Sky Bet signs five-year title partnership extension with the English Football League

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Sky Bet – part of Flutter Entertainment – has signed a record five-year partnership extension with the English Football League (EFL) that will see Sky Bet continue as the League’s title partner until the end of the 2028/29 campaign.

Building on a decade-long partnership,  the new rights fee represents a 50% increase from Sky Bet, providing significant revenues for EFL Clubs and support for the League’s overriding objective to make Clubs financially sustainable across all divisions.

The deal will also see Sky Bet invest £1 million per season and £6 million in total into a Community Fund held by the EFL to be invested into communities across England and Wales where EFL Clubs are located. Sky Bet and the EFL will use the funding to deliver activity via the EFL Trust and the network of Club Community Organisations (CCOs), with the initiatives in focus to be mutually agreed by the organisations.

Having first been agreed in 2013, the partnership – one of the longest and most significant in UK professional sport – is centred around a clear Memorandum of Understanding (MOU) between the two organisations that sets out how to deliver our joint objectives in a socially responsible way. This has always and rightly placed safer gambling at its heart, while also establishing a framework that allows us to engage the millions of EFL fans and connect them with the teams, players, and communities that they passionately support.

The MoU will continue to put the protection of children and other vulnerable individuals at its heart with both Sky Bet and the EFL making a renewed commitment to its approach in the promotion of the product.

Examples within the MoU include:

  • Sky Bet will not actively market themselves or their products in family areas of club stadiums or advertise to young fans
  • The EFL will dedicate a proportion of its central inventory to promote safer gambling messaging and support Sky Bet’s safer gambling campaigns
  • Sky Bet will fund a player education programme across the EFL’s 72 clubs that will focus on the potential dangers of gambling and provide support and advice

Both Sky Bet and the EFL will share learnings and insight from the partnership with Government, other sports and sector stakeholders to help inform the new sports sponsorship Code of Conduct which is being developed in accordance with the Gambling Act Review White Paper’s proposals.

Flutter recently welcomed the publication of the Gambling Act Review, which we see as a significant positive moment for the UK gambling sector, raising standards and bringing the regulatory framework into the digital age.

As part of the agreement, Sky Bet will continue as Official Title Partner of the Sky Bet EFL and Sky Bet Play-Offs on a worldwide basis. Sky Bet will also have rights to award the official Manager, Player and Goal of the Month awards as well as the seasonal ‘Golden Boot’ and ‘Golden Glove’ awards in each division.

Commenting, Steve Birch, Sky Bet Chief Commercial Officer, commented:  “I’m extremely proud of Sky Bet’s ongoing partnership with the EFL and delighted to have reached today’s agreement. Football is central to who we are and it’s great to be able to support the game and provide investment for Clubs across the Pyramid.

I’m particularly delighted that we can go one step further today with the announcement of our Sky Bet EFL Community Fund, seeking to make a real difference for people across England and Wales.

As the recent Sky Bet Play-Off Finals demonstrated, the EFL is going from strength to strength with packed grounds and millions watching games here in the UK and around the world.

We are absolutely committed to Safer Gambling, and I’m delighted that our partnership with the EFL shows how responsible betting and gaming operators, and sporting organisations can work together to promote safer gambling and tackle the issue of gambling harm.”

Commenting, Trevor Birch, EFL Chief Executive said: “For over a decade, Sky Bet has been a valuable partner for EFL Clubs, offering sustained investment to help Clubs navigate a volatile financial landscape and ensure fans can enjoy fantastic footballing entertainment in every corner of the country.

We have consistently seen our partnership evolve to move with the times and with community at the heart of the EFL, a new community investment fund is perfectly aligned and will help strengthen the partnership’s commitment to social responsibility. 

The Government’s recent Gambling White Paper highlighted the social responsibility measures that have accompanied our partnership with Sky Bet as being an example of good practice for the wider sports sector to learn from and we will look to deepen our commitment to the promotion of safer gambling as part of this extension.

