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Entain and Arena Racing Company Sign Ground-Breaking Media Rights and Distribution Deal for Horse Racing and Greyhound Racing

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Entain and Arena Racing Company Sign Ground-Breaking Media Rights and Distribution Deal for Horse Racing and Greyhound Racing

Entain and Arena Racing Company (Arena Racing) today announce the signing of a ground-breaking long-term media rights deal that covers horse racing media rights and establishes a landmark joint venture between Entain and Arena Racing for greyhound racing, through to 31 December 2029.

This exciting long-term deal will deliver a compelling range of horse racing and greyhound racing product for Entain’s retail & digital channels, Ladbrokes & Coral, as well as for its digital brands – Betdaq, Bwin and Sportingbet, and will launch a joint venture between the two parties for the distribution of greyhound racing content from Entain, Arena Racing and Independent greyhound tracks.

Both horse and greyhound media rights will be produced and distributed to the UK independent bookmaking sector via The Racing Partnership (“TRP”) and into international markets such as Spain, produced and distributed by Arena Racing subsidiary, Vermantia.

Horse Racing Media Rights

The horse racing media rights element of the Entain / Arena Racing partnership covers all UK, race day data & audio-visual coverage for races from Arena Racing’s sixteen UK racecourses, which include Doncaster, Newcastle, Chepstow and Lingfield Park. The deal also includes South African & Australian content and will commence on 1 January 2022 and run through to 31 December 2029.

Greyhound Racing Joint Venture

The ground-breaking joint venture (JV) between Entain and Arena Racing will deliver a single optimised UK Greyhound Racing schedule. The JV will become the vehicle for licensing media rights to Entain & other domestic and international betting operators from these tracks. This joint venture will launch on 1 January 2024 through to 31 December 2029.

The JV will hold the long term exclusive rights to premium greyhound content from twelve stadia owned across Arena Racing (Newcastle, Nottingham, Perry Barr and Sunderland), independent stadia within Greyhound Media Group (“GMG”) (Kinsley, Sheffield, Swindon and Yarmouth) as well as those owned by Entain (Crayford, Hove, Monmore Green and Romford).

Adrian Bower, Entain Chief Procurement Officer said today: “We are delighted to be partnering with Arena Racing on such a comprehensive long-term deal that will give certainty to both parties for the benefit of both horse racing and greyhound racing, as well as helping them navigate the Covid challenges and emerge stronger when the world gets back to normal”

“This is a progressive deal for greyhound racing, that will deliver a sustainable programme going forward, support greyhound welfare, and deliver more money into the sport”

“This landmark deal supports Entain’s omni-channel strategy for its UK digital brands and emphasises the huge value we place on the horse racing and greyhound racing products. We have been looking for a long-term deal that delivers benefits to both parties, allowing us to focus on navigating the immediate challenge of Covid, while generating greater value for all. Ladbrokes and Coral are two of the biggest and longest standing investors in, and supporters of horse racing and greyhound racing, and this significant commercial deal with Arena Racing is just further proof of our support for these two great British sports”

Kevin Robertson, Managing Director of Arena Racing’s Media and International Division said today:

This deal between Arena Racing and Entain represents a new era of collaboration between the horse and greyhound racing industries and their bookmaker customers.”

“We are delighted to have framed this deal to offer long term certainty for both our horse and greyhound racing, as we look to recover from what have been incredibly difficult times for both industries.  Importantly, this deal recognises the value for both horse and greyhound racing being sold directly by rightsholders to their key bookmaker customers. We are delighted to be working in partnership with a significant global partner in Entain who operate historic and popular brands such as Ladbrokes and Coral, continuing their long association with both sports.”

“Both Arena Racing and Entain are committed to the future of greyhound racing, and under the new JV we will be able to sustain and re-invigorate a sport that has been through significant change over the years. The launch of evening greyhound racing on Sky Sports Racing in February is hopefully the first of many new initiatives to promote and enhance the sport”

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PG Soft appoints Hugo Baungartner as General Manager LatAm

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Veteran executive tasked with expanding PG Soft across Latin America and leading strategy in Brazil as regulation evolves.

PG Soft has appointed Hugo Baungartner as General Manager LatAm, handing him responsibility for the supplier’s commercial expansion across Latin America and its strategy in Brazil.

The company said Baungartner will focus on growing the business in Brazil, where PG Soft says it has already captured a “significant share of the market,” while building presence across regulated markets in the wider region.

