Jun 25, 2026 | 5:43 am
ICONIC21 has broadened its online gaming lineup with the introduction of Keno, a lottery-style title that adapts one of the industry's longest-running game formats for digital audiences. The release marks another step in the company's efforts to diversify its offerings beyond live casino products and develop original content for online operators.
The new game centers on a straightforward number-selection mechanic that has helped keno remain a familiar fixture in gambling for decades. Participants can choose up to ten numbers before a draw takes place, with payouts determined by the number of successful matches.
According to the company, the gameplay has been designed to maintain the traditional appeal of keno while making it accessible for online players. The format combines simple participation requirements with a range of potential outcomes, appealing to both experienced players and those new to the game.
Three Risk Settings Give Players More Choice
A key feature of the release is the inclusion of three selectable risk levels. Players can choose between Low, Medium, and High settings, allowing them to influence the balance between the frequency of wins and the size of potential rewards.
Lower-risk play is geared toward more regular returns, while higher-risk options offer the possibility of larger payouts that occur less frequently. The game's maximum reward reaches 1,000 times the original stake.
ICONIC21 stated that allowing users to choose their own risk profile supports player control over their gaming experience. Rather than assigning a single gameplay model, the title enables participants to decide which level best suits their preferences.
The company also emphasized that the game was developed with both entertainment and player wellbeing in mind, giving users flexibility in how they approach each session.
Custom Branding Features for Operators
Beyond player-facing features, Keno includes several customization options aimed at gaming operators. The title supports personalized win and loss assets, enabling operators to align the game with their existing branding strategies.
A branded multiplier progress bar is also included, allowing the product to integrate more naturally into an operator's platform. These tools are intended to help operators present the game as part of a cohesive user experience rather than as a standalone addition.
The release continues ICONIC21's broader strategy of expanding its content portfolio. While the company initially established itself through live casino products, recent developments indicate a growing focus on proprietary game formats and original releases.
Company Highlights Simplicity of the Format
Commenting on the launch, Edvardas Sadovskis, chief product officer at ICONIC21, pointed to the enduring popularity of keno as a major influence on the game's development.
“Keno has endured precisely because it never asked for too much of the player, and that simplicity is exactly what we set out to protect.
The three risk levels give players real agency over their session, which matters for enjoyment and responsible play alike. It’s a recognisable, low-barrier format with enough customisation built in to make it genuinely an operator’s own.”
The company views the title as a balance between familiarity and flexibility, combining a widely recognized format with tools that allow operators to tailor the experience to their brands.
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Growth Since Independent Rebrand
The launch comes less than two years after a significant corporate transition for the business. In September 2024, BETER Live adopted the ICONIC21 name following its separation from the BETER Group.
The rebranding marked the beginning of the company's operation as an independent business and reflected a new strategic direction within the online gaming sector. At the time, the company said the move would allow it to pursue its own product vision while maintaining a focus on innovation and client needs.
Backed by industry specialists and creative teams, ICONIC21 positioned itself to expand its range of gaming content and increase its flexibility in responding to market demand. Since then, the provider has continued to build its portfolio, with Keno becoming one of the latest additions in its effort to establish a broader presence across the iGaming market.
Source:
“ICONIC21 draws on a classic with the release of Keno“, iconic21.com, July 7, 2026.