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Entain credits ‘Wrexham Effect’ and blockbuster docuseries for attracting new and engaged sports fans

Wrexham AFC is making its debut in League Two of the English Football League this weekend, after scoring a promotion from the National League and climbing to Hollywood fame with the docuseries, Welcome to Wrexham. To mark this milestone, Entain, the global sports betting, gaming, and interactive entertainment group, reveals the ‘Wrexham Effect’ in sports betting.
After Hollywood icons Ryan Reynolds and Rob McElhenney took over Wrexham AFC in November 2020, Entain’s Ladbrokes and Coral brands in the UK recorded an increase of 59% in the number of bets placed during the National League’s 2021/22 season from 2017/18. This far outpaces that of the Championship League, League One and League Two, which saw a 15%, 32% and 24% increase respectively, and demonstrates the powerful impact that the docuseries has had on the popularity of non-league football.
Other non-league clubs have seen the impact too – including Wrexham AFC’s previous rival, Notts County FC, who finished in second place in the 2022/23 National League season and saw an 89% increase in the number of bets on the team from 2021/22.
The ‘Wrexham Effect’ has also taken over on the other side of the world, with Entain Australia recording an increase of 781% on the number of bets placed on Wrexham AFC football games, from 2019/20 to 2022/23. And across the pond in the US, the number of BetMGM bets placed on any Wrexham game has increased a staggering 3818% from the 2020/21 season to the 2022/23 season. Thanks to the celebrity status of the new owners, Wrexham AFC has seen a surge of popularity in the US, with Google Trends data even revealing that the Red Dragons have become one of the most searched for teams, more than the nation’s top soccer league, Major League Soccer (MLS).
It is not just football that has benefited from the boom in sporting docuseries, with the NBA experiencing a surge in popularity following the release of The Last Dance on Netflix in April 2020, which followed the success story of the Chicago Bulls’ dream team:
- Data from Entain’s global brands reveals that the number of bets placed on NBA games increased by 46% from the 2019/20 season to 2020/21.
- In the home of the NBA league, data from BetMGM evidences growing interest in the sport, with a 61% increase in the number of bets from 2021 to 2022.
Likewise, Formula 1 has attracted a cohort of new fans, spearheaded by the popularity of the Drive for Survive series on Netflix. Viewership figures for the docuseries get better every season, with the debut of season five seeing nearly 570,000 viewers over its first week, a 40% jump over 2022’s season four debut:
- Data from Entain’s global brands reveals that the number of bets placed on Formula 1 races increased by 16% in 2022 compared to the year prior, and by 63% compared to 2019, when the first season of Drive for Survive aired.
- Mirroring this growth, data from BetMGM in the US shows a 142% increase in the number of bets placed on Formula 1 in 2022, versus 2021.
Dominic Grounsell, Chief Commercial Officer at Entain, said: “We’ve seen a huge step change in the way fans engage with their favourite sports, and behind-the-scenes access in sporting docuseries has only heightened this further. They highlight the importance of finding new and innovative ways for fans to interact with sports and support their favourite teams, but also attract new fans to the sport – and they want to extend their entertainment by backing a team with a bet.
“At Entain, we’re constantly monitoring how this movement is evolving, listening to our customers, and creating content that resonates with them. Coral’s ‘Taking the Reins’ documentary series is a prime example of this and reinforces our commitment to bringing moments of excitement to fans beyond the track, pitch, or court.”
Entain Australia, in collaboration with Racing Victoria, has also produced a sport docudrama based around the running of the All-Star Mile in Melbourne. The documentary plans to give viewers a behind-the-scenes perspective in the lead-up to the running of one of Australia’s richest races. It will air later on this year.
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BAFTA and DCM release star-studded cinema trailer to celebrate the art of video game storytelling

- Actress Susan Wokoma stars alongside Baldur’s Gate 3 duo, Samantha Béart and Neil Newbon, Doug Cockle (Witcher 3), Jane Douglas (games presenter), and Sir Ian Livingstone, co-founder of Games Workshop.
- The trailer launches in cinema ahead of the 21st BAFTA Games Awards on Tuesday 8 April.
