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ASX Sports Partners with RugbyPass to Create Global Rugby NFTs
ASX Sports, the only next-generation virtual sports exchange to offer fans live in-game ‘trading’, has announced an exclusive long-term agreement with Sky New Zealand’s global digital rugby platform, RugbyPass, to bring NFT-enabled fantasy gaming to rugby fans for the first time. Under the agreement, data from RugbyPass will fuel the proprietary ASX technology which will deliver real-time gamification of live sports to RugbyPass’ 10 million-plus audience.
ASX’s Sports NFT Exchange has the unique capacity to harness live data feeds and responsive algorithms to create the first NFTs for sports with listed values that fluctuate in real-time, based on the underlying performance of players and demand in the marketplace. Trading on the Sports NFT Exchange resembles a virtual stock market and opens the door to a new era in fan engagement, creating a unique second screen and OTT experience in which fans enhance the value of their player portfolios via live, any-time ‘trading’, including in-game, when perceived value might change the most.
Paddy Power, President at ASX said: “Our vision for how sports NFTs can be created, valued and exchanged is revolutionizing the fan experience and further elevating the centrality of the second screen in modern-day sports. We offer the entire sports value chain new dimensions in commercial opportunities and brand loyalty across the growing facets of fantasy sports globally. We’re thrilled to team up with RugbyPass to bring our technology and offering to a rapidly evolving market that is ripe for further disruption.
ASX’s cutting-edge cryptographic technology ecosystem is deployed in concert with leading digital asset providers that enhance its proprietary blockchain and smart contract technology.
Neil Martin, CEO at RugbyPass, added: “It’s an exciting time to partner with ASX as fans discover new ways to interact with and express their passion for rugby and its superstars. Through NFTs, we have together built a fresh product-line with a singular focus on what makes rugby supporters tick, further emboldened by the unique data sets and insights provided by our acquisition of Sports Analytics. This collaboration complements our wider ambitions and focus on digital services, and we will explore further opportunities to develop and foster communities based on rich, actionable content.”
An estimated 1.3 million people participate in rugby in the US, with a further 8.8 million active fans (according to sports and entertainment insights and analytics firm Gemba) a number set to increase fourfold over the next decade with the growth of Major League Rugby and USA Rugby’s plans to bid for upcoming World Cup tournaments. Already firmly established as a premier sport across Europe and the Southern Hemisphere, rugby’s popularity in the US will continue to grow rapidly, with younger, digitally native audiences prone to pursuing “non-traditional” sports content.
This trend dovetails with the proactive push by ASX to tap the US, the world’s largest sports and sponsorship market, and replicate the strong brand and presence it has built in Ireland and the UK, due in part to pioneering founder Paddy Power, whose earlier work at Paddy Power Betfair saw it brought under the Flutter Entertainment umbrella, alongside other powerhouse brands in FanDuel and PokerStars. Conversely, ASX is primed to partner with Tier-1 leagues like the NFL, NBA, MLB, and NHL and capitalize on the sizeable opportunity for next-generation US fantasy sports ‘trading’ to be marketed to their global audience.
ASX, who just relocated headquarters to Miami, will be announcing routes into capturing US and global market share via major joint ventures and agreements with prominent sports leagues, teams, and athletes.
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Highlight Games’ platform clears Italy’s ADM collaudo certification
Company plans to roll out SOCCERBET with LALIGA archive footage on its own platform in Italian retail after the World Cup.
Highlight Games Limited said its proprietary platform has passed Italy’s ADM collaudo process, the technical certification required for gaming platforms. The company announced the approval on 14 July 2026 from London.
Following the conclusion of the World Cup, Highlight said it will launch its Spanish SOCCERBET product featuring archive LALIGA footage on its own platform across Italian retail channels. The company added that operators will transfer to Highlight’s platform over the months that follow.
The supplier said the certification allows it to deliver its content via its own “zero-cost streaming technology” in Italy and gives it control over its product roadmap in what it called its most important market.
