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William Hill unlocks the power of human engagement with 2mee

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Tier-one operator is using the company’s cutting-edge HoloMessage® solution to take player engagement to the next level with a 340% uplift compared to banner ads

2mee, the pioneering technology platform that allows brands to engage with consumers through the power of human connection, has signed a breakthrough agreement with powerhouse sportsbook and casino operator, William Hill.

Through this partnership, William Hill will leverage 2mee’s proprietary HoloMessage® solution to deliver video messages from its team and brand influencers at strategic points, directly to customers across its website and app as a clickable pop-up.

The partnership has proven to be transformational for Hills, which is already using HoloMessage® to scale engagement among reachable customers from its active player base and create awareness of personalised bonuses and offers while increasing its net promotor score and user lifetime value.

Moving forward, Hills will begin deploying HoloMessage® at critical decision points throughout its customer journey. Influencers will be empowered to record messages directly from their smartphones and deploy them via the 2mee platform.

For its first campaign, William Hill targeted a segmented audience with a HoloMessage® aimed at driving players to opt-in to marketing campaigns. The results were extraordinary: a single influencer HoloMessage® impression outperformed 31 days of a persistent banner ad by an incredible 340%.

The campaign achieved an average engagement rate of 55% with a peak of 64.9% leading to a major increase in customer opt-ins which is expected to deliver a substantial increase in projected annual revenue.

2mee’s HoloMessage® has a myriad of use cases for operators such as William Hill. This includes delivering important educational and information messages around compliance and responsible gambling, especially when it comes to player onboarding where a lack of education around the process often leads to significant drop-off.

Additionally, HoloMessage® can be utilised for player retention efforts and win-back campaigns, ensuring continued engagement with existing players and re-engaging lapsed ones.

James Riley, CEO of 2mee, said: “We are thrilled to be working with such a high-calibre operator and for William Hill to have enjoyed such a significant uplift in engagement, sign-ups and ultimately revenues from the very first deployment of 2mee’s HoloMessage®.

“This is of course just the start of our partnership and we have already identified many other areas in which HoloMessage® can strengthen engagement, foster brand loyalty and ultimately provide a significant boost to customer lifetime value and revenue.”

Matt Baulk, Head of Personalisation & Product at William Hill, added: “We’ve achieved remarkable success with our initial deployment of HoloMessage®, leading us to expand its usage across various touch points in the customer journey, from compliance messaging to sportsbook offers. The technology’s simplicity, from recording to deployment, makes it incredibly user-friendly”.

The post William Hill unlocks the power of human engagement with 2mee appeared first on European Gaming Industry News.

André Fufuca Brazil’s Minister of Sport

Brazilian Ministry of Sports and Sportradar Partner to Strengthen Integrity in Sports in Region

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The Brazilian Ministry of Sports and Sportradar Group AG formalized a Technical Cooperation Agreement (ACT) focused on protecting the integrity of sports betting in the country. The partnership provides for the exchange of information related to the betting market and the implementation of joint initiatives to combat match-fixing.

Sportradar will provide specialized support to the Brazilian Ministry of Sports, including the reporting of potentially suspicious activity detected by its industry-leading Universal Fraud Detection System (UFDS). In addition, Sportradar will provide education and training for Ministry of Sports personnel and staff focused on best practices in monitoring, identifying and investigating suspicious activities. The first workshop will be held on May 15 and include the Brazilian Ministry of Finance, a recent partner with whom Sportradar also signed an ACT.

André Fufuca, Brazil’s Minister of Sport, said: “Today we signed a milestone agreement in the fight against match-fixing in Brazilian sports. Integrity must be a constant principle when it comes to transparency, ethics, and, above all, the fairness of sports results. With this agreement, we will have tools to curb this practice and ensure greater transparency in competitions. This way, athletes, clubs, organizations, fans, and the entire population will be able to trust the fairness of the outcomes and, in turn, have the confidence to unlock the full potential of Brazilian sports.”

Andreas Krannich, EVP, Integrity and Regulatory Services, Sportradar said: “Establishing this partnership with the Ministry of Sports is an important milestone in strengthening sports integrity in Brazil. As a global integrity leader, leveraging cutting-edge technology to prevent and combat match-fixing, we believe that protecting competitions requires coordinated action between the public and private sectors. Through this collaboration, Sportradar continues to reaffirm its commitment to a more transparent and safer sports environment for the athletes and all the stakeholders involved in Brazilian sport.

This ACT adds to Sportradar’s growing number of integrity services partnerships in Brazil that include recent agreements signed with the Goiás State Attorney’s Office, the Brazilian Volleyball Confederation (CBV) and the Brazilian Football Confederation (CBF), as well as existing relationships with soccer federations in 17 Brazilian states, creating a strong network focused on protecting the integrity of sport in the country.

The post Brazilian Ministry of Sports and Sportradar Partner to Strengthen Integrity in Sports in Region appeared first on Gaming and Gambling Industry in the Americas.

