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Sky Bet signs five-year title partnership extension with the English Football League

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Sky Bet – part of Flutter Entertainment – has signed a record five-year partnership extension with the English Football League (EFL) that will see Sky Bet continue as the League’s title partner until the end of the 2028/29 campaign.

Building on a decade-long partnership,  the new rights fee represents a 50% increase from Sky Bet, providing significant revenues for EFL Clubs and support for the League’s overriding objective to make Clubs financially sustainable across all divisions.

The deal will also see Sky Bet invest £1 million per season and £6 million in total into a Community Fund held by the EFL to be invested into communities across England and Wales where EFL Clubs are located. Sky Bet and the EFL will use the funding to deliver activity via the EFL Trust and the network of Club Community Organisations (CCOs), with the initiatives in focus to be mutually agreed by the organisations.

Having first been agreed in 2013, the partnership – one of the longest and most significant in UK professional sport – is centred around a clear Memorandum of Understanding (MOU) between the two organisations that sets out how to deliver our joint objectives in a socially responsible way. This has always and rightly placed safer gambling at its heart, while also establishing a framework that allows us to engage the millions of EFL fans and connect them with the teams, players, and communities that they passionately support.

The MoU will continue to put the protection of children and other vulnerable individuals at its heart with both Sky Bet and the EFL making a renewed commitment to its approach in the promotion of the product.

Examples within the MoU include:

  • Sky Bet will not actively market themselves or their products in family areas of club stadiums or advertise to young fans
  • The EFL will dedicate a proportion of its central inventory to promote safer gambling messaging and support Sky Bet’s safer gambling campaigns
  • Sky Bet will fund a player education programme across the EFL’s 72 clubs that will focus on the potential dangers of gambling and provide support and advice

Both Sky Bet and the EFL will share learnings and insight from the partnership with Government, other sports and sector stakeholders to help inform the new sports sponsorship Code of Conduct which is being developed in accordance with the Gambling Act Review White Paper’s proposals.

Flutter recently welcomed the publication of the Gambling Act Review, which we see as a significant positive moment for the UK gambling sector, raising standards and bringing the regulatory framework into the digital age.

As part of the agreement, Sky Bet will continue as Official Title Partner of the Sky Bet EFL and Sky Bet Play-Offs on a worldwide basis. Sky Bet will also have rights to award the official Manager, Player and Goal of the Month awards as well as the seasonal ‘Golden Boot’ and ‘Golden Glove’ awards in each division.

Commenting, Steve Birch, Sky Bet Chief Commercial Officer, commented:  “I’m extremely proud of Sky Bet’s ongoing partnership with the EFL and delighted to have reached today’s agreement. Football is central to who we are and it’s great to be able to support the game and provide investment for Clubs across the Pyramid.

I’m particularly delighted that we can go one step further today with the announcement of our Sky Bet EFL Community Fund, seeking to make a real difference for people across England and Wales.

As the recent Sky Bet Play-Off Finals demonstrated, the EFL is going from strength to strength with packed grounds and millions watching games here in the UK and around the world.

We are absolutely committed to Safer Gambling, and I’m delighted that our partnership with the EFL shows how responsible betting and gaming operators, and sporting organisations can work together to promote safer gambling and tackle the issue of gambling harm.”

Commenting, Trevor Birch, EFL Chief Executive said: “For over a decade, Sky Bet has been a valuable partner for EFL Clubs, offering sustained investment to help Clubs navigate a volatile financial landscape and ensure fans can enjoy fantastic footballing entertainment in every corner of the country.

We have consistently seen our partnership evolve to move with the times and with community at the heart of the EFL, a new community investment fund is perfectly aligned and will help strengthen the partnership’s commitment to social responsibility. 

The Government’s recent Gambling White Paper highlighted the social responsibility measures that have accompanied our partnership with Sky Bet as being an example of good practice for the wider sports sector to learn from and we will look to deepen our commitment to the promotion of safer gambling as part of this extension.

On behalf of our Clubs we thank Sky Bet for its ongoing support to English football and we look forward to seeing our much-loved competition develop yet further with the additional certainty this investment provides.”

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How Established Operators Can Address Online Casino Vulnerabilities: Atlaslive’s Recommendations

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This article concludes Atlaslive’s series exploring online casino vulnerabilities and the ways established operators can address them early.

Throughout the series, several key exposure areas were examined, including cybersecurity threats, KPI warning signals, financial leakage risks, infrastructure and platform limitations, as well as compliance and regulatory pressure. Each of these factors can directly influence revenue stability, player trust, and long-term operational scalability.

