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The event is positioned as knowledge-sharing infrastructure for the industry rather than a SOFTSWISS sales platform. With SOFTSWISS positioned as host rather than presenter, the focus stays on where senior technologists think the industry should be putting its investment and attention over the next six to twelve months.
Dunn pointed out that ICE saw the same demand last year, with the Innovator Challenge alongside Microsoft and keynotes from the likes of AWS and Huawei.
This year, the team is responding with a new initiative, Hall 7. The launch of Hall 7 represents a stronger platform to drive the next phase of iGaming innovation.
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This followed a period of restrategising for the operator, after rebranding from GVC Holdings and committing to having 100% of its revenues come from regulated markets.
But its share price has taken a tumble over the last year, dropping up to 37% since September 2025. Its market cap currently sits at £3.39 billion.
The operator first started trading on LSEG’s main market in February 2016 under its previous company name GVC Holdings. This followed its delisting from the Alternative Investment Market (AIM exchange).
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The drafting of the text is reportedly in the hands of the Civil House, with some believing that it serves an electoral purpose, meaning Lula potentially riding the wave of criticism against the sector.
The Brazil betting industry has faced increasing scrutiny of late over claims that families are falling into debt because of gambling.
The president is not seeking to introduce the measures through a full bill, as the legislative process in Congress could reduce their immediate political impact ahead of the elections.