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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 current landscape pays lip service to responsible gaming, and you’d hardly see effective player protection architecture other than messages asking players to gamble responsibly and surface-level awareness campaigns.

“Having a minimum standard in player protection is one of the aims of the network. Our view is that responsible gaming regulations need to move beyond being paper-based requirements to actual standards that are upheld as a regulatory requirement.”

The ARGN’s launch follows the inaugural Africa Safer Gambling Week earlier this month.

How to play Ultimate Texas Hold'em

For Splash Tech, optimisation means protecting a safe and enjoyable experience while giving operators the opportunity to increase gross gaming revenue. “Getting that balance right is why we exist, really,” Wilson says.

These are not capabilities that Splash Tech intends to begin developing now the acquisition has completed. Its products are already live with recognised operators including ComeOn, while a number of its free-to-play relationships are entering their fifth year.

Commercial confidentiality prevents Wilson from attaching individual numbers to those partnerships, but he is unequivocal about the jackpot engine’s record. “Every operator or brand that’s launched our jackpot engine has seen an immediate lift in GGR,” he says.