Baungartner brings more than 29 years of experience across technology and gaming. He has held leadership roles at Grupo Aposta Ganha, RCT Gaming, Prohards and most recently Esportes Gaming Brasil, according to the company.

PG Soft also pointed to Baungartner’s network across Latin America’s regulatory landscape, including relationships with Brazil’s Secretariat of Prizes and Betting (SPA/MF), the Federal Revenue Service, and COAF, as well as Mexico’s Dirección General de Juegos y Sorteos and AIEJA (the Mexican Gaming Association).

Hugo Baungartner, General Manager LatAm at PG Soft, commented: “PG Soft’s brand needs no introduction in Latin America thanks to its extensive portfolio of world-class, mobile-first games that resonate strongly with players. The company is only just getting started in the region, and I look forward to building on its success in Brazil while expanding PG Soft’s presence across regulated markets throughout Latin America.”

The post PG Soft appoints Hugo Baungartner as General Manager LatAm appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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BetOnGames launches Tokyo Skyline Run crash game with 97.5% RTP

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BetOnGames, the instant games vertical of the BETCORE ecosystem, has launched Tokyo Skyline Run, a new crash game aimed at iGaming operators. The company said the mobile-first title ships with a 97.5% RTP and is built around short, fast rounds.

Tokyo Skyline Run is set across a neon Tokyo rooftop backdrop and uses a rising multiplier mechanic. Each round centers on a simple cash-out decision: players start the run, track the multiplier as it climbs, and choose when to cash out before a failure ends the round.

BetOnGames positions the release as a thematic extension to its crash portfolio, using anime-inspired character design and visuals including a neon city atmosphere and cherry blossom elements.

The company said the game is designed for “fast player engagement” and for operators seeking more variety in instant games, particularly for audiences that prefer short sessions and high-tempo gameplay.

The post BetOnGames launches Tokyo Skyline Run crash game with 97.5% RTP appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Vegangster Integrates ZingBrain AI for Smart Game Recommendations Across Operator Lobbies

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Vegangster has integrated ZingBrain AI‘s smart lobby personalisation into its platform, adding a new layer of game discovery for players across Vegangster-powered brands.

Casino lobbies now feature AI-driven recommendation sections tailored to each player’s preferences, much like those on Spotify or Netflix. Players see personalised rows such as “Picked for You”, “Because You Like…” and “Try Other Games With Similar Mechanics”, which point them to relevant titles. These recommendations can also be presented directly in Vegangster’s own Scroll & Play feed, giving each player a personalised discovery experience in a well-known format.

According to ZingBrain AI’s published results, smart lobby personalisation delivers a 5–15% uplift in GGR and turnover, 10–15% more games played, and a 5–10% increase in player active days, while cutting time spent on lobby management by 80%.

Michael Oziransky, Chief Product Officer at Vegangster, commented:
“ZingBrain works hand in hand with our own Scroll & Play feed: the engine decides which games are right for each player, and Scroll & Play puts them in front of them as gameplay clips they can watch and jump straight into.”

In practice, this changes how the lobby works for both sides. A player who keeps coming back to crash games sees fresh titles with similar mechanics instead of the same generic top grid, and players returning after a break land in a lobby built around what they already love. Operators, meanwhile, stop curating lobby positions by hand: a new game release reaches the players most likely to enjoy it from day one, without competing for a banner slot.

Another application of the engine is provider cost optimisation. Operators set priority levels for individual providers and games based on deals, campaigns, or new launches, and ZingBrain applies those priorities to personalised recommendations. In A/B tests across four brands, this redirected up to 20% of turnover and GGR to more profitable titles, with no drop in player performance.

The integration is now available to all Vegangster operator clients.

About Vegangster
Vegangster provides a full iGaming platform built for speed, scale, and operator control. Its turnkey, white-label, and sweepstakes solutions bring casino and sportsbook content, payments, CRM, compliance, and social features together in one mobile-first system. With Vegangster, operators can launch quickly and grow with confidence.

About ZingBrain AI
ZingBrain AI is an easy-to-integrate AI performance platform for the iGaming industry, providing smart lobby personalisation, player analytics, and churn and GGR predictions for online casinos and sportsbooks. The company is ISO 27001 certified and works with 60 live brands worldwide.

The post Vegangster Integrates ZingBrain AI for Smart Game Recommendations Across Operator Lobbies appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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