Industry News
SPORTRADAR UNVEILS SIMULATED REALITY PRODUCT RANGE AS AI TECHNOLOGY DRIVES NEW SPORTS BETTING OFFERING
Simulated Reality draws on the company’s vast sports data and artificial intelligence know-how to generate a seamless user experience for sport fans and bettors
In the ongoing absence of live sports, Sportradar, a global provider of sports content and intelligence, today has announced the launch of Simulated Reality, an AI-driven product for professional sports matches, which will be made available to customers within its existing portfolio of events.
In an industry first, Sportradar has tapped into its AI and machine learning capabilities to deliver a sports betting experience which is as close to real life as possible, seamless and with no integration needed.
Carsten Koerl, CEO, Sportradar, said: “We have listened carefully to our customers and the betting community who have made it clear there is an appetite for alternative means of betting during this time where this is a void in live sports action. Simulated Reality will give our sports betting partners seamless access to a highly unique product that is first to market at no extra cost and integration. As market leaders in the industry, we pride ourselves on our ability to quickly pivot our business strategy and redirect our resources towards delivering new and innovative solutions such as this.”
Drawing on Sportradar’s historical football database and statistical output to provide match data for the product, the first simulated reality games will offer a comprehensive range of pre-match and live (in-play) betting opportunities. The simulations will reflect team form and normal match play creating an advanced gaming experience.
Simulated Reality will be launching on Friday, 3 April covering the top-tier football leagues from England, Germany and Spain. Simulated Reality football will offer fans the chance to complete the current football season, with all remaining fixtures scheduled to be played as per their original date and kick-off time.
Played out over a full 90 minutes, fans will be able to bet on their favourite teams, access match analysis and league tables, while the game itself will be visualised by live match trackers.
Sportradar plans to extend its Simulated Reality product to several other leagues and competitions in the near future, with other sports earmarked for production including tennis and basketball.
Balkans
EGT Digital Wins âOnline Platform of the Yearâ for the Second Consecutive Year at the Golden Spadeâs Awards 2025
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EGT Digital celebrated a remarkable achievement at this yearâs Golden Spadeâs Awards, securing the prestigious title âOnline Platform of the Yearâ for its modular platform X-Nave for the second year in a row. The award was accepted by Georgi Mihaylov, Deputy CEO of EGT Digital, marking another milestone in the companyâs continued progress and commitment to technological excellence.
In 2025, X-Nave distinguished itself through the integration of EGT Digitalâs proprietary in-house AI core, developed entirely by the companyâs data science team. This innovation transformed X-Nave into a holistic, intelligent ecosystem with capabilities such as real-time player protection, predictive churn prevention, intelligent campaigns, personalized game recommendations, automated bonus optimization, and enhanced QA through simulated behavior. Combined with its modular structure â comprising the CRM Engine, Gaming Aggregator, Sport Product, and Payment Gateway â X-Nave continues to serve as one of the most advanced and reliable platforms in the industry.
Accepting the award, Georgi Mihaylov expressed his gratitude: âThese awards are an exceptional recognition of our work. On behalf of the EGT Digital team, a huge thank you, and I canât wait for us to come back again next year.â
Special Recognition for Industry Leadership
The Golden Spadeâs Awards also honored Mr. Vladimir Dokov, CEO of both EGT Digital and EGT, with the distinguished title âOutstanding Contribution to the Development of the Gaming Industry.â This accolade recognizes his long-term leadership, strategic vision, and significant impact on the growth and evolution of both the Bulgarian and global gaming sectors.
Mr. Dokov accepted the award with a message dedicated to his team:
âWhat we have achieved is not thanks to me, but thanks to our team of 4,300 people and this award belongs to them.â
A Milestone Year for the EGT Group
These recognitions highlight an exceptional year for both EGT Digital and EGT, reflecting their shared commitment to innovation, responsibility, and delivering impactful solutions for partners and players worldwide.
The post EGT Digital Wins âOnline Platform of the Yearâ for the Second Consecutive Year at the Golden Spadeâs Awards 2025 appeared first on European Gaming Industry News.
Carmen Alexander
Entainâs Pitching In Initiative Crowned Grassroots Sports Initiative of the Year
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Entainâs Pitching In initiative has beaten off fierce competition to be named Grassroots Initiative of the Year at the Global Football Industry Awards. Launched by Entain in 2020, the trailblazing initiative has made a huge impact at the non-league level of Englandâs national game.
