Launches and sign-ups 28 September 2016
Launches and sign-ups from the egaming industry in the last seven days (22 September 2016 to 28 September 2016)
SBTech to power Hero Gaming sportsbook
Gamified betting brand Betser incorporates a number of features found in fantasy football and social betting
Sports betting supplier SBTech has signed a deal with Hero Gaming to power the company’s new gamified sportsbook, Betser.
Utilising SBTech’s bespoke technology, the sportsbook is inspired by fantasy football, private betting leagues and social betting, and applies the same principles to fixed-odds sports betting.
Players can build their own accomplishments, compete with other bettors and earn points from their sports bets in exchange for free bets.
“Working with like-minded partners who are pushing the boundaries of online sports betting is at the heart of our corporate mission,” Richard Carter, CEO of SBTech said.
“As leaders in the fields of live betting and data-driven personalisation, we are delighted to have been chosen to provide the software supporting Betser, a product which we believe defines the emerging reality of gamified online betting.”
Ladbrokes launches new football-focused TV ad campaign
Ladbrokes has launched a series of television adverts focusing on its football and digital products, with the first ad promoting its Edit My Acca tool.
The series of five adverts, designed in conjunction with media agency The Moment, sees the return of former footballers Chris Kamara (pictured) and Ally McCoist, who both starred in Ladbrokes’ previous TV campaign.
The first advert is set in a café and features Kamara playing a number of roles, including a female waitress and a group of builders.
Seven days in launches and sign-ups:
Sky Bet makes real-money Italy debut
Sky Betting & Gaming (SB&G) has made its international debut with the launch of an Italy-facing online sportsbook, EGR has learned.
SkyBet.it is now live to a select number of pre-registered Italian customers who were last week invited to preview the site ahead of a full rollout before the end of the year.
The Leeds-headquartered operator has limited the initial launch to sports betting-only and is offering players a 100% welcome bonus on deposits of up to 50.
Mecca Bingo launches new multi-channel ad campaign
Mecca Bingo has launched a new multi-channel ad campaign focusing on the emotions people enjoy when playing bingo, with the strapline: âWe know the feeling’.
The multi-million pound campaign includes a series of four adverts to be aired on network television from 1 October, as well as online marketing support.
The Rank-owned bingo brand has also recruited TV presenter and fashion expert Louise Redknapp to appear in the TV ads and spearhead the PR push.
Gamesys establishes Estonia branch with Snowcat Games acquisition
Gamesys has acquired Estonia-based mobile games developer Snowcat Games for an undisclosed sum and launched a new branch of the business called Gamesys Estonia.
The London based firm has already invested in new offices for the Snowcat team and said it plans to “further strengthen the team in the Baltic country which sits close to the vibrant Nordic gaming scene”.
Snowcat designs and develops a range of online gaming content with its main focus being on HTML5 formats. The company has also built online gaming systems for a range of businesses.
Tabcorp named UFC’s new official betting partner
Tabcorp has struck a deal with the Ultimate Fighting Championship (UFC) to become the mixed martial arts (MMA) company’s new official betting and wagering partner for Australia.
The multi-year partnership will see the Melbourne-based operator’s flagship TAB.com.au brand sponsor all UFC live events Down Under, including the impending fight between Luke Rockhold and Jacare Souza on 27 November.
“Tab.com.au is proud to be the first Australian-owned and operated UFC partner,” Tabcorp’s chief operating officer â wagering & media, Craig Nugent said. “This partnership reflects UFC’s growing popularity among our customers.”
32Red opens door to third-party content with new Microgaming deal
32Red has agreed a new “flexible” deal with long-term platform and content supplier Microgaming, enabling the firm to incorporate casino content from other providers for the very first time.
As part of its interim results announcement, which saw the operator confirm its previously reported 63% rise in H1 net gaming revenues to £30.4m, the firm said the deal would help it to develop the business further, while 32Red also revealed it had extended its agreement with ITV for exclusive branded content.
The Microgaming contract will run for five years from this November and, as part of the three-year ITV deal, will see the supplier provide 32Red with games related to popular TV shows fronted by TV presenting duo Ant & Dec.
BHA beefs-up integrity efforts with Genius Sports partnership
The British Horseracing Authority (BHA) has announced a new technology partnership with Genius Sports to help the racing body identify and investigate irregular betting patterns on racing events.
The BHA will implement Genius Sports’ automated Price Monitoring System, which monitors live betting prices, industry averages and odds fluctuations from all major bookmakers.
The system will alert the BHA of any unusual fluctuations, with historical price information available to assist investigations and analysis.