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What is Fortune And Finery?
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.
About Fortune And Finery
Premier League clubs are prohibited from any form of gambling front-of-shirt sponsor, after a voluntary ban came in from the start of the 2026-27 campaign.
But Entain found 11 of the current 20 Premier League clubs still hold sponsorship or advertising arrangements with operators that don’t hold a UK licence, up from the government’s estimate of eight.
The deals include sleeve sponsorships, stadium branding and training kits.
What is Fortune And Finery?
“Our role as a regulator is not to stand in the way of innovation, but to help create the certainty and confidence needed for innovation to flourish responsibly,” Mizzi said.
The charter does not create new regulatory obligations and was designed to complement legislation including the EU AI Act and GDPR.
Instead, it proposed a risk-based approach. It suggested lighter controls on use cases such as coding assistants, but strong checks on customer-facing functions, particularly those involving fraud and responsible gambling.
