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Fieldfisher advises on Beckham-backed Guild Esports’ London float

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The law firm, which has particular specialisms in gaming, sports and technology deals, expects to see more IPOs and buyouts of esports businesses in the near future.

European law firm Fieldfisher has advised Zeus Capital and Mirabaud Securities in their capacities as joint bookrunners and brokers on Guild Esports’ initial public offering on the London Stock Exchange.

Fieldfisher corporate partner Anthony Brockbank, who led the legal team advising Zeus Capital and Mirabaud Securities, commented:

“We are excited to have been involved in the first UK-listing of an esports business and to have assisted our longstanding broker clients on delivering a highly successful IPO for Guild.

“While the Covid-19 pandemic has been a testing time for many companies, it is inspiring to see new businesses emerge from and capitalise on the changes in habits brought about by the lockdown.

“Anecdotal evidence suggests the curtailment of other leisure opportunities is driving consumers towards at-home pursuits and activities that do not involve mingling or travelling.

“We expect to see more transactions in this area as other esports companies look to follow Guild in embarking on deals to expand their activities and market share.

“The London IPO market is showing signs of heating up again and is proving attractive to new kinds of businesses like esports looking for ways to extend their reach and accelerate their growth.”

Guild’s shares were admitted to the standard listing segment of the Official List of the UK Listing Authority and to trading on the main market for listed securities of the London Stock Exchange today (2 October 2020), after the company raised £20 million from an oversubscribed placing on 29 September 2020.

Guild Esports is a ​global esports business, which was launched in 2020 and is headquartered in London. The company is co-owned by David Beckham, the international football superstar who is one of Guild’s founding shareholders.

With a target valuation of c.£50 million, Guild is entering several esports disciplines over the next year, with its inaugural teams competing in popular titles including Rocket League, FIFA and Fortnite.

The company plans to use the proceeds from its IPO to recruit for and establish these professional teams, as well as investing in the Guild brand and expanding its activities.

Esports, where spectators watch players video gaming competitively, was a rapidly growing industry prior to Covid-19 and has seen its popularity surge during lockdown, with Britons spending significantly more time at home than before and with many live sports paused or unable to host crowds.

The Fieldfisher deal team comprised Anthony Brockbank and Lily Searle, with additional support from Maddie Hibbard and Brad Isaac.

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Cool Bus Shelter

The UAE Lottery backs Cool Bus Shelter initiative for outdoor workers

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The UAE Lottery has partnered with SmartLife Foundation to support outdoor workers during the UAE summer, backing the Cool Bus Shelter initiative in Abu Dhabi on July 20, 2026.

The programme aligns with the UAE’s Midday Break rules, which require outdoor work to stop between 12:30 PM and 3:00 PM during peak heat. As part of the initiative, air-conditioned buses were stationed near labour sites to provide workers a place to rest before returning outdoors.

Volunteers from The UAE Lottery and SmartLife Foundation provided cold towels, cold water and drinks, according to the organisations. Workers also received portable rechargeable neck fans intended to provide additional cooling after the break.

Suzan Kazzi, Associate Director – Corporate Social Responsibility at Momentum- The UAE Lottery, said: “Outdoor workers are the backbone of our cities’ urban development, and initiatives like the Cool Bus Shelter ensure they receive the care and recognition they deserve during the most challenging months of the year. This is our small way of saying thank you and reminding them that their wellbeing truly matters”.

Abhijeet Oak, Vice President at SmartLife Foundation, added: “At SmartLife Foundation, we believe that protecting the wellbeing of outdoor workforce is a shared responsibility. Through the Cool Bus Shelter initiative, we are proud to collaborate with organizations such as The UAE Lottery and other community partners to create moments of comfort, appreciation and human connection that leave a lasting impact”.

The post The UAE Lottery backs Cool Bus Shelter initiative for outdoor workers appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Bally’s Intralot

Intralot Ireland Limited Signs Seven Year Contract Extension with Premier Lotteries Ireland

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Bally’s Intralot announced that its subsidiary Intralot Ireland Limited has signed a seven year contract extension, through November 2034, with Premier Lotteries Ireland (PLI). The agreement supports PLI’s continued operation of the Irish National Lottery through the remainder of its license period and reinforces Bally’s Intralot’s role as a trusted technology and services partner.

Under the terms of the agreement, Bally’s Intralot will modernise PLI’s technology ecosystem by deploying its next-generation LotosX Omni solution and PlayerX Player Account Management platform. The solution will provide a modern, cloud-based technology foundation supporting lottery operations across retail and digital channels, while incorporating advanced retailer management, instant games management, device management and content management capabilities. The agreement also includes comprehensive support and maintenance services, along with cloud operations and cybersecurity services for the first year, designed to ensure the long-term reliability, security and performance of PLI’s technology environment.