- Research conducted by BAFTA found young adults say video games are important to their wellbeing and a form of social connection (YouGov)
BAFTA and DCM (Digital Cinema Media) have teamed up with award-winning actress Susan Wokoma to create a national cinema advertising campaign that promotes and celebrates the art of storytelling in video games. It’s the third campaign delivered by the partnership and is releasing in cinemas ahead of the 21st BAFTA Games Awards on Tuesday 8 April 2025.
The 105 second trailer was produced by Common People Films and DCM Studios, with Jennifer Sheridan directing the film. Susan features alongside famous faces from games – such as Samantha Béart and Neil Newbon from Baldur’s Gate 3 – who share their love for video games with cinema audiences nationwide.
Jeremy Kolesar, Creative Director, DCM Studios, “We’ve seen a flourishing intersection between games, film and TV in the UK. Whether it’s a franchise-inspired series or film, a narrative-driven game, or an engaging acting performance, each medium strengthens the other. We’ve tried to capture this in our third cinema campaign with BAFTA, which draws from the diverse UK games industry to inspire the next generation of talent with an adventurous cinematic experience.”
World-renowned for its annual Film Awards, BAFTA has been celebrating the craft, skill and creativity of the games industry for over 20 years, spotlighting the best games and talent in its annual Games Awards ceremony.
The cinema trailer explores the connectivity between film, games and TV, highlighting the depth of video game storytelling and the many varied games that captivate audiences worldwide.
Tony Roberts, Founder/ EP, Common People Films: “This is the second time BATFA and DCM have asked us to bring their brand and message to life and we’re incredibly proud of the work we deliver for both of them. Having a diverse roster of talent, it was exciting to get our directors to write with a focus in games this time round and we think Jennifer has captured something very special. The games industry is a jewel in the crown of British industry and should be celebrated. Another great collaboration.”
BAFTA and YouGov research
As an arts charity, BAFTA supports the next generation of screen talent through various initiatives, bursaries and scholarships. Three alumni of BAFTA’s programmes were given paid roles on the production of this trailer – Jade Fabiyi (camera), Reece Grant (Art Department) and Shona Hart (Stagehand).
This ethos is reflected in the UK cinema placement of the campaign, which targets 16-34 year-olds during the preshow for multiple blockbuster releases. This includes the new A Minecraft movie, based on one of the best-selling video game franchises of all time.
Recent research conducted by BAFTA with YouGov found that:
- Adults aged 18-34 consider video games as important to wellbeing, with a third (31%) citing video games as a form of self-care (higher than Film – 28% or TV – 27%) and 39% of 18-34s consider video games as a form of social connection (compared to 30% Film/TV).
- Over half of UK adults see games as ‘a form of entertainment’ (54%). However, only 1 in 5 consider games as great storytelling (20%) and there is lower awareness that games contain meaningful messages about today’s world (9%) compared to TV (33%)
- Over half (53%) of 18-34s would trust the quality of a game that has been nominated or won a BAFTA Games Award.
- Two thirds (62%) of UK adults were not aware that some of the world’s most celebrated games are made in the UK, and 1 in 5 would be more likely to play a game made in the UK (21%).
Donna Mathews, Executive Director of Engagement, Marketing and Communications at BAFTA said: “BAFTA is known for celebrating excellence in the screen arts and games are no exception. Our members recognise the craft, skill and creativity that goes into making every game and our Awards showcase the incredible variety of games on offer. Like TV and film, games are a way to explore stories and learn about the world around us and young adults see games as more than a form of entertainment, with many considering games important to their wellbeing and social connection. The UK games industry is a world-leading creative force, with talented people making games up and down the country, so with thanks to DCM and Common People Films we are putting games on the big screen to share our appreciation of this art form with audiences nationwide too.”
Susan Wokoma said: “Film, TV and games are connected by the passion of the people who make it. It takes so many people to make these things and seeing people really take ownership of their story and their passion, that’s the thing that threads throughout all of those mediums.”
Jennifer Sheridan, director, said: “What makes gaming so captivating is its ability to fully immerse you in the story. It invites you to engage with the narrative interactively. The beauty of storytelling in games lies in how your experience can be completely unique, even if you’re playing the same game as someone else. This film celebrates that diversity and the incredible journeys that games can take you on.”
