Matt Bastock

Game developer Spribe has taken to LinkedIn to call out PopOk Gaming’s distribution of a crash game similar to its game Aviator, claiming it infringes intellectual property rights.

The post states, “Spribe is the sole owner of the intellectual property rights in the Aviator game, which are protected in many countries where we operate. Those rights include a number of trademark registrations for the game’s logo. In addition to that, Spribe’s game is also tested and certified in more than 30 jurisdictions.” 

Spribe Warns Operators About Unauthorized Aviator Copies

It accuses PopOK Gaming of being an unauthorized third party that reached out to Spribe’s clients and attempted to sell them a game called Aviator with a similar concept and design. These companies claim that it is the ‘authentic Aviator’ game. 

Spribe adds, “The primary purpose of this letter is to let you know that these games are not authorized by us and infringe upon Spribe’s intellectual property rights. They mislead players by falsely associating their game with our brand.” 

The Polish-headquartered company has emphasized that it is taking matters very seriously and may pursue legal action. It has urged operators to “investigate whether your platform offers any unauthorized and infringing versions of Aviator” and to subsequently remove any such games without delay. 

Last week, Spribe expanded its partnership with the UFC and added WWE. The authentic version of the Aviator game includes “Aviator | UFC Official Partners.” 

UFC bouts will feature the Aviator logo prominently on the Octagon at every event globally. In addition, the new partnership will see the UFC run Aviator-specific social media campaigns and host ‘premium hospitality experiences.’ Spribe’s partnership with WWE will showcase Aviator branding only at certain marquee events. 

Aviator is also the ‘Official Crash Game’ of Italian football behemoth AC Milan, while Spribe holds the title ‘Official Crash Game Partner.’ 

The company is no stranger to legal disputes. Georgian land-based casino operator Aviator was awarded $330 million in damages after a Georgian court found copyright and trademark infringement by Spribe. Spribe’s trademarks for its crash game were also thus invalidated. 

The casino operator has filed an invalidation action against the trademark with the European Intellectual Property Office, seeking to “challenge Spribe trademarks worldwide.” 

Flutter’s Georgian online casino Adjarabet was also ordered to cease offering the Aviator slot game. 

Written By

Matt Bastock

Matt is a casino and sports betting expert with over two decades’ writing and editing experience. He loves getting into the nitty gritty of how casinos and sportsbooks really operate in order to make solid recommendations based on real experiences. His favourite games are blackjack and poker, and he loves watching NFL and soccer in his spare time.

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The deal centers around Spribe’s flagship casino game, Aviator. The Aviator logo will appear prominently on the Octagon at every UFC event globally. Further, UFC will run Aviator-specific social media campaigns and host premium hospitality experiences. WWE will showcase branding only at select events. 

Aviator Gains Global Exposure Through UFC and WWE Sponsorships

Spribe first partnered with the UFC in October 2023, featuring at select Pay-Per-Views and Fight Nights. The deal signed last week significantly expands the two parties’ sponsorship agreement. 

Nicholas Smith, Vice President of Global Partnerships for TKO Holdings, commented, “We’re thrilled to expand our partnership with SPRIBE across both UFC and WWE.” 

He continued, “Much like UFC and WWE, Aviator is a pioneer in its own industry, reshaping the iGaming landscape with innovative, immersive, and engaging consumer experiences. Together, UFC and WWE provide brands with access to one of the most formidable marketing portfolios in sports, and we’re looking forward to working with SPRIBE to design custom integrations within our content that will help them reach millions more consumers around the world.” 

Spribe has outlined the three main motivations behind its marketing strategy: 

• Global brand visibility
• Key markets expansion
• Customer acquisition

Although Aviator is played in over 60 countries, Spribe sees the combined reach of WWE and UFC, which covers over 170 countries, as an opportunity to satisfy all three of its aims. The release reads, ‘WWE and UFC provide Spribe with an unmatched international platform to propel continued growth for Aviator.’ The company outlines that although it has had great success in emerging gambling markets such as Brazil and India, the United States of America remains a key target.