On behalf of our Clubs we thank Sky Bet for its ongoing support to English football and we look forward to seeing our much-loved competition develop yet further with the additional certainty this investment provides.”


Soft2Bet elevates its Live Casino offering via a new distribution deal with CreedRoomz

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CreedRoomz excellent products will now be live across the platform provider’s vast player network.

Award-winning iGaming solutions provider, Soft2Bet signs a terrific content distribution deal with CreedRoomz, agreeing to spread its varied live casino products across its operators’ players.

CreedRoomz is a casino entertainment and online gaming software provider offering live casino business solutions that allow clients to leverage key products and services that appeal to a diverse range of player profiles. They offer highly-customized services to accommodate a variety of key business-related aspects like the scale of your operation, region and player preferences.

Their catalog includes the most popular casino games with exciting features such as favorites like Roulette, BlackJack and Baccarat. CreedRoomz has also incorporated various games with an Asian focus.

CreedRoomz operates a highly-innovative touch to live casino robot dealer called “Roba”, which functions as a real-life croupier in CreedRoomz’s Live Studio. Roba optimizes the work in a live casino studio, increases accuracy in dealing, helps operators reduce expenses on hiring staff for a private hall and provides an automated 24/7 gaming experience. Best of all, this is the first company to ever bring this robotization technology to the igaming sphere.

Soft2Bet has built a reputation for recruiting the most innovative companies into its diverse array of partners. This is certainly the case with CreedRoomz has its core games section featuring different kinds of games like Roulette, Blackjack and Keno and more. It caters to the needs of many different kinds of players, particularly high roller gamers by creating exclusive VIP rooms.

Daniel Mitton, Director of Games and Business Development at Soft2Bet commented:”Adding CreedRoomz to our ever-growing scope of live casino solutions highlights Soft2Bet’s player focused mindset and business first approach to innovation and customisable tools, this will be a fantastic deal that both parties can benefit from.”

“We believe the combination of CreedRoomz’s innovative games and Soft2Bet’s extensive network is promised to bring advancement and new gaming experiences to all players worldwide.We are pleased to be aligning with such a prominent figure in the industry”, Remarked the VP of Casino at CreedRoomz Sargis Poghosyan.


IBIA welcomes sanctioning of ten snooker players for match-fixing

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The International Betting Integrity Association (IBIA), a world leading industry-led sports integrity organisation, has today welcomed the sanctioning of 10 Chinese professional snooker players by the World Professional Billiards and Snooker Association (WPBSA) for various offences relating to the manipulation of snooker matches. The punishments follow the provision of detailed betting data provided by IBIA and its members to the WPBSA, which triggered the initial investigation.

IBIA identified suspicious activity on the following 2022 matches as part of the investigation (sanctioned players in bold):

  • Aaron Hill v Zhao Jianbo (Northern Ireland Open Qualifiers)
  • Bai Langning v Zhou Xintong (British Open)
  • Chang Binyu v Jamie Jones (British Open)
  • Yuan Sinjun v Jimmy White (Northern Ireland Open Qualifiers)
  • Lu Ning v Robert Milkins (European Masters Qualifiers)

Reacting to the news of today’s verdict, Khalid Ali, IBIA CEO, said: “We would like to congratulate the WPBSA on successfully prosecuting this case. It highlights the vital role played by well-regulated betting markets in deterring corruption and sends a very clear message to all athletes about the risks of engaging in match-fixing.”

IBIA is committed to sharing data with sports, regulators and law enforcement that enables those bodies to identify, investigate and prosecute match-fixers. What sets IBIA apart from commercial monitoring systems is the ability to track transactional activity linked to individual consumer accounts rather than analysing simple odds movements. No other sports integrity solution can provide access to IBIA members’ data, which covers over US$137bn in sports betting turnover per annum and over 120 sports betting brands, making IBIA the largest and most effective integrity network of its nature globally.

