ICONIC21 takes live casino portfolio live with Novibet across nine markets
ICONIC21, the MGA-licenced live casino and iGaming content provider, has agreed a distribution deal that makes its portfolio available to players across Novibet’s network. Founded in 2010, Novibet operates across nine regulated markets: Greece, Brazil, Ireland, Finland, Mexico, Chile, Ecuador, Cyprus, and New Zealand and employs more than 1,200 people across four international hubs.
The deal follows a period of rapid distribution growth for ICONIC21, which has signed agreements with multiple operators and aggregators since rebranding from BETER Live in September 2024. The provider holds a Malta Gaming Authority licence and BMM Testlabs certification, and operates studios in Bucharest, Romania. ICONIC21 was named Best Live Dealer Provider at the 2025 European iGaming Excellence Awards.
Gravity Series at the centre of the offering
ICONIC21’s Gravity Series is central to the Novibet integration. The range, which includes Gravity Blackjack and Gravity Roulette, uses dynamic multipliers, custom animations and real-time progress indicators to extend session engagement. Gravity Roulette carries a published RTP of 97.40%, with up to five numbers per round eligible for multipliers between 50x and 1,000x.
Alina Mihaela Popa, Chief Commercial Officer at ICONIC21, said:
‘Novibet is an operator that knows what it wants and moves quickly to get it, which makes them a very natural fit for how we work. Our live casino portfolio was built for operators like Novibet: clear identity, an engaged player base, and a genuine appetite for content that stands out.’
Fotini Matthaiou, Executive Casino Director at Novibet, said:
‘At Novibet, we continuously invest in enriching our gaming portfolio with content that combines innovation, entertainment and high-quality player experiences. ICONIC21 has built a distinctive live casino proposition, and the addition of the Gravity Series further strengthens our live casino offering.’
Novibet’s content strategy and ownership change
Novibet operates on a proprietary platform and has been active in expanding its content partnerships across regulated markets. In December 2024, lottery and gaming group Allwyn acquired a majority stake in Novibet, providing the operator with additional resources for platform investment and market expansion. The operator has also been active across LatAm, most recently going live with content partners in Brazil.
For ICONIC21, the Novibet agreement continues a pattern of operator-level distribution deals across Europe and the Americas. The provider’s portfolio now spans live casino, slots, and virtual/instant games, with ICONIC21 describing a target of two new releases per month across verticals.
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About ICONIC21
ICONIC21 is an iGaming content provider offering live casino, slots, and virtual/instant games. Formerly operating as BETER Live, the company became independent from the BETER Group in September 2024 and rebranded under its current name. The provider holds an MGA licence and BMM Testlabs certification and operates studios in Bucharest, Romania.
About Novibet
Novibet is a GameTech operator founded in 2010 and headquartered in Malta, operating across nine markets: Greece, Brazil, Ireland, Finland, Mexico, Chile, Ecuador, Cyprus, and New Zealand. The company employs more than 1,200 people across hubs in Greece, Malta, Brazil, and Mexico, and runs a proprietary betting platform. A majority stake in Novibet was acquired by Allwyn in December 2024. ICONIC21 Novibet Casino
