This week in B2B news (25 April)

Booming Games content available on 32Red

Booming Games has penned a deal that will see its portfolio of games made available on 32Red.

Players will now get access to a “carefully curated” list of “innovative” slot content from the supplier.

Aaron Axisa, Booming Games head of sales, said: “This collaboration allows us to bring our high-quality, innovative slots to a wider audience, and we’re confident that 32Red players will enjoy our engaging title.”

Allana Hart, 32Red senior casino content manager, added: “This collaboration adds real value to our platform, and we look forward to seeing how our players engage with Booming’s impressive portfolio.”

Vega Gibraltar partners with Casimba Gaming

Casimba Gaming has appointed Vega Gibraltar to support its expansion plans in the UK.

Vega Gibraltar will support the firm’s in-house teams with “agency-scale support” as it looks to ramp up its performance marketing output.

Carl Hallam, Vega Gibraltar co-founder, said: “We’re incredibly proud to be working with Casimba Gaming. From day one, it’s felt like a true collaboration, and that’s exactly the kind of partnership we built Vega Gibraltar for.

“We’re not here to replace in-house; we’re here to enhance it, with insight, scale, and speed that unlock growth. That shared mindset is already delivering excellent results.”

Michael Curran, Casimba Gaming head of marketing, added: “They’ve already integrated very quickly, as a result, we’re seeing impressive KPI improvements across the board. Bringing a strategic perspective and genuinely caring about performance.”  

Bet365 gives away UEFA Champions League final tickets

Bet365 is giving its customers the chance to enter a ballot and win tickets to this year’s UEFA Champions League final.

The latest activation forms part of the privately owned operator’s sponsorship of the premier European club football competition.

Alongside tickets, the winners will also receive a €500 travel voucher, two-night stay in Munich and free stadium transfers for the match.

The ballot closes on 27 April, with the operator already having distributed over 2,000 free tickets to Champions League matches this season.

GR8 Tech launches Ultim8 Sportsbook iFrame

GR8 Tech has announced the launch of its latest sportsbook solution in the form of the Ultim8 Sportsbook iFrame.

The product aims to help operators with content catered to them as well as a customisable front-end, mixed with an AI-driven toolset.

Sergey Ghazaryan, GR8 Tech chief revenue officer, remarked: “ULTIM8 is built for results. Operators using our iFrame solution see up to 50% GGR uplift through features that come ready to deploy – odds personalisation, parlay tools and dynamic cashout.

“Coupled with the geo-tailored layouts and widget-based front-end flexibility, these things give operators the ability to shape the ultimate experience for their audiences, while keeping full control over performance and profitability.”

Grace Media to offer extra support to IGP

Grace Media has struck a deal with IGP’s bingo brands to provide additional support.

The partnership will see Grace Media offer its solutions for compliance, payments, fraud protection and more to several IGP brands including UK Bingo, Chitchat Bingo, Bogof Bingo and Panda Bingo.

Lars Söderlund, IGP business director and co-founder, said: “Their track record speaks for itself, and we’re looking forward to working closely with the Grace Media team to take these brands to the next level.”

Chris Prentice, Grace Media head of revenue and partnerships, added:“We’re all about providing the support operators need to thrive in the UK market, and we’re confident our model will help IGP’s brands unlock new opportunities over the coming months and years.”

SkillOnNet adds more content Mexican market

SkillOnNet has expanded its ongoing partnerships with Light & Wonder and ELK Studios by adding the studios’ titles to its offering Mexico.

SkillOnNet players in Mexico, including users of flagship brand PlayUZU, will gain access to a host of games from the duo.

Jani Kontturi, SkillOnNet head of games, said: “Both studios have a strong reputation for developing world-class content, and their games have already proven to be hugely popular in other markets.”

Jack Riley, Light & Wonder commercial account director, added: “Through this expansion, we’re ensuring that more players have access to the rich variety of games that have made Light & Wonder and ELK Gaming leaders in the industry.”

Soft2Bet claims trio of titles at European awards

Soft2Bet has picked up three awards at The European’s Global Banking & Finance/Sustainability & ESG Awards.

The supplier picked up first place in pioneering visionary in the igaming industry 2025, outstanding customer support in igaming 2025 and innovation leader in responsible gaming and sustainability 2025.

Max Portelli, Soft2Bet CFO, said: “We are honoured to receive this recognition from across industries, which reflects our relentless DNA of innovation, our customer-first approach and our commitment to responsible gaming.

“This inspires us to continue delivering data-driven, customised solutions for players and partners.”

Sportradar adds cricket to Alpha Odds

Sportradar is adding cricket markets to its Alpha Odds product.

Operators can use Alpha Odds via the supplier’s Managed Trading Services (MTS) and Premium Cricket Service, with 400 in-play and 200 pre-match markets available each game.

Darren Small, Sportradar senior vice-president of MTS, said: “Introducing Alpha Odds into cricket is a game changer.

“We are bringing real-time, AI-driven precision pricing to a new arena, giving operators sharper margins and bettors a more dynamic experience.”