Betgenius and initiate marketing partnership

Leading provider of data-driven software to the regulated sports betting sector Betgenius and Italian gambling operator have entered into an agreement in a move to boost player engagement and cut acquisition costs.

The partnership will offer a contextual advertising experience by working with SkyBet’s digital partner pay-television broadcaster Sky Sport Italia.

Based on the exact content they are viewing across the platform’s football coverage, visitors to the Sky Sport Italia website will for the first time receive relevant betting suggestions from Media and Partnership Manager Davide Magni stated: “At Sky Bet, we are committed to offering a superior experience to our customers. We think that this deal will help us boost our acquisition and, even more, increase customer retention through the provision of relevant information and added value.”

Jack Davison, Managing Director at Betgenius added: “This deal is another example of how Betgenius creates innovative digital marketing solutions that boost engagement and drive down acquisition costs. Highly targeted, relevant marketing is very much the future and we are excited to partner to help grow its sportsbook with this service.”

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LeoVegas has been granted a ‘Remote Operator License’ in Ireland

Johan Styren, CEO of LeoVegas Gaming Ltd speaking at SiGMA16 Sports Conference

Johan Styren, CEO of LeoVegas Gaming Ltd. speaking at SiGMA16 Sports Conference

Award-winning leading European online mobile casino LeoVegas has announced to their investors and stakeholders that they have been approved a ‘Remote Operator License’ for sports betting by the Irish Revenue Commissioners, which is the regulatory body for all forms of gambling in Ireland.

The Stockholm Nasdaq-listed company next move will be to start marketing and advertising the relaunch of its betting services within the regulated Irish market which is expected to take place in the first quarter of 2017.

The estimated Irish market worth was around £800 million in 2016

according to H2 Gaming Capital. LeoVegas governance declared that they seek to become a leading brand within a competitive consumer marketplace increasing its profile and launching its full service for the Irish betting market. This is their first step towards achieving this vision.

LeoVegas party held during SiGMA16

LeoVegas party held during SiGMA16

LeoVegas launch in Ireland now sees them operating in a number of regulated markets which include the UK, Denmark and Malta, with their operations being based in Malta and technical development conducted in Sweden.

Group CEO and LeoVegas co-founder Gustaf Hagman commented: “LeoVegas continues to grow in regulated markets. The fact that we have in a short time been granted licences in two regulated markets shows that we are delivering in accordance with our expansion strategy. But it also shows that we have high capacity and quality in our organisation and in the work, we do. I am convinced that our market-leading sports product will contribute to strong growth in Ireland.”

Tiplix partners with Income Access to launch affiliate programme

The Malta-based online sports betting casino and poker brand Tiplix has launched their new affiliate programme with the Paysafe Group member Income Access.
The German language sports betting brand partners up with the iGaming-focused marketing and software provider Income Access utilising their player tracking and acquisition software.
Tiplix plans to focus their attention on growing its sports betting and casino partner services for the German and Australian markets.

Tiplix was launched in 2009, is operated by Trusfulgames Ltd and licenced by the Malta Gaming Authority. The brand offers players a variety of sports betting service that includes but is not limited to tennis, soccer, baseball and hockey.
They also feature an online casino boasting of a full suite of online slots, poker and table games not to mention a state of the art live casino.

Tiplix plans to celebrate the launch of the affiliate programme by offering new players a free bet of up to €100 on registration.

Florian Geheeb, COO of Tiplix had this to say: “When we decided to launch a new affiliate programme, we immediately considered Income Access due to its strong reputation among our peers and partners in the iGaming industry,”
“As a sports-betting company currently doing most of our business in retail shops, we are looking forward to working with Income Access to make our push into the online sphere as successful and growth-driven as possible.”

Tiplix in-house team of affiliates will oversee the affiliate programme. They will utilise the Income Access software’s Ad Serving tool targeting the affiliate marketing campaigns based on player’s geolocation, language, device and other criteria.

Managing Director of Income Access Nicky Senyard commented: “We are excited to support TIPLIX’s new affiliate programme.”

“Given its presence in a number of European jurisdictions with different languages, our Ad Serving solution and our software’s other features will ensure that its player acquisition via the affiliate marketing channel is maximised.”

Cherry becomes third largest Nordic Gaming Company with the Acquisition of remaining ComeOn Shares

Swedish gaming company Cherry AB has opted to attain the remaining 51% of the shares in ComeOn Malta Ltd. Cherry is anticipated to triple their revenue becoming the third largest Nordic-focused private sector gaming company as a result of this acquisition.

This purchase will see a strong economic growth and expected to deliver a solid background for a continued international expansion with stable brands.

The combined company’s pro forma revenues for the third quarter of 2016 amounts to SEK 475 million with an EBITDA of SEK 109 million. The Cherry Group expects that with the acquisition of ComeOn, it will generate total revenues for the full year 2017 of between SEK 2 600 and SEK 2 700 million with an EBITDA of SEK 550 to SEK 600 million.

