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Harrison Barrett, VP of business development, spoke to the iGB team at iGB L!VE 2026 to discuss the evolution of Soft2Bet’s MEGA platform, which started out as a purely gamification layer but has become “much more compelling than simply leaderboards, missions and point-based rewards”.
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.
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It noted the role of machine gaming revenue in sustaining shops outside of race days, which in turn supports local economic activity, including around £50 million annually devoted to British horse racing.
Entain warned that a sharp rise in MGD could prompt customers to migrate out of the regulated market, estimating that up to £1 billion in gambling stakes could shift to the black market.
The company cited analyses from the Office for Budget Responsibility which suggested previous gambling tax rises had reduced expected tax receipts, including a £500m reduction in forecast receipts for 2029-30. This revenue, writes David, would flow to the black market.
About Blackjack Players Choice
In 2009, despite having relinquished any active role in the online gambling industry years earlier, I launched CalvinAyre.com due to my dissatisfaction with the news sites that then dominated discussion of the gaming sector. I found their coverage too deferential to the established giants of the day and too oblivious of the changes I saw looming on the horizon.
I didn’t invent online gambling, but I saw its potential early enough to help shape the industry in ways that allowed it to emerge from the shadows into the mainstream.
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