The post BAFTA and DCM release star-studded cinema trailer to celebrate the art of video game storytelling appeared first on European Gaming Industry News.
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Relax Gaming roars into action with the release of Tiger Shrine

Relax Gaming, the iGaming aggregator and supplier of unique content, invites players to take a walk on the wild side with the release of Tiger Shrine.
Set deep in the heart of the Asian jungle, this 6×4 slot introduces players to a world of fierce creatures and engaging features and mechanics, including Reel Expansion, stacked symbols, Multiplier Wilds and Free Spins that can push players towards a max win of 10,000x.
Landing three or more bonus symbols anywhere on the reels allows players to choose from one of three Bonus Game modes: Reel Expansion, Symbol Upgrade and Multiplier Upgrade.
Reel Expansion mode sees players collect coins to increase the number of symbols on the reel, unlocking up to 117,649 ways to win. Symbol Upgrade mode sees players hunt for coins that transform animal symbols into the highest-paying Tiger symbol. Multiplier Upgrade mode increases the values of all Multiplier Wilds whenever a coin is collected.
Wild symbols can land at any time carrying multipliers worth up to x5 during base gameplay, while the Multiplier Upgrade mode can push these values even higher.
The Bonus Game modes can be accessed immediately via a Buy Feature that offers players guaranteed entry at 60x their bet or a Super Bonus entry at 250x their bet, which grants 25 free spins.
Shelley Hannah, CPO at Relax Gaming, said: “Tiger Shrine is a great addition to our award-winning portfolio of slots, and we can’t wait to see players get stuck into it! The medium volatility and buffalo-style gameplay is accompanied by some fierce features and mechanics, which can make sure it lives up to the high expectations we have for it.”
The post Relax Gaming roars into action with the release of Tiger Shrine appeared first on European Gaming Industry News.
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Vegas Kings Becomes a Certified Playtech Provider, Strengthening Industry Leadership

Collaboration between Playtech and Vegas Kings brings enhanced iGaming creative and development solutions to operators
Vegas Kings, the most experienced iGaming web design and development agency, is proud to announce it has joined as a partner in the Playtech SAAS Marketplace. This partnership with Playtech, one of the largest platform providers in the iGaming industry, marks a significant milestone in their 26+ year journey of delivering innovative solutions and high-quality services to global gaming operators.
As a certified provider, Vegas Kings now offers a seamless extension of Playtech’s cutting-edge platform capabilities. With a history of successful collaborations with Playtech clients like PlayTsogo and betOcean, Vegas Kings is well-positioned to support operators in enhancing user experiences, optimizing acquisition strategies and driving brand success across all verticals.
Expanding Horizons with Playtech
This certification enables Vegas Kings to deliver tailored creative design and technical development services to Playtech’s vast client network. From comprehensive solutions like logo and web design, 3D development and CRM marketing assets to bespoke front-end development on Playtech’s platform, our services are designed to drive impactful results for operators.
“We are super excited to deepen our partnership with Playtech, a brand synonymous with innovation and excellence in the iGaming space. This certification underscores our dedication to delivering industry-leading solutions that empower operators to excel in regulated markets worldwide,” said Ashley Adir, CEO of Vegas Kings.
“As our SAAS program continues to expand, we are thrilled to be partnering with top-quality suppliers in the agency space. This collaboration enables operators to access exceptional support in design, creative, and campaign management. Vegas Kings have been long-standing partners with Playtech, and their outstanding work and expertise make them a great choice. I look forward to seeing this partnership flourish and grow.” said Mark Allan-Jones, SAAS Commercials Partnerships Manager of Playtech.
Driving the Future of iGaming
Vegas Kings’ unique blend of creativity, technical expertise, and deep industry knowledge makes us an ideal partner for Playtech’s clients. Together, we aim to innovate and elevate the iGaming experience for operators and players alike, ensuring seamless integration, high-quality designs, and exceptional user engagement.
The post Vegas Kings Becomes a Certified Playtech Provider, Strengthening Industry Leadership appeared first on European Gaming Industry News.
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