Fredrik Burvall, President and CEO, Cherry stated: “We are very pleased to be able to now conclude the acquisition of ComeOn, which means that we considerably strengthen our position in the market. Together we will create an entrepreneurial-driven gaming company where both Cherry and ComeOn have significantly stronger organic growth than the market, and the acquisition improves the Group’s results considerably. This deal also means that Cherry iGaming will increase its revenues from sports betting. Cherry already has a unique income stream diversification from five different business areas along the gaming value chain”

ComeOn holds a strong position in the company’s main markets such as Norway, Finland and Sweden with a successful strategy based on multi-branding. Their games are marketed under many well-established brands like,,,,,, and Around 25% of ComeOn revenue comes from sports betting.

The union of the two companies began earlier in July 2016 and has been progressing according to their plan. So far, the integration work carried out confirms Cherry’s view that compelling synergies exist both in short and long term.
The acquisition of the remaining 51% shares is expected to be concluded in the first quarter of 2017.

Betsson Attains RaceBets in €40 Million Deal

Online gaming company Betsson has attained the horse betting operator RaceBets in a deal that is worth around €40 million.

The horse betting operator currently has licences in Ireland, the UK Germany and Malta and they offer punters the opportunity to bet on over 250,000 different races yearly.

Seeing that up to three-quarters of RaceBets’ revenue comes mainly from the locally regulated markets mostly Germany and the UK, it makes a perfect strategic fit for the gaming company.

Ulrik Bengtsson, CEO and president of Betsson AB stated: “Horse racing is important in many of our markets and the key rationale of the acquisition of RaceBets is to enable our subsidiaries to accelerate the launch of a world-class horse racing product on all core brands.”

Currently, horse racing is one of the most popular betting sports with an estimated worth of €3.5 Billion in the European sports betting market.

Betsson will acquire RaceBets from their company’s founder along with the German Thoroughbred Racing Association. This transaction is subject to regulatory approval and is expected to be finalised sometime in the beginning of 2017.

In 2015 RaceBet’s revenue was €9.3 million and adjusted Ebit was €3.36 million. Their annual growth rate between 2013 and 2015 was recorded at 12%

BetConstruct launches Sportsbook with iJuego in Spain

BetConstruct, multi-channel gaming and sports betting solutions provider for the international gambling industry have confirmed the agreement to supply their sportsbook to the Spanish online gaming operator iJuego ( iJuego is a subsidiary of the major leisure and gaming group Comar Inversiones, SA.

Under the terms of the agreement between the operator and the provider, iJuego would now be able to provide its gambling customers the chance to bet on over 30,000 live sports events every month by utilising BetConstruct sports betting solutions.
Currently, the operator offers its players a variety of casino games, slot titles and table games and the addition of BetConstruct sportsbook to their portfolio would definitely be an enhancement and supplement the operator’s existing offers giving them more diversity.

This partnership between iJuego and BetConstruct was made possible due to BetConstruct securing a license by the Spanish Directorate General for the Regulation of Gambling in 2015. This was done in order to provide their products in Spain’s regulated online gambling market when they entered the market with their first sports betting partnership then with retail gambling operator R Franco.

Product Manager at Manuel Paz had this to say: “We have gone through a tireless process of finding the best sports betting partner for the regulated Spanish market, and are happy to have partner with BetConstruct for our new sports betting platform. The new sportsbook will be an integral addition to our established casino and slots games. We expect to grow rapidly during the remainder of 2016 and beyond.”

Commercial Director at BetConstruct George Voyatzis endorsed Paz’s statement adding that iJuego is a very exciting brand in Spain and how the group Comar are very ambitious with their plans for the growth in the coming years.

He concluded by saying that they anticipate this new partnership with Group Comar as they will now be equipped with the market leading sportsbook of around 30,000 live events every month, and they also look forward to the growth and development of their sportsbook for the regulated markets within the next 12 months.

Hero Gaming launches Betser – the world’s first sports betting adventure

Betser is a new brand from Hero Gaming with a 100% focus on online sports betting. The new gamified sportsbook offers the opportunity for players to test their skills and compete against others. Pre-registration is open at

Based on the same innovative gamification behind its Casino Heroes success story, Hero Gaming is launching Betser with the ambition to offer customers the most entertaining and engaging online betting experience on the market.

Just as we broke new ground with Casino Heroes, our goal with Betser is to offer a new and more entertaining way to bet on sports,” said Kristofer Bergdahl, CMO Hero Gaming.

Hero Gaming launched Casino Heroes in 2014 with NHL player Nicklas Bäckström as frontman. This collaboration was expanded during the development of Betser, with Nicklas bringing his friend and NHL colleague Carl Hagelin on board. They both provided feedback and contributed input during the development of the new betting experience offered by Betser.

Getting Nicklas’ and Carl’s feedback during product development has helped us to develop a sportsbook where the competitive element is raised to a social level,” said Bergdahl.

