ALT Sports Data Inc., the San Diego-based leader in trading and consumer data for action, motor, alternative, and emerging sports, announced a landmark partnership with X Games, the leading action sports competition for 30 years. This collaboration will enable regulated sports betting on X Games tentpole events.

For the first time in X Games history, fans around the world can engage with their favorite athletes and competitions by having a stake in the outcome through regulated sports wagering. Leveraging exclusive access to official X Games data, ALT Sports Data will provide a diverse range of traditional bets and prop wagers, designed to deepen fan engagement and extend the global appeal of the world’s most iconic action sports platform.

“This partnership represents a significant step forward in our mission to redefine fan engagement in some of the world’s most engaging and exciting sports. X Games is the most iconic brand within the action sports community, and we are excited to bring innovative betting markets to their passionate fan base. By integrating sports betting, we aim to create deeper connections, attract new audiences, and drive the continued growth,” said Todd Ballard, Co-Founder and CMO of ALT Sports Data.

X Games has seen significant audience growth in the past 12 months, including 113% growth in streaming audiences and 2.4 million new social followers showcasing the continued fan interest and engagement in X Games.

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In 2026, X Games will introduce an innovative global, team-based format and additional events around the globe. Backed by MSP Sports Capital (MSP), a Najafi Cos. portfolio company, the X Games League (XGL) will provide a year-round international competition calendar for X Games that will enable athletes to earn compensation beyond the $2.4 million already awarded through existing prize purses.

“The passion fans have for their favorite action sports stars rivals that of any other sport. At X Games, we’re committed to creating innovative ways for fans to express and deepen that passion. Our partnership with ALT Sports marks an exciting step forward, giving the action sports community a new way to engage with their favorite athletes and events through sports betting—a feature that has been integral to other professional sports,” said Jeremy Bloom, CEO of X Games.

Hard Rock Bet has become the official sportsbook of the Miami HEAT. As Florida’s only legal sportsbook, Hard Rock Bet will elevate game days with exclusive promotions and offers for HEAT fans at the Kaseya Center and throughout Florida.

“Hard Rock Bet is the preeminent sportsbook on the market. This is a perfect union of two well established Florida brands coming together to deliver fans a new level of fun and excitement through some truly innovative experiences,” said Glen Oskin, Vice President of Corporate Partnerships for the Miami HEAT.

The multi-faceted partnership includes a variety of co-marketing elements with marquee signage, digital campaigns, in-game entertainment, and the launch of the Hard Rock Bet Heat Club – a free, opt-in club for fans to receive special promotions and engage with their favorite team. In addition, Hard Rock Bet players will enjoy “money can’t buy” experiences at Kaseya Center and exclusive VIP access to HEAT off-site events. Some of the best seats in the house will also feature Hard Rock Bet branding with a soon to be installed courtside platform for Hard Rock Bet players and other VIPs to enjoy the game in style.

“We’re excited to Roll with the HEAT to engage basketball fans in South Beach and beyond, and create unforgettable moments for our players. From exclusive experiences to unparalleled access, we’re bringing our players closer to the action and elevating the way fans connect with the HEAT,” said Nick Menas, Hard Rock Bet’s Managing Director of Corporate Strategy.

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Reflex Gaming, a leading supplier of omnichannel gambling games, has announced a deal with Bragg Gaming Group to distribute its products globally via the technology and solutions provider’s remote gaming server (RGS).

The agreement will see a collection of Reflex Gaming titles made available to Bragg’s extensive operator network in regulated markets worldwide, bolstering the content developer’s position in key European jurisdictions such as the Netherlands and UK, as well as in the US.

The multi-game deal will also include the distribution of Reflex Gaming’s future suite of exclusive titles tailored to align with consumer preferences in specific markets, enabling Bragg to deliver bespoke, player-centric gaming experiences to its partners.

With over 20 years of experience in land-based gambling, Reflex Gaming announced its entry into the iGaming sector in 2020. It has since reinforced its reputation as a prominent game provider with a portfolio of compelling products that leverage numerous player engagement tools to drive acquisition, retention, and revenue on behalf of operators.

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The partnership highlights Reflex Gaming’s commitment to extending its content provision across the globe and emphasises the targeted strategic expansion of its iGaming offering.

Mat Ingram, Chief Product Officer at Reflex Gaming, said: “Bragg services more than 30 regulated jurisdictions worldwide, with this agreement facilitating our expansion in key markets on our home continent and in target regions such as the US.

“Reflex Gaming’s product team continues to push boundaries when it comes to game development, and we have no doubt our diverse portfolio will elevate the offering of Bragg’s operator network.”

Niklas Mravlje, Director of Product Marketing at Bragg Gaming Group, said: “Reflex Gaming has a strong existing presence across major European markets thanks to its land-based heritage and more recent iGaming venture.

“Bragg’s industry expertise will help fuel the supplier’s expansion and open the doors to the highly desired USA market for their games, as well as solidifying our own position as a leading distributor of best-in-class proprietary content.”

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