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Entain reveals global surge in NFL wagers, as “Big Game” fever hits Las Vegas

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  • Entain’s UK and European data highlights a 12% increase in the number of bets for the 11 February fixture compared to 2023.(Digital sportsbooks only)
  • Entain’s UK data shows a 217% increase in the quantity of females betting on the Big Game compared to 2020.
  • Data from Entain and its joint venture, BetMGM, shows a record number of bets placed on this year’s Big Game, over 30% higher than last year’s event, with a 72% year over year increase in new customers. (Digital and retail sportsbook)

 

Kansas City and San Francisco’s NFL teams faced each other in another hotly anticipated season finale at Allegiant Stadium in Las Vegas on Sunday 11th February. Today, Entain, one of the leading global sports betting and gaming companies, can reveal that the NFL’s Big Game has become a truly global spectacle, with a surge in the number of bets placed on this year’s game.

Entain also highlights the NFL’s growing international fanbase, as well as the league’s increasing growth and popularity as a global sport:

Data from Entain’s Coral, Ladbrokes and bwin brands show there was a 12% increase in UK and European bets placed when compared to last year;

In 2024, Ladbrokes and Coral saw a 74% increase in the quantity of UK bets placed on the Big Game compared to 2020;

UK data also saw steep rise of 217% in the quantity of female bettors, with an 86% increase in share of female betters since the 2020 game, highlighting the sport’s success in diversifying its fanbase in recent years.

As the US’s flagship sporting event took over Las Vegas, the latest data from Entain and BetMGM reveals increased excitement from fans around the Big Game, showing 30% year over year uplift in total number of bets across the US, and a 51% increase in female bettors from last year.

Sameer Deen, Chief Commercial Officer at Entain, comments: “Las Vegas is the epicentre of entertainment and last Sunday’s Big Game was evidence that the city is drawing in global crowds for these types of sporting events. It was an opportunity for us to innovate our sportsbook offer, enabling us to provide our UK & European customers with an even greater variety of sporting events, as well as being part of a global fanbase.”

BetMGM launched its new Nevada app ahead of the iconic event taking place in Las Vegas this year, giving NFL fans in Nevada the best possible BetMGM experience. The company also aired their first Big Game television commercial (complete with a memorable three-part teaser campaign) featuring sports legends Tom Brady and Wayne Gretzky, along with actor Vince Vaughn. BetMGM also signed a strategic partnership with X, becoming the social media platform’s exclusive Live Odds Sports Betting partner in time for the Big Game.

 

Latest News

Firesand launches Firesand Shield to combat rise in iGaming account fraud attacks

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Firesand, a leader in iGaming security services and software, has developed a cutting-edge Anti-Account Fraud solution to safeguard iGaming operators and platform providers from escalating credential-based cyber threats.

Firesand Shield is a best-in-class product that has been designed to address the growing complexity of account fraud that has impacted the global iGaming industry in recent times, which in some cases has resulted in loss of business, damaged reputation and regulatory fines. Common examples of account fraud include credential stuffing, dictionary attacks, and common password exploitation.

The new solution provides proactive, intelligent detection and prevention against the full spectrum of account compromise techniques, without relying on user-disruptive CAPTCHAs or blunt blocking mechanisms, to ensure the end user experience remains uninterrupted.

Unlike legacy or bot-only detection tools, Firesand Shield leans on the company’s specialism as a penetration testing service provider to focus on attack patterns, regardless of whether the source is human, bot, or hybrid, offering unmatched insight and agility in protecting operator user accounts and platform integrity. It includes in-depth attack analysis and reporting to provide greater transparency and clarity over the source of each security vulnerability.

With a product upgrade roadmap that includes geolocation anomaly detection, VPN usage analysis, and AI-powered behavioural profiling, Firesand Shield is set to offer operators and platforms significant peace of mind to stay ahead of security threats as they evolve.

Chris Blake, Director at Firesand, said: “Account fraud is a growing threat to the global iGaming industry. There have been multiple cases in the previous year alone where user data has been breached, leading to a detrimental impact for businesses targeted.

Firesand Shield has been designed to support operators and platform providers of all sizes to sharpen their security capabilities as these attacks become more common and sophisticated. Underpinned by our superior iGaming security excellence, we are well positioned to further strengthen online systems on a global scale.”

