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SportCaller launches Free Or 4 with William Hill to ramp retention on UK football

Free-to-play specialist is recruited to help drive engagement with intuitive “easy-trigger” game prizes for players of Leeds-based operator
SportCaller, the leading free-to-play (FTP) sports-game provider, has rolled out its latest game, Free Or 4, for Tier-1 operator William Hill, debuting the new football FTP last weekend to an immediate and appreciable spike in engagement.
Free Or 4 simply asks players to select six games in which they reckon three or four total goals will be scored from the Saturday long-list of 3pm UK kick-offs. Make six successful selections, and all correct entries will receive £200 in free sportsbook bets. However, there are also smaller, easy-trigger consolation prizes up for grabs for any customer picking just five, or even four, matches correctly.
The weekly game represents William Hill’s first return to football free-to-play since its Football21 game in 2018 which offered a £10k jackpot each week. Free Or 4 demonstrates an important change in FTP focus, moving away from low-probability prize pots as a means of mass-market acquisition to a far greater level of sophistication and appeal via attainable prizes as a robust method of retention.
Free Or 4 has been built in partnership with William Hill and SportCaller to promote retention, boosting the user experience on a sport whose domestic UK leagues always have a strong bearing on annual revenues. SportCaller continues to innovate new ways in which to acquire and retain repeat-customers at low cost, optimising William Hill’s dynamic customer-base, as the football season rebounds with a digital vengeance from behind closed doors.
The Dublin-based supplier allows its partners to launch a wide range of FTP prediction, jackpot and more hyper-casual game formats with seamless speed across any sport, language or territory via web, iOS, Play Store, Facebook Instant Games or Twitch extensions.
Liam Barbour, Head of Customer Product at William Hill, said: “It’s fantastic to broaden our ongoing collaboration with SportCaller and get back to free-to-play on football, sportsbook’s perennial revenue-driver. We took our time developing Free Or 4, working in tandem with numerous focus groups, customer research and testing so that we could establish a straightforward concept whose intuitive playability instantly resonated with our thriving client-base.
“The results have been both immediate and encouraging and I look forward to seeing how our customers engage with the game throughout the domestic football season. As ever, SportCaller’s gameplay finesse has helped enhance brand loyalty and digital dwell-time, proving themselves versatile masters in the competitive “attention economy” of modern engagement.”
Cillian Barry, MD at SportCaller, said: “Flexibility in the ideation and deployment of FTP games came to the fore during the sporting shutdown, but we’re seeing that trend extend in sync with the new normal. William Hill understand these shifting sands of engagement, so it was a great experience to work alongside their dedicated team, coupled with some illuminating focus-group feedback, to create a game with simplicity, universal appeal and a core retention mechanic at its heart.
“The early engagement levels have been impressive, while the conversion rates to active users speak directly to the trust and brand recognition which these simple “winnable” games can readily foster.”
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Report affirms Ygam’s leading role in gambling harm prevention

The latest Ygam impact report reiterates the integral role that the charity plays in preventing gaming and gambling harms among young people.
Between January 2024 to March 2025, Ygam trained nearly 10,000 delegates and reached and estimated 1.3 million children and young people across the UK – the highest reach figure since its inception in 2014. Recognised as the UK’s leading charity dedicated to prevention gambling harms among young people, Ygam has continued to set the standard in the sector.
The charity has significantly strengthened its focus on data, evaluation, and evidence-based practice, commissioning independent evaluations of four of its flagship programmes. These evaluations have generated robust insights into the long-term effectiveness of Ygam’s approach and are helping to shape the future of prevention education across the UK.
This report brings together a rich body of evidence, including independent evaluations, pre- and post-training feedback, and delegate testimonials – compiled to inform strategic direction and long-term effect.
Ygam’s growing prominence is reflected in its expanding reputation and influence across the youth sector. The charity continues to build strong partnerships with schools, universities, youth organisations, and community groups, ensuring its resources are embedded where they can make the greatest impact. Ygam is now working with esteemed brands including The Scouts, NSPCC, The Children’s Society, TSB Bank, Place2Be, and Barnardo’s.
The charity’s work has also been praised by Gambling Minister Baroness Twycross, who welcomed the publication of the report.
Parliamentary Under-Secretary of State at the Department for Culture, Media and Sport, Baroness Twycross, said: “I welcome this report, which highlights Ygam’s vital role in educating more than one million young people on how to lead safer digital lives.
One of my key priorities as gambling minister is to strengthen protections around those most vulnerable to harmful gambling and I look forward to collaborating with Ygam in future as we continue to build a safer online space for young people.”
Helen Martin, Chief Operating Officer and Interim Chief Executive at Ygam, said: “I’m incredibly proud to present this impact report, which highlights Ygam’s leading role in the prevention field and our recognised expertise in safeguarding children and young people. Central to our success is a strong commitment to collaboration and the transformative power of partnership.
I’m delighted with the strides we’ve made in evaluating our work. While our reach figures are impressive, they represent just one facet of the significant impact we are achieving. By investing time and resources in rigorous evaluation, we ensure our programmes are not only evidence-based but also exemplify best-in-class standards and deliver lasting impact.
Our dedication to thorough evaluation, ongoing learning, and reflective practice empowers us to continually enhance our approach and meet the evolving needs of the communities we support. This commitment will continue to reinforce our position as trusted experts in the field.”
Key findings of the Impact Report 2024/2025:
- 1,324,416 estimated young people reach through delegates trained.
- 9,448 delegates trained in positions of care and influence over young people, including 3,762 teachers and youth workers.
- 1 million social media impressions, marking 322% increase from 2023.
- 97% of delegates would recommend Ygam training to a colleague.
- 97% of delegates felt better equipped to identify and respond to gambling harms following Ygam training.
- 50% of teachers and youth workers said they had implemented the Ygam materials in their classroom within 12 months of completing the training.
- 2,134 volunteer leaders were reached through the Scout Association partnership, safeguarding an estimated 45,000 children and young people.
- 50 universities visited across the UK.
- 115,000 estimated university students reach.
This report reinforces the charity’s commitment to independent evaluation, learning, and reflection, which helps to continuously strengthen their our own portfolio and harm prevention efforts across the wider sector.
You can read Ygam’s full Impact Report 2024-5 here.
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Midnite named principal partner of Sheffield United

