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SPORTS DIRECT BRINGS THE ‘ULTIMATE LIFESTYLE DESTINATION’ TO BIRMINGHAM WITH NEW FLAGSHIP STORE
Sports Direct is opening a brand-new flagship store, in the heart of Birmingham, bringing a modern, innovative, and sleek experience to the city, following over £10m worth of investment.
Located on New Street and spanning four floors, the supercharged store will be the ultimate lifestyle destination for customers. Home of USC, GAME, Evans Cycles and a Belong esports arena all under one roof, Sports Direct Birmingham will combine interactive experiences and unrivalled product choice for customers, helping to champion the legend in everybody.
USC will have a dedicated area in-store, giving trend-focused customers the chance to shop the most iconic premium lifestyle brands in one space, whilst GAME and Belong will offer the latest games consoles and accessories alongside an enhanced gaming and social experience in the city centre. Evans Cycles will also offer a market-leading selection of bikes, parts, accessories, and clothing, together with a fully equipped bike workshop service.
State of the art store innovations include a bra studio, featuring a unique multi-brand bra finder tool designed to help women find the right bra for their sport; specialised sporting areas including a permanent golf putting green, running gait analysis, and Jordan basketball performance challenge, as well as a My ID Customisation area where customers can have products customised with limited edition designs.
The launch of the store also coincides with Sports Direct’s spring running campaign, ‘Get Set’, which seeks to provide a fresh perspective on the meaning of ‘fast’. In-store technology will bring to life the stories of real runners across the UK, showing it’s more than just PBs and distances covered – it’s about making running accessible for all.
Michael Murray, Chief Executive of Frasers Group, continues to be at the forefront of the brand’s monumental transformation and has been leading the development of Sports Direct’s strategy.
Speaking of the opening, Michael says: “As Sports Direct continues to evolve and expand, we’re excited to be opening our second flagship store in Birmingham. As one of the largest cities in the UK, Birmingham follows our first flagship in London and brings with it a significant investment into the city, alongside an unrivalled offering of sports and fashion under one roof.
“Sports starts at Sports Direct; and as the leading destination for sports and lifestyle, we work collaboratively alongside our brand partners such as Nike for Sports Direct and CP Company for USC, to inspire our consumers with the best product choices and experiences through our flagship stores.”
Birmingham is the second flagship location to open, following the success of Sports Direct’s first flagship on London’s Oxford Street, which reopened after an impressive £10M refurbishment last year. The ‘flagship’ strategy is an all-new proposition for Sports Direct, bringing the best of sports to the consumer with an unrivalled product choice and world-class experiences through Sports Direct’s new design and brand vision.
Sports Direct’s parent company Frasers Group is committed to raising the bar for retail with investment and expansion plans already announced for this year, with Sports Direct’s Manchester flagship set to open later this year.
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Study of 1,752 Big 5 league matches finds a 12-point uptime gap; live World Cup leaderboard to run during the tournament.
Bettormetrics has launched what it calls the first World Cup Trading Performance Benchmark, ranking sportsbooks on in-play market uptime ahead of the 2026 FIFA World Cup. The sports odds intelligence firm said it will publish a live World Cup leaderboard on its website during the tournament to track trading performance.
The benchmark measures operator uptime on the Total Goals market across 1,752 fixtures in the Premier League, Bundesliga, La Liga, Serie A and Ligue 1. Bettormetrics analysed 22 operators and published a Top 10, reporting a gap of more than 12 percentage points between the highest and lowest performers.
Tipico ranked first overall with 95.9% uptime, followed by Fanatics (95.3%) and Betsson (94.9%). Superbet (94.8%) and Betano (94.7%) rounded out the top five. Bettormetrics said Premier League fixtures generally delivered the highest availability across operators, while La Liga was “the key differentiator” and “consistently produced the lowest availability figures across the field.”
The results also highlighted regional shifts. Bettormetrics noted that none of bet365, William Hill, Ladbrokes or Paddy Power made the Top 10, while Fanatics placed second overall as the highest-ranked US operator. It also flagged Pinnacle and SBOBET as ranking poorly on in-play availability in this analysis despite “strong reputations for pregame pricing and market depth.”
Sabin Brooks, CEO of Bettormetrics, said: “The World Cup represents one of the highest-risk and highest-opportunity periods in the sportsbook calendar. Small differences in uptime, trading performance and market availability can have a material impact on turnover, profitability and even reputation.
“The World Cup leaderboard will answer one simple question: which sportsbook performed best when it matters most?”
The post Bettormetrics publishes World Cup trading benchmark; Tipico leads uptime ranking appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
GoldenRace will exhibit at Peru Gaming Show 2026 at the Centro de Exposiciones Jockey in Lima on 17-18 June, where it plans to showcase its new V5 mobile solution, according to the supplier.
The company said the V5 delivery focuses on performance and operator control, with a unified UI/UX built around “ultra-fast performance”, “total brand authority” through customisation, and “intuitive navigation”, including a “one-click hybrid toggle” to access markets.
GoldenRace also plans to highlight its Hit&Win games, including Arcade Heist—“recently crowned with the Game Innovation Award at the SiGMA Africa Awards 2026”—and Fortune Fighters, which the company said is built to run on the V5 infrastructure.
Other products listed for the stand include In-shop Mobile, a retail feature that enables customers to bet on their own devices while in-store, plus virtual Greyhound and Horse Racing content.
The supplier said it will also feature products from other group brands at the show: Spinmatic, Novusbet and Xpress Tech. GoldenRace said attendees can meet the team at stands 11-14.
The post GoldenRace to showcase V5 mobile betting solution at Peru Gaming Show 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
BetOnGames, the instant games vertical of the BETCORE ecosystem, has launched Cricket Strike Crash, a sports-themed crash game, the company said on June 4, 2026.
Cricket Strike Crash uses a real-time multiplier that increases while the round continues, with players choosing when to cash out before the crash. BetOnGames positions the title for fast-cycle play and mobile-first sessions.
The game ships with a stated RTP of 97.5% and medium volatility. BetOnGames also says Cricket Strike Crash uses a “provably fair system” designed to provide transparency on outcomes.
Cricket Strike Crash joins BetOnGames’ wider instant games catalogue within BETCORE, alongside TVBET and ElCasino. The group offers operators access to crash games, instant win games and slots via a single B2B integration, according to the company.
A product video is available here.
The post BetOnGames launches Cricket Strike Crash for its crash games portfolio appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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