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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.

Barrett also describes how MEGA can “make a player feel connected within the software ecosystem and the brands” Soft2Bet operate with.

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The second consultation, which ran from 15 July to 9 September, followed an initial review in February.

But Entain warned the current timeline, which would enforce the ban by August 2027, was not timely enough, allowing unlicensed operators to sponsor Premier League clubs for another full season.

Premier League clubs are prohibited from any form of gambling front-of-shirt sponsor, after a voluntary ban came in from the start of the 2026-27 campaign.

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Europe, excluding the UK, grew 2%. Overall, regulated revenue for B2B accounted for 83% of overall revenue across the segment, marking 21% growth, compared to unregulated.

Speaking during the follow-up analyst call, Playtech CEO Mor Weizer said regulated revenue would continue to grow, although the company would “continue to support those markets that we believe over time will become regulated”.

“Unregulated is not illegal,” he asserted. “We will continue to support those markets that we believe over time will become regulated.