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HappyHour.io, the new seed and early-stage accelerator for iGaming industry start-ups, has hired LeoVegas commercial strategy director Lauren Farrell as chief marketing officer.

Farrell took over the CMO role on 1 February 2022 and will be specifically focused on Xtended Gaming (XG), a new crypto and Web3 project that HappyHour.io has chosen to invest in.

She will be responsible for planning and executing the marketing strategy for Xtended Gaming brand partners and has also been tasked with assembling a team of acquisition, retention and brand marketeers at the firm.

Farrell will work from home and report into Xtended Gaming CEO Giuseppe Bellomo, who is also CCO at HappyHour.io.

“I am very pleased that Lauren has decided to join XG and I look forward to welcoming her as a member of the management team,” said Bellomo.

“She has vast experience in digital marketing and is a well-known figure in the industry. We are a new venture with very big ambitions and many ideas and Lauren is a perfect fit.”

Farrell spent nearly three years at LeoVegas and has also worked in marketing roles for bet365, Mr Green and Malta-based OGaming.

“Happyhour.io has successfully launched and invested into several exciting portfolio companies, always with a focus on innovation and customer experience at heart,” she said.

“It’s really exciting to be working on such a game changing concept in the industry.”

HappyHour.io was founded in 2021 and is led by former GiG CEO Robin Reed. The company unveiled its LiveSpins project at iGaming NEXT: Valletta ’21 in October.

“People and companies all over the world are venturing into Web3 and gaming is following suit,” said Reed.

“XG is a company working at the frontier of this movement with a number of innovative solutions.

“Lauren has a strong commercial record and we are super excited to see her taking this to the iGaming market in 2022,” he added.

HappyHour.io provides financial backing and support to portfolio companies including third-party aggregation platform Flows and PayNPlay brand Kanuuna.

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