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Sportradar Reports Strong Growth and Increased Profitability and Cash Flow

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Sportradar Group AG, the leading global technology company enabling next generation engagement in sports and provider of business-to-business solutions to the global sports betting industry, today announced financial results for its third quarter ended September 30, 2022.

Third Quarter 2022 Highlights

  • Revenue in the third quarter of 2022 increased 31% to €178.8 million ($175.2 million)1 compared with the third quarter of 2021. 2022 year-to-date revenue grew 28% compared to the same nine months in 2021.
  • The RoW Betting segment, accounting for 56% of total revenue, grew 28% to €100.9 million ($98.9 million)1, driven by strong performance from our Managed Betting Services (MBS).
  • U.S. segment revenue grew 61% to €31.6 million ($31.0 million)1 compared to the third quarter of 2021, driven by strong market growth and positive adoption of in-play betting. The U.S. segment turned profitable for the first time since the Company’s initial public offering and generated a positive Adjusted EBITDA margin of 11%.
  • The Company’s Adjusted EBITDA2 in the third quarter of 2022 increased 75% to €36.5 million ($35.8 million)1 compared with the third quarter of 2021 as a result of strong revenue growth even with continuous investments in the Company’s growing business.
  • Adjusted EBITDA margin2 was 20% in the third quarter of 2022, an increase of 500 bps compared to the quarter for the prior year period and 400 bps higher compared to the second quarter of 2022.
  • Adjusted Free Cash Flow2 in the third quarter of 2022 increased to €33.9 million, compared to €32.9 million for the prior year period. The resulting Cash Flow Conversion2 was 93% in the quarter.
  • During the quarter, the Company prepaid €200.0 million of its outstanding debt. As of September 30, 2022, total debt was €236.9 million, and cash and cash equivalents totaled €512.5 million.
  • The Company has raised its guidance for revenue and the lower end of its Adjusted EBITDA2 range for the full year 2022.
Key Financial Measures Q3 Q3 Change
In millions, in Euros 2022 2021 %
Revenue 178.8 136.8 31%
Adjusted EBITDA2 36.5 20.9 75%
Adjusted EBITDA margin2 20% 15%
Adjusted Free Cash Flow2 33.9 32.9 3%
Cash Flow Conversion2 93% 158%

1 For the convenience of the reader, we have translated Euros amounts at the noon buying rate of the Federal Reserve Bank on September 30, 2022, which was €1.00 to $0.98.
2 Non-IFRS financial measure; see “Non-IFRS Financial Measures and Operating Metrics” and accompanying tables for further explanations and reconciliations of non-IFRS measures to IFRS measures.

Carsten Koerl, Chief Executive Officer of Sportradar said: “Our strong performance in the third quarter exceeded our expectations across all key financial metrics. We consistently managed to grow revenue, profitability and cash flows despite adverse market conditions during the first three quarters of 2022. The Company exceeds expectations quarter-in and quarter-out, and as a result of our operational performance – in particular the U.S. and the betting rest-of-world business – as well as our organizational streamlining, we are able to raise our full year guidance for revenue and increase the lower end of our Adjusted EBITDA range.”

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“We are proud of the continuous success of our U.S. operations. We managed to generate a U.S. profit for the first time in the third quarter, displaying solid operational leverage in the business model. Underpinning this success is the extension of our long-term partnership with FanDuel. This partnership is a testimony for our strategy, to expand our relationships and become an embedded technology provider for our customers, based on strategic long-term deals with our league partners.”

Ulrich Harmuth, Interim Chief Financial Officer added: “The financial results in the third quarter demonstrated that Sportradar consistently has managed to grow almost three times faster than the underlying betting market and our growing scale has led to margin expansion – as indicated by the U.S. segment turning profitable in the third quarter. As a result of this strong momentum and based on what we can see today, our 2023 preliminary expectations are for revenue to grow in the mid-20’s percent while expanding Adjusted EBITDA margin above 2022 levels.