Ali added: “IBIA’s responsible regulated betting operators have a significant incentive to help crack-down on match-fixing, which is aimed at defrauding those companies. Our leading market position enables us to provide a highly accurate analysis and effective deterrent against corruption in the regulated sports betting market. IBIA is committed to being at the forefront of this preventative action globally.”

IBIA’s Optimum Betting Market Study, published in 2021, confirms that balanced and efficient sports betting regulation is part of the solution to sports betting related match-fixing. Suspicious betting and potential match-fixing on regulated markets accounts for a very small proportion of all sporting events globally. The Optimum Betting Market Study found that there were no suspicious betting alerts on 99.96% of the 650,000 sports events offered by IBIA members annually between 2017-2020.


Brian ‘True Geordie’ Davis Joins Forces with GGPoker, the World’s Biggest Online Poker Room

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GGPoker, the unrivaled leader in the online poker industry, is thrilled to announce its exciting partnership with Brian ‘True Geordie’ Davis, one of the United Kingdom’s most influential podcasters and YouTube sensations. This collaboration marks a significant milestone for both parties as True Geordie becomes an esteemed partner of GGPoker.

True Geordie’s larger-than-life personality, engaging content, and unwavering dedication to his community have made him a prominent figure in the online entertainment space. With his vibrant presence and authentic style, True Geordie has captivated audiences worldwide, amassing a substantial following that looks up to him for his expertise and entertaining delivery.

As part of this partnership, True Geordie will encourage his loyal fanbase to join him at the virtual poker tables of GGPoker, where thrilling gameplay and unforgettable experiences await. To kickstart this incredible collaboration, True Geordie will host a weekly poker tournament, exclusively at GGPoker, every Thursday at 18:00 BST, starting June 8 and running through August 31. Players participating in these tournaments can win big prizes and even claim the bounty on True Geordie’s head.

Furthermore, True Geordie will represent GGPoker at the prestigious World Series of Poker (WSOP) London event, commencing on July 27. As a GGPoker ambassador, True Geordie will showcase his poker prowess in live tournaments, competing against top professionals and enthusiasts from all corners of the globe.

“We are absolutely delighted to work with the number-one poker brand in the world!” said True Geordie. “Our experience in creating marketing-leading content for blue chip brands will be used in full force during this incredibly exciting partnership. We can’t wait to face off against our vast and loyal community, utilising the ground-breaking online poker technology that GGPoker is celebrated for.”

Angela Martin, UK & Ireland Head of Marketing at GGPoker, expressed her excitement regarding the partnership, stating, “We are delighted to welcome Brian ‘True Geordie’ Davis to the GGPoker family. His exceptional talent and magnetic personality resonate with our commitment to providing an unparalleled poker experience to our players. We can’t wait to see him engage with our vibrant community and bring his unique style to the tables.”

True Geordie’s partnership with GGPoker is a testament to the platform’s dedication to bringing together poker enthusiasts from every background and providing them with a world-class experience. By joining GGPoker, True Geordie’s followers will have the chance to connect with him directly and share the virtual felt in exhilarating games and tournaments available exclusively at GGPoker.

New GGPoker players can also claim the poker room’s Welcome Bonus, earn even more rewards with the Honeymoon for Newcomers promotion and automatically join GGPoker’s Fish Buffet loyalty program, with regular cash prizes on offer.

To learn more about True Geordie’s partnership with GGPoker, please visit:

About GGPoker: GGPoker is the World’s Biggest Poker Room, with a global player base. It offers a range of innovative games and features such as the patented Rush & Cash poker, All-In or Fold, Flip & Go, Spin & Gold, Battle Royale, GGCare & GGCheers, integrated staking platform, SnapCam video messaging, PokerCraft, and Smart HUD, all designed to enhance gaming experiences and make poker more fun than ever.

