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The agreement sees Evoplay Entertainment’s 100+ games integrated with the brand’s free-to-play offering, ranging from the Japanese-inspired instant game hit Pachin-Girl to the football-themed Penalty Shoot-out, as well as its hugely popular classic, Book of Keno.

The deal follows hot on the heels of Evoplay Entertainment’s recent launch with leading platform provider EveryMatrix.

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The most distinctive product choice is presentational. Chicken and Johnny Cash are brought to life with voiced exchanges between the two characters, a detail BGaming describes as an industry-first for the studio and one aimed squarely at retention rather than math.

The clearest read on Johnny vs Chicken is this. BGaming is starting to treat its characters as reusable brand assets that can be moved between games. That’s a meaningful shift for a studio, because it turns individual hit titles into a connected roster rather than one-off releases.

The provider frames the goal in engagement terms. BGaming says the rivalry makes the game feel more personal, drawing players in and inviting them to pick a side, creating the potential for longer play sessions and building streamer appeal. Streamer visibility in particular rewards recognizable characters and on-screen drama, which is where the voiced duel format is designed to pay off.

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While this initially seemed terrifying, I quickly discovered that this outsider status was a gift. It has allowed me to view the industry through fresh eyes. I do not have any preconceptions about companies or products. This has become my superpower, allowing me to analyse the industry without bias and, hopefully, help shape its future.

iGaming was not the industry I set out to work in. Before 2021, I worked in finance and business – agro companies, management consultancy and investment funds, none of which were remotely linked to the industry.

In 2021, I joined an investment fund focused on startups harnessing AI and machine learning. In the process, I had a chance encounter with an iGaming investor. This sparked a conversation that would change the course of my career. He pointed out that iGaming was dramatically underutilising its data potential. There was an opportunity here, and once we began exploring it, the thread just kept unravelling.