The partnership will see BGaming host its catalogue of igaming content on First Look Games’ website, offering the latter’s readership assets and information on each of the supplier’s online casino titles.  

Information that BGaming will showcase on the First Look Games website includes game sheets, logos, images, videos and demo links supported by age verification technology from Age Checked. 

Elliott Resnick, Head of Commercial at First Look Games, commented: “BGaming has a portfolio of epic slot games that have really hit the mark with players. Not only does the studio know how to produce a great-looking slot, but it also knows how to develop the gameplay to match. 

“The BGaming team understands the reach that publishers have with different player cohorts, and how they can join forces with these publishers and tap into their audiences through First Look Games to really elevate game promotion and studio marketing activity.”

Providing access to assets via the partnership will allow affiliates to create content around individual BGaming slots, with the studio also able to select specific affiliates and provide them with an exclusive first look into its new games. 

Kate Puteiko, Chief Marketing Officer at BGaming, added: “We are really proud of the games we produce and want to make as many players as possible aware of the slots in our portfolio. This deal with First Look Games and its access to premium publishers will allow us to do just that.” 

While this move sees BGaming enhance its position in the affiliate space, the studio initiated a charitable endeavour earlier this month by pledging €10,000 to a Polish chess school. 

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The deal will see ELA Games gain access to the First Look Games platform and have its own dedicated library. The group will be able to upload information and assets for each of its games, plus benefit from the First Look Games White Label Client Area. 

Elliott Resnick, Managing Director at First Look Games, commented: “It’s great to see ELA Games come on board to not only take advantage of our marketing platform but also our cutting-edge client area, taking the promotion of its games to the next level. 

“Game marketing is tough given the competition that studios are up against, but affiliates provide direct access to player communities seeking the next slots to spin. ELA Games can now tap into these audiences and showcase what its titles offer.” 

Including age verification and jurisdiction services, ELA’s free to play games will be available to all registered publishers through the First Look Games Demo Game Server.  

Mike Cini, Business Owner of ELA Games, added on the deal: “First Look Games offers what we need to elevate our marketing activity and leverage the power of affiliates to make more players than ever before aware of our studio and the awesome games that we produce. 

“We focus heavily on data and analytics as we believe it’s important for us to be aware of how our games are performing and how they are perceived by players. First Look Games provides great insight to this as well as providing us with a client area where our partners can access everything they need in a seamless manner.”

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Under the terms of the agreement, ESA Gaming will upload assets such as game sheets, logos, images and videos for each of its online casino titles on the First Look Games platform. 

This, in turn, will allow First Look Games’ network of affiliate partners to host information regarding ESA Gaming’s slot release on their own individual websites. 

Thomas Smallwood, Head of Marketing at ESA Gaming, commented: “As an independent studio, we have the freedom to create truly unique games but driving awareness of our titles can be tough given the stiff competition we face from the industry’s power players.

“This is an important partnership with us, and we look forward to unlocking the full potential of the First Look Games platform as we level up the promotion and marketing of our games.”

While First Look’s affiliates can download game information and assets to create previews and reviews for each ESA Gaming title, they will also be able to use the platform to showcase demo versions of each game, with player verification carried out by 1account. 

The platform aims to ‘generate anticipation and excitement among players’ for each ESA Gaming title as affiliates can gain access to game information up to two weeks before each game is set to be released. 

Elliot Resnick, Managing Director at First Look Games, added: “ESA Gaming is an exciting studio responsible for some truly great content.

“By partnering with First Look Games, the studio can connect with players the best affiliates in the business and promote games to highly engaged audiences looking for the latest content to play.

“That First Look Games allows studios to do this in a way that is highly cost-effective is yet another reason why providers such as ESA Gaming come to us to turbo-charge game promotion.”

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Platforming its entire content catalogue with First Look Games, Reflex will host game assets, information and demo games in a branded library to showcase its range of online casino titles to FLG’s network of approved affiliates. 

Elliott Resnick, Co-Founder and MD of First Look Games, stated: “We are delighted to add Reflex Gaming to our growing lineup of renowned studios looking to leverage the power of affiliates and promote their titles to the widest possible player audience.

