Sweet Magic

What is Sweet Magic?

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 Sweet Magic

“Through SSG’s network, we can now put proven, performance-driven capabilities in front of operators and rights holders worldwide.”

Spotlight, the group behind the media outlet Racing Post, hired Adam Gill as its new CTO in June amid continued investment in expanding the company’s product offering.

Gill, who joined from the market research company Savanta, is leading Spotlight’s technology and engineering across the group with a focus on engaging new audiences.

How to play Sweet Magic

Despite these measures, the ASA found that the character’s age was not credibly verified. The prompts used to generate the AI image did not explicitly require the character to appear aged 25 or over. Without an independent verification process, the regulator determined the character still “seemed to be under 25”.

The ASA’s ruling directed both Dribble Media and Limay Media to ensure the offending advertisement would not be redisplayed in the same form.

This is Midnite’s third ASA ruling this year. Last month, the operator came under scrutiny for an ad that suggested that “gambling was an escape from personal problems”. The ASA received 125 complaints on the offending ad and the company was ordered to remove the advertisement.