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Entain credits ‘Wrexham Effect’ and blockbuster docuseries for attracting new and engaged sports fans

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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.

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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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eSports

GIANTX unveils its team for the Spanish Superliga of League of Legends

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The global esports organization GIANTX has officially presented the roster for its League of Legends Superliga team, the most prestigious esports competition in Spain, organized by the LVP. The roster includes Feisty (midlaner) and Aetinoth (ADC), who continue for another year after establishing themselves as key players for the organization, and newcomers Badlulu (toplaner), Ferret (jungler), and Lospa (support).

The team, known as GIANTX Pride, will be led by Fearless, a veteran coach who has already won three Superliga titles with GIANTX. After previous stints with teams like Guasones and Rebels, Fearless returns to lead this young and promising roster as they pursue the organization’s long-awaited eighth Superliga trophy, with the season set to begin in January 2025.

The roster was revealed during an event at the Home of GIANTX in Málaga, attended by over 150 fans and supported by Opel, the team’s main partner in the Superliga. The event featured activities, giveaways, and a showmatch against Barça Esports, where fans got a first glimpse of the team in action.

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Feisty (South Korea, 2003) and Aetinoth (Turkey, 2005) return for another year, having gained recognition as rising talents with potential for the LEC, Europe’s premier competition in which GIANTX also competes. Badlulu (France, 2002), with prior experience in the Superliga at CASE Esports, joins as the toplaner. Ferret (Turkey, 2001), a promising jungler from the Turkish scene, comes from FUT, while Lospa (South Korea, 2002), a former Iberian Cup champion, joins as support after training in Gen.G Academy.

GIANTX Pride is the most decorated organization in Superliga LVP history, with seven titles to its name. The last victory came in the summer of 2021, and the team is determined to add the elusive eighth trophy to its collection. The Superliga for 2025 will feature ten teams, including Barça Esports, Guasones, Los Heretics, LUA Gaming, Movistar KOI, Ramboot Club, UCAM Esports, VENI VIDI VICI, and ZETA, competing across three splits—winter, spring, and summer.

The LVP, part of Grupo Mediapro, has introduced changes to the Superliga’s format for 2025. The updated calendar will be released soon, setting the stage for another thrilling season.

The post GIANTX unveils its team for the Spanish Superliga of League of Legends appeared first on European Gaming Industry News.

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Join the Danish Problem Gambling Committee’s Online Conference: A Critical Conversation on Problem Gambling Prevention and Treatment

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As a global hub for cutting-edge discussions and educational initiatives, we at HIPTHER and European Gaming are honored to support the upcoming Online Conference on Problem Gambling, hosted by the Danish Problem Gambling Committee. Scheduled for Wednesday, January 15, 2025, from 3:00 PM to 5:00 PM (Danish time), this event promises to be a vital gathering of researchers, policymakers, and stakeholders addressing one of the most pressing challenges in the gambling industry.


Why You Should Attend

Problem gambling affects millions worldwide, influencing not just individual lives but also families and communities. This conference provides a unique opportunity to learn from leading international and Danish researchers about the latest advancements in problem gambling prevention, treatment methodologies, and regulatory strategies.


Highlights of the Program

The carefully curated program ensures a comprehensive look at the key issues and solutions surrounding problem gambling:

  • Welcome and Opening Remarks
    Marie Weinreich Petersen, from the Danish Problem Gambling Committee, will kick off the event, setting the stage for an insightful discussion.
  • Introduction by Anders Dorph, Director of the Danish Gambling Authority, highlighting the role of regulatory bodies in tackling gambling-related harm.
  • Keynote Presentation by Jakob Johnsson, a clinical psychologist and PhD from the Karolinska Institutet. His presentation, “Preventing Gambling Problems – A Step-Wise Approach for Duty-of-Care,” will focus on creating structured frameworks to mitigate risks effectively.
  • Flash Talk by Anna Westh Stenbro, a psychologist and PhD candidate at Aarhus University Hospital, exploring the comparative effectiveness of internet-based therapy versus traditional cognitive behavioral therapy in treating gambling disorders.
  • Research Insights from Anne Mette Thorhauge, Associate Professor at the University of Copenhagen. Her talk, “Gamblified Game Mechanisms in Danish Children and Young People’s Gaming,” dives into the impact of game mechanics that mimic gambling on youth behavior.
  • Keynote Presentation by David C. Hodgins, a prominent researcher from the University of Calgary, on “How Much Is Too Much? Development and Impact of Lower Risk Gambling Guidelines.” This talk will address the critical question of establishing thresholds for safer gambling.
  • Interactive Q&A and Final Remarks
    Participants will have the chance to engage directly with speakers, followed by closing insights from Marie Weinreich Petersen.

