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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.”
Latest News
QTech expands crash and fast games lineup with XUP Studio content
QTech has signed a new content agreement with XUP Studio to add more crash and fast games to its aggregation platform, extending its catalogue for operators across emerging markets including Latin America and Africa.
XUP Studio was founded in 2025 and is focused on crash and fast games. The studio said it is building new mechanics rather than relying on reskins. It currently has three games live, including Pingwin and Pigaboom, with four more in development and a further three planned for 2026.
Philip Doftvik, QTech’s CEO, said: “XUP Studio’s initial launch of some jaw-dropping crash and fast games is premised on clever mechanics, easily intelligible gameplay, high payouts and colourful graphics. This kind of content is well-suited to LatAm and African markets, which directly tracks our ongoing expansion throughout these territories. After such a dazzling beginning, we can’t wait to see what’s next from this rising star.”
Nikoloz Kadjaev, Co-Founder of XUP Studio, added: “Our idea was to build new mechanics in the fast and crash game segments. With the market flooded by reskins, XUP’s vision has always been to create something truly unique – not just visually, but mechanically as well. Emboldened by the breakout success of Pigaboom, our team will continue building games with mechanics that stand apart from everything else on the market. Having such a strong in-house think-tank enables us to carefully craft each product to a high standard. We are in no rush, never compromising on quality for faster delivery. In short, we don’t copy – we create something fresh that we would love to play ourselves.
“Partnering with QTech represents an ideal opportunity for us to strengthen our product distribution across emerging markets and deliver our fantastic crash games to more and more top-tier operators, unlocking untapped jurisdictions from Asia, through Africa and Eastern Europe, and on to Latin America for diversified growth.”
The post QTech expands crash and fast games lineup with XUP Studio content appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
3 Scarabs Of Rebirth
Spinomenal releases Egyptian-themed slot 3 Scarabs Of Rebirth
New 5×3 Hold & Hit title adds four bonus symbol types, a Buy Feature, and a top prize capped at x3,000 of the bet.
Spinomenal has launched a new slot title, 3 Scarabs Of Rebirth, expanding its Egyptian-themed content catalogue. The game is a 5×3 reel video slot built around a Hold & Hit-style bonus.
In the base game, the Pharaoh serves as the Wild and substitutes for all symbols except the Bonus, Boost, Collect, Multi and Jackpot symbols. The slot includes four main bonus symbol types: a Bonus symbol with values, a Boost symbol that applies a random bet multiplier (x2, x3, x4, x5, x7 or x10) across symbols, a Multi symbol that multiplies the value of other symbols (x2, x3 or x5), and a Collect symbol that aggregates Bonus symbol values into one prize.
A Bonus Blast Feature can add additional Bonus symbols when one or more appear without triggering the main bonus. The Hold & Hit Bonus Game triggers when six or more qualifying symbols land, holding triggering symbols in place and starting with three bonus spins that reset when new symbols land. During the feature, prizes can include symbol values ranging from x1 to x10 of the total bet, plus Mini (x20), Minor (x50) and Major (x150) jackpots. Filling all 15 cells awards the Grand Jackpot, capped at x3,000 of the total bet.
The title also includes a Buy Feature that lets players purchase direct entry to the Bonus Game at a cost scaled to the chosen bet.
Spinomenal CO-CEO Omer Henya said: “3 Scarabs Of Rebirth combines the eternal appeal of Ancient Egypt with the satisfying Hold & Hit gameplay that our players enjoy. There are four different Bonus symbols, each opening up a different path to victory and a Grand Jackpot of x3,000 up for grabs, making this a treasure hunt players won’t want to put down.”
The post Spinomenal releases Egyptian-themed slot 3 Scarabs Of Rebirth appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
Gamification
GoldenRace launches V5 mobile solution with unified app and WebGL branding
GoldenRace has launched its next-generation V5 mobile solution, the supplier announced on 1 July 2026 in Malta. The company positions the release as a mobile delivery upgrade for its virtual sports and betting content, aimed at maintaining performance under high player traffic.
According to GoldenRace, V5 consolidates its previous architecture into a single application and “drastically reduces load sizes by 80–90%.” The company also said the platform is built “completely from the ground up” with a unified UI/UX designed to remain responsive across different network conditions.
On product features, GoldenRace said V5 introduces “advanced WebGL capabilities” to support high-fidelity graphics and operator-controlled branding. It also adds native gamification tools across games, including custom Tournaments, Leaderboards and Free Bets.
The company also outlined three mobile upgrades intended to reduce friction in the betting flow: a Lobby with modular layouts and a one-click toggle between scheduled and instant views; a next-generation Betslip with richer visual components and “smart organisation”; and dynamic Leaderboards with configurable funding and custom point logic.
GoldenRace said operators can switch to V5 by “changing a single line of code,” and added that a demo is available for operators evaluating the new mobile solution.
The post GoldenRace launches V5 mobile solution with unified app and WebGL branding appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.
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