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LaLiga announces partnership with M-Bet

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Tanzanian betting provider will be represented across five East African nations for the next three years

LaLiga Santander – the official Spanish football league – has announced an exciting new partnership with the Tanzanian sports-betting provider, M-Bet. This sponsorship collaboration will see the betting provider represented on a variety of LaLiga branding platforms across the East Africa region, with a total of five nations included in the agreement.

Bringing the best of Spanish Football to East Africa

LaLiga’s fan base on the African continent has grown by leaps and bounds over the past decade. As part of the league’s commitment to this fast-developing continent, regional partnerships like the latest agreement with M-Bet are being prioritised to bring the excitement of LaLiga football to local fans.

The agreement with M-Bet will commence at the start of the upcoming 2020/2021 season and will last for an initial period of three years. Some of the highlights of this ground-breaking regional partnership will include Intellectual Property rights, DBR in Africa feed (Digital Board Replacements) featuring M-Bet’s branding materials, ticketing and merchandising rights, and the sharing of digital assets.

Football fans across a broad reach of East Africa will enjoy the latest Spanish football action – brought to them by the Eastern Africa gaming provider. M-Bet’s popularity in the region, as well as its reputation for safe, reliable betting with a focus on professional football, makes it the ideal partner for LaLiga in the region.

The following countries will be included in the licensed package of rights for East Africa:

  • Kenya
  • Tanzania
  • Democratic Republic of Congo
  • Uganda
  • Zambia

Daniel Fischer, CEO of M-Bet Group, said: “Through this collaboration we aim to inspire passionate and hard-working African talents who aspire to play in one of the preeminent leagues of the world – LaLiga. This agreement will greatly enhance our ability to develop local talent, bringing players and fans alike closer to legends and ambassadors from Africa who have played in LaLiga.”

With one of the world’s most popular football leagues partnering with a betting platform that has become a household name in East Africa, fans in the region can look forward to years of on-field action with a recognisable local sponsor. The partnership between LaLiga and M-Bet will help cement the existing ties between Spanish football and a region that is home to countless fans and several notable players.

Marcos Pelegrin, LaLiga Southern Africa’s Managing Director, said: “This new initiative marks the beginning of a great partnership between LaLiga and a recognised innovator in the East African sports-betting industry. We look forward to working with M-Bet in the coming years”.

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Africa

RubyPlay signs World Sports Betting deal to expand in South Africa

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Operator adds RubyPlay slots including Elephant Stampede, Diamond Explosion® 7s and Mayan Cache to its online platform.

RubyPlay has partnered with South African operator World Sports Betting to roll out a selection of the supplier’s slot titles on the bookmaker’s online platform.

Under the agreement, World Sports Betting has integrated RubyPlay Studios games including Elephant Stampede, Diamond Explosion® 7s and Mayan Cache.

RubyPlay said South Africa remains a key market in its international growth strategy. The supplier entered the country in 2023 and said the World Sports Betting deal builds on a series of local partnerships.

Dima Reiderman, CCO at RubyPlay, said: “South Africa has been a real focus for us since we entered the market three years ago, and the traction we have seen in that time makes this partnership with World Sports Betting a genuinely engaging one. They are an established, highly respected brand and adding our portfolio to their platform is a strong example of how we are continuing to establish ourselves as a tier-one supplier across regulated markets.

“World Sports Betting has a deep understanding of their players and a clear vision for how they want to grow their offering. That kind of operator mindset is what we look for in a long-term partnership, and it gives us a strong foundation to build on together in what remains one of the most intriguing markets worldwide.”

Ryno Du Plessis, Chief Operating Officer at World Sports Betting, added: “Our focus is on delivering a high-quality iGaming experience, with a high breadth of standout content playing a key role. RubyPlay stands out as a quality content supplier, not only for the strength of its portfolio, but for its clear approach to game development and delivery.

“Their ecosystem model supports long-term player engagement, which aligns with our strategy as we grow our offering. Bringing in-demand titles such as Elephant Stampede, Diamond Explosion® 7s and Mayan Cache to our players is an exciting move, and we see strong potential in the partnership moving forward.”

The post RubyPlay signs World Sports Betting deal to expand in South Africa appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Africa

Gaming Realms expands into three African markets via SportyBet partnership

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Gaming Realms, the originator of the distinctive Slingo format, has expanded its presence in Africa by partnering with SportyBet in Nigeria, Kenya, and Ghana, only weeks following its market launch in South Africa.

Players in the area of the top operator can now explore a wide range of Slingo games, featuring popular titles like Slingo Sweet Bonanza, Slingo Day of the Dab, and Slingo Xxxtreme. The legendary product has demonstrated widespread attraction worldwide, delivering a distinct experience that fuses the thrill of slots with tactical elements.

The operator belongs to Sporty Group, a global media and entertainment firm that possesses licenses to provide betting and online casino offerings in various regulated African areas.

Entering the three newly regulated markets marks a significant accomplishment for Gaming Realms, with Africa being a crucial growth region for the provider that has quickly expanded its footprint in Europe and North America in the past year. The newest expansion comes after a recent market launch in South Africa, with the company planning to grow further in the African region soon.

Laura Norton, Account Manager at Gaming Realms, said: “Entering three new African markets at once together with SportyBet is a fantastic achievement for the Gaming Realms team.

“We are encouraged by the initial performance and are confident our unique content is appealing to SportyBet’s local customers and look forward to a successful partnership.”

Joey Hurtado, Director of Casino at SportyBet, said: “Being the first operator to introduce Gaming Realms’ content in three of our core African markets is a real coup.

“Their product offering provides something truly different and this collaboration helps us deliver on our promise to offer our customers a best-in-class entertainment experience.”

The post Gaming Realms expands into three African markets via SportyBet partnership appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Africa

Greentube partners with World Sports Betting to expand in South Africa

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Deal follows Greentube’s spring 2025 market entry and brings Book of Ra and other slots to the operator’s casino lobby.

Greentube has signed a content partnership with South African operator World Sports Betting, extending its distribution in the country following its market entry in spring 2025.

Under the agreement, World Sports Betting will roll out a selection of Greentube titles, mixing new releases with established land-based games. Initial launches include Queen Cleopatra and 25 Red Hot 7 Clover Link.

The wider lineup named in the announcement includes Book of Ra, Lucky Lady’s Charm and Sizzling Hot. Greentube said the content package has been tailored for South Africa.

Razvan Glodea, Sales and Key Account Manager at Greentube, said: “We’ve been working hard to bring our games live with such an important brand in the South African market, and we’re excited to make our portfolio accessible to even more players.

“With our iconic titles that players already know and love, we’re confident in gaining strong engagement alongside World Sports Betting. We’re also looking forward to delivering great results, supported by a range of exciting promotional activities planned for players very soon.”

Ryno Du Plessis at World Sports Betting, added: “Greentube’s portfolio features some of the most recognisable titles in the industry, and we’re delighted to bring these games to our players.

“This partnership allows us to further strengthen our casino offering with content that has a proven track record, while also introducing exciting new games tailored to our audience.”

The post Greentube partners with World Sports Betting to expand in South Africa appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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