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Harrison Barrett, VP of business development, spoke to the iGB team at iGB L!VE 2026 to discuss the evolution of Soft2Bet’s MEGA platform, which started out as a purely gamification layer but has become “much more compelling than simply leaderboards, missions and point-based rewards”.
As Barrett puts it, MEGA is “ultimately a retention tool that helps our partners move away from heavy bonus and costs”.
With ice hockey and UFC-themed initiatives driving engagement in North America and a 45% lifetime value increase seen with the launch of MEGA Shoot, a player-versus-player simulation penalty shootout game initiative which launched during the World Cup, it is an exciting time for the Malta-based platform provider.
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Various tier one and two retail operators, such as William Hill and Betfred, have scaled back and closed hundreds of shops between them this year.
Non-remote betting was reported at £2.4 billion (down 3.3%) with non-remote casinos at £933.9 million (up 0.4%) and non-remote bingo at £703.8 million (up 8.2%).
Gaming machines in arcades recorded £800.1 million in GGY (up 10.7%), mainly across adult gaming centres (£761.4 million, +11.3%). Gaming machines overall contributed £2.7 billion to GGY, reflecting a 4.3% uplift.
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The acquisition follows another recent French omnichannel agreement that saw Tipico and Betclic owner Banijay Entertainment’s gaming arm acquire JOA’s network of 33 regional casinos across France.
Banijay did not disclose any financial details, except that the acquisition would be supported by funds managed by Blackstone and Kings Park Capital.
Merkur represents the gaming and leisure division of the Gauselmann Group, a historic German family-owned enterprise specialising in gaming machines, software and casino operations across Europe.
