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BC.GAME Enters into Partnership with Leicester City FC

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BC.GAME has entered into a partnership with Leicester City FC. The new partnership – one of the most valuable in Leicester City’s history – will see BC.GAME’s branding appear on the shirt-fronts of Leicester City’s Men’s First Team and adult replica shirts from the 2024/25 season.

The launch of the 2024/25 LCFC Women home shirt – and announcement of the team’s Principal Partner – will take place on Saturday 20 July, ahead of the start of the Barclays Women’s Super League season in September.

Leicester City Chief Executive Susan Whelan said: “We welcome BC.GAME to Leicester City – an opportunity to work with an innovative partner in a new category for the Club. As a leading global operator in a rapidly evolving environment, BC.GAME already have a history of successful relationships in sport and we look forward to the development of a mutually beneficial partnership.

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“The ability to attract high-value partners upon our return to the Premier League is vital to our determination to re-establish Leicester City among the game’s elite, to continue to invest in a competitive squad and to ensure the best possible experience for our supporters.”

Rayne Davis, Director of Marketing and Affiliates for BC Game, said: “We are excited to join forces with Leicester City, a club with a rich history, a passionate fanbase and authentic global appeal. This partnership represents a unique opportunity to introduce a new brand of exciting, safe and responsible online gaming to new audiences, and we look forward to a successful collaboration.”

The post BC.GAME Enters into Partnership with Leicester City FC appeared first on European Gaming Industry News.

Fantasy Sports

Will Booth: blending the best of fantasy and sports with Pick’Em Player Props

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For those that might not know, can you give us a brief overview of Pick’Em Player Props?

In simple terms, the new Pick’Em Player Props product from WA.Technology is almost like a hybrid between fantasy sports and sports betting. In the same vein as traditional player props products that you see in traditional sports, players can select markets on individual players – we have just taken that model and elevated it.

During the game, players can make between two and six bet selections. For example, will Erling Haaland score more or less than 2.5 shots? The number of bet selections the player makes then determines their multiplier. By allowing bettors to unleash their sporting knowledge and provide engaging games for them to play, we are helping our operator partners to not only engage with a wider player base but also to fuel long-term retention. It really is a one-of-a-kind product and one we’re incredibly excited about. It’s already proving to be a top performer in LatAm.

 

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Why has now been the right time to unveil Pick’Em Player Props?

Over the last few years, we’ve seen significant growth in the number of player proposition products. There are several reasons for that. Sports fans have shown a growing affinity for individual players rather than a team. They follow players on social media and engage with content featuring that player.

This reflects the wider trend we’re seeing: the new generation of fans is more in love with the players than the team itself. A great example of this is both Lionel Messi and Cristiano Ronaldo. Bettors worldwide would wager on either of those players and engage with their content regardless of which team they played for or what club they supported.

The appetite for player-driven betting is increasing dramatically, resulting in a greater demand for products specifically tailored to individual athletes.

With more traditional sportsbooks, however, we’ve found that there isn’t as much depth of product regarding player propositions – aside from goal scorer markets. We wanted to change that – we wanted to deliver a fun, engaging product that helps build a sense of community among players.

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Since Pick’Em Player Props is also a hybrid of fantasy and sports, it can act as an attractive tool to facilitate new market entries, as fantasy sports are not regulated like sportsbooks or iGaming. Take the US for example. In most states, operators do not need a licence to offer a fantasy sports product. This is the case for many markets around the world, too. I believe this will be an attractive proposition for operators looking to expand their international footprint, and as a truly global provider, we’re here to make that happen.

 

In your view, what differentiates WA.Technology’s Pick’Em Player Props from other player props products on the market?

Currently, we are the only B2B provider to offer a player propositions product that combines sports and fantasy. A handful of companies in the US offer something similar, but they are all B2C companies – we are bringing something totally unique to the B2B space.

Fantasy Sports have always been popular in the US. But over the last 18 months, we’ve seen a meteoric rise in the demand for player proposition markets; we wanted to develop a product that caters to that growth in demand and delivers something unique for our partners.

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For other player props products on the market, something that is worth noting is that the design and UX are doing little to engage Millennial/Gen Z bettors. This audience demands a streamlined UX that is easy to use. Our Pick’Em version has been specifically designed with this demographic in mind, although we have been careful not to disenfranchise other age groups. We have kept the design sleek, streamlined and easy to use to deliver that. It’s extremely well-designed compared to what you might see in a more traditional sportsbook.

The game is straightforward to understand because we have fixed multipliers. This decision differentiates us from more traditional products, where the multipliers vary depending on how many bets you place. It also makes the product much more accessible for players who might otherwise not be familiar with fantasy or player props.

Another major defining factor is that we have ensured players can add multiple bets from different markets together. On most sports betting sites out there, you cannot combine player props markets. You couldn’t, for example, have a bet slip combining Erling Haaland’s Over/Under Shots and Kevin De Bruyne’s Shots on Target. We know this is frustrating for many bettors. We wanted to eliminate that barrier and elevate sports fans’ experience.

 

How does the level of data granularity influence the design and effectiveness of player proposition betting products, particularly in terms of player engagement and personalised betting options?

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We are very fortunate that the data feed we use for our player props markets is the best. We have a wide range of insights and data analytics available, giving us an edge over other companies within the space – this is a serious differentiator.

The enhanced data range means we can deliver many more bespoke, personalised betting options to players while also getting more granular with the markets we can offer.

Our Managed Services Team, which oversees all things trading, also closely monitors the markets that are most popular with players. For example, if we see an influx in bets on ‘shots on target’, we know how to create more promotions around this particular market. We can tailor the CMS to engage better with players and create a more personalised experience.

