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UK Tote extends XB Net deal to offer premium North American racing ahead of the Breeders’ Cup

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British racing’s pool betting operator rolls out an expanded U.S. horse racing program to its customers in enlarged agreement with leading Stateside supplier for the Breeders’ Cup World Championships

XB Net, the leading provider of premium content for North American racing, has renewed its existing commingling distribution deal with powerhouse operator, UK Tote Group.

The UK Tote Group is the owner of the UK Tote, the largest privately owned Tote in the world, and is committed to growing its comprehensive horse racing portfolio to ensure all the best racing from around the world is available to its UK and Irish customers at www.tote.co.uk.

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This agreement sees the UK Tote secure the overwhelming majority of premier stateside races for its highly engaged digital UK and Irish racing fans, including this week’s annual showpiece festival at the Breeders’ Cup World Championships in Keeneland, which runs from 4-5 November, where XB Net leverages an exclusive long-term partnership as the international-rights distributor.

More broadly, the deal offers a wider range of XB Net’s live pictures, data and betting services from an unrivalled network of over 60 North American tracks (over 75% of U.S. horse racing). This allows the UK Tote to flexibly populate its programming timetable, thereby offering customers an authentic U.S. horse racing service which neatly plugs any gap on the daily betting calendar with engaging, easy-access content. The UK Tote platform harnesses everything required to run a responsible horse racing business across online and mobile.

This daily schedule of immersive content, which chronologically transitions the UK and Ireland’s domestic horse racing scene, ensures the UK Tote has a reliable source of fast-settling betting content following the conclusion of UK and Irish racing. The engaging action is proven to capture and retain the attention of audiences during competitive digital-entertainment cycles, driving new revenue streams across many of the planet’s most prestigious horse races. These include the Pegasus World Cup, two legs of the revered Triple Crown, featuring the Preakness and Belmont Stakes, alongside the aforementioned Breeders’ Cup.

XB Net is the proven pacesetter for live North American racing content, managing international rights, data, odds and live broadcast and video streaming on behalf of its growing global portfolio of partners. Corralling low-latency feeds from more than 2,500 meetings, and showcasing over 25,000 races per year, North American racing is continuing to entertain more and more bettors worldwide.

Currently working with many of the world’s leading fixed-odds, spread-betting and commingled wagering companies (such as Flutter Entertainment, bet365, William Hill, Playtech and Entain) XB Net enjoys a growing geographic footprint in mature and emerging markets across Europe, the UK and Ireland, Asia, North and Central America, and Australia.

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Jon Knapman, Chief Commercial Officer at UK Tote Group, said: “As a leading player in pool betting, we want to provide our customers with the biggest global pools and for them to be able to bet on the best racing in the world. With pool betting being dominant in U.S. racing, we are delighted to work with XB Net as the leading distributor of North American content, integrating improved feeds alongside associated data and content, such as silks and ratings, with which to elevate the experience for our customers.

“Our customers have already seen the added enjoyment and value that U.S. racing brings to the wider horse racing fan experience. Now it’s an honour to be bringing the Breeders’ Cup World Championships to our UK and Irish audience in what promises to be a thrilling renewal.”

Simon Fraser, Senior Vice President International at XB Net, added: “Securing this continued collaboration with a brand as synonymous with racing as UK Tote Group is another feather in the cap of our diligent team. We’ve been impressed by the UK Tote Group’s recent moves to reignite the UK Tote for a contemporary racing audience, and XB Net’s wide range of low-latency racing solutions and racetracks are providing them with a deeper well from which to draw premium content.

“Indeed, it’s a privilege to continue working in tandem with proven partners like UK Tote Group and the Breeders’ Cup to optimize and increase the returns to North American racing from overseas during a challenging economic period. Returning the value to racing, racetracks, owners and Horsemen’s groups will help safeguard the future of the sport we all love.

“Live, premium daily sport is ostensibly an easy sell wherever you are in the world. Tellingly, though, if that sport’s betting markets are consistent and its framework familiar to the end user (allied to synchronicity with local leisure periods) then we’ve found that engagement gains quicker and more durable traction with audiences.

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“The GMT time zone is, of course, well-positioned to migrate from its domestic racing scene into top-class ‘evening’ meetings stateside, so high-quality 24/7 programming is now an attainable reality for our customers. We can’t wait to see how our comprehensive package continues to perform for the Tote over a range of coming attractions this winter, with this week’s Breeders’ Cup World Championships, for which we hold the international distribution rights, an imminent highlight.”

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Push Gaming ascends to new heights with mythic new release Olympus Unleashed

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B2B supplier Push Gaming has launched Olympus Unleashed, a futuristic take on a mythological-themed slot that combines the timeless appeal of classic slots with bold, modern gameplay.

Created for players who enjoy the familiar rhythm of traditional titles but crave something fresh, Olympus Unleashed delivers a compelling blend of nostalgia and innovation.

Central to the experience is the Power-Up Symbol, a dynamic feature that can activate a range of game-enhancing mechanics in both the base game and the high-energy Unleashed feature.

