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British Racing Receives £21.5M from UK Government’s Sport Winter Survival Package

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British racing’s leaders and the Horserace Betting Levy Board (HBLB) have announced the details of HBLB’s agreed deployment of £21.5 million of loan funding secured from the Government’s Sport Winter Survival Package (SWSP), with racecourses and participants set to benefit as the sport continues its recovery from the COVID-19 pandemic.

British racing has been impacted by well over £400m in lost racecourse revenues since the start of the pandemic and a reduction of over £65 million paid out as prize money to participants in 2020 (41% reduction). The sport continues to be significantly affected by the limited number of spectators allowed.

The money is being lent by Government to the Horserace Betting Levy Board (HBLB) rather than to any constituent body of Racing as a consequence of the sport’s particular governance structure and the HBLB’s role in providing central funding to the costs of race-day regulation, equine welfare and industry training. The loan will need to be repaid from future Levy returns.

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The SWSP was launched by the UK Government in late 2020 with the stated aim of supporting “the immediate future of major spectator sports” that have suffered revenue losses as a result of the absence of spectators. British racing developed its expenditure proposal to the HBLB with the Government’s overarching objective in mind.

£7.5m support to aid British racing’s international competitiveness

£7.5m will be utilised to enhance prize money for the 12 months from July 2021, in such a way as to support engagement levels and maximise the retention of horse numbers in 2021 and beyond. The allocations will be split approximately 60% to Flat racing and 40% to Jumps, in line with the composition of the fixture list and the HBLB’s historic funding split, and will be targeted to support the upper tiers of racing and developmental races.

Support of Novice and Maiden races

The following Novice and Maiden races will receive additional support in the form of fixed grants to top-up prize-money, worth over £3.5 million:

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On the Flat, Classes 3, 4 and 5;

Over Jumps, Classes 3 and 4

Support for such races is designed to ensure the benefit to participants is felt as widely as possible, with amounts for each determined by race type and class, with the payments added on top of the minimum value.

Support for Black Type races

Minimum values of Black Type races will not be changed but additional funding will be provided to races run above the minimum value, with every £1 of prize money offered above that amount unlocking an additional £1 of matched funding, up to a maximum amount determined by race class. These races will be:

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On the Flat, Group 2, Group 3 and Listed Races;

Over Jumps, Grade 1 and Grade 2 races, including for Novices

The additional funding from racecourses to unlock these matched amounts could deliver an extra £2.5m of prize money on top of the £7.5m allocated, ensuring the extra funds are used to deliver the largest possible increase in the prize-money values of Black Type races.

Support for racecourses

Racecourses have suffered financially not only as a result of the original lockdown but the subsequent absence of spectators and so, with a view to supporting their immediate future, the plans will see a further £7.5m deployed to support the raceday integrity costs incurred at those fixtures. This will be in addition to the existing support provided by the HBLB for the regulatory and integrity costs of fixtures.

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The current raceday services grant from the HBLB to racecourses of £12,571 per fixture partly covers the BHA fixture fee of £15,341. In addition, racecourses incur other raceday integrity-related costs totalling approximately £10,000 per fixture at Flat meetings and £6000 at Jumps meetings.

Under the plans for the SWSP loan, an additional payment of £5000 will be added to the raceday services grant from 1 July 2021 to 30 June 2022.

Minister for Gambling and Lotteries John Whittingdale said: “Horse racing is part of our national life. We have stepped in to provide £21.5 million as part of the Sports Survival Package, to help get the sport back on track, secure its future and retain its place on the world stage.”

Julie Harrington, Chief Executive of the BHA, said: “British racing is grateful for this vital support from the Sport Winter Survival Package. We much appreciate the assistance of the Levy Board in agreeing to take on the loan and work with racing to agree how the money is best used and distribute using existing funding processes.

“Plans for the deployment of these funds have been designed to target the areas where we have seen a decline in horses in training and provide confidence in the future to our investors.

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“Britain is rightly proud of its unique and world-leading racing heritage. But it is clear that with competition around the globe increasing, this is not sufficient to attract the best in the world to be trained and raced here. Ensuring that prize-money is competitive helps ensure that Britain has the best horses, which benefits everybody who loves the sport.

“It is also important that we recognise the contribution and sacrifices made by trainers and jockeys, and the loyalty of their owners, that have combined to keep racing going during the pandemic.

“Vital to the overall success of British racing are our unique racecourses, whose staff have also worked so hard since racing resumed to ensure we remain compliant with Covid rules and guidelines. Supporting their financial recovery is an important part of this plan and will help to ensure our races retain their place as being at the forefront of the global racing scene.”

David Armstrong, Chief Executive of the Racecourse Association (RCA), said: “Racing and racecourses in particular are very grateful to Government for this vital funding boost for the sport in very difficult times. I would also like to thank Sport England for their tireless advice and support in helping us unlock this funding. We are especially grateful to the Levy Board for stepping in and helping us overcome some of the structural challenges we faced in accessing the SWSP – yet another example of their support during the pandemic.

