ICONIC21 and Advabet agree multivertical distribution of slots, virtuals and live casino

ICONIC21 has signed a multivertical deal with platform provider Advabet, trading as Adwa, to distribute its catalogue of slots, virtual games and live casino content. The rollout begins by integrating titles into Adwa’s B2C brands and will later extend to the wider network of operators using the platform.

ICONIC21 and Advabet: scope and first deployment

The agreement between ICONIC21 and Advabet covers three verticals: slots, virtual games and live casino. The initial implementation focuses on the B2C brands managed by Adwa; that integration phase will serve as the launch before distribution opens to the platform’s B2B ecosystem.

The titles included in the launch roster feature content from Gravity Games, the company’s flagship live and virtual titles, and the virtual game iDealer Blackjack, the companies confirmed. Catalogue delivery will follow a phased schedule while technical and commercial integrations are completed.

What a multivertical agreement between a content supplier and a platform means

A multivertical pact lets a supplier offer different product types through a single technical and commercial connection to an operator or network of operators. In this case, ICONIC21 supplies slots, virtual games and live casino to Adwa, which will act as the channel to distribute them to managed brands and partner operators.

Technically, integration typically requires:

• API connection for catalogue management and game metadata,

• integration of stream providers for live casino content,

• configuration of routing and reporting rules per operator,

• certification and compliance testing for each market where the products will launch.

Adwa has historically emphasised its focus on operator-tailored solutions; ICONIC21 highlighted the catalogue’s complementarity as a reason to expand via this platform.

Content included and brands mentioned

The initial release incorporates titles from Gravity Games and ICONIC21’s flagship live and virtual games. iDealer Blackjack is among the virtual games included in the first wave. The companies described the rollout as progressive, with integration and vertical-expansion phases agreed between both teams.

"We are pleased to start working with Adwa and introduce our portfolio across their network," said Alina Mihaela Popa, Chief Commercial Officer at ICONIC21, commenting on the start of the rollout.

Adwa, trading commercially as Advabet, will participate in the technical and commercial integration to enable ICONIC21’s offering on its B2C brands and, later, across its operator network.

Company comments and commercial objectives

Alina Mihaela Popa, Chief Commercial Officer at ICONIC21, said Adwa’s reputation for delivering flexible, operator-adapted solutions makes it an appropriate partner for ICONIC21’s expansion strategy. Popa added they expect to bring their slots, virtual games and live casino content to more operators and players through the collaboration.

Igor Drobaha, Head of Casino at Adwa, said ICONIC21’s portfolio adds depth to the entertainment catalogue available on the platform. Drobaha noted they are excited to start the partnership and deliver new gaming experiences across their brands and partner network.

Integration phases and next steps

The companies describe the rollout as a phased process. The first stage covers technical integration into the B2C brands managed by Adwa. Subsequent stages will expand availability to operators connected to the platform after testing, certification and commercial adjustments are completed.

For operators and platform providers the phase schedule typically includes:

1. technical testing and title certification in controlled environments,

2. integration in B2C brands with performance monitoring and adjustments,

3. extension to the operator network once stability and compliance are verified.

ICONIC21 and Adwa said they will work together on integration and expansion across these phases, without specifying exact timelines for each milestone.

Implications for the industry and operators

The partnership reinforces ICONIC21’s strategy to broaden distribution through deals with platforms that manage both B2C brands and B2B connections. For Adwa, adding suppliers with live and virtual catalogues can increase the differentiated offering it provides to operators.

Operators looking to expand their game portfolios can expect ICONIC21 titles to appear first on Adwa’s B2C brands and later across the partner network if integration proceeds as planned. Certification and compliance initiatives will need to be adapted to each target market.

Platform vendors and content suppliers will watch operational details of the launch closely, since technical implementation and reporting are key components for successful multivertical integration.

Where to read more about content and platform integrations

For reports on supplier–platform integration trends consult the coverage of [b2b](/b2b) and the [casino](/casino) product section for updates. The original announcement of the deal was recorded on 15 October 2026.