Key Themes to Watch For

  • The Role of Duty-of-Care in Gambling Prevention: Learn about structured approaches to reducing harm while fostering responsible gambling practices.
  • Innovations in Therapy: Discover how online therapeutic interventions are transforming the treatment landscape for gambling disorders.
  • Youth and Gambling-Like Gaming Mechanisms: Explore the overlap between gaming and gambling and its implications for younger demographics.
  • Evidence-Based Guidelines: Gain a deeper understanding of how lower-risk gambling thresholds are developed and their real-world impact.

How to Participate

The conference will take place online, making it accessible to a global audience. To join, simply register via this link by Monday, January 6, 2025, 3:00 PM (Danish time). A link to access the virtual event will be shared with registrants closer to the date.


HIPTHER’s Commitment to Responsible Gaming

Our involvement in supporting this event underscores HIPTHER’s dedication to fostering responsible gaming and raising awareness about gambling-related harms. By backing initiatives like this, we aim to drive meaningful conversations and actionable outcomes within the industry.

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Mark your calendars for January 15, 2025, and join us for a transformative discussion on combating problem gambling. Together, let’s pave the way for safer and more sustainable gaming environments worldwide.

The post Join the Danish Problem Gambling Committee’s Online Conference: A Critical Conversation on Problem Gambling Prevention and Treatment appeared first on European Gaming Industry News.

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What Operators Expect From Tech Providers? Kantar Survey Insights for SOFTSWISS

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How to stay ahead in the face of fierce competition? SOFTSWISS, a leading tech provider with over 15 years of experience in iGaming, shares fresh insights from a customer survey conducted by Kantar in November 2024.

With around 25% of the world’s population ever involved in iGaming, according to Global Gambling Statistics, the industry hosts thousands of projects and hundreds of software developers. To gain data-driven insights into the needs and expectations of iGaming operators, SOFTSWISS invited Kantar, the world’s leading analytics agency, to conduct a comprehensive customer survey. 

Expertise Comes First

The survey revealed the top 5 most important characteristics for iGaming operators when choosing a technology supplier:

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  • High level of professionalism and expertise in the team
  • Security of operations at all stages
  • Supplier’s long-term and reliable reputation
  • Flexible approach to collaboration terms
  • Creation of new opportunities for business revenue growth

Notably, many of the characteristics highlighted by respondents in the Kantar survey align closely with those outlined in the recent iGaming Trends 2025 Report

Fewer operators prioritise a strong client portfolio and responsible gambling initiatives, as these are not viewed as immediate business drivers and have a less direct impact on operator success. Furthermore, responsible gambling tools are mandatory under licensing requirements in many jurisdictions, making them a standard feature in the offerings of licensed providers.

Valentina Bagniya, Chief Marketing Officer at SOFTSWISS, comments: “Delivering exceptional products starts with a profound understanding of client needs and expectations. That’s why marketing research and customer surveys are integral to daily operations. By sharing valuable insights with our partners and competitors, we actively contribute to driving innovation and growth across the industry”

Sources of iGaming Insights

According to respondents, the top 5 sources of information about the iGaming industry are:

  • Recommendations from colleagues, partners
  • Industry news resources
  • Company websites that provide products and services
  • LinkedIn
  • Employees of partner companies

The importance of companies’ websites almost tripled compared to the previous year’s results. Similarly, the value of recommendations also increased significantly, climbing from fourth place to the top of the ranking. 

“The trend of growing recommendations’ importance extends beyond the iGaming industry. In 2024, consumers are navigating an overwhelming media flow, where much information gets lost. While brands still communicate actively, capturing audiences has become harder. Personal connections are becoming more significant, offering a more direct and trusted way to reach consumers,” shares Kateryna Kaliuzhna, Senior Client Partner at Kantar.

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The primer position of recommendations underscores the growing importance of partnerships and networks, highlighting the value of community-driven insights from trusted experts. This dominance also amplified the role of news resources and company websites, which serve as key channels for industry professionals to share their expertise. These shifts reflect a broader trend towards trust, transparency, and the demand for credible, easily accessible information in the rapidly evolving iGaming market.

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 23,500 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

The post What Operators Expect From Tech Providers? Kantar Survey Insights for SOFTSWISS appeared first on European Gaming Industry News.

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