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Horseracing trading solution AllSported taken private with significant investment to fuel growth

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AllSported ‘lowering the barriers to entry’ to UK and Irish racing for bookmakers with a package featuring best-in-class odds, data and content

 AllSported, formerly a three-way joint venture between Racing Post, Banach and TXODDS, has been taken private following substantial investment in the comprehensive horseracing solution.

The financial injection will be used to support an aggressive growth strategy. This is facilitated by the new, streamlined ownership that significantly increases agility for the one-stop platform’s product development, integrations and sales, ‘lowering the barriers to entry’ to UK and Irish racing for bookmakers.

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The disruptive business offers a simpler, more cost-effective route to UK and Irish racing. AllSported also helps to increase returns to the sector as an alternative to grey-market providers lacking official data and rightsholder agreements and subsequent levy contributions.

Already the company has made significant headway, going live with three customers facing into the UK, Irish and South African markets and has been nominated for the Services Rising Star Award in this year’s EGR B2B Awards.

Backed by TXODDS and still delivering Racing Post content to customers, AllSported will continue to provide market-leading content, data, and odds through a single platform integration. The TXODDS horse racing product which AllSported is built on top of already is trusted by many of the Tier 1 operators in the UK.

TXODDS has a proven reputation as the industry’s number one provider of real-time aggregated sporting odds. It brings vast integration experience, providing multi-jurisdiction pre-race odds and low-latency in-play odds through an advanced Push API.

With the Racing Post plug-in also standard with the AllSported package, customers can offer an immediate tier-one content offering to bettors.

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“AllSported’s long-term goal is to make racing an easily adopted product for bookmakers from all over the world,” said AllSported CEO Alan Casey, who has worked in senior commercial roles at Spotlight Group, Ladbrokes Coral and BETDAQ during the past decade.

“We are lowering the barriers to entry. AllSported offers the industry’s fastest price updates, which removes the margin-eroding price lags common on some products, and gives new entrants to the UK and Irish market a competitive racing product without them having to go on the long learning curve usually associated with tackling horse racing.

“Working with rightsholders, we want to take racing to a wider audience, enabling international bookmakers access to a quality racing product without having to sign multiple contracts and pay unattractive rates, while ensuring more money comes back to domestic racing.

“Being part of a joint-venture with such esteemed and established names allowed us to create a disruptive product offering and going private is a hugely exciting development. It puts us in control of our own destiny and allows us to super-charge AllSported’s development,” added Casey.

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SPORTFIVE Expands Global Media Production Services With Athlete-Focused Division

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SPORTFIVE, a leading international sports marketing agency, has announced the continued growth of its global media production services, reinforcing its position as a creative and strategic partner to rightsholders, brands and athletes worldwide.

An Integrated Approach To Athlete Content

With increasing demand for high-quality, digital-first storytelling across sport, SPORTFIVE has scaled its production capabilities across multiple markets – enhancing its ability to deliver original content, multi-platform campaigns, and athlete-led narratives at speed and at scale. As part of this evolution, the agency has brought together and formalized its athlete content expertise into a focused division dedicated to developing and producing bespoke media products for talent: the Global Athlete Media House. Integrated within SPORTFIVE’s broader production offering, this team delivers tailored strategies and cross-channel content that supports athletes in building long-term personal brands.

SPORTFIVE has long been a trusted partner for athletes seeking to strengthen their presence beyond the pitch, court, or track. From building digital identities and launching social media profiles, to producing documentaries and long-form content, the agency has played a pivotal role in helping athletes engage fans and position themselves as global media personalities.

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Notable work includes Jürgen Klopp’s Instagram launch (@Kloppo), Manuel Neuer’s entry into the Chinese market via Weibo and Xiaohongshu, and Rio Ferdinand’s Tipping Point documentary with Amazon Prime Video. More recently, SPORTFIVE supported the Becker Petkovic Podcast, launched during the 2025 Australian Open, which quickly became one of the most popular tennis podcasts in German-speaking markets.

The Global Athlete Media House builds on this foundation, offering services across four key pillars:

Social Media
Custom content and platform strategy tailored to each athlete’s brand and audience.

Podcast Formats
Concept development, production, and distribution of athlete-hosted audio and video formats.

Off-Court PR
Media activations and storytelling designed to extend athlete relevance beyond competition.

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Original Content
From branded videos to full-scale documentaries, creating high-quality stories that resonate globally.

These services are available not only to SPORTFIVE-represented athletes, but also to brands, rightsholders, and external talent seeking strategic, athlete-first media production.