In 2020, GGPoker hosted the world record-breaking WSOP Online main event and the WSOP 2020 Main Event. In 2021, GGPoker won PokerListing’s ‘Best Poker Software Overall’ award. In 2022, GGPoker became the world’s largest online poker room and was awarded the Online Poker Operator of the Year Award at the SiGMA Americas Gaming Awards. In 2023, GGPoker will send at least 500 players to the live WSOP 2023 Main Event via its celebrated Road to Vegas satellite tournaments.


LeoVegas Group celebrates partners and finalists Manchester City F.C and FC Internazionale Milano

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Over the past year, LeoVegas Group has intensified its focus on sports betting by enhancing global brand visibility through strategic partnerships with legendary football clubs Manchester City F.C and FC Internazionale Milano. As an official partner to these two finalists, LeoVegas Group is happy to celebrate their remarkable achievements and extends best wishes to both teams.

In September 2022, LeoVegas Group announced that it had signed strategic partnerships with top-tier football clubs Manchester City F.C and FC Internazionale Milano, becoming the Official Betting Partner in Europe and Canada, and the Regional Betting Partner in Europe and the Americas, respectively. By partnering with these clubs, LeoVegas Group customers enjoy enhanced access to exclusive content, closer ties to club events, and opportunities to participate in co-branded activities and competitions.

As the Group continues to enhance brand visibility and intensify its focus on sports betting through its brands LeoVegas, BetUK, and expekt, the latest achievements by the partner clubs will amplify the Group’s visibility on the global stage. The Group recently launched one of its sports betting brands, expekt, in the Danish market as part of the continuing international expansion. 

Gustaf Hagman, Group CEO of LeoVegas, said “We are absolutely thrilled to see our partners reach the final, and we wish them the best of luck! These extraordinary achievements reflect the determination and unparalleled skill that both Manchester City F.C and FC Internazionale Milano embody. At the same time, I am happy that our partnerships continue to boost LeoVegas Group’s visibility in sports betting, and I am looking forward to an exciting match”.

Partnerships with top-tier clubs ensures that the Group reaches global audiences, supporting the ambition to launch LeoVegas Group as a provider of the greatest igaming experience for both casino and sports betting.



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The Rank Group Plc (‘Rank’) has announced that Andrew Peat will join the company as Managing Director, Rank Interactive, taking up his role later this year.

Andrew joins from William Hill where he is currently the Sportsbook Director, a role he has performed since joining the company in November 2018. Prior to joining the betting and gaming industry he was the Commercial Director at Dixons Carphone Group and the Commercial Propositions Director at tech start-up firm, Ctrlio.

Andrew will be based in Gibraltar and will be responsible for the development and execution of Rank’s UK facing digital strategy.

He will report into Jon Martin who is taking up his role as Chief Operating Officer later this Summer.

Jon Martin said: “Securing an operator of Andrew’s calibre is great news for Rank. His experience in sports and gaming, along with his track record in delivering cross channel improvements at one of the biggest sportsbook brands in the UK bodes well for the important job he will soon be undertaking in Gibraltar. Rank Interactive has enjoyed significant growth recently and Andrew’s appointment will look to capitalise on the momentum we have in the business. I look forward to welcoming him when he joins us later this year.”

Andrew Peat said: “The chance to join Rank at such a pivotal time for the digital business was too good an opportunity to turn down. The potential to build on the good work of recent years is huge, powered by Rank’s own proprietary technology and a first-class team of engaged colleagues in the Interactive team. My ambition to deliver an exceptional cross-channel experience for Rank customers in both gaming and sports is clearly shared by the team and I am looking forward to getting started.” 


Dragon magic unleashes in Tom Horn’s new game, Wild Dragon’s Fortune

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Tom Horn Gaming, an igaming software solutions supplier, is proud to announce the launch of their new slot game, Wild Dragon’s Fortune.

The game transports players to a mythical world of the Far East where wild dragons and the Gifts of Fortune hold the power to shape the fate of those who spin the reels and chase the wins across the 5×4 grid of this high volatility game.