Segment Information

RoW Betting

  • Segment revenue in the third quarter of 2022 increased by 28% to €100.9 million compared with the third quarter of 2021. This growth was driven primarily by increased sales of our higher value-add offerings including Managed Betting Services (MBS), which increased 84% to €38.2 million, and Live Odds Services, which increased 12% to €27.1 million. MBS growth was attributable to a record annualized turnover3 of €19.0 billion and the success of our strategy to move existing customers to higher value add products.
  • Segment Adjusted EBITDA2 in the third quarter of 2022 increased 8% to €48.2 million compared with the third quarter of 2021. Segment Adjusted EBITDA margin2 decreased to 48% from 57% in the third quarter of 2021 driven by inorganic investments into AI capabilities for our MBS business, expanding our sport rights portfolio, as well as temporary cost savings in sport rights and scouting from the prior year due to the COVID-19 pandemic.

RoW Audiovisual (AV)

  • Segment revenue in the third quarter of 2022 increased by 14% to €33.1 million compared with the third quarter of 2021. Growth was driven by cross-selling audiovisual content to existing data customers and expanding AV portfolio sales with existing AV customers.
  • Segment Adjusted EBITDA2 in the third quarter of 2022 increased 32% to €12.6 million compared with the third quarter of 2021. Segment Adjusted EBITDA margin2 increased to 38% from 33% compared with the third quarter of 2021 as a result of AV revenue growth.

United States

  • Segment revenue in the third quarter of 2022 increased by 61% to €31.6 million compared with the third quarter of 2021. This growth was driven by a strong increase of U.S. betting services, driven by cross-selling non-data products to betting operators as well as benefiting from our customers’ growth as a result of a development in the underlying market and new states legalizing betting.
  • Segment Adjusted EBITDA2 in the third quarter of 2022 was €3.4 million compared with a loss of (€6.6) million in the third quarter of 2021, primarily driven by enhanced operating leverage as a result of the growing scale of our business despite continuous investments in the U.S. segment’s products and content portfolio. Segment Adjusted EBITDA margin2 improved to 11% from (34%) compared with the third quarter of 2021.

2 Non-IFRS financial measure; see “Non-IFRS Financial Measures and Operating Metrics” and accompanying tables for further explanations and reconciliations of non-IFRS measures to IFRS measures.
3 Turnover is the total amount of stakes placed and accepted in betting.

Costs and Expenses

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  • Purchased services and licenses in the third quarter of 2022 increased by €18.1 million to €47.5 million compared with the third quarter of 2021, reflecting continuous investments in content creation and processing, higher event coverage and higher scouting costs. Of the total, approximately €13.7 million was expensed sports rights.
  • Personnel expenses in the third quarter of 2022 increased by €16.9 million to €68.3 million, an increase of 33% compared with the third quarter of 2021. Adjusted for inorganic hires, personnel cost grew 27% compared to the third quarter in 2021.
  • Other Operating expenses in the third quarter of 2022 decreased by €4.9 million to €20.3 million, as a result of our efforts to increase the effectiveness of our central services and due to one-time costs resulting from our initial public offering in September 2021.
  • Total sport rights costs in the third quarter of 2022 increased by €5.9 million to €34.6 million compared with the third quarter of 2021, primarily a result of costs associated with new acquired rights in 2022 for the ITF, UEFA and ATP.

Recent Business/Company Highlights

  • Sportradar and FanDuel sign long-term agreement for Official NBA data through the 2030-31 season. Providing FanDuel with a comprehensive portfolio of betting products and entertainment tools, Sportradar remains the preferred data and odds supplier to FanDuel through 2031. Using official NBA data, Sportradar and FanDuel will collaborate to enhance the sports betting experience with new offerings such as certain player tracking data to create props and same game parlays. Additionally, FanDuel will use Sportradar’s proprietary Live Channel Trading (LCT) product.
  • Sportradar reaffirms leadership position in cricket market with partnerships with Australian Premier Cricket competitions. Sportradar announced the renewal of partnership agreements with the top tier club cricket competitions in Tasmania, Queensland, and Western Australia. Currently, Sportradar is partners with every single state and territory cricket governing body in Australia. Extensions with these clubs enable Sportradar to remain the official streaming partner until mid-2025
  • Sportradar and International Golf Federation enter integrity partnership. Sportradar’s Integrity Services (SIS) unit signed a multi-year integrity partnership with the International Golf Federation (IGF). Under the terms of the initial two-year agreement, SIS will provide bet monitoring through its Universal Fraud Detection System (UFDS) for several IGF competitions. Sportradar Integrity Services have detected more than 7,300 suspicious matches during the past 17 years, with over 600 taking place in 2022 alone.
  • Tennis Data Innovations and Sportradar team up to expand official tennis data distribution. The partnership sees the launch of a “new secondary feed,” to enable the provision of betting-related services based on official ATP Tour and ATP Challenger Tour scores to a suite of global bookmakers. Of significance, the partnership sees the ATP change its data framework, allowing bookmakers to have uninterrupted access to official data, as scores to date have been delivered directly from the umpire’s chair.
  • Sportradar continues to evolve its organizational structure to set it up for continued success in achieving its strategic goals around growth, organizational effectiveness and efficiency. The Company is optimizing its organization by appointing global leaders for content creation, product development and commercial excellence – with the U.S. retaining a dedicated go-to-market approach. With this new structure, the Company will become faster in decision-making and execution, and will be more effective and efficient in serving global customers with a growing global product portfolio. The net effect will also be to significantly reduce the number of direct reports to the CEO.