In this final installment, Atlaslive specialists present a set of mitigation principles designed to help operators reduce operational exposure and maintain stability as their businesses expand.

A Structured Approach to Reducing Operational Exposure

Since 2019, Atlaslive has worked with operators across multiple markets and at different stages of growth, including companies transitioning from legacy platforms in search of greater stability and operational control.

Based on this experience, one consistent observation emerges: vulnerabilities rarely result from a single failure. More often, they develop through disconnected operational processes, delayed system visibility, or infrastructure that was not designed to support increasing complexity.

To address these risks, Atlaslive specialists recommend a structured operational approach.

Monitor KPIs in Real Time

Early anomaly detection plays a key role in identifying potential vulnerabilities before they escalate.

Continuous monitoring of indicators such as Registration-to-Deposit Conversion (Reg2Dep), payment success rates, chargebacks, retention metrics, and player lifetime value allows operators to detect performance distortions at an early stage. Acting on these signals quickly helps prevent small operational issues from turning into structural revenue losses.

Integrate Risk, Payments, and CRM Systems

When systems operate separately, operational blind spots often appear, making fraud detection and oversight more difficult.

A unified architecture that connects risk management, payment processing, and CRM systems improves visibility across both player behavior and financial flows. This integration enables faster responses to fraud attempts, bonus abuse, and unusual player activity.

Strengthen Security Governance

Security governance remains a core component of operational resilience.

Multi-factor authentication, encrypted infrastructure, and standardized security frameworks help minimize both technical and regulatory risks. Consistent security practices also support compliance requirements in regulated markets.

Automate Compliance Workflows

As regulatory requirements continue to grow in complexity, manual processes increase the risk of operational errors.

Automated KYC triggers, transaction monitoring systems, and reporting workflows allow operators to maintain consistent compliance standards while reducing operational friction and cross-market inconsistencies.

Maintain Continuous Operational Support

Operators expanding into multiple jurisdictions face increasing operational pressure.

Continuous technical monitoring combined with localized support enables faster incident response and helps maintain platform stability during peak traffic periods, market expansion, or high activity.

“Vulnerability management is not a reactive exercise. It is an ongoing operational discipline that protects revenue, player trust, and regulatory standing.”
—Tetiana Honchar, Platform Product Manager at Atlaslive

Building Long-Term Operational Resilience

Online casino vulnerabilities rarely appear suddenly. They tend to develop gradually through small operational gaps, unnoticed KPI changes, or infrastructure that struggles to handle scale.

For established operators, proactive monitoring and structured governance are essential. Security, performance, compliance, and scalability must function together as part of an integrated operational system.

Operators that treat vulnerability management as a continuous operational discipline are better positioned to protect revenue integrity, maintain regulatory standing, and scale their businesses with greater stability.

To learn more about this topic, read the full article on the Atlaslive blog.

This document is provided to you for your information and discussion only. This document was based on public sources of information and was created by the Atlaslive team for marketing usage. It is not a solicitation or an offer to buy or sell any gambling-related product. Nothing in this document constitutes legal or business development advice. This document has been prepared from sources Atlaslive believes to be reliable, but we do not guarantee its accuracy or completeness and do not accept liability for any loss arising from its use. Atlaslive reserves the right to remedy any errors that may be present in this document.

About Atlaslive

Atlaslive is a B2B software development company that specializes in creating a multifunctional and automated platform to optimize the workflow of sports betting and casino operators. Key components of the Atlaslive Platform include Sportsbook, Casino, Risk Management and Anti-Fraud Tools, CRM, Bonus Engine, Business Analytics, Payment Systems, and Retail Module. Follow the company on LinkedIn to stay updated with the latest news in iGaming technology.

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22Bet Partners

22Bet Partners Launches €10,000 Total Prize Pool Affiliate Giveaway for New Partners

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22Bet Partners has launched a new social media giveaway designed to welcome new affiliates into its global partner network — this time with a €10,000 total prize pool waiting to be claimed.

The campaign, hosted on the company’s official Instagram page and running until April 15, will select ten winners, each receiving €1,000 credited to their affiliate account. The initiative offers new partners an opportunity to join the program while boosting their starting affiliate balance from day one.

Participation in the campaign follows a simple format familiar to anyone active on social media. To enter the giveaway, participants need to complete three steps:

Once the campaign concludes, ten winners will be randomly selected from participants who completed all steps and liked the post. Selected users will be contacted directly and asked to provide their Affiliate ID so the reward can be credited to their affiliate account.