In addition to the aforementioned marketing activations, the deal has the potential for further cross-promotions, content integrations, and co-branded campaigns.

In November 2024, Spribe announced it had become the ‘Official Crash Game Partner’ of Italian football giant AC Milan. As part of the deal, Aviator was named AC Milan’s ‘Official Crash Game.’

Legal Challenges and Trademark Disputes Surround Aviator

Georgian land-based casino operator Aviator was awarded $330 million in damages after a court found copyright and trademark infringement by Spribe. Further, Spribe’s trademarks for its crash game were invalidated. Flutter-owned Georgian online casino Adjarabet was ordered to cease operations of the Aviator crash game. 

The company has outlined plans to “challenge Spribe trademarks worldwide,” with further invalidation action against the trademark filed with the European Union Intellectual Property Office. 

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As a result of the partnership, SPRIBE’s flagship crash game Aviator has also been named as AC Milan’s Official Crash Game. 

Said to offer “new opportunities for entertainment and a closer connection to the Rossoneri world”, the sponsorship agreement is already underway with SPRIBE supporting the seven-times UEFA Champions League winners. 

Maikel Oettle, Chief Commercial Officer of AC Milan, stated: “We are thrilled to welcome SPRIBE and Aviator into the Rossoneri family. This partnership is built on the ambition to connect with our fans in fresh and engaging ways. 

“Together with SPRIBE, we aim to offer our supporters an experience that combines the thrill of the pitch with the excitement of gaming, reinforcing the bond between our Club and Rossoneri supporters worldwide.”

Since its launch in 2018, Aviator has garnered over 42 million monthly active players globally, making it one of the most popular crash games in the igaming industry. 

David Natroshvili, CEO of SPRIBE, added: “We are pioneers in the crash game format and among the development teams forging significant marketing partnerships with organisations and sports teams, like this agreement with AC Milan. 

“This partnership will help Aviator take off in the Italian market, increasing the game’s visibility among Rossoneri fans worldwide. The partnership with AC Milan, following our agreement with UFC, represents a major milestone, further establishing our presence in the sports world.”

The move sees SPRIBE continue to establish itself in the sporting world, adding to a number of sports sponsorships formed by the brand in recent months. 

Towards the end of last year, SPRIBE formed an official partnership with the UFC and has since formed several partnerships with the MMA promotion’s fighters, including Johnny Walker and Merab Dvalishvili. 

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Earlier this year, the land-based operator successfully invalidated Spribe’s trademarks for its flagship crash game Aviator before the Georgian Court of First Instance. The online casino operator has now outlined plans “to challenge Spribe trademarks worldwide”.  

Following the first successful appeal, Aviator has launched further invalidation action against the trademark with the EUIPO, arguing that the supplier registered its Aviator trademarks in bad faith and in breach of the operator’s own copyright in the EU. 

“The EUIPO action represents the logical continuation of this dispute following the court’s decision,” said Nikoloz Gogilidze, Managing Partner of Mikadze Gegetchkori Taktakishvili, which represents Aviator. 

“Our client is strongly committed to aggressively protecting its IP rights worldwide. Hence, after obtaining the first victory in Georgia where initial infringement took place, the next step is to challenge Spribe trademarks worldwide.”

Looking back at the Georgian case, Flutter became embroiled in the litigation as its Georgian online casino brand Adjarabet was ordered to cease operations of the Aviator crash game on its platform. 

The prosecutor was awarded $330m in damages after the ruling found copyright and trademark infringement and invalidated trademark registrations based on bad faith.

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The copyright case saw Georgian courts rule in favour of Aviator over allegations of trademark infringement against Spribe OÜ and Flutter-owned Adjarabet.

As a result of the case, the group was awarded $330m in damages after the ruling found copyright and trademark infringement and invalidated trademark registrations based on bad faith. 

Batting back against the decision, Flutter issued the following statement: “The level of damages sought is egregious in nature and bears no resemblance to the actual economics of the property under debate.”

Flutter acquired Adjarabet in 2019, as the group looked to use the deal to bolster its presence in the Georgian market. 

