Amax International Holdings Limited, the Asian entertainment and casino company, has announced a plan to change its iconic name into something completely different, without worrying about brand recognition even a bit. The newly chosen name is Century Entertainment International Holding. GGRAsia reported that the company that is listed and based in and from Hong Kong used an official filling to complete the rebranding move. They consider that the new name would be more appropriate and will closely describe the version and direction of the group, better complying with the shareholder’s views and opinions as a whole.

March saw Amax International finally dispose of the remaining approx 25% stake in an entity that was previously run by Greek Mythology Casino, a now-shuttered Macau business, all while the Monday filling detailed additionally that the desired rebranding and subsequent name-change will only be official and enter in its full rights after the shareholders approval that will come via an upcoming special general meeting that will be held later this month.

As per GGRAsia, the previous year was not a particularly successful one for Amax Intl, as the group that is to be known as Century Entertainment International Holding in the future recorded loses of $53.32 million for the 12-month period, which is a huge decrease in efficiency when compared to the previous loss of just over $6.73 million.

Granted, the substantial losses that were recorded in the last 2 years are primarily based on the $45.09 million expense that was ensued for the development and growing of the company.

Betsoft Gaming and Golden Palace sign multi-year partnership agreement

Another great and long-term partnership covering the entire area in Europe has been signed by BetSoft Gaming, one of the leading players in the gambling sector. This time, the deal has been signed with Golden Palace, the largest casino in Belgium and one of the most recognizable in the whole world. Known for its strong VIP program, Golden Palace has now allied with BetSoft Gaming in an attempt to complete its domination on the market and asserts its authority.

The new partnership will be set across multiple years and will be accepted baring a refusal by the Belgian Gaming Commission, to be integrated over time.

With no less than 45 gaming halls, Golden Palace is the biggest casino that operates in Belgium.

Having started back in 1963, the company has a long and respected history in the area, is known for the service quality and status of its clients and VIP customers.

Having launched its online branch back in 2011, more than 8 years ago, the casino was a little late to the www part, but nevertheless it was never their main focus. Being focused mainly on the players in the country, and not yet expanding to the rest of Europe or the rest of the world, they are already known for great services and all-around cool features.

Sales Executive, Francesca Raniolo, commented on the new partnership with Golden by stating: “With more than 55 years of experience, Golden Palace knows what it takes to satisfy and support players – online and off. At Betsoft, we believe strongly in creating games that celebrate the legacy of the casino industry, while taking full advantage of mobile and desktop technology to deliver completely new experiences.  We are thrilled to have the opportunity to share that vision for cinematic gaming with Golden Palace’s loyal players.”

In the beginning, players at the venue will have access to all the key titles found within the portfolio of Betsoft. In the future, new titles will be added as they are created. According to the Head of Online for Golden, Anne-Laure Bousseau, the goal is to integrate every new game to www.goldenpalace.be. they are confident that the relationship with BetSoft will provide their audience with a range of new ways to play.

This latest deal comes just about a month after Betsoft announced a partnership deal with Leonbets. In early August, it announced that it had extended its partnership agreement with Leonbets, a top-rated sportsbook and casino operator.

For two years, the supplier has provided Leonbets with quality content and the extension of the partnership will only help to strengthen the two companies as the operator will go live with the latest online slot title to launch Gold Canyon as well as additional new games including Wolf Moon Rising and Gemmed!