Annual Financial Outlook 
Sportradar has updated its outlook for revenue and Adjusted EBITDA for fiscal 2022 as follows:

  • Sportradar has raised its revenue outlook for fiscal 2022 to a range of €718.0 million to €723.0 million ($703.6 million to $708.5 million)1, from its previous range of €695.0 million to €715.0 million representing prospective growth of 28% to 29% over fiscal 2021.
  • Outlook for Adjusted EBITDA2 is narrowed to a range of €124.0 million to €127.0 million ($121.5 million to $124.5 million)1 from the previous range of €123.0 million to €133.0 million, representing 22% to 24% growth versus last year.
  • Adjusted EBITDA margin2 is expected to be in the range of 17% to 18%.4

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GR8 Tech Launches CRM Bonus Shop to Boost Player Engagement and Retention

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GR8 Tech has rolled out CRM Bonus Shop—a fully integrated player-facing feature designed to drive engagement, increase retention, and optimize bonus budgets through gamified rewards.

The Bonus Shop enables operators to offer various virtual and real rewards, including free spins, free bets, gamification items, even physical items, spins in Wheel of Fortune, and more, in exchange for custom-branded artificial currency. Players earn coins through behavioral triggers like deposits or email verification, then choose their preferred rewards from a personalized shop interface.

Built directly into GR8 Tech’s CRM, the Bonus Shop offers full back-office control, real-time player wallet tracking, and complete front-end customization to match any brand’s tone, style, and language.

Key Benefits of GR8 Tech’s Bonus Shop for Operators

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  • Enhanced Player Choice & Satisfaction: Players select rewards they actually want, increasing perceived value and engagement compared to traditional fixed bonuses.
  • Cost-Effective Bonus Management: Artificial currency provides greater value to players while reducing operator costs compared to traditional cash bonuses.
  • Behavioral Motivation: Automated currency distribution encourages specific player actions, improving key performance indicators.
  • Strategic Flexibility: A/B testing capabilities enable operators to compare traditional bonuses against gamified approaches and optimize strategies across different markets.

“Personalization is at its core. By tailoring offers to custom player segments, we ensure every user sees and can purchase the bonuses they truly want, boosting engagement significantly,”  said Kateryna Schevchenko, CRM Product Manager at GR8 Tech. “Additionally, the platform gives operators full control over the in-game economy by allowing them to set custom ‘prices’ for products using virtual currencies. This flexibility helps optimize retention costs, manage bonus budgets effectively, and maximize ROI.”

With advanced segmentation tools and engagement elements like gamification, GR8 Tech’s CRM transforms player interactions into engaging, value-driven experiences. The company’s approach has led to impressive results, including a 25% uplift in first-time deposits, an average 80% retention rate, and 75% monthly active users interacting with gamified tools. GR8 Tech’s CRM is a strategic asset for operators aiming to deliver highly personalized and performance-oriented player journeys.

 

GR8 Tech. Platform for Champions

GR8 Tech is an award-winning provider, delivering high-performance sportsbook and iGaming solutions that empower operators to lead and win in competitive markets. Key elements of GR8 Tech’s comprehensive portfolio include the Hyper Turnkey solution, ULTIM8 Sportsbook iFrame,  Infinite Casino Aggregation, and Platform Acceler8 suite, featuring its proprietary affiliate management platform, Aff.Tech.

