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Sportradar Group Acquires Fresh Eight

Published

5 years ago

March 4, 2021

Reading Time: 2 minutes

Acquisition of marketing personalization platform complements Sportradar’s ad:s programmatic technology and strengthens marketing services offering

Sportradar, a global provider of sports betting and sports entertainment products and services, today announces the acquisition of Fresh Eight Ltd (“Fresh Eight“), the operator of a personalized messaging platform in the global betting and gaming market-place, through Sportradar Management Ltd. Completion of the acquisition occurred on 2 March 2021.

Through the acquisition, Sportradar will strengthen its digital marketing services platform with a DCO personalization technology in both display and paid social, enabling sportsbook operators to fully optimise their media investments. The technology also allows sports-orientated publishers to control the integration of native and personalised sport-betting content into their platforms.

The acquisition complements Sportradar’s existing ad:s platform offering which provides highly targeted programmatic advertising capabilities to a significant number of betting and gaming businesses.

The newly combined offering will widen the ad:s platform’s marketing channel access and enhance its overall performance efficiency proposition, built around reduced operator CPAs, higher ROAS and significant work-flow improvements. In particular, in addition to enhancing the ad:s platform’s display channel capabilities, it will also allow ad:s customers to benefit from the same data-driven personalization within the increasingly important paid social channel, where significant media investment is now being focused.

Fresh Eight is a highly regarded technology provider in the global market and has made significant progress in the US, with both tier one operators and publishers. Current operator clients include FanDuel, Entain, William Hill and LeoVegas, as well as major sports publishers ESPN, CBS Viacom, NBC Sports and News UK.

Carsten Koerl, Sportradar Group CEO, said: “We have developed ad:s into a substantial business for Sportradar with its platform offering and a significant portfolio of sportsbook clients. But the market doesn’t stand still, and we must continually innovate and grow. The acquisition of Fresh Eight will accelerate that growth, as we add this personalization technology to our marketing services offering.

Andrew Sharland, founder and CEO, Fresh Eight, said: “We founded the business with the ambition to substantially improve advertising efficiency and returns for the world’s leading gambling operators and media groups. Today we partner with some of the industry’s biggest brands in Europe and the US.

“Data is the core DNA of both companies with a shared vision of how intelligence and automation can transform marketing efforts in the betting and gaming vertical. The combination of Fresh Eight’s machine decisioned personalization tools and Sportradar’s proprietary marketing technology and access to real time sports and pricing data presents customers with a compelling digital marketing offering. I’m looking forward to working with Sportradar.”

AB Trav och Galopp

Richard Woodbridge Elected to ATG Board of Directors

Published

11 minutes ago

May 11, 2026

Wladimir P.

richard-woodbridge-elected-to-atg-board-of-directors

At the Annual General Meeting of AB Trav och Galopp (ATG) on Thursday, May 7, 2026, Richard Woodbridge, CEO of Scandinavian Heritage AB, was elected as a new independent member of ATG’s board. He succeeds Mårten Forste, who left the board at the end of 2025.

“We welcome Richard to ATG’s board. His solid experience from the gaming market will add significant value to the board’s work,” said Peter Norman, chairman of ATG.

“I am pleased and grateful for the trust in me to take a seat on ATG’s board. ATG is a very strong company and brand with an important role in both gaming and horse racing, and I look forward to future collaboration with the rest of the board,” said Richard Woodbridge.

The Nomination Committee’s proposal for re-election of other board members was approved by the meeting.

ATG’s board thus consists of:

• Peter Norman (Chairman, independent)

• Boris Lennerhov (Vice Chairman, trotting representative)

• Katarina G. Bonde (Board member, independent)

• Marie Osberg (Board member, independent)

• Richard Woodbridge (Board member, independent)

• Marie Thelander Dellhag (Board member, trotting representative)

• Anders Lilius (Board member, galloping representative)

Employee representatives on the board:

• Björn Haglund (Board member, employee representative)

• Camilla Hasselström (Board member, employee representative)

• Alternates: Gustav Enström and Leo Wilson, both employee representatives.

The post Richard Woodbridge Elected to ATG Board of Directors appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

affiliate marketing

ReferOn completes management buyout as Alex Bukin becomes CEO

Published

11 minutes ago

May 11, 2026

Wladimir P.

referon-completes-management-buyout-as-alex-bukin-becomes-ceo

ReferOn has completed a management buyout, with former General Manager Alex Bukin acquiring the iGaming affiliate management platform and taking over as Chief Executive Officer.

Bukin said the deal is intended to support longer-term product and market plans: “This is an important moment for ReferOn and the beginning of a new chapter for the business. The management buyout provides us with the long-term focus required to continually advance the platform. We remain committed to product development, strengthening our offerings for partners, and supporting ReferOn’s continued growth across key markets.”

ReferOn reported that in its first 12 months post-launch it recorded 35.7 million clicks, 2.4 million registrations, 18,000 affiliates, and 136,000 active trackers. The company also said it was named “Best Affiliate Platform” in 2025 and 2026 by industry stakeholders.

The company said the ownership change will not affect day-to-day operations and that existing support and partnerships will continue. It also pointed to recent product updates including Refie, described as a built-in interface layer, alongside features such as dynamic reporting, Company Grouping, Sub-Affiliation, Independent Deal Calculation (IDC), two-factor authentication (2FA), and mobile optimization.

As part of the transition, ReferOn said its leadership team remains in place, with Vlad Bondarenko moving from Head of Product to Chief Product Officer and David Harris moving from Operations Lead to Chief Operations Officer.

The post ReferOn completes management buyout as Alex Bukin becomes CEO appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

ELA Games

ELA Games’ Joker Winpot shortlisted for Game of the Year at SBC Awards Americas

Published

11 minutes ago

May 11, 2026

Wladimir P.

ela-games’-joker-winpot-shortlisted-for-game-of-the-year-at-sbc-awards-americas

ELA Games said its slot title Joker Winpot has been shortlisted for “Game of the Year” at the 2026 SBC Awards Americas, with winners set to be revealed on June 10, 2026 in Fort Lauderdale, Florida.

The company described Joker Winpot as a consistent performer in its portfolio, combining a dark, character-driven theme with a 1×1 grid format.

ELA Games said the title’s core differentiator is its proprietary Winpot mechanic, a progression-based feature built around player choice. As rewards build inside the Winpot, players can either cash out or keep spinning in pursuit of higher payouts.

The 2026 SBC Awards Americas ceremony will take place at the Broward County Convention Center. Organizers expect around 600 industry professionals, with the awards running alongside SBC Summit Americas from June 9–11.

The post ELA Games’ Joker Winpot shortlisted for Game of the Year at SBC Awards Americas appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.