The case in Georgia was around the firm’s use of hugely successful Aviator crash game, developed by Spribe, which the claimant was seeking to stop the firm from using. 

Nikoloz Gogilidze, Managing Partner of Mikadze Gegetchkori Taktakishvili LLC, the law firm which represents Aviator LLC, stated on the original conclusion: “We are pleased with the outcome of the court’s ruling on this claim, and we will continue to aggressively protect our client’s intellectual property from unlicensed use on any international gaming platforms.”

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The group was awarded $330m in damages after the ruling found copyright and trademark infringement and invalidated trademark registrations based on bad faith. 

One of the key elements of the case was Aviator seeking to halt Adjarabet from utilising copyrighted material by offering Spribe’s Aviator crash game.  

The Aviator brand registered by Spribe has gone on to become one of Adjarabet’s most successful crash games, the firm originally registered its own “Aviator” trademarks for computer games and gambling services, which the claimant argued were infringing on its original trademark.

Nikoloz Gogilidze, Managing Partner of the law firm Mikadze Gegetchkori Taktakishvili LLC, which represents Aviator LLC, commented on the conclusion: “We are pleased with the outcome of the court’s ruling on this claim, and we will continue to aggressively protect our client’s intellectual property from unlicensed use on any international gaming platforms.” 

The decision also invalidates the challenged trademark registrations and means that Adjarabet will be forced to no longer use the aviator branding on a game that has been so successful for its portfolio.

Flutter confirmed the acquisition of Adjarabet in 2019, using the deal as a platform to bolster its presence in the Georgian market. At the time the group underlined it was fuelled by their strategy to gain podium positions in some of the most attractive and thriving markets in igaming.

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The third partnership of its kind between SPRIBE and UFC fighters, the deal builds on the supplier’s collaboration with the promotion to bolster branding for its flagship crash game, Aviator. 

Walker – seventh in the UFC light heavyweight rankings – will take part in marketing campaigns with SPRIBE to reach players across the world, with the supplier outlining a particular focus on the Latin American market due to the fighter’s Brazilian heritage. 

Giorgi Tsutskiridze, CCO at SPRIBE, commented: “Our partnership with UFC is proving to be a huge success, in particular the ambassador fund that we have set up. Athletes such as Johnny have a massive following in our core markets and this particular deal allows us to make further inroads into Brazil. 

“Aviator delivers the fast-paced, high-octane action that UFC fans enjoy and with Johnny onboard, we can make more players aware of the game and the explosive gameplay it has to offer.” 

SPRIBE’s latest brand ambassador deal with Walker follows similar agreements with UFC light heavyweight champion Alex Pereira and bantamweight contender Merab Dvalishvili.

Walker added: “Aviator offers the same thrills as stepping into the octagon and going face to face with your opponent. I’m delighted to be helping to promote it to players in my home country of Brazil.” 

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The supplier’s new PAM solution will offer both sportsbook and online casino content, with over 16,000 games hosted on the platform. Broadway Platform will offer a range of slots, table, crash and live dealer games from more than 200 provider partners. 

Within  the platform’s comprehensive sportsbook offering, SPRIBE’s affiliated operators will gain access to 100,000 pre-match and 70,000 live events, covering 3,000 markets and 125 sports, including esports. 

Giorgi Samkharadze, Head of Broadway Platform, commented: “SPRIBE is a pioneering technology company, but even we did not expect Broadway Platform to be as innovative and cutting-edge as it is.”

Claiming to be ‘the industry’s fastest and most easy to navigate’ PAM system, SPRIBE’s Broadway Platform uses multi-channel, multi-currency and multi-lingual support while allowing operators to analyse performance with back-office reporting and monitoring tools.

Payment options that will be available to operators using the Broadway Platform include Visa, Mastercard, Skrill, Neteller and PIX, as well as cryptocurrency. 

Samkharadze added: “This is a game-changing technology stack that offers the fastest set-up time in the industry alongside streamlined management and effortless operation. There really is no other solution like it in the market and we are incredibly excited to see operators unlock its full potential.”