With a geo-specific approach to solutions, a focus on practical innovations, and an operator-first mindset, GR8 Tech helps its clients achieve measurable results in their target markets quickly and efficiently. Trusted by top operators worldwide, GR8 Tech has over 100 successful cases and earned multiple recognitions, including the title of the Best Sports Betting Provider in CEE by GamingTECH Awards 2025.

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The post GR8 Tech Launches CRM Bonus Shop to Boost Player Engagement and Retention appeared first on European Gaming Industry News.

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Interviews

Legends Charity Game: Rasmus Sojmark on Football Icons, Lisbon, and Raising €1 Million for Charity

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On 15 September 2025, Lisbon will host the Legends Charity Game, a once-in-a-lifetime football match where Portugal’s greatest players face off against global legends—all to raise over €1 million for four life-changing charities. In this exclusive interview, Rasmus Sojmark, CEO & Founder of SBC, shares the inspiration, the star-studded lineups, and the powerful purpose driving this historic event.

Q: What is the Legends Charity Game?

RS: The Legends Charity Game is something we’ve been dreaming about for a long time, and now it’s finally happening. 

On Monday, 15 September, right in the heart of Lisbon, a team of Portugal’s greatest football legends will step onto the pitch to take on a global lineup of football legends from across the world.

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These legends are the players so many of us grew up watching, idols who shaped our love for the game, now coming together for a match that is about more than nostalgia. It’s about charity, and our goal is to raise over €1,000,000 for four incredible organisations: the Ukrainian Red Cross Society, which continues to support those affected by the war in Ukraine, the Portuguese Red Cross, International Alert, and Caritas Portugal, which all do vital work with vulnerable communities in Portugal and beyond. 

The match will welcome 60,000 fans to the stadium, either Estádio da Luz or Estádio José Alvalade, depending on Champions League scheduling announced at the end of August, and will be broadcast to millions around the world.

The Legends Charity Game is how we have chosen to open SBC Summit 2025. With real heart and purpose. So if you are planning to be in Lisbon for the Summit, please make sure to arrive before this Monday evening charity event. 

We’ve poured everything into making it special, not because we had to, but because we believe in it. The players believe in it too. It is going to be emotional and genuinely amazing, and we can’t wait to share it with everyone.

I could go on about this for hours, but here’s the short version. This is about celebrating football’s greats, uniting people through sport and charity, and raising money for those who need it most. I’m proud we’re making it happen.

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Q: What inspired you to launch the Legends Charity Game? 

RS: Football has been part of my identity since I was a kid. I played it from the age of 5, lived it, breathed it. Like so many kids of my generation, I grew up idolising the greats from the 80s, 90s, and early 2000s, whose names appeared on every magazine cover and match highlight.

I played on muddy pitches and even dreamed of a career in the sport. And in one way or another, I did build my career around it, didn’t I?

If you had told me as a kid, sitting in front of my screen for hours playing Championship Manager, picking the likes of Figo, Mendieta, Cafu, Zanetti, Hagi, Del Piero, and Schmeichel for my ultimate squad, that one day I would be organising a real-life legends match, I wouldn’t have believed it.

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But that is exactly what has happened.

At SBC and Sport Global, we have always focused on creating unique experiences, not just numbers. It has always been about making people feel something, creating memories, and bringing value and joy. The Legends Charity Game is a natural evolution of that mission.

Over the years, we have welcomed famous footballers to our events in many different ways. Some have played in the SBC Football Championship, like Mendieta. Others have hosted our awards, like Ruud Gullit, Marcel Desailly and Clarence Seedorf. We have had keynote speakers like Figo, Baresi and Peter Schmeichel, and visits from Brazil legends Cafu and Ronaldinho. Blending football with business has always been part of the SBC story.

Now, we are taking it a step further.

This game means a lot to me. It brings together everything I’ve loved since I was a kid. Football, community, and creating something memorable with people who share that same passion. But more than anything, it’s about doing some good and giving back. With so much conflict and hardship in the world, it felt important to use everything we’ve built to support others. It’s a way to give back and hopefully, make a real difference.

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Q: Tell us a bit more about the game. Which football legends are confirmed for Portugal?

RS: It still feels surreal seeing all these names on the same team sheet. The Portugal Legends include players like Luís Figo, Deco, Carvalho, Simão, Maniche, Fábio Coentrão, Vitor Baia, Nuno Gomes, Hélder Postiga, and many more who have given fans unforgettable moments over the years.

