ProgressPlay sets dual path for partner growth in 2026

ProgressPlay has detailed a new commercial direction built around two strategic offerings intended to support a range of partner ambitions in 2026. The company will spotlight this approach at the ICE Barcelona event, where the focus will shift from presenting platform capabilities to discussing partner growth models.

Standalone model targets full ownership

The Standalone option sits alongside traditional white-label and turnkey solutions already available within the company’s portfolio. It is positioned for operators who want to launch a brand that is both structurally independent and tied to ProgressPlay’s underlying technology layer. By operating under this model, partners can hold full authority over player information, marketing decisions, and the broader customer experience.

This alternative moves away from the familiar speed-first turnkey approach and instead emphasizes control and long-term positioning. The model creates an environment in which operators aim to build their own business asset rather than relying on a standardized solution provided by a platform vendor.

Marina Nahhas, Head of B2B Sales and Marketing at ProgressPlay, described the narrative shift that will take place at the event by saying, “At ICE, we're moving the conversation from what we provide to what our partners can achieve,” adding that turnkey options have delivered ease and rapid launch cycles for years, while Standalone supports partners who want “full ownership to build a lasting legacy asset.”

Sweepstakes vertical targets expansion scenarios

The second pillar in the dual strategy is the dedicated Sweepstakes vertical. The company framed this as an avenue for partners looking to expand into new markets and audiences without crossing directly into regulated real-money environments at the outset. The vertical presents a pathway that uses social gaming dynamics to acquire and engage large player segments, while maintaining structures designed to act as a bridge toward deeper gaming experiences.

The Sweepstakes solution includes mechanics, compliance considerations, and content designed to allow brands to build audience communities and later transition them toward regulated markets when appropriate. In describing this approach, Nahhas said, “This Sweepstakes solution represents a low-friction, high-engagement entry point into regulated markets, enabling partners to build community and brand affinity before seamlessly guiding players toward fuller gaming experiences.”

Complementary functions across partner types

The company stated that Standalone and Sweepstakes operate at opposite ends of a strategic spectrum. Standalone benefits partners who view gaming as a central pillar of their business and want a long-term presence within a regulated framework. Sweepstakes supports partners who are testing new demographics, building brand identity, or expanding into jurisdictions where direct real-money gaming may not be immediately practical.

At ICE Barcelona, the message will emphasize that offering multiple strategic pathways is intended to give partners control over how they grow. ProgressPlay will present this as a transition away from uniform platform offerings toward tailored models that align to varying commercial priorities and risk appetites.

Chief Executive Officer Itai Lowenstein linked the strategy to broader industry shifts: “This strategic focus is a direct response to the fragmentation of opportunity in our industry,” explaining that market conditions require precision and that different partners may pursue different models. Lowenstein concluded that by reinforcing these solutions alongside existing turnkey and white-label products, the company intends to provide a toolkit for partners entering the next phase of iGaming growth, saying, “Our presence at ICE is a statement: we are here to build the future, partner by partner.”

Source:

ProgressPlay Unveils Its Dual-Engine Strategy for Partner Growth, Press Release, January 2026