ICE REVIEW


DATA.BET D


ATA.BET, a leading provider of esports solutions, successfully participated in ICE London 2024, the largest iGaming exhibition, focusing on demonstrating esports potential for betting operators and software providers. This year, all attendees not only discovered recent DATA.BET’s product


releases and updates, but also had fun at the sim-racing F1-themed ICE Esports Arena, sponsored by the company. The arena became a dynamic platform for about 1,500 esports enthusiasts and industry professionals to network and compete in different activities. On each exhibition day, everyone was able to test their racing skills and participate in exciting challenges, such as Pit Stop, VR and Sim-racing and Pro Head-to-Head. During three days, 47 participants managed to get to the finale of the daily tournament, Beat the pro, fighting against professional sim-racers. All finalists of this challenge received branded gifts, and three of them became champions with drones as the main reward.


But not only challenges and prizes ensured a thrilling show for everybody. The DATA. BET’s trading team used the tournament’s live-generated content to produce odds line, providing visitors with a unique opportunity to watch the esports betting creation process.


The esports data provider also became a headliner of the Esports Betting Conference held on February 8 within the ICE VOX. Together with other industry experts, Alex Kozachenko, chief product officer of DATA.BET, explored the significance of delivering reliable data and shared valuable insights in a panel discussion, ‘Stepping Out of Data Beta’. Kozachenko emphasised: “We were delighted to offer ICE visitors a memorable experience, collaborating with the exhibition organizers. The strategic participation at major iGaming events like ICE is integral for reshaping the esports landscape and reinforcing the DATA.BET’s commitment to unlocking the full potential of esports for operators and software providers. We are not just observing industry trends but actively contributing to the evolution and optimization of esports for the broader audience.”


Boomerang Digital B


oomerang Digital’s dynamic start to the year continued at ICE where it announced a new partnership with London-based video virtuals and instant win games specialist Highlight Games Limited. Following its December 2023 launch the streamlined entertainment brand created by Andrew Ludlow in partnership with the Finnish games developer Air Dice has purchased IHL Tech, announced a substantial long-term development and supply agreement with UK independent operator the Rudd Group and secured the partnership with Highlight Games. Under the terms of the agreement Boomerang will use its market-leading technology stack and HG’s innovative game concept and extensive video archive portfolio to create a new ‘Lotto Goals’ numbers game and distribute it to a leading tier one UK retail operator in time for the UEFA Euro 2024 Championships this summer. Distribution will thereafter extend to Highlight and Boomerang’s respective UK and international customers in the gaming, betting and lottery sectors.


Lotto Goals requires the player to pick six football shirt numbers from a pool of 22 options. A series of goals from favourite players and teams featured in Highlight’s video archive then play out to reveal if the player’s chosen shirt numbers come in as winners.


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Andrew Ludlow, co-founder and CEO Boomerang Digital, said: “We are thrilled to be working with the team at Highlight Games to facilitate the development and distribution of its exclusive content. The exceptionally innovative concept which marries numbers games and real football footage is something our customers have been crying out for. Together, Highlight and Boomerang will grow their respective UK and international customer bases across the world in this mutually beneficial agreement.”


Steven Holmes, CEO, Highlight Games, added: “I’m delighted to be working with Boomerang Digital to deliver our award- winning content to the entire retail network of a tier one UK retail operator ahead of the


UEFA Euro championships this summer. This partnership will enable our business to expand its distribution of content across the UK and internationally – it’s an exciting step in our growth as a video virtual sports and instant-win game supplier creating the cross over between lottery/numbers games and archive video footage.”


Reflecting on the brand’s participation in what was the last edition of ICE to be held in London prior to its January 2025 relocation to Barcelona, Ludlow said: “To be at ICE as a part of the Air Dice stand has brought both businesses even closer together. The fusion of offline and online retail works exceptionally well, and ICE was the perfect platform to unite those two constituent parts. “With a proven skill-set spanning compliance, membership, mobile, bulk SMS provision, handheld tablets, as well as bingo and numbers games Boomerang is genuine one-stop shop delivering compelling customer engagement solutions for the international land-based gaming and entertainment sectors.”


“There is a strong international flavour to our product portfolio and I believe that through our participation at ICE we have made a compelling case to be considered amongst Europe’s leading retail gaming and gambling entertainment solutions providers.”


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