Portugal made perfect sense for this match. Over the last few decades, the country has produced some of the most ambitious, technical, and passionate players in the world. From the Euro 2016 win to this year’s comeback in the UEFA Nations League against Spain, and the star players in the PSG Champions League-winning side, they’ve built a footballing culture that consistently punches above its weight. Portuguese football is on fire, and it’s clear even just by looking at the number of top players in elite clubs.

We’ve been lucky enough to work closely with the FPF (Portuguese Football Federation) to bring some of these great players along, and it’s been amazing to feel the excitement building in Lisbon. Portugal will be co-hosting the World Cup in 2030, so this match also feels like a tribute to the road that brought them here and the legends who paved the way.

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Many of the players taking part were part of that legendary Euro 2004 squad. They made it to the final, only to lose to Greece in one of the biggest upsets in football history.

By the way, Georgios Karagounis, who captained that victorious Greek side in 2004, will now be lining up for the World Legends team, facing off against many of the same Portuguese players he beat in that final. Quite poetic.

 

Q: What about the World Legends squad?

RS: As mentioned, Karagounis will be lining up for the World Legends team, and I have no doubt some of the Portuguese players will be itching for a little revenge after that Euro 2004 final. That kind of history adds so much depth to this game. It’s not just about who’s playing, it’s about the stories, the rivalries, the shared memories that come flooding back.

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They’ll be managed by Peter Schmeichel, an absolute legend, with Diego Lugano serving as assistant manager. Lugano captained Uruguay to Copa América success in 2011 and, while a recent injury keeps him off the pitch, he’ll be bringing his defensive leadership.

In goal, we’ve got none other than Edwin van der Sar, the Dutch giant and Manchester United legend. Two more keepers are yet to be announced!

In defence, we have a line of some of the best defenders the game has ever seen. Let’s start with Cafu, who captained Brazil to World Cup glory in 2002 and was also part of their 1994 winning squad. Cafu is joined by Marco Materazzi, who won five Serie A league titles in a row, a Champions League, and, of course, the 2006 World Cup. Then we’ve got Argentina’s Javier Zanetti, France’s Christian Karembeu — all Champions League winners — and another United and Champions League winner, Patrice Evra. But the rock in defence will be none other than Barcelona one-club legend and Spain 2010 World Cup winner Carles Puyol.

In midfield, we have a historic European dream lineup. Karagounis will be joined by Slovakia’s Marek Hamšík (Mr. Mohawk himself), a Napoli icon and Slovak captain who led his country to their first-ever World Cup. There’s also Gaizka Mendieta, a good friend of mine, representing Spain. I’ve admired Mendieta as one of the best playmakers in the world, especially during those unforgettable Champions League finals with Valencia, which made him the most expensive player in the world when he was sold to Lazio.

From France, we have Youri Djorkaeff, a World Cup winner and now CEO of the FIFA Foundation. Romania will be represented by Gheorghe Hagi, a player who, for me, ranks among the greatest of all time. Representing Bulgaria, we have Krassimir Balakov, a national legend and former national team manager. 

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And then there’s Kaka. One of the greatest players of all time. He is one of the nine players in the world to win the World Cup, Champions League, and Ballon d’Or.

Up front, we have the legendary Henrik Larsson from Sweden, and rest assured, he will be bringing his finishing touch. He is joined by Argentina’s Javier Saviola, who many Benfica fans will remember fondly (and many Sporting fans, maybe not so fondly)! Representing England, we have Michael Owen, Ballon d’Or winner and England striker ace. And from Italy, we have none other than Del Piero, Juventus superstar and Italy’s 2006 World Cup winner.

We wanted the World Legends squad to reflect the global spirit of football. To show that this is more than just a one-country tribute, but a celebration of the sport’s greatest names from every corner of the globe. Players who’ve shaped football history, brought joy to millions, and now come together for a cause that’s bigger than the game itself.

 

Q: Why do you believe football, and in particular the Legends Charity Game, is uniquely positioned to rally people behind meaningful causes? 

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RS: Football has this incredible, almost magical power to bring people together, often in ways nothing else can. I’ve seen total strangers become best friends (or mortal enemies) over a last-minute goal. It’s one of the only things that can make grown adults paint their faces, cry on live TV, and believe that “this year is our year”… every single year. But behind all the passion and drama, football also has a serious superpower: it connects people. That’s what makes it such a powerful platform for rallying people behind meaningful causes.