Through this partnership, Bally’s Intralot will support PLI in delivering a future-ready operating environment designed to enhance operational efficiency, accelerate innovation and strengthen player engagement. The modernisation will provide a secure, scalable and resilient platform that enables PLI to continue evolving its offerings while improving time-to-market implementation of new initiatives, along with maintaining the highest standards of reliability and service to players and retailers across Ireland.

“We are pleased to extend our partnership with Bally’s Intralot, a relationship built on trust, commitment to excellence, and shared ambition since 2014. As we look to the future, this agreement provides a strong platform for continued innovation and growth, ensuring we can deliver a modern, secure, and world-class National Lottery that places responsible play at its heart while continuing to benefit communities across Ireland,” said Cian Murphy, CEO of PLI.

Robeson Reeves, CEO of the Bally’s Intralot Group, said: “We are proud to extend our long-standing partnership with Premier Lotteries Ireland for a further seven years. This agreement reflects the strength of our technology and the trust we have built with PLI over more than a decade of collaboration. We look forward to continuing to support the National Lottery of Ireland and to delivering innovative, responsible gaming experiences to players across the country.”

The post Intralot Ireland Limited Signs Seven Year Contract Extension with Premier Lotteries Ireland appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Artificial Intelligence

Kambi Delivers Record-breaking World Cup with More Than 100 Million Bets as Bet Builders and Player Props Take Centre Stage

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Kambi, the home of premium sports betting solutions, and its global network of Turnkey Sportsbook partners have exceeded 100 million bets placed during the ongoing FIFA World Cup, with data showing the continued evolution of player betting preferences towards higher-margin products.

Data from Kambi’s global partner network shows the continued growth of player props and Bet Builder, reducing the dependency on traditional core markets to drive engagement and margin performance. This is illustrated by last week’s semi finals which had more than 700,000 unique combinations placed on each game.

The expanded tournament has delivered on the increased turnover potential that was anticipated, yet Kambi has also exceeded average turnover per match and seen an increase in average stake compared to 2022. Kambi’s geographically diversified partner network has driven betting volume across a wider range of markets and time zones, while diversifying risk and liabilities across its broad global partner base.

Key World Cup 2026 betting trends (versus 2022) across Kambi’s Turnkey Sportsbook include:

• Pre-match Bet Builder turnover up 3.6x

• Average pre-match Bet Builder selection size now 3.5 compared to 2.9

• Player shots on target is the top pre-match Bet Builder offer by turnover, generating 2x the turnover of match winner market

• Share of pre-match turnover from bets other than match winner up from 57% to 63%

• Live Bet Builder turnover up 10x

• Player shots on target is the most popular live bet, accounting for 15% of live turnover

Together, these trends underline the transition to more complex, higher-margin recreational play, helping Kambi sustain a strong tournament margin despite a competition in which the top four seeds reached the semi-finals and leading strikers frequently scored.

This shift has been facilitated by Kambi’s AI trading system, with the tournament becoming the first World Cup where bet offers across both pre-match and live were fully compiled and traded by Kambi’s proprietary algorithmic capability. This has supported greater efficiency and scalability while enabling a broader, deeper betting offer.

Combining advanced AI-driven technology with the vast data generated by its global network has enabled Kambi to deliver a wide range of product improvements, from expanded player props markets and increased Bet Builder combinability to reduced suspension times, lower live delays and enhanced uptime.

Werner Becher, CEO of Kambi, said: “Surpassing 100 million bets before the final demonstrates both the scale of our network and the progress we are making in sportsbook innovation. This is the first World Cup fully traded by our AI-powered capabilities and we’ve seen the impact in stronger product performance, greater engagement with player props and Bet Builder, and a betting mix that continues to evolve beyond traditional markets. At a tournament where results have not always been favourable for some bookmakers, these advances have enabled us to continue performing strongly and delivering for partners.”

Kambi will publish its Q2 2026 Report on 22 July, when it will share further insights from the World Cup and provide additional detail on the performance of its sportsbook products during the tournament.

The 100 million bet milestone applies to Kambi’s Turnkey Sportsbook only and does not include the millions of bets driven by Kambi’s Odds Feed+ product.

The post Kambi Delivers Record-breaking World Cup with More Than 100 Million Bets as Bet Builders and Player Props Take Centre Stage appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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