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Burendo: Why learning from US betting giants could help European operators get the most from legacy platforms
Tom Walton, Director at Burendo, shares how the technology consultants are helping European operators squeeze more value from their existing technology by taking inspiration from US market leaders.
Established European markets have long been at the forefront of betting technology and regulation, yet leading operators across the Atlantic are increasingly pushing the envelope on user experience, product development and market agility. Major sportsbooks such as DraftKings and FanDuel have the deep pockets to build flexible proprietary technology, outpacing smaller rivals, while many European operators continue to rely on cookie cutter legacy technology that struggles to resonate with customers.
Setting the pace in the US
The rapid success of market leaders like DraftKings and FanDuel has not only redefined the US sports betting landscape but highlighted key lessons in user acquisition and innovation. One of the major differentiators between the US giants and smaller European operators is their ability to invest in and build their own technology tailored to the demands of modern sports bettors.
FanDuel’s SGP+ feature offers a new layer to the betting experience by combining multiple bets from the same game with more bets from other games in one parlay. At the end of 2024, ESPN Bet announced an account linking feature that allows bettors to seamless switch to watching live sports, in turn helping the operator to better curate custom bets as the technology tracks their viewing preferences. In the same vein, DraftKings’ Sportsbook+ subscription service, launched in January 2025, allows subscribers to access better odds on parlays for $20 per month, and is the first of its kind. While same-game parlays and streaming also enjoy significant success in Europe, the Americans are leading the way with heavy promotions, marketing, and specialised technology designed to disrupt the market. The advantages are clear – bigger US operators with more financial power can offer customers a seamless, mobile-first experience that is tailored to their needs. They have the flexibility to take bigger risks and innovate rapidly, without being tied to technical limitations of outdated infrastructure. While their wall-to-wall advertising and marketing budgets are ahead of the game, their technology is equally as important to their success.
In Europe, operators may strive to build their own platforms but come up against a series of hurdles. Financially, it is a major undertaking and without the technical expertise, could lead to missteps. This is where Burendo can step in. Our consultancy team partners with operators to identify key opportunities for leveraging existing technology, helping them to innovate and scale in a cost effective and risk-mitigated manner.
We understand that near-identical user interfaces that offer similar player journeys to competitors cannot drive meaningful growth. For many operators in the UK and other regulated European markets, it can seem daunting to introduce entire new systems. However, transforming legacy platforms is not as overwhelming as it may appear. By streamlining processes and leveraging handpicked solutions and technologies, Burendo enables its clients to squeeze more value from their existing platforms and craft compelling experiences. We empower them with the skills to continuously improve long after our engagement, ensuring their systems remain adaptable in an ever-evolving market.
Innovation without breaking the bank
Technological improvements do not require a large budget. Operators can uncover real value by working with our expert teams, who leverage more than 40 years of combined experience in highly regulated markets, to deliver cost-effective, impactful solutions that prioritise long-term success over short-term fixes. Whether optimising an existing platform or introducing new features and capabilities, the goal is always to deliver measurable improvements that are built for the future.
Through our tailored approach, operators can innovate affordably, unlocking the power of their existing systems without the need for a complete overhaul. We help European operators bridge the gap between legacy systems and the innovation driving success in America. With our expertise of transforming sportsbooks, we can reinvigorate platforms without complexity or high costs commonly associated with changing provider or building sportsbooks from scratch.
The post Burendo: Why learning from US betting giants could help European operators get the most from legacy platforms appeared first on Gaming and Gambling Industry in the Americas.
Lee “Faker” Sang-hyeok joins Cristiano Ronaldo and Magnus Carlsen in the Esports Foundation’s Ambassador Program.
The Esports Foundation (EF) has appointed Lee “Faker” Sang-hyeok as a Game Ambassador for the Esports World Cup (EWC) and Esports Nations Cup (ENC) through 2028, the organization said on July 15, 2026 in a statement issued from Riyadh and Paris.
EF said Faker joins Cristiano Ronaldo, listed as the Foundation’s Global Ambassador, and Magnus Carlsen as part of the Esports Foundation Ambassador Program. The Foundation said Faker will represent “the perspective of esports players” across its international events, athlete initiatives, media engagements and leadership forums.
