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Entain credits ‘Wrexham Effect’ and blockbuster docuseries for attracting new and engaged sports fans
Wrexham AFC is making its debut in League Two of the English Football League this weekend, after scoring a promotion from the National League and climbing to Hollywood fame with the docuseries, Welcome to Wrexham. To mark this milestone, Entain, the global sports betting, gaming, and interactive entertainment group, reveals the ‘Wrexham Effect’ in sports betting.
After Hollywood icons Ryan Reynolds and Rob McElhenney took over Wrexham AFC in November 2020, Entain’s Ladbrokes and Coral brands in the UK recorded an increase of 59% in the number of bets placed during the National League’s 2021/22 season from 2017/18. This far outpaces that of the Championship League, League One and League Two, which saw a 15%, 32% and 24% increase respectively, and demonstrates the powerful impact that the docuseries has had on the popularity of non-league football.
Other non-league clubs have seen the impact too – including Wrexham AFC’s previous rival, Notts County FC, who finished in second place in the 2022/23 National League season and saw an 89% increase in the number of bets on the team from 2021/22.
The ‘Wrexham Effect’ has also taken over on the other side of the world, with Entain Australia recording an increase of 781% on the number of bets placed on Wrexham AFC football games, from 2019/20 to 2022/23. And across the pond in the US, the number of BetMGM bets placed on any Wrexham game has increased a staggering 3818% from the 2020/21 season to the 2022/23 season. Thanks to the celebrity status of the new owners, Wrexham AFC has seen a surge of popularity in the US, with Google Trends data even revealing that the Red Dragons have become one of the most searched for teams, more than the nation’s top soccer league, Major League Soccer (MLS).
It is not just football that has benefited from the boom in sporting docuseries, with the NBA experiencing a surge in popularity following the release of The Last Dance on Netflix in April 2020, which followed the success story of the Chicago Bulls’ dream team:
- Data from Entain’s global brands reveals that the number of bets placed on NBA games increased by 46% from the 2019/20 season to 2020/21.
- In the home of the NBA league, data from BetMGM evidences growing interest in the sport, with a 61% increase in the number of bets from 2021 to 2022.
Likewise, Formula 1 has attracted a cohort of new fans, spearheaded by the popularity of the Drive for Survive series on Netflix. Viewership figures for the docuseries get better every season, with the debut of season five seeing nearly 570,000 viewers over its first week, a 40% jump over 2022’s season four debut:
- Data from Entain’s global brands reveals that the number of bets placed on Formula 1 races increased by 16% in 2022 compared to the year prior, and by 63% compared to 2019, when the first season of Drive for Survive aired.
- Mirroring this growth, data from BetMGM in the US shows a 142% increase in the number of bets placed on Formula 1 in 2022, versus 2021.
Dominic Grounsell, Chief Commercial Officer at Entain, said: “We’ve seen a huge step change in the way fans engage with their favourite sports, and behind-the-scenes access in sporting docuseries has only heightened this further. They highlight the importance of finding new and innovative ways for fans to interact with sports and support their favourite teams, but also attract new fans to the sport – and they want to extend their entertainment by backing a team with a bet.
“At Entain, we’re constantly monitoring how this movement is evolving, listening to our customers, and creating content that resonates with them. Coral’s ‘Taking the Reins’ documentary series is a prime example of this and reinforces our commitment to bringing moments of excitement to fans beyond the track, pitch, or court.”
Entain Australia, in collaboration with Racing Victoria, has also produced a sport docudrama based around the running of the All-Star Mile in Melbourne. The documentary plans to give viewers a behind-the-scenes perspective in the lead-up to the running of one of Australia’s richest races. It will air later on this year.
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Kaizen Gaming Displays the UEFA Europa League and UEFA Conference League Trophies in Bulgaria, Portugal and Romania
Trophy exhibitions in Romania, Portugal, and Bulgaria give fans unforgettable moments. Legendary goalkeeper, Gianluigi Buffon, joins the celebrations in Sofia.
Kaizen Gaming, one of the world’s biggest GameTech companies and owner of the Betano online sports betting and gaming brand, has joined forces with UEFA to bring the UEFA Europa League and Conference League trophies closer to European fans. Namely, the trophies were displayed in Romania, Portugal and for the first time in Bulgaria. The events are part of Betano’s 3-year global sponsorship of the UEFA Europa League and UEFA Conference League from the 2024/25 to the 2026/27 season.
The exclusive presentation of the UEFA Europa League and UEFA Conference League trophies took place at the Sofia Event Center in the Paradise Center mall on April 29th, with special guest UEFA Ambassador and legendary Italian footballer Gianluigi Buffon. Recognised as one of the best goalkeepers in football history, Buffon attracted intense media interest and was surrounded by fans during the event.
“I am truly honored to join the Betano Trophy Event as a UEFA Ambassador,” said Gianluigi Buffon. “It is a great opportunity to visit Sofia for the first time and engage with such a passionate football community. I’m excited to share this experience with Bulgarian fans and celebrate the spirit of the game together.”