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Aquisitions/Mergers

MAKE AGENCY INCREASES SPORTS BETTING AND iGAMING POSITION WITH STRATEGIC ACQUISITION OF INDUSTRY SPECIALIST TWO-UP

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Make Agency (in conjunction with DXG Group), through its subsidiary, Two Up Investments, Ltd, has announced the acquisition of the assets of digital product agency Two-Up.

Make Agency, a leading London-based digital creative agency, has strategically acquired the assets of Two-Up Agency, a specialist digital product business renowned for its work within the sports, sports betting, and iGaming sectors. This acquisition significantly expands Make Agency’s capabilities and reinforces its commitment to delivering cutting-edge digital solutions to clients within these key industries.

The acquisition brings Two-Up’s established expertise and track record in creating innovative digital products to Make Agency. Based in London and Poland, Two-Up provides technical solutions to prominent online gaming brands, offering best-in-class technology tools and in-depth market knowledge to clients including Stats Perform, At The Races, and NewsUK.

Two-Up’s proficiency in user experience, user interface, design and development – alongside a deep understanding of the specific demands of the sports-betting and iGaming sector – perfectly complements Make Agency’s existing creative and strategic marketing strengths.

Industry experts join forces

The acquisition unites two industry experts: Robbie Morris, the former CEO of Two-Up, and Eugene Delaney, the COO of Make Agency, who will now also take on the role of Managing Director for Two-Up.(Ex-Podium/PA Media, Spotlight Sports Group and Flutter).

“We are pleased to integrate the valuable assets and expertise of Two-Up into the Make Agency family,” said Eugene Delaney. “Their specialised knowledge and impressive portfolio within the sports, betting, and iGaming sectors will be invaluable as we continue to grow and enhance our offerings in these key verticals. This acquisition allows us to provide our clients with an even more comprehensive suite of digital solutions, specifically tailored to the unique demands of this dynamic market.”

Robbie Morris added, “Joining forces with Make Agency represents an exciting new chapter. We are eager to integrate our expertise and collaborate with their talented team to deliver exceptional digital experiences for clients within the sports and gaming landscape. We believe this union will create significant synergies and allow us to continue to deliver innovative solutions in this specialised area.”

The post MAKE AGENCY INCREASES SPORTS BETTING AND iGAMING POSITION WITH STRATEGIC ACQUISITION OF INDUSTRY SPECIALIST TWO-UP appeared first on European Gaming Industry News.

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Compliance Updates

AOJND and FEDBET to Appoint Expert Task Force to Support ONJN in Combating the Illegal Gambling Market

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The Association of Remote Gambling Operators (AOJND) and the Federation of Gambling Organizers (FEDBET) — the two leading representative organizations of the gambling industry in Romania — have announced a joint initiative to form a multidisciplinary team of experts. This team will support the National Gambling Office (ONJN) in efforts to combat the illegal gambling market.

At the same time, both organizations are calling on their members — licensed gambling operators in Romania — as well as the general public, to actively contribute any relevant information that may assist authorities in addressing this issue. To facilitate this, an email address has been created: [email protected], where individuals can report gambling activities carried out without the necessary licenses and authorizations. All reports will be collected, verified, and forwarded promptly to ONJN.

This initiative comes in response to a recent ONJN statement reiterating that it is illegal to directly or indirectly provide services related to gambling to entities lacking a Class I license issued by ONJN, particularly if they offer access to players residing in Romania or to Romanian citizens without tax residency in another country.

“AOJND members are firmly committed to combating the illegal gambling market — a growing phenomenon that harms not only legitimate operators but, more importantly, players, who become vulnerable and unprotected. Our members — licensed operators — are focused on building honest and sustainable businesses, and that begins with ensuring safe conditions for players,” said Odeta Nestor, President of AOJND.

“For FEDBET, eliminating the black market in gambling is a top priority — not just to protect the interests of our members, but to ensure a fair and secure market for all players. Unlicensed operators directly undermine market stability by violating regulations and attracting players into unregulated environments. The consequences are severe: increased player vulnerability, losses to the state budget, and additional fiscal pressure on licensed operators. We fully support the authorities and are committed to using all available resources to identify and report illegal practices,” said Alexandru Domșa, General Director of FEDBET.

Both FEDBET and AOJND emphasize that only through active collaboration between industry stakeholders, authorities, and civil society can Romania maintain a legal, fair, and secure gambling market that provides both consumer protection and regulatory safeguards for society at large.

The black market in gambling presents serious challenges: a complete lack of legal protection for players — especially those in vulnerable groups — tax evasion, disruption of fair competition, and the generation of funds for criminal groups, fueling their influence, corruption, and ultimately leading to the loss of thousands of jobs.

In this spirit, the two organizations remain open to dialogue and cooperation with all relevant stakeholders in support of building a responsible, sustainable, and transparent gambling industry in Romania.

The post AOJND and FEDBET to Appoint Expert Task Force to Support ONJN in Combating the Illegal Gambling Market appeared first on European Gaming Industry News.

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