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Bringing the product to Panama continues Spribe’s mission to ‘make Aviator available to operators and players in regulated markets across the world’, with the company underlining its excitement to offer the crash game to Panama’s operators. 

Giorgi Tsutskiridze, Chief Commercial Officer at SPRIBE, stated: “There is no other game like Aviator and we are thrilled to bring the world’s number one crash game to operators and players in Panama for the very first time.

“Aviator has changed the game for online casinos, accounting for the vast majority of the GGR generated by the brands that make it available to their players. Its simplicity is its beauty – it’s an easy game to play but one that grips players like no other casino game in the market.”

Launched in 2018, Aviator has garnered an audience of over 10 million monthly players. The title allows users to set their stakes as they aim to cash out their winnings at enhanced multipliers, taking their winnings before a plane crashes out of the sky and all bets are lost. 

Tsutskiridze added: “We are really excited to see it land in operator game lobbies in Panama and for players in the country to test their nerve against the increasing multiplier like 10 million other players do each month.”

While this move sees the developer broaden Aviator’s reach in the Americas, SPRIBE has enhanced the European presence of its staple crash game in recent deals to gain approval in Portugal and Sweden.

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Katya Machuganova, Product Owner at Silverback Gaming, Alex Ratcliffe, CPO at 1X2 Network, Jorgen Nordlund, Co-Founder of Glitnor Group, Troy Paul, CEO and Founder of SGG and Giorgi Tsutskiridze, Spribe CCO, continue a CasinoBeats Gen Z deep-dive.

CasinoBeats: A ‘one size fits all’ approach is not likely to work with a Gen Z audience that prides itself on a diverse range of tastes; how can operators/studios ensure they are engaging with different Gen Z players while maintaining authenticity and not losing their own brand identity?

Katya Machuganova: This comes down to tailoring experiences and embracing the diversity of Generation Z and the different preferences that exist within this audience. Operators and studios need to do this while also remaining true to their brand identity and values – this is an audience that understands authenticity and knows when a brand is not being honest.

Offering diverse in-game customisation options that resonate with different preferences or creating tailored content on different platforms to maintain authenticity across the board are just two ways of doing this.

Alex Ratcliffe: To engage the diverse preferences of Gen Z, operators and studios need to embrace a multi-faceted approach. This involves creating a range of content and experiences that cater to different interests within this demographic. It’s about striking a balance between diversifying offerings and maintaining a strong, cohesive brand identity.

Personalisation plays a crucial role here – using data to understand the preferences of different segments within Gen Z and tailoring experiences accordingly. However, it’s crucial to maintain authenticity and not lose sight of the core brand values while trying to cater to diverse tastes.

Studios need to have more than one weapon in their arsenal to keep Gen Z audiences engaged. They will need to be flexible and create a range of content and experiences that cater to the different needs and interests of the demographic. This is not as easy as it sounds, though. While doing this, they will also need to find a way to maintain their own sense of brand identity. 

One of the answers lies in personalisation. Operators have access to more data than ever before, and with the emergence of new technologies, they can offer a more personalised experience than ever before.

Jorgen Nordlund: From a B2C perspective, at both our Lucky and HappyCasino brands we definitely try to have as many top-tier game providers as possible to cater for the diverse tastes of the Gen Z demographic – and this also helps us attract players from many different audience segments as well.

As I mentioned before, Gen Z is primarily a mobile-focused demographic, so we’ve built both platforms with a mobile-first approach. On the Swintt side of things, we’re already pretty well set-up to offer a diverse range of content that accommodates many different tastes and playing preferences.

Not only do we have the strong SwinttPremium and SwinttGames catalogues that I’ve already touched on, but we’ve also been working hard to improve our SwinttStudios line-up. With this exciting initiative enabling boutique studios to develop and distribute their games within Swintt’s existing infrastructure, we’re able to stream a number of unique titles that will hopefully attract players from many different demographics.

Troy Paul: This is where micro-influencers become an excellent marketing tool. Sports fans will choose their influencers based on their interests, communities, and trust. Working with micro-influencers can be an excellent way for a brand to market itself to Gen Z players.