Players can also ‘favourite’ particular players and clubs. Any market featuring that player will automatically appear when the Pick’Em Player Props application loads up.

 

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Are there any markets where you believe Pick’Em Player Props will prove to be particularly popular? If so, why?

In all honesty, I can’t think of a market where this won’t be popular! Regions such as LatAm present an enormous opportunity for the growth of player proposition markets. I believe we can really plug a gap in the products currently offered to bettors.

Across the continent, we’ve seen players show a real passion for player-focused markets, and we’re here to capitalise on that. In Brazil, for example, if we were to create markets on Neymar, I’d anticipate this would gain much traction!

The real selling point for Pick’Em Player Props here is that we offer an extensive range of sports and markets that cater to a broad audience – but within that, we can personalise sports and bet selections not to overwhelm the player. I’d expect that markets on football will perform exceptionally well across Africa and LatAm, while countries such as South Africa may have a stronger preference for Rugby or Cricket.

Ultimately, it’s about understanding the unique preferences of players within each jurisdiction our partners operate in and tailoring the product accordingly. With teams based in various markets worldwide, we can get to grips with the local knowledge and fully understand what resonates with bettors.

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In your view, what are some of the factors behind the growth of player props products in the last 12 months?  

Most definitely shows how sports media companies are incorporating more player-specific content into their roster. This already has a huge impact, and I can’t see it changing anytime soon.

Whether it’s interviews with specific players, post-match analytics on performance or even the inherent growth of social media, the balance is undoubtedly tipping more towards the player rather than the team.

Personalisation will also have a considerable knock-on effect on the growth of player propositions. Bettors want more bespoke offers, specific bet suggestions and more instant content tailored to their unique playing habits. With a product like Pick’Em Player Props, you can personalise that betting experience to your heart’s content.

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It also becomes much easier for sportsbooks to align with a specific user’s interests when we deliver unmatched data analytics and levels of personalisation that are available via WA.Technology’s product suite.

In short, Pick’Em Player Props gives operators the tools they need to create wide-ranging engagement opportunities without sticking to the rigid sporting calendar, where sometimes you might have to wait several days between a game. By incorporating fantasy sports, we can deliver round-the-clock content much faster, therefore meeting the demands of players. If you want to find out more – make sure to stop by Stand 1095 at SiGMA!

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Industry Awards

SOFTSWISS Becomes Best Platform Provider at SiGMA Europe Awards 2024

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SOFTSWISS, a global tech expert with over 15 years of experience providing innovative iGaming solutions, has been awarded the Best Platform Provider at the SiGMA Europe Awards 2024. This accolade highlights the company’s unwavering dedication to delivering robust tech solutions that empower iGaming operators worldwide.

The SiGMA Europe Awards honours exceptional achievements in iGaming, bringing together industry leaders to celebrate the year’s top performers. To secure this award, candidates are assessed on innovation, impact, and business results to name just a few criteria. The past year for SOFTSWISS was marked by impressive growth and achievements, which influenced the positive evaluation by the expert jury.

In 2024, SOFTSWISS demonstrated significant progress across its portfolio. Recent accomplishments include the acquisition of Turfsport, expanding SOFTSWISS’ reach into the South African market, and investments in Ously Games, opening a new niche in the social entertainment sector. 

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Additionally, obtaining the first-ever B2B Tobique Gaming Licence in Canada, expanding into Bulgaria, and receiving the South African certification underscore the company’s continuous growth and adaptability in the global market. These strategic moves have elevated the SOFTSWISS iGaming ecosystem, with the SOFTSWISS Casino Platform at its core, to a new level, earning notable recognition from industry experts.

Vitali Matsukevich, COO at SOFTSWISS, comments: “Receiving the Best Platform Provider award reaffirms the success of our flagship product and our strategic direction in the iGaming sector. This achievement serves as positive feedback from the industry that our ecosystem approach is the right path forward. I am truly inspired to receive this award, and I would like to express a big thank you to our team for their dedication and professionalism and our partners for their trust!”

As an industry leader, SOFTSWISS has recently released the iGaming Trends 2025 report, offering an in-depth analysis of trends shaping the industry in the coming years. The SOFTSWISS team surveyed a broad spectrum of industry experts – including operators, game developers, technology providers, media professionals, and affiliate marketers – to gather insights across various segments of the market. Insights from SOFTSWISS leadership were also collected, leveraging their expertise and deep industry knowledge.

Additionally, the team conducted an AI-assisted review of 53.9K news headlines from major media sources between 1 January and 1 October 2024, to identify key trends, emerging issues, and industry shifts. Manual reviews of selected resources ensured a comprehensive understanding of both content and context.

 

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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 SOFTSWISS Becomes Best Platform Provider at SiGMA Europe Awards 2024 appeared first on European Gaming Industry News.

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Industry Awards

EGT Digital wins “Outstanding Contribution to Gaming 2024” at SiGMA Europe Awards

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We have been recognized for our impactful contribution to developing the iGaming industry by the SiGMA Europe Awards competition. We took the accolade in the “Outstanding Contribution to Gaming 2024” category in a glamorous ceremony held on November 11th at the GMs Suite, Hilton in Valetta.

This special award recognizes companies with outstanding input and innovations that have positively impacted the gambling industry, celebrating exceptional achievements in advancing and transforming the gaming sector.

The post EGT Digital wins “Outstanding Contribution to Gaming 2024” at SiGMA Europe Awards appeared first on European Gaming Industry News.

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