PARTNERSHIPS DURING THE RISE

 While Africa is considered the birthplace of all things, online gambling is a major part of Europe. Despite online gambling becoming an international phenomenon, the "Peninsula of All Peninsulas", where major innovations and changes take place every day, is still the best place to be.

The European gambling market has become more vibrant because it is home to the most relevant jurisdictions. Websites like Amazon Slots dominate this huge market, providing top-notch gaming entertainment to millions. There is no time for relaxation as competition in this leisure industry grows, especially in the southern part of the continent.

PARTNERSHIPS DURING THE RISE

For the European gambling industry, it is true that one person cannot do everything. We have seen a surprising number of partnerships over the last few months that have the potential for transforming the Mediterranean's often-neglected gambling market.

The multi-year agreement between Playtech, Betway is one of the most prominent collaborations. This deal will extend across multiple jurisdictions and include Playtech's award winning Live Entertainment products. Playtech is a well-established online gaming company that has been in existence since 1999. It's obvious that it understands what it does when it comes to partnering with one of the largest online gaming companies.

Gaming Innovation Group is another industry veteran who is looking to establish its dominance in Southern Europe. Two deals have been signed by the software provider with operators in Portugal and Spain. Why is this important? The former is well-known for its strict gaming laws, which forced many casino and gaming brands to leave the market. There is more variety, which means more fun for players. Portugal is still a young market and has not yet reached its full potential. GiG acquired Sportnco in April for EUR51.3m (PS43.2m/$56.7m). It seems like this brand is not going to stop.

Relax Gaming also found Spanish markets to be very interesting. Entain, one of the largest gaming companies worldwide, was a potential partner. This partnership marks Relax Gaming's first appearance in sunny Spain. Relax Gaming will offer 30 top titles. More titles will be added as the DGOJ (Direccion General de Ordenacion del Juego) approves.

WHY GO NORTH?

Southern Europe is not just about beautiful beaches and archaeological finds. This is the region of Europe that hasn't been overwhelmed by online gaming. Online gaming is a much more popular option than in Northern Europe. However, the southern regions have only recently begun to take online gaming seriously. The most exciting markets are Spain, Portugal, and Greece. These markets offer great opportunities for brand establishment and expansion. They are poised to be the next big thing online, according to the deals that we saw in the first quarter.

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