- Midnite to be Blades’ front-of-shirt sponsor for 2025-26 season
- Lucky season ticket holders will get VIP seat upgrade for every match thanks to Midnite
- Midnite is among UK’s fastest-growing sportsbooks.
Midnite, one of the UK’s fastest-growing online sportsbooks, has been named as the principal partner of Sheffield United for the 2025-26 season.
Midnite’s logo will be on the front of Blades shirts for the men’s and women’s adult first teams, training kits and adult replica shirts. It will also be displayed around Bramall Lane, on home match team sheets, the matchday programme and across the club’s social media channels.
The partnership also launches Midnite Premium Seat Upgrade. This will see two lucky season ticket holders drawn at random before each men’s home league game to enjoy a premium match experience in the prestigious Tony Currie Suite.
Midnite and Sheffield United will also collaborate to bring Blades fans closer to their club with a series of unique moments and unprecedented opportunities throughout the season.
Midnite was the official betting partner of the 2025 World Snooker Championship, held at the Crucible in Sheffield earlier this year.
Jonathan Shaw, Vice President of Growth at Midnite, said: “It’s a privilege for Midnite to become principal partner of Sheffield United for the coming season. The club has a proud history and a strong connection with its supporters and we’re committed to helping make this a memorable season for Blades fans.
“This partnership continues our efforts to grow Midnite as a challenger brand in the UK market, as we look to build our presence and offer a genuine alternative to the established tier-one operators. We’re looking forward to working with the club and its supporters throughout the season.”
Paul Fielder Head of Commercial for Sheffield United Football Club said: “We’re pleased to welcome Midnite as our principal partner for the 2025-26 season. They’ve shown a clear commitment to working with the club and its supporters and we’ve been impressed by their thoughtful and collaborative approach.
“We look forward to developing the partnership over the season and providing Blades fans with some memorable moments along the way.”
Midnite and Sheffield United’s partnership will operate in accordance with the Gambling Commission’s codes of practice.
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Unlock Top-Tier Deals and Careers: Parimatch joins iGB L!VE 2025

Parimatch, the global entertainment company, is set to make a significant impact at iGB L!VE 2025, taking place in London from July 2–3. Located at Stand E34, the Parimatch team will welcome industry leaders, potential partners, and top talent to explore a world of premium entertainment opportunities.
iGB L!VE is a cornerstone event in the iGaming calendar. That is why Parimatch is creating a hub for high-value connections with key decision-makers. The stand will be a must-visit destination for attendees seeking access to a top-tier network of C-level executives and the best deals from an Affiliate program operating globally across the Middle East, Southeast Asia, and Europe. The Parimatch Affiliate team will be on hand to discuss the best deals and hottest offers, designed to drive high performance for partners.
The Parimatch experience at Stand E34 is designed to be unforgettable, going beyond performance to build strong alliances and celebrate shared success. Demonstrating a commitment that goes beyond industry standards, Parimatch Affiliates will host an exclusive side event for its top partners: a trip to the Formula 1 race in Silverstone. This ethos will be reflected at the stand through a dynamic atmosphere where insights and energy converge, complete with engaging activities, prize draws, and limited-edition merchandise drops.
In addition to fostering business objectives, Parimatch is focusing more than ever on its employer brand. The company’s Employer Brand and HR teams will be on-site for open conversations with talented professionals. Visitors can gain direct insights into Parimatch’s vibrant corporate culture, diverse work formats, and significant career opportunities. This provides a transparent look into life at a leading global entertainment company.
The post Unlock Top-Tier Deals and Careers: Parimatch joins iGB L!VE 2025 appeared first on European Gaming Industry News.
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