The diverse range of micro-influencers also ensures that operators can reach a wide audience while also maintaining their own brand identity. 

It’s important to understand that sports fans choose their influencers and not the other way around. As such, this sense of trust and faith in their products is already established.

Giorgi Tsutskiridze: Operators need to be flexible not only when it comes to the content they stock in their lobbies, but also how they market and promote those games to players. With Aviator, we offer a range of different promotion methods. This includes Free Bets, which operators can use to entice players to try Aviator for the first time, as well as Rain Promo.

This sees Free Bets shared into the chat – players can then claim them for themselves or make them “Rain” into the chat function where other players can claim them too. This helps to provide a diverse gaming experience for the player while allowing the operator to engage them in a way that’s authentic and adds value to their play.

CB: Gen Z are digital natives, and they are quick to tape up new trends and technology. How can operators effectively retain customers that are always looking for the next big thing?

AR: Gen Z is always on the lookout for the next big thing, so if operators want to keep their attention, they need to be dynamic and innovative. They will not be able to get complacent with Gen Z audiences and offer them the same old bonuses and gameplay over and over. 

Operators will need to keep their portfolios regularly updated, while developers must find ways to offer new and fresh experiences. New technologies are emerging all of the time, and they will need to harness these to offer something fresh and exciting. 

Another key element for retention is going to be engagement. Building communities, providing more immersive gameplay experiences, and leveraging the power of social media is going to be essential. It’s about creating a brand experience that is not just transactional but also relational and continuously evolving.

JN: It definitely helps to keep an eye on the latest trends – and in order to do this effectively, I think it’s also important to have a diverse staff that’s capable of assessing things from several different perspectives.

When you have different backgrounds, beliefs and experiences within your workforce, it’s much easier to brainstorm your approach and identify the platforms that are likely to be effective for each audience segment. In terms of finding “next big thing”, I think it really comes down to a process of trial and error.

From a game developer perspective, we’re always trying to come up with new themes and features until we find one that really resonates with players. On the operator side, getting closer to your audience and finding ways to build meaningful relationships with them is vital, as is looking into any innovative new marketing strategies that can work within existing regulations.

TP: Gen Z eyeballs are locked on social media, and operators should be looking there as a way to reach them. Yes, social media trends can change quickly, and operators and marketers need to be able to adapt to this, but if you are not focusing on social media, then you are already way behind the curve. 

GT: Staying ahead – that’s our mantra at SPRIBE as this is the only way to stay on top of trends and ensure our games not only meet but exceed player expectations. That’s why we look to create evolving player experiences rather than just games. We keep our finger on the pulse and use this insight to bring new features into our titles including Aviator.

In fact, Aviator is one of our most developed games – we are always tweaking the design, gameplay, features and so on to keep hitting the mark with ever-changing player expectations.

Aviator was the next big thing when it launched back in 2018, but by taking this approach we have ensured that it still delivers fresh experiences to players today, and that’s why the number of active players engaged with the game continues to increase month on month.

KM: To ensure that Gen Z players keep coming back for more, operators must be agile and adopt new technologies and trends. Being at the cutting edge is crucial to meeting and exceeding the expectations of this savvy, demanding audience. This could include incorporating augmented reality or virtual reality into the casino experience and games. This proactive approach aligns with the need to connect with Gen Zers now ahead of them becoming the most important player audience in years to come. This is already happening in the sports betting space, with watch-and-bet. 

These are live sports events with the option to bet in real-time on different aspects of the game. Key features include live streaming through online platforms, low latency video delivery and in-play/micro betting options.

The interactive interface facilitates easy navigation and fast bet placement, and this is complemented by real-time odds and stats that help inform betting decisions. This leads to an immersive and engaging environment for sports bettors through seamlessly integrating live sports content with interactive betting options. 

It represents an evolution in the sports betting space and is hugely relevant to Gen Z – we just need a similar product and experience to hit the online casino sector to deliver ‘“’the next big thing’”’ while also helping operators to retain customers. 

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