Pitching In is the title sponsor of the Isthmian, Northern Premier and Southern Leagues â collectively known as the Trident Leagues â that comprise 264 clubs at Steps three and four of the non-league pyramid.
Pitching In, however, has always been about more than a flagship sponsorship. At the heart of the initiative is the ambition to enhance engagement between football clubs and their local communities. This led to Entain being the founding partner of the Trident Community Fund (TCF).
The TCF was launched to help clubs establish and expand community initiatives, maximising the remarkable impact that grassroots football clubs have on their local area. Every club in the Trident Leagues is encouraged to apply for a grant of up to ÂŁ5000 annually to support community initiatives. The TCF has now supported more than 150 such projects, helping to expand youth, womenâs and walking football, as well as supporting initiatives focusing on local upskilling, tackling anti-social behaviour and supporting local veterans and food banks.
In 2022, Pitching In launched the Volunteer Hub to provide a one-stop online portal for clubs to post volunteering vacancies and for local people to sign up and get involved.
Pitching Inâs contribution to the grassroots game has now been recognised at the Global Football Industry Awards, a landmark global ceremony which brings together industry giants and trailblazers from every corner of the football ecosystem.
Pitching In was up against the likes of McDonalds, Barclays, Adidas, Nike and Coca-Cola, who were among the other shortlisted nominees for the Grassroots Initiative of the Year prize. Hosted by football royalty â Jamie Carragher and Peter Crouch â the awards celebrate the visionaries, pioneers and change-makers powering world football from behind the scenes.
Stella David, CEO of Entain, said: âWe are delighted to see Pitching In recognised in this manner. Football is central to our business, which is why we feel it is so important to invest in the sport at the grassroots level, playing our part in bringing clubs and their communities closer together.
âWhen we started this project back in 2020, non-league clubs â and English football more generally â were staring into an uncertain future amid the Covid-19 pandemic.
âThe grants Pitching In provided at that time proved crucial and we have continued to grow our relationship with the more than 260 clubs, who are the backbone of the English game, over the time since. We love supporting grassroots football and are excited by how this partnership can grow and evolve further.
âWe would like to thank the Northern Premier League, Isthmian League and Southern League for their continued support, along with every single volunteer who gives up their time for their local football club. The game at this level could not run without you and Pitching In will continue to do what we can to highlight your invaluable contributions.â
Carmen Alexander from the Global Football Industry Awards added: âCongratulations to Entain and all 2025 Global Football Industry Award winners.
âOur judges were impressed by the commitment Entain has shown to grassroots football over a prolonged period of time and particularly the Trident Community Fund, which continues to make a tangible difference to non-league clubs across the country. Entain is very worthy of this recognition.â
The post Entainâs Pitching In Initiative Crowned Grassroots Sports Initiative of the Year appeared first on European Gaming Industry News.
Industry News
Sky Bet Relocates Headquarters to Malta
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Sky Bet has relocated its headquarters to Malta, a move that could cut its UK tax bill by tens of millions of pounds a year. The change will mean less money for the government at a time when the public finances are under strain.
The chancellor needs to increase tax revenues and is under pressure to levy higher duties on the betting industry â something the industry is aggressively campaigning against. Sky Bet, which describes itself as âthe UKâs No. 1 betting app,â has moved its sportsbetting business to the Maltese branch of a new UK company, SBG Sports Limited.
Flutter Entertainment PLC, Sky Betâs parent company, first told staff about the move in June, alongside a plan to make around 250 people in the UK redundant. At a meeting which was live-streamed across Flutterâs âUK and Irelandâ business, workers in Leeds, Sunderland, London, Dublin, Gibraltar, Porto and Cluj were told the relocation of Sky Bet to Malta was driven by a âneed to operate more efficientlyâ and to reduce costs.
Steve Birch, chief commercial officer of Sky Betting and Gaming, said that from November 1, âday-to-day commercial and marketing decision making will take place in Malta,â although Sky Betâs Leeds office would continue to be one of Flutterâs largest.
The post Sky Bet Relocates Headquarters to Malta appeared first on European Gaming Industry News.
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