Also in attendance at the event were Bulgarian football legend Krasimir Balakov and one of the favourite names of Bulgarian pop-folk – Galena.
Ιn January, the trophies were displayed to football fans in Romania in an unforgettable event at Park Lake Shopping Center, in Bucharest. The event drew big crowds of enthusiastic football fans who got to see the trophies in person while also enjoying a meet and greet with players from Fotbal Club FCSB, Romania’s current league champions, sponsored by Betano.
The trophies were also displayed in Porto, Portugal, where over 1,700 fans got up close with them. In addition to seeing the trophies in person, fans were also welcomed by former FC Porto captain and 2011 UEFA Europa League winner, Helton. During the event, the renowned goalkeeper reminisced about the all-Portuguese Europa League final in Dublin in 2011 and the fantastic moment of lifting the trophy in front of FC Porto’s fans.
Betano will look to host further UEFA Europa League and UEFA Conference League events in new locations during the next season.
The post Kaizen Gaming Displays the UEFA Europa League and UEFA Conference League Trophies in Bulgaria, Portugal and Romania appeared first on European Gaming Industry News.
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FBMDS launches Sea of Fortune, the newest slot title in the Sublime Series

FBMDS proudly unveils its latest online slot game, Sea of Fortune, a thrilling addition to its acclaimed Sublime Series. Set to chart new waters in the online casino landscape, Sea of Fortune delivers an immersive, high-impact experience that promises to captivate slot fans across multiple markets.
Set against the backdrop of the seven seas, Sea of Fortune invites players aboard the ship of the fearless Captain Golden Beard. With vibrant 3×3 reels, five paylines, and seamless gameplay across Desktop, Tablet, and Mobile, this game masterfully blends simplicity with excitement — offering smooth animations, detailed graphics, and a nautical soundtrack that completes the maritime adventure.
“Sea of Fortune enhances the Sublime Series legacy by combining stunning visuals and rewarding mechanics into a compelling adventure,” said Renato Almeida, Director at FBM. “It’s not just about spinning reels, it’s about diving into an epic treasure hunt that keeps players coming back.”
Key Features:
• Wild Symbol substitutes all others and can deliver up to 250x the bet when filling the grid.
• Spin Bonus mode, where only one paying symbol and Wilds appear on the reels, granting three re-spins and multipliers of up to x20.
• Wild Injection feature, adding Wilds at random moments for enhanced chances of winning.
The game also features thematic elements such as parrots, rum, anchors, swords, and cannon bombs — reinforcing the game’s swashbuckling spirit. Designed to boost player engagement, loyalty, and betting volume, Sea of Fortune is tailored for operators seeking content that performs.
With its release, FBMDS continues to support its 2025 growth strategy by delivering customized, regionally adapted content with optimized math models and rewarding bonus structures. Get ready to hoist the sails and set course for treasure — Sea of Fortune is here to make waves!
The post FBMDS launches Sea of Fortune, the newest slot title in the Sublime Series appeared first on European Gaming Industry News.
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Fast Track unveils proprietary machine learning platform (FTML)

Fast Track has unveiled its proprietary machine learning platform, FTML, designed to drastically simplify the process of deploying AI models into live production.
FTML marks a major step forward in applying artificial intelligence within CRM, addressing the operational challenges that often slow data science teams. By automating complex processes such as data availability, data transformation, model training, deployment, and retraining, the platform enables AI models to go live exponentially faster than anything else on the market. This acceleration makes data science more agile and impactful, reducing the time and resources traditionally needed to implement AI models and allowing partners to access AI-driven insights faster.
Additionally, FTML includes a dedicated testing environment that supports continuous analysis and optimisation, ensuring models are regularly improved and kept current. This functionality positions FTML as a foundation for future AI-driven features, enabling smarter, faster, and more scalable CRM strategies for Fast Track and its partners.
“Behavioural AI models demand not only a huge degree of creativity and subject matter expertise to be developed, but they also need to be deeply contextual, tailored, and trained on each partner’s data to be truly performant. Scaling this process is extremely challenging. From data availability and quality issues, domain-specific expertise, algorithm selection, and delivering actionable outcomes, to the added complexities of information security, explainability, and continuous model monitoring,” said Simon Lidzén, Co-Founder & CEO of Fast Track.
“Traditionally, solving these problems at scale is slow and resource-intensive. However, with the IP we have just released, we have cut the time to market to a fraction of what it used to be. It solves almost all of the complexity around scalability, enabling us to move many times faster than anyone else in the market, and empowering our partners to benefit from truly personalised behavioural AI without the typical barriers.”
FTML has been in development for several years and has undergone rigorous testing and iteration through internal use. The release of the latest version marks a significant milestone in Fast Track’s vision for achieving Singularity. Now in full production, FTML operates behind the scenes to support all Fast Track partners as part of the supplier’s core infrastructure.
The post Fast Track unveils proprietary machine learning platform (FTML) appeared first on European Gaming Industry News.
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