Featuring a range of exciting game mechanics and visually stunning graphics, Wild Dragon’s Fortune is designed to captivate players from the moment they hit the spin button. The game boasts an array of enticing features, including Dragon Wild symbols with multipliers, Gifts of Fortune symbols, free spins, and QuickX™.

The Dragon Wild symbols act as powerful jokers, substituting for all symbols except the Scatter. Each Wild symbol that appears in a winning combination multiplies the line win by the amount displayed on the symbol. If multiple Wild symbols grace a winline, the multipliers multiply each other, leading to higher win potential.

Additionally, Wild Dragon symbols are linked to the Gifts of Fortune bonus game. This feature adds another layer of anticipation and reward to the game. The Gifts of Fortune are four high symbols – scroll, upgraded by default, coins, vase, and golden ingot. Players can activate the desired number of the Gifts of Fortune symbols. Depending on their number, players will play with more paylines ( 20, 40, 100, and 1024, respectively) and will unlock Dragon Wilds with higher multipliers.

By collecting three Scatter symbols, players can trigger free spins, during which Dragon Wilds remain on the reels, shifting positions and changing multipliers with each spin. Wild Dragon’s Fortune offers players four free spins options, each with its own number of Dragon Wilds, Gifts of Fortune symbols, and paylines. The Gifts of Fortune symbols further enhance the free spins multiplier, multiplying all winnings by the player’s bet multiplier from the triggering base game spin.

In addition to its exciting features, the game is enhanced with the supplier’s proprietary QuickX™ bonus mechanic, which takes players straight into the heart of the action, increasing their chances of massive wins. The four QuickX™ levels provide a high level of customization, allowing players to choose from a range of multipliers, thus adjusting the gameplay to their liking. Tom Horn Gaming introduced QuickX™ in a Christmas instalment of its popular 243 Crystal Fruits series, followed by 81 Vegas Magic.


Gamanza showcasing gamification solutions at Gaming in Holland

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Gamanza, an ISO 27001 certified iGaming technology provider, will participate in the Gaming in Holland Conference on 8th June, 2023. The event will be the first of multiple European stops throughout the remainder of 2023 where Gamanza will showcase its Player Engagement Platform, which boasts a new loyalty and gamification system. With a wealth of experience in gamification strategy, Gamanza recently completed a revamp of its original flagship product and re-structured the business to focus efforts on taking it to market.
Still in relative infancy, gamification has huge potential to transform the iGaming industry not only with engagement mechanics such as ranks, objectives and competitions, but also by offering an alternative to the ever-more maligned traditional bonuses. Having built highly successful gamification and loyalty strategies in the past, Gamanza’s experts can help operators implement a cost-effective and viable system that introduces features that will appeal to new audiences, improve retention levels amongst the casual player base and boost their lifetime value.
The regulated Dutch market faces a complete ban on untargeted advertising on TV, radio and printed media from 1st July, 2023. This creates an even greater challenge for operators to acquire and re-activate players effectively as they will need to pivot away from these popular channels. Gamanza understands these challenges and seeks to provide operators with new tools and an alternative approach that can play a significant part in the marketing mix going forward.
“We’re really happy to have a presence at the Gaming in Holland conference again this year”, stated Robert Civill, Chief Commercial Officer at Gamanza. “As with other newly regulated jurisdictions, market conditions in the Netherlands are in flux and operators will need to find new and innovative ways to roll with the punches. I feel this brings gamification to the fore – and we can help operators to differentiate their brand, and to acquire, retain and re-activate players within the boundaries of the reforms while also presenting them with a new layer of entertainment.”
By utilizing Gamanza’s gamification solutions, operators can create personalized experiences that adhere to regulatory requirements. These solutions enable operators to implement tailored gamification strategies that drive player acquisition, boost retention, and generate revenue responsibly. The Gaming in Holland Conference takes place on 8th June, 2023 at the KIT Royal Tropical Institute in Amsterdam.