“Athletes today are more than just sports professionals – they are brands, creators, and entrepreneurs. At SPORTFIVE, we recognized early on that authentic, high-quality content is essential for building long-term athlete brands. With the Global Athlete Media House, we are taking the next step by combining our expertise and services in one department. This provides not only our own athletes with a range of services but also extends these to external partners.” said Ron Wiegand, Senior Vice President Global Athlete & Team Marketing, SPORTFIVE.

The post SPORTFIVE Expands Global Media Production Services With Athlete-Focused Division appeared first on European Gaming Industry News.

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Yaspa shortlisted for two prestigious gambling industry awards

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  • Real-time payment provider nominated for safer gambling and innovation accolades

  • London-based company was awarded government grant to develop unique responsible gambling solution

London, April 29, 2025 – Real-time payment provider Yaspa has been shortlisted for two prestigious gambling industry awards.

The London-based company is named among the nominees for Innovation in Payments Solutions and Safer Gambling Software Supplier at the forthcoming EGR B2B Awards.

Now in their 16th year, the EGR B2B Awards are known for recognising excellence in service providers in the gambling industry, rewarding those truly leading the way in innovation, reliability and client service. The winners will be announced at a ceremony at the Roundhouse in London on July 3.

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Yaspa enables smooth, simple and secure instant payments through open banking for a range of partners. It works with online and offline gambling industry businesses, including Playbook Engineering, Novibet, NetBet, Casino Lugano and White Hat Gaming.

In 2024 Yaspa was awarded an Innovate UK grant to continue to develop its Intelligent Payments solution – a unique B2B platform that combines open banking technology and AI to help gambling operators identify vulnerable players in a frictionless manner. It is designed to empower businesses by combining Pay by Bank transactions, AI-powered verification, and real-time risk assessment into a seamless, secure experience.

In the gambling sector, Yaspa is able to help operators support responsible gambling with access to player transaction data at the point of deposit, delivering real-time user insights for a significantly broader and more accurate picture of a player’s pan-operator activity and financial health.

Yaspa CEO James Neville said: “The EGR awards are regarded as the pinnacle of B2B igaming ceremonies and for Yaspa to be nominated is great recognition for our team’s hard work and dedication to innovation.

“Our Intelligent Payments solution is a truly unique proposition and it’s wonderful to see that its potential to have a profound impact as a responsible gambling tool has been recognised.

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“We are very proud to be shortlisted alongside some of the biggest names in the gambling and payments industries and we are very much looking forward to the awards night.”

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eSports

BETBY EXPANDS E-SIM GAME PORTFOLIO WITH NEW eSOCCER AND eFIGHTING TITLES

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BETBY, the premium sportsbook supplier, has expanded its proprietary esports feed, BETBY Games, with the launch of two new e-sims inspired by some of the most popular titles in global gaming: FIFA’s Penalty Shootout and Mortal Kombat 11. With these additions, the BETBY Games portfolio now includes 16 titles, offering expanded betting opportunities for operators and players.

The latest releases further reinforce BETBY’s two core esports verticals — eSoccer and eFighting — and reflect the company’s ongoing commitment to delivering diverse and engaging betting content. The football-themed title introduces fast-paced gameplay, with each match lasting less than 3 minutes, and includes three leagues based on the World Cup, Spanish La Liga, and Brazilian Série A. Featuring over 15 betting markets in a classic format of 5 shots for each team, this addition brings 30,000 matches per month to the BETBY Games feed, all designed to run with low margins and high engagement.

The second release draws from the iconic world of arcade-style fighting games, offering dynamic player-versus-player action in a Best-of-3 (BO3) format with each match also taking less than 3 minutes. Featuring more than 15 markets and three ongoing tournaments — Elements and Forces, Power and Royalty, and Technology and Chaos — this title equals the football counterpart delivering another 30,000 monthly matches to the platform.

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With these new launches, BETBY Games now boasts 70+ tournaments, 350+ betting markets, and supports over 300,000 live matches every month, cementing its position as one of the most comprehensive and high-frequency esports betting solutions in the industry.

Kirill Nekrasov, Head of Sportsbook Product at BETBY, commented: “The launch of these new titles showcases our commitment to evolving the BETBY Games offering and delivering esports content that resonates with players worldwide. By drawing inspiration from globally recognized franchises, we create products that are both familiar and optimized for high-frequency betting environments. This approach enables operators to expand their portfolios and gives players even more excitement and engagement.”

This launch follows the recent success of BETBY Games, which was awarded Best Esports Product 2025 at the SiGMA Americas Awards. This achievement underscores BETBY’s strategic focus on redefining the esports betting experience through unmatched flexibility, deep customization, and exceptional engagement for both operators and players.

The post BETBY EXPANDS E-SIM GAME PORTFOLIO WITH NEW eSOCCER AND eFIGHTING TITLES appeared first on European Gaming Industry News.

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