This week in B2B news (11 July) 

Evoplay’s Azerbaijani expansion 

Evoplay has partnered with Azerbaijani state-owned lottery operator Azərlotereya OJSC as part of a deal that will see the supplier provide its portfolio of e-instant games.

Azərlotereya OJSC users will gain access to titles such as Adrenaline Rush and Big Catch, while other games are expected to launch later this month. 

Frank Cecchini, Evoplay head of lottery, said: “We are incredibly proud and pleased that Azərlotereya, a member of the World Lottery Association, has chosen our games to help with generating revenue for their good causes.”

Ashraf Pashabayli, igaming product manager at Azərlotereya, added: “Evoplay responded to all our requests with great professionalism and attention to detail. We got the games exactly how we wanted them and look forward to continued success.” 

Incentive Games moves into Michigan 

Incentive Games has been granted a provisional Michigan gaming licence by the state’s regulatory body, effective immediately. 

In turn, the Michigan Gaming Control Board (MGCB) will allow the supplier to bring its full suite of real-money games to both operators and players in the Great Lake State.

Ahmed Baker, Incentive Games chief commercial officer (CCO), 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.” 

Booming Games bolsters Ivy Casino offering 

Booming Games has successfully integrated its slots titles with UK-facing operator Ivy Casino. 

Ivy Casino customers will now be able to play a host of the supplier’s games, including 64 Gold Coins Hold & Win.

Matt Attard, account management team lead at Booming Games, said: “We’re thrilled to see our games now live on Ivy Casino, a brand that’s already establishing itself as a serious player in the UK market.

“Our titles, especially 64 Gold Coins Hold & Win, are designed to deliver excitement and engagement, and we’re confident Ivy Casino’s players will respond well to our growing portfolio.”  

ToonieBet pens CFL sponsorship 

Soft2Bet’s Canada-facing brand, ToonieBet, has been unveiled as the official partner of the Canadian Football League (CFL) and the league’s championship game, the Grey Cup. 

The firm will serve as the CFL’s official sports betting and official online casino partner via the multi-year deal.

Martin Collins, chief business development officer at Soft2Bet, said: “Aligning with one of Canada’s most trusted leagues allows us to strengthen our bond with Ontarians and deliver a best-in-class sports betting and gaming experience through ToonieBet.” 

Tyler Keenan, CFL chief revenue officer, added: “Together with ToonieBet, we will unlock exciting avenues of entertainment, delivering new products, responsible gaming options and unique activations, to better serve the future of fandom.”

GG.BET to sponsor heavyweight clash 

GG.BET has been announced as the main sponsor of the upcoming heavyweight bout between Oleksandr Usyk and Daniel Dubois. 

Set to take place at Wembley Stadium on 19 July, GG.BET, in partnership with Queensberry Promotions and Ready to Fight, will offer exclusive promotional offers in the build-up to the contest. 

A GG.BET spokesperson said: “We didn’t choose the slogan ‘Big fight. Real thrills.’ for this event by chance; it perfectly reflects both the scale of the event itself and the excitement viewers can experience.  

“We are proud to be part of such a historic event and hope every viewer will enjoy the fight to the max.” 

Nolimit City strengthens position in Brazil 

Nolimit City has expanded its partnership with SkillOnNet into Brazil, with the supplier’s games now available at PlayUZU.bet.br and BacanaPlay.bet.br. 

Users on the two sites will be able to play Nolimit City games such as Duck Hunters, Fire in the Hole 3 and Tombstone Slaughter thanks to the expansion.

Malcolm Mizzi, Nolimit City COO, said: “From the very beginning, we’ve had our eyes on Brazil, being one of the first providers to certify our games in the region. We’re really excited to go live with SkillOnNet, and our roadmap doesn’t lie.”

Jani Kontturi, head of games at SkillOnNet, added: “Partnering with Nolimit City in Brazil feels like a no-brainer. They create the kind of content that cuts through the noise – bold, original, and different. That’s exactly what we’re seeing resonate in Brazil.”