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Sky Bet signs five-year title partnership extension with the English Football League

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Sky Bet – part of Flutter Entertainment – has signed a record five-year partnership extension with the English Football League (EFL) that will see Sky Bet continue as the League’s title partner until the end of the 2028/29 campaign.

Building on a decade-long partnership,  the new rights fee represents a 50% increase from Sky Bet, providing significant revenues for EFL Clubs and support for the League’s overriding objective to make Clubs financially sustainable across all divisions.

The deal will also see Sky Bet invest £1 million per season and £6 million in total into a Community Fund held by the EFL to be invested into communities across England and Wales where EFL Clubs are located. Sky Bet and the EFL will use the funding to deliver activity via the EFL Trust and the network of Club Community Organisations (CCOs), with the initiatives in focus to be mutually agreed by the organisations.

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Having first been agreed in 2013, the partnership – one of the longest and most significant in UK professional sport – is centred around a clear Memorandum of Understanding (MOU) between the two organisations that sets out how to deliver our joint objectives in a socially responsible way. This has always and rightly placed safer gambling at its heart, while also establishing a framework that allows us to engage the millions of EFL fans and connect them with the teams, players, and communities that they passionately support.

The MoU will continue to put the protection of children and other vulnerable individuals at its heart with both Sky Bet and the EFL making a renewed commitment to its approach in the promotion of the product.

Examples within the MoU include:

  • Sky Bet will not actively market themselves or their products in family areas of club stadiums or advertise to young fans
  • The EFL will dedicate a proportion of its central inventory to promote safer gambling messaging and support Sky Bet’s safer gambling campaigns
  • Sky Bet will fund a player education programme across the EFL’s 72 clubs that will focus on the potential dangers of gambling and provide support and advice

Both Sky Bet and the EFL will share learnings and insight from the partnership with Government, other sports and sector stakeholders to help inform the new sports sponsorship Code of Conduct which is being developed in accordance with the Gambling Act Review White Paper’s proposals.

Flutter recently welcomed the publication of the Gambling Act Review, which we see as a significant positive moment for the UK gambling sector, raising standards and bringing the regulatory framework into the digital age.

As part of the agreement, Sky Bet will continue as Official Title Partner of the Sky Bet EFL and Sky Bet Play-Offs on a worldwide basis. Sky Bet will also have rights to award the official Manager, Player and Goal of the Month awards as well as the seasonal ‘Golden Boot’ and ‘Golden Glove’ awards in each division.

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Commenting, Steve Birch, Sky Bet Chief Commercial Officer, commented:  “I’m extremely proud of Sky Bet’s ongoing partnership with the EFL and delighted to have reached today’s agreement. Football is central to who we are and it’s great to be able to support the game and provide investment for Clubs across the Pyramid.

I’m particularly delighted that we can go one step further today with the announcement of our Sky Bet EFL Community Fund, seeking to make a real difference for people across England and Wales.

As the recent Sky Bet Play-Off Finals demonstrated, the EFL is going from strength to strength with packed grounds and millions watching games here in the UK and around the world.

We are absolutely committed to Safer Gambling, and I’m delighted that our partnership with the EFL shows how responsible betting and gaming operators, and sporting organisations can work together to promote safer gambling and tackle the issue of gambling harm.”

Commenting, Trevor Birch, EFL Chief Executive said: “For over a decade, Sky Bet has been a valuable partner for EFL Clubs, offering sustained investment to help Clubs navigate a volatile financial landscape and ensure fans can enjoy fantastic footballing entertainment in every corner of the country.

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We have consistently seen our partnership evolve to move with the times and with community at the heart of the EFL, a new community investment fund is perfectly aligned and will help strengthen the partnership’s commitment to social responsibility. 

The Government’s recent Gambling White Paper highlighted the social responsibility measures that have accompanied our partnership with Sky Bet as being an example of good practice for the wider sports sector to learn from and we will look to deepen our commitment to the promotion of safer gambling as part of this extension.

On behalf of our Clubs we thank Sky Bet for its ongoing support to English football and we look forward to seeing our much-loved competition develop yet further with the additional certainty this investment provides.”

Industry Awards

PopOK Gaming Won Two Prestigious Nominations at BFTH Arena Awards Ceremony

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PopOK Gaming has achieved remarkable success at the recent BFTH Arena Awards Ceremony, securing two prestigious awards that highlight the company’s commitment to innovation and excellence in the gaming industry.