“The First Look Games platform has been designed to allow them to do this with ease while ensuring assets are stored securely.

“Given the high level of competition among studios and the sheer number of titles players have to choose from, engaging with the player community via affiliates is proven to boost awareness of a studio and ultimately participation with its games.”

Hosting products on First Look Games’ affiliate platform will allow the studio to present potential operator partners, and other affiliates, with an exclusive look at inbound slot titles available up to two weeks before official releases. 

With that in mind, Reflex Gaming has announced plans to utilise First Look Games’ affiliate functions with its upcoming slot release, 8 Balls of Fire.

To fall in line with industry regulations, Reflex Gaming’s demo games will use age verification facilitated by 1account. This will allow the supplier’s demo titles to be accessed in highly regulated markets that restrict unverified access to demo pages, such as the UK. 

“We have an exciting game launch schedule, and the First Look Games collaboration will help us to expand our affiliate offering globally,” added Mat Ingram, CPO at Reflex Gaming.

“As an omni-channel game studio with a presence in both the online and retail markets, our games are accessible to a wide audience. This cross-platform availability ensures that players become increasingly acquainted with our titles. This partnership will enable us to maximise our reach to a wider player audience.”

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As a result of this partnership, Tornado Games will host information for each of its slot titles on the platform, including game sheets, logos, images, videos and demo games, advertising the studio’s content to players, affiliates and operators. 

Elliot Resnick, Managing Director of First Look Games, stated: “Tornado Games is a great addition to our growing roster of studio partners. When it comes to game promotion, there is no other platform that offers the tools and features developers need to engage players and operators while still ensuring security and compliance.

“Tornado has already made its mark on the industry with its games popular with players but by joining First Look Games it can turbocharge the promotion and marketing of its titles, taking it from rising star to power player.”

Affiliates with access to Tornado’s content via First Look can download information and assets about each slot title, using the software to create previews and reviews to further increase the promotion of the supplier’s content. 

Using Cloudfare’s firewalls to ensure security and compliance, First Look Games will allow Tornado Games full control over its showcased slot library via a Studio Management Centre, giving control over what information is displayed for the games. 

First Look Games uses 1account age verification for specific jurisdictions when providing partnered studios’ demo content, ensuring compliance with strictly regulated regions such as the UK. 

Julia Weygandt, COO at Tornado Games, added: “We are incredibly excited to have joined First Look Games and to be able to use its platform and suite of tools and features to promote our growing portfolio of slots to players via affiliates.

“We see affiliates as a powerful marketing channel for our games, and with First Look Games we can engage affiliates directly and ensure they have the information and assets they need to create quality, accurate content for their readers.”

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Through its deal with First Look Games, Gaming Corps will launch its own slot library, sharing assets and information with a network of over 900 affiliates and publishers globally.

Assets from Gaming Corps titles, including game sheets, logos, images, videos and demos, can be downloaded individually and in bulk. These assets can be used by affiliates to produce content such as game previews and reviews, publishing to a global audience.

Elliott Resnick, MD at First Look Games, commented: “We are delighted to welcome Gaming Corps to First Look Games. The studio really has been making strides with its thrilling slots and arcade content. Now is absolutely the time for it to market its games to players and affiliates via our vast network of approved publishers.

“First Look Games is the only platform that directly connects studios with affiliates for the purpose of game promotion, and in a way that ensures compliant, responsible marketing at all times. Gaming Corps can now leverage this and drive awareness of its games to the next level.”

First Look Games uses a Studio Management Centre to give studios control over their information and assets, where they can highlight operator exclusivity agreements and add/remove jurisdictions for each game.

Gaming Corps can decide what information affiliates have access to and when. The developer can also utilise a suite of compliance tools that include automatic monitoring of content to ensure that it is accurate and responsible.

“We have been heavily focused on game development, but now is the time we look to do more to drive awareness of Gaming Corps and our content,” added Alex Lorimer, COO at Gaming Corps.

