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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.”

GR8 Tech

GR8 Tech Introduces Swipe-Based Matchmaking for iGaming

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The most compelling relationship narratives seldom begin with a sales presentation. They start with a spark, a bond, with something unique that’s difficult to describe.

This Valentine’s Day, GR8 Tech suggests setting aside formal meetings and allowing chemistry to lead with its “Perfect iGaming Match,” resembling Tinder: operators can swipe through GR8 Tech solutions and products like profiles on a dating app, connecting with those that suit their business: quick, straightforward, and with undeniable chemistry.

Prefer it fast and direct to GGR? Perhaps the Infinite Casino Aggregation will grab your attention.

Are you involved in domination and affiliate management? Discover what Aff.Tech offers…

Consider that a date is most enjoyable when safety is a priority? Risk Management completely concurs!

However—no additional spoilers. It’s time to swipe and discover for yourself.

How operators can find “the one”:
● Swipe-based discovery: Like any good Valentine’s day flirt, swipe right on what feels like “the one,” left on what doesn’t.
● Find the right product fast: From sportsbook to full turnkey, operators can meet their perfect match immediately.
● Start the right conversation: Once there’s a match, operators aren’t starting from scratch. They’re starting from “this is what we need.”

“Choosing the right tech stack shouldn’t feel like an endless first date with spreadsheets,” said Yevhen Krazhan, CSO at GR8 Tech. “This Valentine’s Day experience makes it fun to explore what you actually need, and makes it easier to start the right conversation with our team. When operators match with the right solutions, everything gets smoother: launches, growth, and day-to-day operations.”

This Valentine’s Day, GR8 Tech encourages operators to bypass the uncomfortable chit-chat, engage purposefully, and explore how compatibility manifests when technology, growth, and operations align seamlessly.

The post GR8 Tech Introduces Swipe-Based Matchmaking for iGaming appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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ASUS

ASUS and BLAST Premier Extend Partnership Ahead of 2026 Global Tour

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International competitive entertainment firm BLAST has today revealed a continuation of their collaboration with ASUS, a prominent global technology leader. After a successful collaboration in 2025, ASUS will be the Official Partner for Monitors, PCs, Laptops, Keyboards, and Mice for the entire 2026 season of BLAST Premier, a worldwide Counter-Strike 2 tournament series.

This collaboration will cover six events, three continents, and five nations throughout 2026, commencing this week in Malta for BLAST Premier Bounty S1. The occurrences are as detailed:

  • BLAST Bounty S1 – Malta: 13th January – 25th January.
  • BLAST Open S1 – Rotterdam, Netherlands: 18th March – 29th March
  • BLAST Rivals S1 – Fort Worth, Texas, USA: 29th April – 3rd May
  • BLAST Bounty S2 – Malta: 21st July – 2nd August
  • BLAST Open S2 – Europe: 26th August – 6th September
  • BLAST Rivals S2 – Hong Kong: 11th November – 15th November

Under the agreement, ASUS will supply its top-tier monitors, PCs, laptops, keyboards, and mice for use in broadcasting during all Premier events in 2026.

The ROG Strix XG248QSG Ace will remain in use on stage after successful implementation during the last three events in 2025. The display includes a 24.1-inch FHD Super TN panel boasting a 610Hz refresh rate and Extreme Low Motion Blur 2 (ELMB 2) technology for sharp motion clarity. It guarantees almost no latency with 0.8ms input delay.

The BLAST Premier Esports Station ‘Powered by ASUS’ is crafted for optimal tournament performance. These computers are equipped with the ROG Strix GeForce RTX™ 5090 graphics card, ROG Crosshair X870E Hero motherboard, and the AMD Ryzen™ 7 9800X3D CPU.

Kevin Nguyen, Director of Partnerships at BLAST, said: “2025 was an incredibly successful first BLAST Premier season in this new era of Counter-Strike and we’re proud to be going into 2026 re-signing with an industry leader in ASUS. ASUS products not only elevated our competition standards, but also created unique experiences for attending fans at our events. We’re excited to be expanding our partnership with ASUS in 2026 as BLAST Premier wows fans around the world and in new locations such as Rotterdam in March and Fort Worth in May.”

