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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.”

AI

QCI to Showcase Agentic Platform Capabilities at IGA 2026

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Quick Custom Intelligence (QCI), a leading provider of AI-driven operations software for tribal gaming resorts, announced it will showcase its evolving QCI Agentic Platform at the Indian Gaming Association (IGA) Tradeshow & Convention, March 31–April 2, 2026, at the San Diego Convention Center (Booth #2735).

The QCI Agentic Platform reflects the continued advancement of the company’s enterprise system, enabling operators to move from real-time insight to real-time action across gaming, marketing, player development, and hotel operations. Designed for on-premise and hybrid environments, the platform supports secure, property-level AI deployment while maintaining full operational control.

Rather than introducing a new system, QCI’s approach extends the capabilities operators already use—bringing analysis and execution closer together within a unified operational environment.

“This is a continuation of the platform our customers already rely on. We’re building on what works and extending it, so operators can act on information faster, without changing the way their business runs,” said Dr. Ralph Thomas, Co-Founder and CEO of QCI.

The QCI Agentic Platform builds on QCI’s established product suite, including:

• AGI56.1, a major platform release featuring more than 1000 enhancements across operations

• Chatalytics, QCI’s conversational analytics interface for real-time data access

• QCI Dispatch, a new core operational tool supporting real-time coordination and execution

Together, these capabilities enable operators to unify data, streamline workflows, and respond more quickly to changing conditions across the property.

Attendees will experience how QCI connects data, decision-making, and execution within a single operational system.

“We’re focused on practical improvements that help teams do their jobs more effectively. This is about making systems more responsive, more connected, and easier to use in day-to-day operations,” added Thomas.

The post QCI to Showcase Agentic Platform Capabilities at IGA 2026 appeared first on Americas iGaming & Sports Betting News.

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Eeze

Eeze signs global partnership with EveryMatrix

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Eeze, the next-generation casino supplier, has announced a comprehensive global distribution agreement with EveryMatrix, extending the reach of its live dealer and upcoming slots portfolio to EveryMatrix’s worldwide partner network.

Under the partnership, Eeze’s full range of live dealer titles, including its recently launched Fusion Roulette, alongside forthcoming slot releases, will be made available across EveryMatrix’s Game Aggregator Network. The deal covers EveryMatrix’s active markets globally, marking a key milestone for the supplier’s international expansion.

Mikko Hoglund, Partnership Manager at Eeze, said:

“Partnering with EveryMatrix is an important moment for us as we look to push our games to a wider network of players than ever before. We have a lot of exciting product releases to come in the next few months, and know that these games, as well as our existing portfolio, will be well received across EveryMatrix’s customer base.”

Bjorn Sjoberg, Chief Commercial Officer at EveryMatrix, added:

“We are very pleased to be adding Eeze’s full product suite to our aggregation offering. With best-in-class live products and an exciting array of RNG games on the roadmap, we’re confident that our customers will enjoy the differentiation these titles bring to market.”

With this partnership, Eeze strengthens its footprint in regulated markets and positions its Fusion Roulette and slot titles for maximum visibility, giving operators a compelling mix of content to offer players worldwide.

The post Eeze signs global partnership with EveryMatrix appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Aristocrat Gaming

Aristocrat to Unveil New Class 2 Games at the 2026 Indian Gaming Tradeshow & Convention

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Aristocrat Gaming and Aristocrat Interactive to unveil a broad portfolio of new products at the 2026 Indian Gaming Tradeshow & Convention (IGA) in San Diego, Calif., at booth #1629. Among the more than 60 innovations on display, highlights will include the tradeshow premiere of several Class 2 games; Class II Mobile, which bridges the gap between the casino floor and the digital world; Modernized Membership, designed to enhance operator-player relationships; and the newly acquired Gaming Analytics, bringing powerful data-driven insights to operators.

Aristocrat Gaming will reinforce its position as the leader in Class 2 gaming with several tradeshow premieres and expansions of player-favorite game families, including:

• Mr. Money Bags Makes Another Mint is a sequel to the original player-favorite, now with Triple Metamorphic features that can be triggered by themselves, in pairs, or all three at once. Plus, a new Frenzy Cash feature can trigger a wheel bonus for a chance at the Frenzy Jackpots SSP.

• Mr. & Ms. Money Bags brings the ever-popular Mr. Money Bags to a new stepper game and introduces a new VGT character – Ms. Money Bags. This all-new game appears on the new Marquis cabinet with a digital wheel showcase and a double metamorphic that can be triggered independently or together.

• Other titles on display include popular Class 3 hits, now available in Class 2: Coin Trio Buffalo, Spooky Link, and Bao Zhu Zhao Fu Ignite Blue and Red Prosperity.

Hardware also takes center stage, and the company’s games will appear on the industry’s leading cabinets in both Class 2 and Class 3. Aristocrat Gaming will show a breadth of content for The Baron Portrait, The Baron Upright, Crown Bartop, King Max, Marquis, MarsX Portrait, MarsX Upright, and Neptune Single cabinets.

Class 3 titles include Bao Zhu Zhao Fu Firecracker Express, Lightning 10 Year Storm, and Spooky Link Grand, which all recently made their official U.S. debuts. Also on display will be MONOPOLY Big Board Bucks and NFL Super Grand Champions, both first seen by attendees at G2E 2025. Finally, show attendees can look forward to seeing player-favorite titles such as The Hunt for Neptune’s Gold, Crazy Dragons, and Fo Mo Mummy.

Gaming Systems from Aristocrat Interactive are modernizing both the cardless and cashless membership journey, all while increasing operator efficiency, player loyalty, and maximizing loyalty programs. Software solutions on display include OASIS Loyalty, OASIS Connect, PlayerMax, and Oasis Digital Wallet. Transformative hardware solutions in the booth include nCompass and Intelligent Card Reader Pro.

Aristocrat Interactive iGaming & Sports will display the Class II Mobile Solution. Class II Mobile bridges the gap between the casino floor and the digital world by delivering player-favorite games anytime, anywhere on approved tribal gaming land. Class II Mobile is a full turn-key solution and is built on a proven tech stack. It extends the casino brand directly into players’ hands and helps to boost retention with built-in loyalty and real-time engagement, all while offering geolocation solutions. Class II Mobile can evolve into a full-scale digital ecosystem with built-in Sports and iGaming PAM built to scale.

Gaming Analytics, recently acquired by Aristocrat, is a U.S.-based provider of A.I. technology for real-time player analytics, slot optimization, and marketing automation, designed to work alongside traditional casino management systems. At IGA, Gaming Analytics will exhibit at booth #1406 with live demonstrations across slots, database marketing, and player development. The company will present examples of how casino teams use GA’s A.I. to reduce operational friction, speed decision-making, send real-time insights to host teams through its mobile app, and gain clearer floor visibility to identify performance issues.

The post Aristocrat to Unveil New Class 2 Games at the 2026 Indian Gaming Tradeshow & Convention appeared first on Americas iGaming & Sports Betting News.

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