When legends of the game take to the pitch, people pay attention. And when that spotlight can be used to raise awareness, funding, and momentum for causes that truly matter, it becomes an opportunity to do something that goes beyond the pitch. That’s the spirit behind the Legends Charity Game.

The World Legends and the Portugal Legends appeal to generations. Many of us have grown up idolising these players and watching them play the beautiful game for decades.

Younger generations still admire the legends when they watch streams or YouTube clips of the likes of Ronaldinho bringing his magic to the game like few other players have ever been able to achieve. They are also playing with the Legends in the EA Sports FC game titles (former EA Sports FIFA series), and now they get to watch them play live at the Legends Charity Game. 

In a few words, the Legends Charity Game has a generational appeal. Father, son, and grandfather will want to watch the game together.

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Q: What guided your decision to aim for over €1,000,000 and choose the charities you’re supporting?

RS: Setting a goal of €1,000,000 was about being honest with ourselves about what this match could achieve. If we’re going to bring together global football icons, fill a stadium in Lisbon, and broadcast this around the world, then we owe it to the cause to aim high. We wanted a goal that felt bold, that actually moves the needle, and that reflects the power of football when it’s used as a force for good.

As for the charities, it was important for us to connect both globally and locally to honour the people in Lisbon welcoming us, and to stand with those who need solidarity the most. This game is our way of doing that. This landmark event supports four incredible charities working on the frontlines of crisis. 

  1. The Red Cross in Ukraine continues to provide emergency aid and medical care to civilians devastated by the war in Ukraine
  2. The Portuguese Red Cross brings relief to communities affected by natural disasters and economic hardship at home.
  3. International Alert is working tirelessly to build peace and protect vulnerable lives in conflict-affected regions around the world.
  4. Caritas Portugal ensures that families in Portugal facing poverty and displacement are given dignity, support, and shelter.

By supporting this game, fans and players alike are turning their love for football into a force for good. It’s a powerful reminder that the global football family can do more than entertain. It can heal, empower, and restore hope. Together, we can make this more than a game. We can make it a movement.

 

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Q: Will the match be streamed or televised? How can fans actively take part in this initiative before, during, or after the match?

RS: Yes, the match will be both streamed and televised. We’re working closely with broadcasters to make sure the Legends Charity Game can be watched by fans around the world, whether you’re in Portugal or elsewhere. The production is being handled by SBC, and we’re treating it like a top-tier broadcast. Think Champions League-level coverage, with multiple camera angles, spider cams, and a full stadium setup. We want people watching from home to feel every moment, just like those in the stands.

As for getting involved, there are lots of ways to be part of this. You can buy a ticket and join us in Lisbon. If you can’t be there in person, you can still support the cause: tune into the livestream, donate online, share the event with your network, or enter the charity raffle that will take place during halftime.

 

Q: How did you convince sponsors that this wasn’t just a “CSR checkbox” but a meaningful movement?

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RS: We’re incredibly grateful to the sponsors who believed in this from the very beginning.

Oftentimes, people view a sponsorship as just putting logos on a screen. This is when it’s hard to sell — if you can’t convince people that there’s something real and solid behind the idea. In this case, it was really easy. It was about standing behind something real.

We never approached sponsors with a slick CSR deck or a “feel-good” checkbox. That’s not what this is about. From day one, the Legends Charity Game has been something built with heart, purpose, and a real desire to use football for something greater.

We are building something with substance. A world-class lineup of true football legends. A clear, ambitious goal to raise €1,000,000. Four incredible charities. And most of all, a belief that football has the power to bring people together and inspire action.

What really made the difference with sponsors was the sincerity. They could see this wasn’t just a one-off. We’re not aiming for a press release headline and moving on. We’re building a tradition. That clarity, combined with the emotion behind the cause, is what resonated.

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So, a huge and heartfelt thank you to our early confirmed sponsors like Soft2Bet, Sportingtech, YO Health, Spribe, Amusnet, Vegas Legends, Alea, Playtech, Smartsoft, Superbet and iGP. You didn’t just sponsor a match. You became part of the Legends Charity Game. Your support is helping us do something that goes beyond football, something that will genuinely make a difference in people’s lives. So yes, for our sponsors, it was a show of solidarity. A reminder of what good football can do when we put our hearts into it.