Steven Holmes, CEO, Highlight Games said: ‘This is a huge moment for Highlight as we bring our video-based technology stack to the Italian market and join a select few who are able to offer an officially ADM certified platform. Italy is where SOCCERBET has proven itself time and again and passing the ADM collaudo means we can now deliver that content on our own platform, with our zero-cost streaming solution, exactly as it was designed to be experienced.
‘Owning the technology end to end means we control our own roadmap, resulting in faster launches, smoother integrations for our operator partners and a richer experience for players. Our products consistently perform at the top of the market wherever they are live, and with our platform now officially certified in Italy, we have everything in place to build on that momentum.’
The post Highlight Games’ platform clears Italy’s ADM collaudo certification appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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PokerStars puts $800,000 in Sunday Million Anniversary tickets into Ticket Machine
The 10-week phased event runs Daily Heats through September 6, with raffles awarding more than $100,000 in $109 tickets each week.
PokerStars is allocating more than $800,000 worth of $109 Daily Heat (Phase 1) tickets through its “Ticket Machine” promotion ahead of the Sunday Million 20th Anniversary Finals (Phase 2) on Sunday, September 6.
The Sunday Million 20th Anniversary is being run as a 10-week phased tournament, with Daily Heats running now through September 6. Players who advance from a $109 Daily Heat carry their stack into the Finals, with PokerStars noting that only one stack may be carried through to Phase 2.
To enter the Ticket Machine, players must opt in to the “Ticket Machine” ICE Challenge and complete weekly poker challenges. Each completed challenge adds entries to a Saturday raffle, with PokerStars saying more than $100,000 in $109 Daily Heat tickets will be awarded each week. Players can complete each challenge up to four times, for a maximum of 24 raffle entries per week.
PokerStars said that, after the first two weeks of Daily Heats, 270 players from more than 40 countries have already qualified for the Finals, including 50 who qualified into Phase 1 via satellites. Brazil and Ukraine lead the qualifiers list with 33 players each, according to the operator.
The operator has set a $5 million guarantee for the Sunday Million 20th Anniversary. Additional qualification routes include satellites starting at $0.55, special edition Spin & Go’s from $0.75, and “Wildcard Wins”, described by PokerStars as a new leaderboard promotion running until July 19. PokerStars also said players redeeming a $530 Bronze Pass will receive “25% extra value in the bundle” for a limited time, including an additional $109 Sunday Million 20th Anniversary ticket and $23.50 in tournament tickets.
The post PokerStars puts $800,000 in Sunday Million Anniversary tickets into Ticket Machine appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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CreedRoomz signs Ronaldinho to front new Kickoff Roulette live game show
Kickoff Roulette Ronaldinho launches with a Gold Number mechanic and English/Portuguese language support.
CreedRoomz has named former football star Ronaldinho as brand ambassador for its new live casino game show, Kickoff Roulette Ronaldinho. The supplier said the title is now available for integration by B2B partners.
The company positions the product as a roulette-led live game show built around a football theme, running from a virtual studio. According to CreedRoomz, the game includes a “Gold Number Mechanic” where randomized lucky numbers can add multipliers from x50 to x700.
When asked about the crossover between football and casino entertainment, Ronaldinho said: “The fact that football is a global passion also helps, so I believe everyone will like “Kickoff Roulette Ronaldinho” for that reason.. and for the innovation of everything that is happening.”
CreedRoomz said the game is available in English and Portuguese, framing Portuguese language support as relevant for operators targeting Brazil and other Portuguese-speaking audiences. Armen Mnaskanian, Head of Sales Department at Creedroomz, said: “Bringing Ronaldinho into the CreedRoomz family represents a massive leap forward for live casino entertainment. Football and iGaming both thrive on passion and excitement. By fusing Ronaldinho’s legendary star power with powerhouse monetization mechanics, we are giving our partners the ultimate competitive edge and a next-generation casino offering.”
The post CreedRoomz signs Ronaldinho to front new Kickoff Roulette live game show appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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