“You can’t talk about esports without mentioning Faker. He is the defining athlete of competitive gaming: a champion whose excellence, discipline and longevity have inspired an entire generation,” said Ralf Reichert, Chief Executive Officer of the Esports Foundation. “As our Game Ambassador, Faker represents something fundamental to the Ambassador Program: esports creates its own global sporting icons. Across EWC, ENC and NGSC, he will help ensure that the players who built this sport have a voice in shaping where it goes next.”
Faker said: “Competition has shaped my life, and I am proud to join the Esports Foundation as Game Ambassador. I want to continue competing for the biggest titles with T1 while representing the players and fans who have helped esports grow worldwide. Through the Esports World Cup, Esports Nations Cup and the Foundation’s wider platforms, I hope to inspire the next generation to pursue excellence, remain resilient and believe in how far competitive gaming can take them. There is still much more to achieve.”
EF highlighted Faker’s competitive record, describing him as a six-time League of Legends World Champion, EWC 2024 winner, two-time MSI champion and ten-time domestic champion with T1. The Foundation also said Faker became the first esports athlete to receive the Blue Dragon Medal in 2026, describing it as the Republic of Korea’s highest sporting honor awarded by President Lee Jae-myung.
The post Esports Foundation names Faker Game Ambassador for EWC and ENC through 2028 appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Midnite has agreed a partnership with Middlesbrough FC that will see the UK bookmaker become the club’s principal partner and front-of-shirt sponsor for the 2026/27 campaign, which Middlesbrough describes as its landmark 150th season.
The companies announced the deal alongside a fan activation at Riverside Stadium on Thursday, July 9, branded “This Season’s On Us”. The initiative offered supporters prizes including 2026/27 season tickets, 2026/27 shirts, match tickets, or a £25 club shop voucher, with fans required to answer Middlesbrough trivia and complete a football challenge.
Middlesbrough former players Craig Hignett and David Wheater attended the event, and, according to the company, took bonus attempts on behalf of participants who missed out.
Andrew Mook, Midnite’s Head of Brand Marketing, said:
“Middlesbrough have a storied history and we’re delighted to announce this partnership during such a monumental year with the club celebrating their 150th anniversary.
“It was great to see so many Middlesbrough fans at the “This Season’s On Us” activation, we hope they enjoyed taking part and meeting club legends, with David Wheater hitting top bins on several occasions and allowing fans to win big with season tickets.
“We can’t wait to get to Riverside Stadium in August to kick-off a new season and we’re excited to say that we have plenty of new and captivating campaigns planned.”
Lee Fryett, Middlesbrough FC Chief Commercial Officer, added:
“We’re delighted to welcome Midnite as our new Principal Partner.
“We’re looking forward to working closely with Midnite to develop engaging campaigns, content and unique experiences that bring our fans even closer to the club.
“We’re confident this partnership will provide real value for our supporters while supporting our ambitions both on and off the pitch.”
The post Midnite signs as Middlesbrough FC principal partner for 2026/27 season appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
ThrillTech has been awarded a Gaming-Related Supplier licence by the Alcohol and Gaming Commission of Ontario (AGCO), clearing the company to launch in Ontario’s regulated market.
The licence allows ThrillTech to deploy its opt-in side bet jackpots technology with regulated online casino, sports betting and lottery operators across the province.
Benjamin Bradtke, Co-Founder of ThrillTech, said: “Securing our AGCO licence is a major step in our mission to transform how jackpots are delivered at scale across regulated markets. This latest certification is testament to our robust technology and trusted compliance frameworks, allowing us to continue our global growth trajectory. We are thrilled to bring our proven, compliant jackpot technology to Ontario, empowering locally licensed operators to uplift revenue without cannibalising existing spend.”
The company said its “ThrillPots” mechanics sit as an independent, player-funded side bet and do not alter the underlying game’s return-to-player mathematics.
ThrillTech said the Ontario approval enables its existing multinational partners that also operate in the province to launch its side bet jackpots locally, while it also holds talks with potential new operator partners. The company lists its regulated footprint as including the United Kingdom, Sweden, the Netherlands, Romania, Malta, Gibraltar, Brazil and Peru.
The post ThrillTech secures AGCO supplier licence for Ontario launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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