Lion Gaming Off to the Races With Latrobet

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Lion Gaming has announced the addition of Latrobet into its sportsbook platform. The integration of Latrobet’s innovative horse racing betting API solution further strengthens Lion Gaming’s commitment to providing offerings that operators and their players expect.

Latrobet, known for its horse racing betting technology, offers a complete risk management system and dynamic real-time odds for horse racing betting enthusiasts. By incorporating Latrobet into its platform, Lion Gaming ensures that its users have access to a comprehensive horse racing betting experience, complete with a wide range of betting options and competitive odds.

What sets Latrobet apart is its customizable user interface (UI), perfectly aligning with Lion Gaming’s mandate of providing tailor-made solutions. The UI can be personalized to meet the unique preferences and branding requirements of Lion Gaming’s operators, ensuring a streamlined betting experience across properties.

“Latrobet are pleased to announce the formation of a new partnership with We are very excited to combine our experience and technology with their market leading wagering platform,” Said Shaun White, Founder of Latrobet.

As part of the integration, Latrobet’s horse racing streams will be embedded directly into Lion Gaming’s sportsbook platform interface, allowing bettors to enjoy the excitement and thrill of live horse racing events. This feature adds an immersive element to the betting experience, enabling users to watch races in real-time while placing their bets, enhancing engagement and entertainment value.

“Lion Gaming is thrilled to integrate Latrobet into our expanding portfolio of sports betting offerings,” said Jason Poprawa, Head of Sportsbook at Lion Gaming. “Latrobet’s advanced horse racing betting API, customizable UI, and embedded live streaming align perfectly with our commitment to delivering customized solutions and captivating sports betting experiences for players.”

Lion Gaming continues to expand its range of gaming options and provide a diverse and compelling platform for its users. By leveraging Latrobet’s state-of-the-art  horse racing technology, Lion Gaming further strengthens its product offering and its position as a leader in the gaming industry.


Gaming in Holland Conference to Address Current Issues in Dutch Gambling

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The twelfth annual Gaming in Holland Conference, which will take place on June 8 at the KIT Royal Tropical Institute in Amsterdam, is perfectly timed to address the latest issues affecting the Dutch regulated gambling market.

Untargeted advertising ban and possible privatization Nederlandse Loterij

On July 1, the long-awaited ban on untargeted advertising of online gambling services will enter into force. This ban, which includes all broadcast, print and outdoor advertising, is expected to have a significant impact on the country’s online gambling market including Netherlands-facing affiliates. Specific guidelines explaining the new advertising rules were published less than two weeks ago.

The Dutch government furthermore announced, in two very recent Parliamentary letters, new explorations into the possible privatization of the Netherlands largest state-owned gambling operator, Nederlandse Loterij, and the implementation of stricter deposit limits.

Relevant speakers

Conference speakers including René Jansen, Chair of the Netherlands Gambling Authority, and Fedor Meerts, Department Head Integrity and Gambling at the Ministry of Justice and Security, are expected to provide additional clarifications.

Dialogue between care organizations and regulated industry

This year’s Gaming in Holland Conference also aims to kick off a more in-depth dialogue between the regulated gaming industry and care and prevention organizations on creating a more sustainable gambling market. Floor van Bakkum, Prevention Manager at Arkin – Jellinek, and Nathalie Smit, Chief Executive Officer of the Netherlands’ national gambling helpline, Loket Kansspel, will share their views on player protection with industry representatives.

ChatGPT and AI

Well-known Dutch tech watcher Remy Gieling will deliver a presentation on ChatGPT and artificial intelligence (AI) in online gambling. Other sessions are dedicated to market and staffing data, operations and affiliate marketing.

“I think it is fair to say that the annual Gaming in Holland Conference has become a fixture in the agendas of all stakeholders in the Dutch gambling market,” the founder of Gaming in Holland, Willem van Oort, said. “As always, we are happy to welcome key decision makers to our event and we are very pleased that they are willing to share their thoughts on creating a sustainable and responsible gambling market; especially at this critical juncture.”