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• In September 2023, Bet365 partnered with mobile-focused gaming content provider Gaming Realms. Following the agreement, Gaming Realms provides Bet365 with its online gaming content selection. Slingo Rainbow Riches and Slingo Lobstermania are included in the provider's collection.
• In June 2023, Groupe Partouche and Betsson AB partnered to launch online casino services in Belgium. The collaboration leverages Groupe Partouche's dominance in the market for traditional casinos and Betsson's expertise in the online gaming industry to produce enticing online casino offerings suited explicitly for the Belgian market.
• In June 2023, Bet365 officially launched in Iowa, a midwestern US state. With the help of a long-term collaboration with Casino Queen Marquette, Bet365 made its debut in the state of Iowa.

• December 2023: Betsson collaborated with Racing Club de Avellaneda for the upcoming 2023/2024 season. Starting May 19, the Swedish brand logo would be featured on the upper back of the men’s and women’s First Division football teams’ shirts for local and international matches.
• September 2023: Betsson was awarded a license to offer online sports betting on the locally regulated market in France. The operations in France would run in collaboration with a local partner. The launch in the country took place during the fourth quarter of 2023 under the Betsson brand.
• March 2023: OpenBet, a multinational company that provides sports betting entertainment, expanded its presence in the United States with a day-one launch in Massachusetts.

• April 2024: E.P. Carrillo announced the launch of the two additional lines under the Encore brand, Encore Edicion Unica I and Encore Noir. “Solidarios” under the Encore brand includes the Vitola of 56 x 6, pack of 10, which is uniquely designed by hand and long filler.
• April 2024: Altadis USA launched a limited edition of 2,000 single cigar boxes, Romeo Y Julieta 1875 ‘Run for the Roses’ commemorative edition cigar, in the celebration of the 150th Kentucky Derby.
• March 2024: The CLE Cigar Company innovated its packaging for the core line of cigars in a “half wheel” format within redesigned wooden boxes.
• November 2023: Drew Estate’s Chateau Real brand was exclusively made available at Drew Diplomat Digital retailers, and its products were packaged in 20-count boxes. Drew Estate launched this brand specifically for the Drew Diplomat online premium cigar retailers. The Drew Estate Chateau Real brand is claimed to be a luxurious blend of premium cigars crafted to highlight the cigar’s compelling Connecticut Shade-forward flavor.

• March 2023: Aquios Labs, a Britain-based company, announced its new innovation, where it developed a water-based technology and launched a commercial product in cooperation with Innokin Technology to offer smokers a better smoking experience.
• February 2023: Imperial Brands announced the launch of the highly anticipated Pulze heated tobacco device upgrade, showcasing the company's commitment to innovation and the development of potentially reduced-harm products. The Pulze 2.0 introduces a new level of convenience with its compact all-in-one design and impressive capability of providing 25 or more sessions on a single charge. To kickstart its release, the product has been initially introduced in four key markets: Italy, Poland, the Czech Republic, and Greece.
• March 2022: BAT announced the test launch of its new single-use, or disposable, e-cigarette called Vuse Go in the United Kingdom. The company claims it is available in nine flavors, including creamy tobacco, mint ice, and multiple fruit flavors.
• November 2021: Imperial Blue launched its heated cigarette products in the Czech Republic. The company invested in heated cigarette products in several key markets in Europe as a part of its new strategy to establish a targeted and sustainable next-generation product business.

• October 2022: Altria Group, Inc. announced that JT Group (JT) agreed to enter into a strategic partnership with them to market and commercialize heated tobacco stick products in the United States and to expand the company's heated tobacco product line.
• January 2022: 22nd Century introduced the first reduced nicotine cigarette or VLN, which the FDA approved to promote smoking less. The company is now focusing on bringing VLN to the market aggressively.
• December 2021: ITC Ltd., India's largest cigarette company, managed to accomplish its cigarette business, endorsed by a favorable tax structure, revived focus on product innovations, product designing, and its vast distribution reach. The steadily growing business is flourishing with a higher growth approach.

• In November 2022, With its mix of specially designed tobacco sticks, BLENDS, Philip Morris International Inc. launched its latest heat-not-burn tobacco heating system, BONDS by IQOS. 
• In July 2022, In Tokyo, Japan, BAT announced the launch of gloTM hyper X2, its latest innovation from the fast-growing global heated tobacco brand gloTM. Featuring new, innovative, user-friendly features, the new 'barrel styling' product offers a new, innovative design shaped by consumer insights.
• In August 2021, Ploom X, a next-generation heated tobacco device was launched in Japan by JT Group. The Ploom X product is available in convenience stores and select tobacco retail outlets throughout Japan.

• February 2022: The Gaming Innovation Group Inc. (GiG) announced that it signed an extension of its agreement of partnership with Betsson Group to provide the Platform & Managed Services, which included customer services and full business operations of multiple territories. The contract extension was signed for the extension till 2025. The agreement included the brand's Guts, Thrills, Kaboo, and Rizk.
• July 2021: Betway launched a new France-facing website in partnership with sportsbook provider Sportnco. Betway.fr and its accompanying mobile apps were expected to allow players in France to access betting options on a wide range of sports events and competitions.
• March 2021: Playtech extended its partnership deal with Flutter Entertainment for five more years. Under the new agreement, Playtech extended its technology to support Flutter brands such as Paddy Power, Betfair, and Sky Casino in London.

• In September 2022, Caesars Entertainment launched its most advanced sports betting and iGaming platform, Caesars Sportsbook & Casino in Pennsylvania. Featuring the introduction, the state will have access to a significantly improved, feature-rich version of the Caesars Sportsbook & Casino app with mobile sports betting and casino games befitting of a Caesar.
• In July 2022, EveryMatrix, a provider of B2B iGaming platforms, signed a distribution agreement with 888casion, part of 888 Holdings PLC, one of the world's leading online gaming and betting companies. Through this partnership, EveryMatrix is extending its reach into the thriving United States market, where the supplier is already operating from a Miami-based commercial hub.
• In January 2022, In New York, BetMGM launched its online sportsbook. The BetMGM app provides a user-friendly sports betting experience, allowing people to customize pre-game, in-play, futures, and parlay wagers.

• JUN 2022: Supreme agreed to acquire the vaping brand Liberty Flights Holdings in a deal of the value of GBP 14.75 million. As part of the acquisition, GBP 7.75 million will be paid in initial consideration, GBP 2 million in deferred consideration, and up to GBP 5 million in performance-related earn-out payments.
• AUG 2021: Philip Morris International Inc. announced the launch of IQOS ILUMA in Japan. The new IQOS ILUMA became the brand's first tobacco-heating system to introduce induction-heating technology, which utilizes no blade and requires no cleaning.
• JUL 2021: Japan Tobacco Inc. launched Ploom X, its next-generation heated tobacco device. Ploom X is made available across Japan, including convenience stores and select tobacco retail stores.

• June 2024: Nike launched the Converse Run Star Trainer, a low-profile shoe built from the ground up, combining retro and modern aesthetics. The silhouette is inspired by Converse’s deep history in sport but designed for modern life.
• June 2024: PUMA announced a worldwide partnership with HYROX, the world series of fitness racing. The partnership sees PUMA become the official apparel and footwear partner for all HYROX races from 2024 to 2027.
• June 2024: PUMA launched training shoes named Deviate NITRO 3, engineered with NITROFOAM technology to deliver supreme cushioning and responsiveness.