“Racecourses continue to incur significant integrity costs in putting on Racing on a daily basis and this additional support will be very beneficial at such a sensitive time and during the recovery phase over the next 12 months.”

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Charlie Liverton, Chief Executive of the Racehorse Owners Association (ROA), said: “The Sports Winter Package loan will provide a much-needed enhancement to prize-money levels as British Racing, along with other major sports, recovers from the impact of COVID-19. It is well noted that owners spend in excess of £30m a month on training fees to ensure that the race programme is fulfilled, along with jockeys riding fees of around £15m per year. We are grateful to have been able to resume behind closed doors for much of the pandemic, albeit for much-reduced prize-money levels, the impact of which has been felt by owners, trainers, jockeys, stable staff and breeders.

“The resilience of owners is such that overall, horses in training numbers are higher than they have been at any time over the past five years. However, it must be recognised that British Racing does have a problem with the number of two-year-olds entering training. It is a concern that the numbers are down on previous years with domestic and international owners choosing to have their horses trained in overseas jurisdictions because of the higher levels of prize-money on offer.

“Prize-money, and its equitable distribution across the participants, is critical to the retention and future growth of owners and the number of horses in training, which in turn will determine British Racing’s standing amongst overseas racing jurisdictions. We are therefore grateful to Government for providing British Racing with much needed and very welcome financial support.”

Paul Darling, Chairman of the HBLB, said: “HBLB is pleased to announce that it has accepted a ten-year loan of £21.5 million from the Government’s Sport Winter Survival Package. This is in keeping with our desire to provide over and above support to the sport in this exceptionally difficult time.

“HBLB’s involvement came about after Racing indicated that there were structural difficulties with Racing taking up the Government’s support and that it considered HBLB the most appropriate vehicle to do so, which would benefit the whole of the sport and that this secondary model was essential if the package was to help the wider industry.

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“HBLB then invited Racing’s suggestions as to how the money should be spent in accordance with HBLB’s statutory duties. The Board considered the proposals and sought detailed reassurance from Racing that the money would be properly and appropriately distributed. The Board accepted Racing’s joint submission and assurances.

“The Board had very much in mind that this money is a loan from Government and not a grant. The discussions involved consideration and agreement of how the money being spent is to be repaid. It is critical that the wider sport fully understands that the effect of this arrangement is that the amount of Levy available to spend in future years will be reduced.

“Over the ten-year repayment period, with repayments required in years three to ten, the loan will carry an interest charge of £2.6m. The total repayments of around £24m will be made out of future Levy years’ receipts over that period through a top-slicing of the Board’s allocations to prize-money and raceday services as the first calls on grant expenditure.”

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BetBlocker expands to offer French language support

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Internationally recognised safer gambling charity, BetBlocker, today announces the expansion of their support for vulnerable players to include a French language feature for the app.

UK and US charity organisation, BetBlocker, provides free and anonymous blocking software, supporting users to manage their interactions with gambling in a safe and sustainable manner.

BetBlocker has been rapidly expanding their support to include new languages over the last 12 months, with the inclusion of French raising the total languages supported to 20. With an estimated 34 million gamblers in France alone, alongside Canda in North America and many countries on the African continent using French as their official language, this launch ensures that a valuable new tool is accessible within a substantial worldwide community.

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Duncan Garvie, Founder and Trustee of BetBlocker was thrilled when asked about the most recent language addition: “I’m really pleased to open up BetBlocker to French speaking communities. With the recent launch of the US arm of our charity, raising our profile in North America is a strategic priority. This launch helps us support our French Canadian friends.

Beyond this, I’m always keen to do whatever we can to support the emerging markets in Africa. This is an underserved community where a free and anonymous service like BetBlocker can make a meaningful difference to a lot of lives.

I want to personally thank Xavi D. and Christina Theophilos for their tireless work supporting us to deliver this translation. BetBlocker could not have done this without them.”

The post BetBlocker expands to offer French language support appeared first on European Gaming Industry News.

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More bang for your buck

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Troy Paul of SGG Media, on why streamers and influencer amplification are fast becoming the cornerstone of media activation for sportsbook and casino brands

 

Amplification is crucial to getting the most out of marketing activity and spend, but it’s something that very few online sportsbook brands are doing, let alone getting right.

Amplification means taking marketing campaigns and materials and “amplifying” them through targeted influencers that get the messaging in front of even more people.

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Let me explain by way of example.

An operator will pay an athlete millions of dollars a year to create social posts about its sportsbook and offering, including new bonuses and Sunday Football Picks.

Let’s say the athlete is making a post on Monday that says he loves the Kansas City Chiefs in that week’s game and that DraftKings is offering a boost to all players who tail his bet slip.

This post will generate a decent number of impressions and clicks, but this can be “amplified” by having the top Kansas City Chiefs fan accounts retweet it on X or create an Insta story around it.

These influencers will then say things like “I love this play” or “KC fans, don’t miss out!”, boosting the message to more people and ultimately driving engagement and interaction.