The company was honored in the following categories:
1. Best FTN Casino Game for its Fast Fruits slot game which is known for its Classic design, bright colors, and seamless gameplay.
2. Best Game Achievement for Fast Master exciting crypto themed game with Avalanche reels, featuring multipliers in Free Spins

Both games have the innovative “FTN Mania” feature which awards Fasttokens for every spin.

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“We are delighted to receive the BFTH Arena Awards” said Tsovinar Elchyan, Head of Partnerships at PopOK Gaming. “It was certainly an evening to remember. These achievements are a testament to our team’s hard work, and dedication to delivering outstanding games.”

The post PopOK Gaming Won Two Prestigious Nominations at BFTH Arena Awards Ceremony appeared first on European Gaming Industry News.

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Mandelli celebrates 10 years with ITL

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Stefano Mandelli, Business Development Manager for Innovative Technology Ltd (ITL), is celebrating a decade with the leading provider of cash handling equipment and age & identity validation technology this month. Stefano is responsible for ITL’s presence in Italy and several countries within South East Europe.

Commenting on his long-standing achievement, Stefano said, “When I first joined Innovative back in 2014, my role focussed solely on growing our presence in Italy with an emphasis on the gaming and vending industries, alongside developing new markets. After a short period I expanded my territories, and as well as looking after customer in Italy, I am now responsible for a large part of South East Europe including Slovenia, Greece and Turkey. I am particularly proud of the strong partnerships I have established in all my regions, both with the main OEMs and with our approved Trading Partners and Service Centres. These collaborations have assisted with the growth of my markets, and even during difficult periods of supply, we have optimised lead times to ensure prompt product delivery.”

Enrique Jütten, VP of Sales & Business Development for ITL’s Gaming, Amusement and Vending sectors said, “ Stefano is an asset to our company and highly valued by the team, and his customers. Stefano’s main responsibilities are customer sales, forecasting and researching potential new business segments. He is an excellent account manager who understands his customers and their business models to ensure they choose the right ITL products to meet their needs.”

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Continuing Stefano said, “ The growth of ITL and the development of new products has given me the tools to create opportunities in new sectors such as retail, banking, parking and transportation over the past few years. The best thing about my job is meeting people from different countries and getting to know their culture and advising them on how our products can elevate their business. My focus for the future is to continue to expand my area with the target to introduce and extend our new technologies and solutions in emerging sectors.”

Concluding Enrique said, “This is an impressive achievement and I would like to thank Stefano for his commitment to ITL. I look forward to seeing Stefano continue to grow our presence in his regions, and reach new markets over the coming years.”.

The post Mandelli celebrates 10 years with ITL appeared first on European Gaming Industry News.

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BGaming evokes cartel chaos in Grand Patron

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Popular iGaming content provider BGaming is taking fearless players to the depths of the Grand Patron criminal empire. This feature-packed release includes two additional reels, a trio of modifiers, multipliers, three types of Free Spins modes, and a Wild symbol.

The cinematic video slot sees players step into the shoes of a cartel boss as two extra horizontal reels dictate their fate. They both reveal one random symbol during each spin in the main game, with the power to unlock one by one during the Free Spins mode.

Unpredictable gameplay is the main appeal of Grand Patron, with Spawner, Prison and Bombastic modifiers shaping its direction. Spawner sees a Wild or any regular symbol appear on both additional reels, leading to three of these symbols being added to the main game field. Prison features a question mark symbol landing on one of the additional reels, while the other sees a paytable symbol drop. The paytable character on the main reels will then be locked for a respin. If the Prison symbol lands on both extra reels, all symbols are locked and the screen is filled with one random paytable symbol, resulting in a win across all 20 paylines.

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The Bombastic modifier occurs when a bomb symbol appears on one additional reel and any regular symbol on the other. The corresponding regular symbol on the main reels then explodes at the end of the spin. Random symbols fill the spaces, with the potential for future wins. Two bombs on additional reels clear the reels and trigger respins.

Free Spins mode is granted when two Scatters appear on the extra reels during the main game, with an initial 12 spins triggered. If a Prison symbol lands at the start of the round, three extra free spins are awarded. Additionally, players can purchase one of three Free Spins modes for between x100, x250 or x1,000 of their bet amount.

The Wild has the power to substitute all paying symbols in Grand Patron, while the Multiplier can greatly increase wins.

Aliaksej Baliukonis, Game Designers Team Lead at BGaming, said: “Just like a life of crime depicted in cartel movies, Grand Patron has twists and turns at every spin. Players who like unpredictable, high-volatility games will enjoy this release, which is one of our most feature-rich titles to date.”

The post BGaming evokes cartel chaos in Grand Patron appeared first on European Gaming Industry News.

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