With a proven track record of developing bespoke security platforms for a range of industries, Firesand brings unmatched credibility and expertise to the iGaming space, combining technical solutions with practical, actionable defence capabilities for high-risk digital environments.

The post Firesand launches Firesand Shield to combat rise in iGaming account fraud attacks appeared first on European Gaming Industry News.

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BETANO

Betano Teams up with FIFA as Official Partner of the FIFA Club World Cup 2025™ for South America

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Betano, a leading online sports betting brand owned by Kaizen Gaming, is today announcing a new partnership as it becomes Official Partner of the FIFA Club World Cup 2025™ for South America.

Following a successful collaboration for the FIFA World Cup Qatar 2022TM, Betano and FIFA are once again joining forces to excite and entertain football fans throughout the FIFA Club World Cup 2025. The new tournament features 32 of the world’s top club teams competing in the United States from June 14th to July 13th, culminating in the final at MetLife Stadium in New York, New Jersey. All 6 international confederations under FIFA will be represented, with teams’ qualifying on sporting merit such as winning their respective major continental club competition or through a ranking from having strong performances over a four-year period in the continental competition.

George Daskalakis, co-founder and CEO of Kaizen Gaming, said: “After being the first sports betting operator to support the FIFA World Cup™ in Qatar in 2022, we are proud that Betano is joining forces with FIFA once again – this time for the FIFA Club World Cup 2025™. It is a privilege to work closely with FIFA for a tournament that brings together millions of fans from all around the world as they get to watch the best club teams and players football has to offer. This year’s tournament is particularly special, as it marks a moment in history as the inaugural edition.”

Romy Gai, Chief Business Officer at FIFA said: “We are thrilled to be collaborating once again with Kaizen Gaming and its Betano brand. Our shared ethos of enhancing the fan experience delivered huge successes during the FIFA World Cup Qatar 2022TM, and we are excited to be working with their team to deliver another world-class tournament. Over the past three years, we have seen the Betano brand grow and expand, and we know fans will be excited for this next step.”

The post Betano Teams up with FIFA as Official Partner of the FIFA Club World Cup 2025™ for South America appeared first on Gaming and Gambling Industry in the Americas.

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Industry Awards

Soft2Bet Named Acquisition & Retention Partner and Industry Innovator of the Year by SBC Europe Awards 2025

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Soft2Bet has secured two major wins at the SBC Awards Europe 2025, being recognised by excellence for Acquisition & Retention Partner of the Year and Industry Innovation of the Year. Its flagship brand Betinia also earned a Silver Award in the Casino Operator of the Year category, highlighting a company’s ability to create performing brands in saturated and highly competitive key markets.

The awards recognise the continued success of Soft2Bet’s powerful turnkey solutions and Motivational Engineering Gaming Application (MEGA), which has played a central role in driving player engagement and retention across key markets. During the last 12 months, the impact of Soft2Bet’s cutting-edge gamification solutions for casino and sportsbook has played a major role in enhancing customer experience, loyalty, and engagement, delivering ROI-driven performance that goes beyond retention. MEGA was key in achieving a 128% retention uplift for Campobet in Denmark and 106% for Betinia in Sweden, further proving the solution’s impact.

“SBC Europe Awards recognition is a testament to the vision of our technology and its impact on building strong brands, long-term player relationships, and product excellence that goes beyond retention. MEGA continues to lead the European, Nordic and North America market in creating unique experiences that combine innovation, a strong regulatory framework, high performance results from the start,” stated Oksana Tsyhankova, CMO at Soft2Bet.

Earlier in 2024, Soft2Bet was also recognised at the SBC Awards, winning in Innovation in Mobile and Innovation in Casino Entertainment categories. Soft2Bet now holds 19 licences across 12 jurisdictions and continues to expand both its B2B and B2C footprint in Europe and beyond. With brands like Betinia, CampoBet, Don.ro, Tooniebet, and Quickcasino, the company remains focused on delivering innovative, localised, high-performance iGaming experiences.

The post Soft2Bet Named Acquisition & Retention Partner and Industry Innovator of the Year by SBC Europe Awards 2025 appeared first on European Gaming Industry News.

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