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“The priority is to prove the model properly; make sure the games perform and demonstrate that it works commercially.”

The proposition is already being tested commercially. Live casino supplier Eeze has become the first supplier to utilise Studio in a Box as it looks to expand its proprietary content into slots. Using Yggdrasil’s framework also gives Eeze access to its wider distribution network.

The first games are expected towards the end of the year, with the partnership ultimately targeting a release cadence of two games per month. For Curwen, Eeze demonstrates the demand among established gaming businesses for greater ownership of their content strategy without the cost and complexity of creating a conventional development operation.

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SmartSoft CEO Guram Gotsadze said the company’s decision to join the AiA reflected its growing focus on the continent and its commitment to supporting the development of regulated and sustainable gaming markets.

“Africa is an important and growing part of SmartSoft’s international strategy, and joining the African iGaming Alliance represents an important step in strengthening our long-term commitment to the continent,” he commented.

Peter Kesitilwe, CEO of the AiA, added: “SmartSoft already has significant exposure to African markets, and we look forward to working with their team on issues ranging from B2B licensing and market access to responsible gaming, channelisation and sustainable regulation.”

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Other retail sectors performed better. Bingo GGY increased 8.2% to £703.8 million ($941.8 million), while arcade GGY rose 10.7% to £800.1 million ($1.07 billion).

While the new figures underline the sheer scale of Britain’s regulated market, leading operator Entain is pressing the government for tougher action against black-market platforms.

Entain highlighted that 11 of 20 Premier League clubs currently hold sponsorship or advertising arrangements with gambling operators lacking a Gambling Commission license—up from government estimates of eight clubs during the 2025/26 season.