“With First Look Games, we can maximise the affiliate opportunity with the platform doing much of the heavy lifting. This is an important partnership for us, and one that will help to push us forwards and towards becoming a tier one developer.”

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The deal will allow the igaming provider to distribute information and assets, for both its in-house and partner studios, for the purpose of gaining B2C traction and visibility on game launches for studios such as Atomic Slot Lab and Indigo Magic. 

Moreover, this deal would also include selected Bragg partners, who will all gain access to more than 800 approved affiliates and publishers across the globe. 

Niklas Mravlje, Director of Product Marketing at Bragg Gaming, explained: “This is an important step for Bragg Studios and for our studio partners from the Powered by Bragg range, allowing us to ramp up the visibility of our rapidly expanding games portfolio to an even bigger audience.

“Competition for player attention is incredibly fierce among studios, and First Look Games will help us to be heard above the noise being made by our rivals and to drive awareness of the Bragg name, our collection of studios and the thrilling titles that we produce.”

As a First Look Games partner, Bragg Gaming can upload game sheets, logos, images, videos and even demo games for each of its slot titles to a dedicated library. These assets can then be downloaded by FGL-approved affiliates, either individually or in bulk.

Publishers use this information to create game reviews and other traffic-generating content about the studio and its game portfolio, which are then published across a combined global audience of more than 20 million players.

Bragg can also decide what information it shares with affiliates and when that information is made available to them. Compliance is ensured via a suite of tools, including a free age-gate for relevant markets and the automatic accuracy monitoring of published content.

Tom Galanis, Founder of First Look Games, added: “Bragg Gaming is a major igaming content provider, and we’re thrilled to be helping to ramp up the promotion of games developed on its remote gaming server via our network.

“Affiliates present a massive opportunity for studios to drive awareness of their titles among huge audiences of engaged online casino players around the world. First Look Games does much of the heavy lifting, allowing the likes of Bragg to engage this significant audience easily and cost-effectively.”

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Those were the thoughts of Zsolt Vereb, Head of Technology at First Look Games, who delved into the importance of studio’s client areas, how FLG aids studios to overcome associated challenges supplier’s face and how affiliates can play a bigger role in promoting games.  

Explaining more on the studio’s focus, Vereb noted that this way of thinking leaves “very little” free time and resources for suppliers to market games, both to operators and players. 

He continued: “There’s also uncertainty over the ownership of game promotion. Even with the studios that work with us, there can be confusion as to where to position First look Games within the business. 

“Sometimes we’re seen as a marketing resource, others as a tool to support the commercial team. We can be both, but it shows just how new game promotion is and how the vast majority of studios are yet to even unlock let alone maximise its full potential.”

Looking into the importance of a dedicated client area for a games studio, Vereb emphasised that it is “one of the most powerful” promotional tools available to companies, expressing that it acts as a “shop window” for operators and their casino managers to see slots, along with any accompanying information in one place. 

“Managers can also put each game through its paces to see if it’ll be a hit with their players,” Vereb added. “The online slot market is fiercely competitive, and a branded client game lobby can really help studios stand out from their rivals and secure those vital, lucrative, operator deals.”

However, client areas are never fully straight forward, with bumps and hurdles presented when attempting to launch. This, Vereb stated, was down to the “significant undertaking”, that requires a “vast, powerful and secure” platform that needs to be easy to use. 

“The sheer volume of storage that’s required can stop studios in their tracks – terabytes of space are needed to host game sheets, assets, images, videos and even demo games,” Vereb explained. 

“Security is also a major undertaking. Studios, and especially smaller developers, simply don’t have the available resources to build out a client game lobby. They’re too busy creating games and trying to get them in front of operators and players, and that’s why many go without.” 

Providing information on how FLG aids studios to overcome the aforementioned challenges, Vereb noted that the company realised it already had the technology to build a dedicated, white-label client area for studios to help supplier’s launch easily via a client game lobby. 

The Head of Technology commented: “The First Look Games White Label Platform has been tested with up to 30TB of allocated space and 800,000 active files – it can even support individual file sizes of up to 10TB with the platform sitting behind Cloudflare’s cutting-edge cyber security defences. 

