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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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“It becomes less about how many developers you employ and much more about how creative you are and how well you understand the player,” Curwen says.

For an industry already producing content at enormous scale, that distinction is important. The promise of Game in a Box and Studio in a Box is not simply that they can help put even more games into an already crowded market.

Instead, Curwen hopes that by removing some of the cost and risk that have traditionally surrounded development, creators will have greater freedom to take chances on what they produce.

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On Monday, the Department for Digital, Culture, Media and Sport (DCMS) announced that Ruth Evans has succeeded Charles Counsell to take on the full time role of Gambling Commission chair.

Counsell took the helm in February 2025 following Marcus Boyle’s departure in January last year.

Evans, who chairs Stop Scams UK, an initiative she founded in 2019 to unite banks, technology companies and telecom providers to combat payment fraud, will assume the position on 30 September, commencing a five-year term.