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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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The video shows a vault filled with cash, followed by a scene where Davies’ father is released after police allegedly determine the money came from legitimate gambling, the ad claims.

The AI-generated image of Davies’ father then urges viewers to visit the same online casino he used. Users who click the ad are redirected to Oxibet, an offshore gambling platform based in Comoros.

The Sun quoted Davies’ agent, who called the advertisement “lies” and confirmed that the soccer star has no ties to any gambling sites.

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“The subject is interesting to me because the gap between the sunny, titillating legend and the grim reality of the counter-story are so distant from one another,” Carlson said. “To put it in personal terms, I want to believe the sun-tanning showgirl story, because the alternative is depressing.”

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