announce that it has been awarded a Provisional Michigan gaming licence by the Michigan Gaming Control Board (MGCB), effective today. This achievement allows the company to bring its innovative suite of Real-Money Games to operators and players across the state.

The Michigan licence represents Incentive Games’ first foray into the North American regulated market. This comes shortly after the launch of Incentive Studios, the company’s dedicated Real-Money Gaming division, which is set to drive its ambitious growth in this sector. The licence underscores the company’s unwavering commitment to maintaining the highest standards of compliance, security, and operational integrity. Obtaining this licence, which requires excellence in areas such as robust security protocols and comprehensive responsible gaming measures, provides access to one of the most dynamic iGaming markets in the United States.

Ahmed Baker, Chief Commercial Officer at Incentive Games, said, “Securing our Michigan licence marks an exciting new chapter for Incentive Games. It’s a testament to our unwavering commitment to meeting the highest regulatory standards and unlocks a significant opportunity for us in a critical North American growth market. This will allow Incentive Games to forge new partnerships and bring our highly engaging Real-Money Games directly to players in Michigan. We’re very grateful to the MGCB for this achievement, which is a pivotal step in our global expansion strategy as we continue to deliver world-class products and build strong partnerships in the region.”

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Compliance Updates

BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE

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BMM TESTLABS PROMOTES SACHA MCLAUGHLIN TO VICE PRESIDENT OF GLOBAL QUALITY ASSURANCE

 

BMM Testlabs, the world’s original gaming test lab renowned for exceptional product compliance and certification services, today announced the promotion of Sacha McLaughlin to Vice President of Global Quality Assurance.

BMM’s President of Land-Based Gaming & Inspections, Kirk White, said, “Sacha has consistently demonstrated exceptional leadership, operational excellence, and a customer-first attitude. Her experience and passion will be critical as we continue to grow our QA services to meet the always-evolving needs of the global gaming industry.”

With over 18 years of experience in software implementation and seven years in the gaming industry, McLaughlin brings extensive knowledge of both agile and waterfall development methodologies, test planning, project management, and cross-regional team leadership. She is recognized for her ability to build and scale QA organizations that deliver quality, speed, and value to customers.

McLaughlin joined BMM in 2018 and has held roles of increasing responsibility within the Company, most recently serving as Senior Director of Quality Assurance. Throughout her tenure, she has been instrumental in expanding BMM’s QA capabilities and helping customers launch products into the global gaming market more quickly, with a focus on regulatory compliance, functionality, fairness, and security.

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Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps

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Liftoff’s 2025 Mobile Ad Creative Index Reveals UGC Is a Key Differentiator for Top Apps

 

Major findings from the newly launched report include playable ads having the potential to deliver impression-to-install rates 16 times that of non-playable formats for emerging gaming apps and a 20% increase in spending on interactive ads year over year.

Liftoff, a leading AI-enabled growth platform for the mobile app economy, has published its seventh annual Mobile Ad Creative Index. The report explores top creative trends that are attracting and scaling in ad spend across consumer apps and games. It also highlights the expanding role of AI in creative production, testing, and optimization.

This year’s Mobile Ad Creative Index specifically analyzes creative concepts that have excelled in scale for Liftoff’s highest-spending advertisers over the past 12 to 48 months. It is based on findings from over 4.7 trillion impressions, 263 billion clicks, and 1.1 billion installs between 1 January 2023 and 31 May 2025.

 

Highlights from the report include:

Top consumer apps are investing in interactive ads to compete for engagement

In 2024, the share of spend on interactive ads for top apps increased by 20% year over year. The share of spend increased by 2% for spenders outside the top tier. Top-spending apps differentiate their campaigns by adding innovations to evergreen concepts such as social scrollers, carousels, and scratch-offs.

Playable ads deliver returns across ad budgets for mobile game advertisers

In 2024, the share of spend on playable ads for top games averaged 35% higher than other games. Across all ad budgets, however, playable ads delivered higher conversion rates. Impression-to-install rates were 8 times that of non-playable formats for top spenders and 16 times that of non-playable formats for other game advertisers.

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Tailoring “metaplay” elements to motivations can improve performance

“Metaplay” elements—gameplay that diverges from an app’s core design to appeal to a broader audience—are widespread, but top games gain an edge by tailoring their metaplay ads to the publisher audience. The report found that aligning “metaplay” creative with publisher audiences resulted in a 93% increase in installs-per-mille.

UGC is becoming a key differentiator in driving scale for consumer apps

The share of spend on user-generated content (UGC) increased 11% for top-spending apps, with social and utility apps seeing the most significant jump of nearly 30% between 2023 and 2024.

Widespread adoption of Gen AI leads to more customized ad experiences

Creative teams increasingly leverage AI to enhance top-performing assets with 3D and motion and to create and test variations. Top advertisers also use AI to recombine their assets in customized ad experiences that break away from standard video to playable formats.

Yann Zeller, Chief of Staff, Creative at Liftoff, said: “Today’s creative landscape is shaped by a single, powerful truth: attention is the commodity, and brands, games, and influencers are all vying for it. Great mobile ad experiences can earn attention by aligning context with behavior. As ad formats become richer and AI expands our ability to personalize and adapt creatives at scale, we’re able to unlock new insights into user behavior and motivation. We see users spend meaningful stretches with the right content, sometimes 60 to 90 seconds when the ad feels personal or prompts meaningful participation. This isn’t just a better way to advertise—it’s a better way to tell stories and the most exciting brief we’ve had in years.”

Soren Steelquist, Director of Creative Production, said: “The proof is in the data—more and more consumer apps are incorporating UGC into every stage of their marketing, and programmatic is no different. UGC works because it’s authentic and relatable, and users are more likely to be influenced by ad when it’s coming from a trustworthy source. To see higher impact from UGC creatives, work with a partner that can match the right creator with your brand and develop winning concepts that resonate with audiences.”

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