 

Q: As Lisbon prepares to host 60,000 fans, what role are local and global partners playing in helping you spread the word across borders?

RS: Local and global partners have played a huge role in making this more than just a one-night event in Lisbon. From day one, our goal was to create something that resonated well beyond the stadium walls, and that wouldn’t be possible without the incredible support we’ve had across the board. The Portuguese Football Federation, Benfica, and Sporting CP have been instrumental in giving this project a true home in Portugal. They’re part of the country’s identity, and having their backing has rooted the event in local pride and credibility from the very beginning.

But to spread this message globally, we’ve also leaned on the strength of our media and strategic partners such as A Bola, Ringier Sports Media Group, MARCA, La Gazzetta dello Sport, Better Collective, Sport1, SofaScore, Flashscore, Record, Stats Perform, and more. They’re helping us tell the story, one about legacy, community, and purpose. With their help, we’re reaching fans in Spain, Italy, Portugal, Greece, Poland, Romania, Sweden, Denmark, Slovakia, the Netherlands, Mexico and beyond.

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We are working closely with MediaPro to create the live broadcast of the event, which we aim to share with millions of people around the world. Several broadcasting partners have been lined up across Europe, Brazil, and Latin America.

Our own experience as an events company helped us scale this quickly, but it’s the trust we’ve built over time, as SBC and through Sport Global, that opened doors and made people want to get involved. And of course, none of this would be possible without the unbelievable team behind the scenes who turned a big idea into something real in record time.

 

Q: The Legends Charity Game will take place on September 15, just a day before the SBC Summit 2025 kicks off. How do you envision the synergy between the charity game and SBC Summit? 

RS: The timing of the Legends Charity Game on September 15 is obviously very convenient. It’s a way to open SBC Summit 2025 with purpose, emotion, and meaning. The Summit is our biggest show yet, expecting 30,000 attendees from across the global gaming and tech industries. But before all the panels, meetings, and networking kick off, we wanted to ground everyone in what we are really passionate about: a genuine love for sport and a belief in its power to bring people together.

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The Legends Charity Game gives us a chance to pause and do something meaningful as a community. It’s about football, connection, and giving back. It brings together iconic players, fans, industry professionals, and local communities around a shared moment. And starting the week that way, not with a handshake, but with heart, changes the tone of everything that follows. Yes, we run major events for the iGaming world, but our mission is bigger than that. We’re here to grow not just the industry, but the impact it can have. That’s the synergy, and it’s what makes this week in Lisbon feel truly special.

And, by the way, on Tuesday, September 16, many of the players from both the Portugal and World Legends squads will appear live on the Super Stage at the MEO Arena. Hosted by Kirsty Gallacher, this will be a rare opportunity for attendees to hear directly from the legends, ask questions, and share a moment with some of football’s most iconic figures. It’s a continuation of the emotion from the night before, and for many, it will be the first time seeing these football greats. What an experience.

 

Q: Do you think this could become an annual tradition?

RS: Absolutely, it will. With Portugal set to co-host the World Cup in 2030, our goal is to make this an annual fixture, year after year, right here in Lisbon. Honestly, I couldn’t be more excited. It’s a passion project in every sense of the word.

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The Legends Charity Game is more than just a match—it’s a celebration of football, unity, and giving back on a global stage. With Portugal’s football heroes facing off against world legends, and a goal to raise over €1 million, this event promises to leave a lasting legacy both on and off the pitch. To hear more of Rasmus Sojmark’s insights into the business of sport, charity, and the iGaming industry, check out his recent appearance on the HIPTHER Talks Podcastlisten to the audio here or watch the video here.

 

The post Legends Charity Game: Rasmus Sojmark on Football Icons, Lisbon, and Raising €1 Million for Charity appeared first on European Gaming Industry News.

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Be Heard Above the Noise: Booming Games’ Dorota Gruszka on Standing Out in the Crowded Slot Studio Market

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With over 600 online slot studios competing for operator attention, cutting through the noise has never been harder. In this exclusive article, Booming Games’ Head of Marketing, Dorota Gruszka, shares her strategy for building a distinctive brand, forging lasting operator relationships, and creating campaigns that resonate in a crowded iGaming marketplace.