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In many cases, we have taken posts that will generate around 50,000 impressions and through our network of influencers, make that post go viral with 10x-20x engagement and reach.

Sportsbooks spend millions on their celebrity partnerships and brand ambassadors, but for a few thousand dollars, amplification can turbo-charge engagement with that content and transform KPIs.

And it’s not just sportsbooks that can benefit from this – so too can online casinos, casinos, racetracks and tribal casinos and sportsbooks.

 

Mastering the art of amplification

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The channels through which amplification is the most effective are evolving with live streaming very much king these days.

The audiences behind popular sports and casino live streams are extremely loyal, and those who can lead an audience through an entertaining stream are becoming instrumental to operator growth.

Streamers are the new celebrities and the space as a whole has tons of latent potential to explore and growth to unlock, especially in terms of a media play.

In terms of how it works relating to amplification, let’s take a Tuesday NBA team in a mid-level market as an example. Most NBA fans don’t even know the game is on, let alone where to watch it.

If a popular streamer had the necessary media access to live stream the game, his loyal audience would tune in to watch the stream regardless and then in turn be introduced to the NBA.

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Streamers ultimately create a community around the content they are watching, and this can directly translate to a growing audience around a sport, team, player or, of course, a betting brand.

 

Sportsbook and casino brands need to get in on the amplification action

This is why sportsbook and casino brands need to sign with streamers early and use them to support marketing campaigns and growth initiatives.

For me, developing a product around a streamer’s audience will prove to be an immensely important aspect for growing brand equity and boosting engagement in the months and years ahead.

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For example, a client of ours recently created a 1SC promo link for the first 5,000 users to log into their account through the link. The stream reached the 5,000-user cap in 24 hours.

This means 5,000 unique accounts logged into and/or wagered through the social casino account in the 24-hour period, which is an insane metric.

This stands as a perfect example of how an operator can build out a campaign targeted at streaming, and how amplification through streaming resulted in success.

 

There are tons of opportunities to explore

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Of course, this is just one example and there are loads of opportunities for both operators and content creators to get into.

Streamers that can leverage platforms like X, Instagram and TikTok to create a loyal audience that shows up daily for their content will be in an excellent position to monetise through partnerships.

The operators that recognise this trend early, and we are still in the early days of streaming and amplification, will get ahead of the curve in the ever-changing landscape of media activation.

But where there are opportunities there are also challenges and streaming is no different. The big one here is that no post-editing can be done as everything is broadcast in real-time.

This makes it imperative that streaming hosts are well versed in the sportsbook/casino’s brand guidelines and the compliance and responsible gambling elements that come along with it.

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Influencer amplification is the cornerstone of media activation

With influencer amplification, brands don’t need to spend millions of dollars with Google AdSense or Meta ads to target fans – even though this is what’s been done up until this point.

With streaming and general influencer amplification, campaigns can be delivered directly to fans that genuinely care about the content.

What’s more, this can be done for pennies on the dollar of what traditional media would cost, and with a much better return.

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In short, online and land-based gambling brands can get more bang for their buck.

The post More bang for your buck appeared first on Gaming and Gambling Industry in the Americas.

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Digitain Partners with Gamingtec to Expand Presence in Europe

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Digitain is pleased to announce its partnership with Gamingtec’s Betters.pl brand, a rising sports betting operator in Poland, as part of its ongoing expansion in regulated markets.
Digitain is delighted to welcome Betters.pl, a brand of Gamingtec’s platform and a fast-growing sports betting operator in Poland, to its expanding network of partners. By combining Gamingtec’s local expertise and with Digitain’s advanced technology and extensive industry experience, this partnership aims to provide players in the region with a secure, engaging, and user-friendly betting experience. Digitain is confident that Gamingtec’s robust PAM will ensure seamless player account management, security, and compliance, enhancing the overall betting experience for the clients.
Through this partnership agreement, Digitain’s award-winning Sportsbook bespoke API solution will now be available for Betters.pl.

Ani Mkrtchyan, Digitain’s Chief Sales Officer, commented: “We are excited to expand the partnership with Gamingtec and support Betters.pl in delivering an outstanding sports betting experience in Poland. This collaboration aligns with our commitment to expanding in regulated markets and is yet another example of how we partner with industry leaders in gaming excellence—perfectly reflecting Digitain’s new brand slogan: ‘BUILT TO LEAD.’”

Andrei Beu, Commercial Director, added: “Partnering with Digitain marks another exciting strategic step forward for Gamingtec as we continue to strengthen and solidify our presence in the Polish market and drive our expansion across regulated markets within the EU. Digitain’s advanced Sportsbook technology and dedication to excellence aligns perfectly with our vision and ambitions to provide an unrivaled premium gaming experience for our players. This collaboration is yet another testament to Gamingtec’s position as a leading force in the iGaming industry”

The post Digitain Partners with Gamingtec to Expand Presence in Europe appeared first on European Gaming Industry News.

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