Unique from all other sportsbooks, Betser is introducing ‘Balls and Brains’, which rewards the player’s courage and skills. The concept is built on something every player will recognize: Balls – trusting your gut feeling and betting on a long shot; and Brains – taking a more calculated bet minimizing risk. Depending on your betting style, you will be rewarded with Balls or Brains that will impact your player profile. Your Balls and Brains can also be exchanged for free bets in the locker room.

We’ve long been under the impression that innovation related to sports betting has in many respects been standing still in recent years, where only minor changes have been made to existing products. Instead, we have tried to look at sports betting from a new perspective in order to offer a more entertaining experience,” continued Bergdahl.

Testing your knowledge and skills against others is a fundamental driving force for many. In Betser’s league system, players can – through their ranking – compete against their friends and challenge the very best.

Our idea is essentially the same as with Casino Heroes, which was very well received by the market. In Betser, however, a lot of our inspiration came from fantasy football, private leagues and social betting where you compete with friends, family and colleagues,” Bergdahl concluded.

Pre-registration is open at

For more information, contact: Kristofer Bergdahl at

Betradar broadens Italian offerings with Bundesliga 1 and 2

Betradar, a brand of the multinational corporation Sportradar announces their further extension of its live streaming coverage for mobile, online and retail sports betting offers for the Italian market. Now available within this expanded offering is the ever inviting Bundesliga 1 and 2.

Betradar has also proudly announced that Sisal has already added the rights to the top two German leagues to their offerings. Sisal happens to be a long time partner of Betradar and also a recipient for their flagship products Live Channel Retail and Live Channel Online. This has resulted in Sisal being the first italian partner of Sportradar to  complement their varied and impressive portfolio. With these two inviting rights, they plan to make these matches available to their clients on both channels straightaway.

Lorenzo Caci, Sportradar’s Director of Sales believes this latest advancement to be another milestone for Betradar and it enforces their vision to bolster their products for their Italian clients. He stated: “We are delighted to have come to this agreement with Sisal as they are one of the major players in Italy. We are convinced that more of our partners will benefit from our augmented rights-offering and will add Bundesliga to their portfolio.”

Online Gaming Business Manager of Sisal Marco Tiso commented “Throughout these last years, Sisal is moving strongly from a pure betting offer to a broad entertainment experience for its own customers.  We are very pleasant to announce that Sisal will be the first player in Italy to offer the streaming of Bundesliga in partnership with Betradar. This achievement means a significant step forward to support our strategy, giving our customers the opportunity to experience the emotions of one of the major European football championships.”


Gamevy’s Innovative Skill and Strategic Games Now Live with Betsson

Award-winning supplier and operator Gamevy has announced that its content has officially been launched with leading Swedish gambling operator Betsson AB.

When speaking about the launch, Gamevy Marketing Director and co-founder Helen Walton said: “Betsson’s renowned for offering unusual and engaging content to their customers. So we approached them early and were delighted by their response to the games! We are confident that this will be an exciting partnership, and we have great plans for the future.”

Gamevy’s content has been delivering excellent results with lottery and sportsbook players in Germany, Austria, Sweden and Russia. Acting as an innovative conversion path to the games and casino tab, the games appeal to a softer player base and to younger customers.

The London-based supplier and operator is still fairly new to the industry and is inspired to offer instant wins where players can push their luck, show their skills, and get the chance to win a life-changing jackpot. Their games are live across Europe, proving special popularity with a broad demographic of players.

Betsson AB offers a number of online gambling products such as casino, poker, bingo, sports betting and scratch cards.

The gambling operator will also be one of the exhibitors showcasing at Malta’s biggest upcoming gaming event of the year, SiGMA16. If you are interested in joining this iGaming summit in November, click here to register today.

Betway Announces 3-Year Partnerships with Bundesliga 2

Betway, leading global online gambling company, has announced that it has entered into a strategic three-year partnership with five Bundesliga 2 clubs.

The agreement will see the online bookmaker designated as the official betting partner for the five clubs; Union Berlin, St. Pauli, Karlsruher SC, Eintracht Braunschweig and Dynamo Dresden,ahead of the new season that kicks off in August.

As a part of the deal, Betway, the main sponsor of West Ham United and Premier League Darts, will receive in-stadium branding at all five clubs, in addition to hospitality tickets to all games.

Anthony Werkman, Director of Marketing and Operations at Betway, commented: “The Bundesliga is one of the most followed leagues in the world, and we’re delighted to have signed partnerships agreements with five clubs who boast significant heritage and history in both German and European football.

“Betway has always had football coursing through its veins, and we’ve been thrilled to be the official sponsor of West Ham United amid an historic period of success and growth for the club. We look forward to supporting the five Bundesliga 2 clubs as they embark on a new season, with the glory of promotion to the top tier on offer.”

Betway is managed by Betway Limited, a Maltese registered company, and provides entertainment across a number of brands including Betway Sportsbook, Betway Vegas, Betway Casino, Betway Bingo, and Betway Poker.