Latest News
Sky Bet signs five-year title partnership extension with the English Football League
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.”
crash titles
DragoBet Launches Multi-Regional Casino and Sportsbook Platform
DragoBet has launched its online casino and sportsbook as a service designed for use across multiple markets. The platform adjusts language, currency, and payment settings by region, while keeping casino play and sports betting available through a single account.
Players complete one registration and can use the platform on desktop and mobile devices, with the same account structure and balance maintained across all access points.
Casino and Sportsbook Offering
Drago Bet launches with a casino catalogue exceeding 10,000 titles, covering a broad range of play styles. The selection includes slot games, table formats, live dealer tables, jackpots, crash titles and other feature-based releases. Games are supplied by more than 100 established software providers, combining well-known titles with newer releases within the same library.
DragoBet sportsbook is built into the same environment as the casino and covers a mix of international competitions and locally followed events. Football, basketball, tennis and cricket make up the main focus, while a range of other sports is also included. Betting is available both ahead of kick-off and during live matches, with prices updating continuously as games unfold.
Account Structure and Payments
A single account and wallet connect both casino and sportsbook activity. A single account and wallet connect casino and sportsbook play, with one DragoBet login used to access all products under the same balance.
DragoBet casino supports a range of commonly used payment options, depending on market and currency. These typically include bank transfers, debit and credit cards, alternative card solutions, digital wallets such as Google Pay, Apple Pay, Revolut and N26, as well as cryptocurrency payments. The exact methods available are displayed within the platform.
Deposits are processed online, while withdrawals are handled following account verification in line with standard internal procedures.
Security and Compliance
The platform operates under an established offshore gaming framework. Standard operational controls are applied, including encrypted data transmission and transaction monitoring.
Know Your Customer (KYC) and Anti-Money Laundering (AML) procedures form part of the withdrawal process. These measures are applied to support account security and payment integrity.
Bonuses and Player Programs
The casino offers a structured DragoBet bonus system for new and returning players. The welcome package is delivered across multiple initial deposits, with defined wagering conditions. Additional promotions, reload offers and cashback campaigns are available on an ongoing basis.
A loyalty system, Dragon Throne Club, is integrated into the platform. The program is structured across multiple levels and provides cashback, rakeback and account-based rewards tied to continued play.
The post DragoBet Launches Multi-Regional Casino and Sportsbook Platform appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Compliance Updates
Cyprus Betting Authority Deploys 150 Secret Agents to Conduct Raids on Betting Agencies
The Cyprus NBA is significantly ramping up its regulatory oversight for 2026. Raids on betting agencies are being carried out by “undercover” agents as part of stepped-up checks by the NBA to ensure compliance with the law.
The NBA has procured inspection services from the private sector, deploying 150 undercover agents who pose as customers and enter betting premises unannounced.
While on site, the agents monitor staff conduct, check whether illegal bets are being placed and verify that minors are not present.
Alongside these surprise visits, NBA officers also carry out on-site inspections and monitor betting websites used by hundreds of players, while inspections are also conducted to identify potential money-laundering activity.
The issues related to the violations of rules were raised during a meeting of the House Finance Committee, where an NBA representative said the Authority imposed fines totalling €46,000 last year.
Of that amount, €26,000 related to breaches linked to the lack of required licences, with the remainder stemming from the presence of minors on premises and other violations of the legislation.
At the same time, data submitted to parliament showed that bets worth €1.3 billion were placed last year, with players receiving €1.17bn in winnings.
Against that backdrop, and following an increase in the betting tax, state revenue from betting rose to €6 million, up from €3.2m a year earlier.
During the discussion, it was also noted that a draft bill has been pending at the Ministry of Finance for around a year.
The bill provides for new products and services, as well as enhanced safeguards for responsible gaming and the protection of minors.
A representative of the ministry clarified that there are no plans to introduce online casino games.
Expected revenue from betting activity is projected at €71.85m this year, an increase of 28.03 per cent, or €15.73m, compared with 2025.
Revenue is forecast to rise further to €75.27m in 2027 and €78.59m in 2028.
Breaking down the figures, betting tax is expected to generate €53m, licence fees €8.2m and betting activity contributions €10m.
Class A and Class B licence holders pay tax at a rate of 10 per cent on net betting earnings, with Class A covering land-based betting and Class B online betting.
In addition, €32m relates to betting tax on Opap’s Cyprus’ gross profits under the new contract, while licences for Class A and B operators, authorised representatives and premises are expected to bring in €2.8m.
A further €5m concerns Opap’s Cyprus’ licence fee and €0.4m its supervision contribution, also under the revised agreement.
The post Cyprus Betting Authority Deploys 150 Secret Agents to Conduct Raids on Betting Agencies appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Amusnet
Amusnet Marks 10 Years with Landmark Award Recognition at ICE Gaming
Amusnet has been honoured with the prestigious Landmark Award, presented during a special ceremony at ICE Gaming. The award, recognising milestone achievements and standout contributions across the global gaming sector, was received on behalf of the company by Amusnet CEO Ivo Georgiev, as Amusnet celebrates its 10-year anniversary.
The recognition highlights a decade of progress and impact, celebrating Amusnet’s achievements in driving growth, expanding its global footprint, and consistently delivering high-performing gaming content and solutions. It also reflects the company’s commitment to sustainability and building long-term value through strong partnerships across regulated markets.
Commenting on the award, Ivo Georgiev said: “This award reflects ten years of teamwork, trust, and a clear vision. I accept it on behalf of our teams and partners, and we’re proud to continue building what comes next together.”
Receiving the award at ICE Gaming underscores Amusnet’s position as a trusted and forward-looking industry leader and marks an important milestone as the company looks ahead to its next decade of growth.
The post Amusnet Marks 10 Years with Landmark Award Recognition at ICE Gaming appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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