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At the game’s core is the distinctive Unleashed mechanic, where players encounter three legendary figures: Ares, Poseidon and Athena. Each god hero triggers their unique Unleashed feature, introducing varying volatility and gameplay intensity that deepen the player experience.

With its bold visual style, rich theme and wide-ranging appeal, Olympus Unleashed is a valuable addition to any operator’s portfolio. Its fast-paced, accessible design ensures a consistently engaging experience for players across the board.

Ihor Lozinskiy, Head of Studio at Push Gaming, said: “Our aim with Olympus Unleashed was to craft a game that resonates with fans of classic slots while delivering something refreshingly different.”

“With striking visuals and engaging mechanics, we’re confident that players will enjoy everything this mythological adventure has to offer.”

The post Push Gaming ascends to new heights with mythic new release Olympus Unleashed appeared first on European Gaming Industry News.

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Ivan Dutra CEO of LuckBet

LuckBet Named Master Sponsor of LFA 209, Marking MMA History in Mato Grosso

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Rising sports betting platform LuckBet has been announced as the master sponsor for LFA 209, the first edition of the Legacy Fighting Alliance (LFA) to be held in Mato Grosso, Brazil. The event, widely known as the top development platform for future UFC fighters, takes place May 24 at the Malai Manso Resort, in Chapada dos Guimarães, and represents a major milestone for mixed martial arts in the region.

The sponsorship deal includes on-site brand visibility, exclusive content for social media, and live activations during the event, which will be broadcast live and exclusively on UFC Fight Pass.

“We’re proud to be the only betting company from Mato Grosso legally operating in Brazil,” said Ivan Dutra, CEO of LuckBet. “This sponsorship is a strategic move to connect with a new audience while promoting a globally respected sport. It’s even more meaningful as the LFA makes its debut in our home state.”

High Stakes in the Cage

LFA 209’s main event features Brazilians Inglesson De Lara and Bruno “Xinoco” Henrique, battling it out in the featherweight division. The event marks LFA’s 22nd event in Brazil since expanding internationally in 2021 and is the second time the promotion touches down in the Central-West Region, following a prior event in the Federal District.

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This edition is supported by the Mato Grosso Secretary of Culture, Sports and Leisure (SECEL-MT) and held at the Malai Manso Resort, the only all-inclusive resort in the Central-West certified by the Brazilian Resorts Association (ABR).

Broadcast starts at 9 PM (Brasília time) / 8 PM (Mato Grosso time) and features live Portuguese commentary by UFC legend and ambassador Rogério Minotouro.

The post LuckBet Named Master Sponsor of LFA 209, Marking MMA History in Mato Grosso appeared first on Gaming and Gambling Industry in the Americas.

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2025 Paulistão Feminino

7K Named Official Betting Sponsor of Paulistão Feminino 2025

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The 2025 Paulistão Feminino, Brazil’s premier state-level women’s football championship, kicked off this Tuesday, May 6, and brings with it a historic partnership: 7K, a brand under the Ana Gaming Group, has joined as the exclusive betting sponsor of the tournament.

This move further reinforces 7K’s growing presence in national football, as it also sponsors Santos FC’s women’s team, positioning itself as a strong backer of women’s sports in Brazil.

“We believe in the transformative power of sport and its societal impact,” said Talita Lacerda, Chief Operating Officer at Ana Gaming Group. “Supporting Paulistão Feminino at this pivotal time of growth and visibility reflects our commitment to gender equity and diversity. Women’s football is finally gaining the space it deserves, and 7K is proud to contribute to this important journey alongside such prominent brands.”

Record-Breaking Investment and Visibility in 2025

This year’s edition sees a record investment, surpassing the R$8 million of 2024. The total club distribution increases to R$3.3 million, with the champions receiving R$840,000 and runners-up awarded R$350,000 in prize money.

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The competition features eight powerhouse teams:

  • AD Taubaté

  • Corinthians

  • Ferroviária

  • Palmeiras

  • Realidade Jovem

  • Red Bull Bragantino

  • Santos

  • São Paulo

Broadcast and Media Coverage

For the first time, all matches of the Paulistão Feminino will be televised or streamed. The tournament will be broadcast by SporTV, TV Globo, Record News, Warner (via Max and Space), as well as digital channels like CazéTV and the official Paulistão YouTube channel, expanding the reach of women’s football like never before.

A New Era of Sponsorships

The 2025 edition also breaks the record for number of sponsors, with seven brands backing the competition—up from five in 2024. In addition to 7K and Sicredi (which holds the naming rights), sponsors include Amazon, Assaí, Centauro, Guaraná Antarctica, and Lays.

Previously, 7K gained major visibility during the 2025 Campeonato Paulista (men’s) by sponsoring the tournament and securing the naming rights for the “Man of the Match” trophy, further showcasing its dedication to Brazilian football at all levels.

The post 7K Named Official Betting Sponsor of Paulistão Feminino 2025 appeared first on Gaming and Gambling Industry in the Americas.

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