“For two decades, ROG’s mission has been to innovate products that offer exceptional experiences. As we celebrate our 20th anniversary, we’re bringing that legacy to the competitive scene like never before,” said Kris Huang, General Manager of the ASUS Gaming & Workspace Gear business unit. “With this partnership, we’ve built a seamless ecosystem between our ultrafast displays and precision gear. It’s all designed so that gamers can achieve their true potential together in play. This is For Those Who Dare to demand perfection and we are here to deliver it.”

The season commences with BLAST Premier Bounty and continues through to BLAST Premier Rivals, which concludes the season in Hong Kong, with ASUS completely integrated into BLAST broadcasts for maximum brand visibility. This encompasses the physical positioning of ASUS monitors, PCs, laptops, and their range of keyboards and mice. ASUS will be incorporated into both digital and physical branding, in-broadcast ads, and customized branded content shown on air.

Moreover, ASUS is provided with its own broadcast segment that emphasizes highlight replays, featuring exclusive camera angles that display ASUS technology in action. ASUS will engage directly with fans, setting up branded booths at every Premier Arena event, beginning in Rotterdam, which is BLAST’s inaugural event in the Netherlands.

BLAST performed surveys with participants in 2025 to gauge the impact of the BLAST x ASUS collaboration, revealing that over a third of fans in attendance already utilize ASUS products, and 76% of fans who interacted engaged with ASUS products post-event. This is a brand that individuals in the CS community admire and utilize, highlighting the brand’s significance within BLAST and the impact of direct advertising at esports events.

ROG items will likewise bear the labels:

  • “Official Monitor of BLAST Premier”
  • “Official PC of BLAST Premier”
  • “Official Laptop of BLAST Premier”
  • “Official Mouse & Keyboard of BLAST Premier”

The post ASUS and BLAST Premier Extend Partnership Ahead of 2026 Global Tour appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Blask Awards

Endorphina’s Hell Hot 100 Crowned “Ukraine Game of the Year” at the Blask Awards

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It’s getting hot in here! Hell Hot! Yes, Endorphina has only gone and won “Ukraine Game of the Year” in the prestigious Blask Awards with our fun and fiery Hell Hot 100!

Spicy, spirited fruit, flame-play, Hell Hot 100, which ignites the devil in all, demonstrates that we persist in achieving our objectives in expanding marketing frontiers, with increasingly inventive high-quality gaming experiences, and establishing new benchmarks in an iGaming sector that never rests.

This illustrates that the mechanics behind securing this award highlight Endorphina’s growing power in the market, particularly in terms of game promotion. To achieve victory, we needed to raise this game to be the leading contender by showtime, featuring the greatest number of operators in Ukraine.

In other words, the choice depended on market presence and the extent to which the game is accessible on operator websites in the nation.

This affirmation from Max Tesla, CEO and co-founder Blask, says: “Congratulations to Endorphina’s “Hell Hot 100” on winning Ukraine Game of the Year. This award isn’t about hype or a single campaign. It’s awarded to the game that achieved the widest real-market footprint, being featured by the highest number of operators in Ukraine as of 1 January 2026.”

“Reaching that level of distribution means your title proved itself where it matters most: in operator lobbies, day after day, at scale.”

By achieving yet another significant milestone, Endorphina strengthens its status as a top award-winning game developer in iGaming engineering, recognized for its innovative creations and profound insight into player preferences. Awards aren’t merely for appearance; they demonstrate our commitment to fulfilling our promises and recognize the daily dedication and talent of our team, along with the trust from partners and operators globally, in continually elevating standards across all our activities.

Instances like this demonstrate significant admiration from the industry, motivating us to strive further, envision more, and produce titles that not only engage but also ignite the audience’s cheers.

What comes next in Endorphina’s continuously expanding pipeline? Just keep watching and find out! Maintain your volume at the highest setting as we aim for even greater achievements to conquer in the upcoming days!

The post Endorphina’s Hell Hot 100 Crowned “Ukraine Game of the Year” at the Blask Awards appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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