“It’s also flexible and fully customisable, allowing studios to push their brand and identity. In short, it’s a fast, efficient and effective way for studios to roll out a client game lobby without delay.” 

Away from the perspective of game studios and operators, Vereb touched upon how the growing influence of affiliates can help promote games moving forward. On this point, he revealed that affiliates can drive awareness of a studio and its slots.

“Affiliate marketing allows studios to put their games in front of engaged audiences and build anticipation and excitement around future releases,” he commented. “For established studios that have highly sought-after content coming, it can drive large numbers of reviews along with significant awareness that a new game is set to land. 

“For small studios starting out, it can actually make the difference between being prioritised for an operator integration or being left out. For those that sit somewhere in the middle, game promotion via affiliates can drive much greater ROI.”

Vereb also noted an added bonus using affiliates is that studios can utilise feedback received from reviews and player comments to clarify on what works and does not work in slots to aid guide future development. 

This is something that Vereb claimed was “incredibly valuable” due to affiliates being the “only authentic way” for studios to obtain this type of feedback. 

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Based on the First Look Games platform, this client area supports operator access and asset delivery as Popiplay’s igaming content will become available to affiliated operators around the world. 

Tom Galanis, Co-Founder of First Look Games, commented: “This is a great deal for First Look Games and for Popiplay, with the studio able to showcase its incredible suite of cutting-edge slots to existing and potential operator partners.

“A client area is a vital promotional tool for studios, but they take significant resources and capacity to build, something that most studios, and especially smaller, start-up developers, simply do not have.

“Our ready-to-roll-out white label client area is the perfect solution, allowing studios such as Popiplay to showcase their slots easily and cost-effectively. Of course, they also have the option to automatically sync with the First Look Games platform, unlocking even more benefits.”

Popiplay will be able to personalise its client area as it looks to expand its presence in the igaming space, offering games that are ‘streamer-focussed’ and ‘high-roller friendly’ with features such as free spins, cascading reels and bonus buys. 

The Swedish developer can also use this personalised client area to host game sheets, images, videos, game demos and other large assets on a platform that is said to be “super secure” due to First Look’s use of Cloud Flare’s cybersecurity defences. 

Nikola Teofilovic, Co-Founder and Chairman of the Board at Popiplay, added: “One of the greatest challenges we face as a rising star studio is getting our games in front of operators and being able to show them the highly engaging and entertaining experience they provide.

“Our First Look Games-powered client area allows us to do just that without having to dedicate time, resources and capacity to building it from scratch. 

“This is a very important partnership for us, and one that we believe will allow us to secure additional operator integrations at scale and at pace.”

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This will see the self proclaimed “pink shark in the sea of sameness” gain access to more than 800 approved publishers that reportedly boast a combined audience of 20 million players.

This will enable the studio to gain increased exposure for its online casino roster among operators and players in markets across Europe and beyond.

Tom Galanis, Co-Founder of First Look Games, explained: “RAW iGaming has made a big splash in the market but by using the First Look Games platform the studio can leverage the power of affiliate marketing to drive awareness among more players and operators than ever before.

“Our approved publishers have a combined player audience in excess of 20 million people, and we allow studios such as RAW iGaming to engage with this huge community of players easily and with confidence that any information published about their slots is accurate and responsible.”

This partnership allows RAW iGaming to share information about each of its titles, including logos, images and videos of them being played. These assets are hosted in a dedicated library where affiliates can download information for individual games or in bulk.

The developer can manage all information and assets via a dedicated Studio Management Centre, which allows the group to highlight any exclusivity agreements or even add or remove jurisdictions for each game.

A suite of compliance tools to ensure that all reviews and content created and published by affiliates is accurate and responsible gain also be accessed.

Tom Wood, CEO at RAW iGaming, commented: “We have positioned RAW as a pink shark, something completely new in an endless sea of similar games launched every month. 

“This partnership with First Look Games allows us to leverage the reach of affiliates to better promote our games and introduce our new patent-pending, innovative mechanics.

“RAW really is changing the game, and we look forward to making more players and operators aware of just how revolutionary our slots are.”

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