More detailed participation rules and conditions can be found in the official giveaway post on the 22Bet Partners Instagram page.

The promotion is available exclusively to new affiliates joining the 22Bet Partners program. The initiative reflects the brand’s ongoing focus on expanding its global affiliate network and supporting partners who choose to grow alongside the platform.

General 22Bet Partners Terms & Conditions apply to this promotion.

The post 22Bet Partners Launches €10,000 Total Prize Pool Affiliate Giveaway for New Partners appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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LOUD and SuperGaming Launch Prime Rush in Brazil, Bringing Battle Royale and Extraction Gameplay for Mobile

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Prime Rush, a mobile shooter combining battle royale survival with extraction-style gameplay, has officially launched in Brazil on Google Play for Android and the App Store for iOS. Developed by SuperGaming in partnership with Spacecaps, the parent company of LOUD, the game has been built with direct feedback from Brazilian players and creators during its Closed Beta and Early Access phases.

Prime Rush introduces a unique twist to the traditional battle royale format. In addition to surviving until the end of the match, squads can secure an early victory by extracting Cosmium, a rare resource that spawns during the final circle. This dual win condition creates a match environment where squads must decide whether to outlast opponents in a final-circle finish or take a more tactical route to win through Cosmium extraction.

The game also features a flexible tactical ability system built for high-tempo mobile combat. Active Abilities such as DeadEye, Shield Dome, Super Speed, and Hunter’s Instinct allow players to approach matches through precision, defense, mobility, and intel respectively.

Bruno Bittencourt, CEO of LOUD, said:
“Brazil has one of the most passionate gaming communities in the world, yet we’ve spent years playing games that weren’t built with us in mind. Prime Rush is a game created for Brazilian players, shaped daily by the communities we’ve built over the past decade. We’ve been listening to them every single day. It’s a game that finally feels like home.”

Roby John, CEO and Co-founder of SuperGaming, added:
“Brazil has one of the most competitive mobile shooter audiences that we have seen, and from the start we wanted Prime Rush to be both authentic and accessible. For us, that meant building a game that feels true to Brazil while also making sure it runs smoothly across a broad range of devices so more players can experience it the way it was meant to be played.”

The battle takes place on the island of Maré, the setting for Prime Rush’s battle royale extraction experience. Prime Rush also includes a Mini TDM mode (Favela) — a quick 4v4 mode designed for shorter, high-intensity firefights on the go.

At launch, the game introduces a lineup of new Brazilian heroes including Juliana, Rafael, Miguel, Rogério, Dos Santos, Julia, and Gustavo, with character customization allowing players to personalize their experience. Players can also customize their weapon experience with the new Evo-X skins. These are upgradeable gun skins featuring three switchable chromas, enhanced visuals and VFX, unique inspect and reload animations, custom fire SFX, unique kill feed treatment, and distinct muzzle and tracer effects.

Prime Rush goes live with multiple limited-time modes including DeadEye Rush, Pants in the Air, and Weapon Roulette, offering players shorter duration matches for quick jump-in and jump-out sessions beyond its core battle royale extraction gameplay.

The game launches with its first Ranked Season, allowing players to climb through Bronze, Silver, Gold, Platinum, Diamond, Champion, Legend, and Cosmic.

Season 1 Battle Pass: Street Legends is also here, bringing a new lineup of rewards for players as they progress through the season. These include:

  • New Avatars: Laura, Juliana, Rafael

  • Weapon Skins: Subliminar, Grafitada, Suavidade, Firmeza, Raiz, Brabo, AK-BR7

  • Melee Weapon: Chinela (Slipper)

  • Vehicle Skin: Lenda Urbana

  • Additional Rewards: Stickers, Dive Trails, Emotes, and Portraits

Prime Rush System Requirements
Powered by SuperPlatform, SuperGaming’s in-house tech stack, Prime Rush currently supports Android 7 and above with 4GB RAM, as well as iOS 15 and above. Based on Early Access performance reports, the game delivers a stable 40 FPS on lower-end devices with recommended graphics settings, while mid-to-high-end devices can achieve up to 60 FPS.

This makes Prime Rush playable across a wide range of mobile devices, helping ensure that more players in Brazil can access the game on both Android and iOS. SuperGaming is continuously optimizing Prime Rush to support more devices over time. Performance and visual fidelity may vary depending on hardware and user-selected graphics settings.

Players can check out the launch trailer here: https://www.youtube.com/watch?v=Op5KreKoLmY

The post LOUD and SuperGaming Launch Prime Rush in Brazil, Bringing Battle Royale and Extraction Gameplay for Mobile appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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