ICONIC21's Live Casino Portfolio Goes Live with Novibet
Nathan Williams 
Key Takeaways:
- ICONIC21's live casino portfolio is now live with Novibet.
- The agreement covers Novibet's nine regulated markets.
- ICONIC21's multiplier-based Gravity Series is central to the offering.
ICONIC21 and Novibet confirmed a live casino distribution agreement on June 4, 2026. This deal makes ICONIC21's portfolio, including the multiplier-based Gravity Series, available across Novibet's player base. Novibet operates across nine regulated markets: Greece, Brazil, Ireland, Finland, Mexico, Chile, Ecuador, Cyprus, and New Zealand.
Expanding Distribution and Content Strategy
The agreement extends ICONIC21’s regulated-market distribution as Novibet, now majority-owned by Allwyn, continues investing in live casino content. ICONIC21, an MGA-licenced live casino content provider, has experienced rapid distribution growth since rebranding from BETER Live in September 2024. The provider holds a Malta Gaming Authority licence and BMM Testlabs certification, operating studios in Bucharest, Romania, and was named Best Live Dealer Provider at the 2025 European iGaming Excellence Awards.
ICONIC21’s Gravity Series is central to the Novibet integration, featuring titles like Gravity Blackjack and Gravity Roulette. This range uses dynamic multipliers, custom animations, and real-time progress indicators to extend session engagement. Gravity Roulette, a highly engaging live roulette game, carries a published RTP of 97.40%, with up to five numbers per round eligible for multipliers between 50x and 1,000x.
Operator Investment in Differentiated Content
Demand for differentiated live casino content has intensified as operators seek to reduce dependence on a small number of dominant suppliers. Fotini Matthaiou, Executive Casino Director at Novibet, stated: ‘At Novibet, we continuously invest in enriching our gaming portfolio with content that combines innovation, entertainment and high-quality player experiences.’ She added that ICONIC21 has built a distinctive live casino proposition, and the addition of the Gravity Series further strengthens Novibet’s live casino offering across regulated live casino markets.
Alina Mihaela Popa, Chief Commercial Officer at ICONIC21, commented: ‘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.’ She further noted that ICONIC21's live casino portfolio was built for operators like Novibet, which possess a clear identity, an engaged player base, and a genuine appetite for content that stands out. Novibet operates on a proprietary platform and has been active in expanding its content partnerships across regulated markets, including the Greece live casino market.