There are now more than 600 online slot studios, with each vying for operator attention and a solid position for its titles within casino lobbies. These 600+ studios are making a lot of noise, and this makes it incredibly difficult for individual studios to be heard.

But it is possible, requiring a clear strategy, creativity and consistency. Being loud is important – it’s the only way you’re going to be heard – but you also need to be relevant and authentic. And this requires a strong understanding of self.

Studios absolutely must know who they are and what they bring to the table, and ensure that these values are reflected in everything they do, from the games themselves to how they are launched and the nature of the partnerships forged with operators. It even extends to events and social media.

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A sharp brand, meaningful relationships and marketing collateral that not only engages but also connects are critical to success. Of course, this is easier said than done, but when you have a strong team, defined goals and a product you believe in, it can be achieved.

Let’s take a closer look at some of the challenges studios face when it comes to marketing their brand and games.

 

There are plenty of hurdles to clear

The biggest challenge is, of course, standing out in the market, but second to that is navigating the complex and ever-changing regulatory landscape. Providers need to demonstrate compliance and responsible gaming practices, which means marketing must be transparent and aligned with operator expectations.

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Another challenge is building and maintaining trust. Operators demand reliable partners that deliver quality products on time while supporting them beyond the initial sale. That means marketing needs to focus on relationship building, not just quick wins.

Then there’s flexibility, which has become a major differentiator. Operators look for partners that can adapt to their needs – the more flexible and collaborative a partner can be, the more value they bring, and this is a message that needs to come across clearly in B2B marketing activity.

 

Take a multi-layered approach

At Booming Games, we have taken a multi-layered approach to marketing our studio and the games we produce. This includes combining creativity, strategic planning and consistency. Brand awareness isn’t gained overnight – it’s an ongoing process across all channels and touchpoints.

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Tactically, we have invested in strong PR and media partnerships and maintain a presence at major industry events. We also leverage social media, posting high-quality content across various channels and digital platforms.

We always go big with our game launches and invest in creative campaigns that showcase each title and ensure it gets noticed by casino managers. This is combined with tailored client communications and eye-catching merchandise that reinforces our visual identity.

 

The power of LinkedIn

One of the most effective marketing channels for a slot studio is LinkedIn, and we have focused a lot of our efforts on the platform. Since joining Booming Games in 2023, we have grown our follower base from 5,000 to almost 18000.

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This growth has given us a much stronger platform from which to showcase our games, share company updates and connect directly with industry professionals. This, in turn, has driven exposure, engagement and, ultimately, led to additional operator partnerships.

Thinking outside the box is also important, especially in such an overcrowded industry.

A good example of this is our Ronaldinho Mascot campaign, which was a huge hit across the expos and saw thousands of people taking and sharing photos with the mascot across various social media channels.

But just as important is to listen carefully to partners, players and the wider market to ensure your brand, values and campaigns evolve and remain relevant and interesting. It’s about creating a brand people recognise, trust and enjoy interacting with.

 

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Brand ambassadors are an important piece of the puzzle

Increasingly, studios are turning to brand ambassadors to help them do this. But it’s important to make sure the ambassador is the right fit – it’s about more than just attaching a famous name to your brand.

At Booming Games, we know first-hand just how effective brand ambassadors can be off the back of our highly successful partnership with footballing legend, Ronaldinho.

We struck a partnership with him just as the Brazilian market was moving toward regulation, and I truly believe it has allowed us to establish a strong foundation and presence in the region.

Ronaldinho is still relevant and popular, and having him associated with Booming Games has given us exposure, recognition and trust. It has also helped us become one of the first game providers to get certified in Brazil, allowing us to leverage the first-mover advantage.

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That said, not all brand ambassador deals are as successful as ours with Ronaldinho. Sometimes, they require a lot of effort, coordination and investment and the return might not justify this. That’s why it’s important to evaluate every potential partnership carefully.

Ultimately, the brand ambassador must genuinely resonate with your audience, complement your brand values and support your long-term goals. When done right, it can be a game-changer.

Driving awareness for a studio is harder than ever, but there are plenty of tactics to turn to that can deliver results while having plenty of fun in the process. Being heard is important, but you must be making the right noise in the first place.

The post Be Heard Above the Noise: Booming Games’ Dorota Gruszka on Standing Out in the Crowded Slot Studio Market appeared first on European Gaming Industry News.

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