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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.”

Betsson AB

Betsson AB Publishes its Interim Report for the First Quarter of 2026

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Betsson AB has published its interim report for the first quarter of 2026 (1 January – 31 March 2026).

Highlights of the Report

• Group revenue was EUR 285.3 (293.7) million, a decrease of 3%. Organic increase of 4%.

• Casino revenue decreased by 4%. Sportsbook revenue increased by 1% and the sportsbook margin was 8.4% (8.0%).

• EBITDA was EUR 50.0 (77.7) million, a decrease of 36%. The EBITDA margin was 17.5% (26.5%).

• Operating income (EBIT) was EUR 34.0 (64.0) million, a decrease of 47%. The EBIT margin was 11.9% (21.8%).

• Net income was EUR 25.5 (48.4) million, corresponding to EUR 0.18 (0.35) per share.

• Operating cash flow was EUR 58.1 (86.4) million.

• Net debt was EUR -165.0 (-177.8) million.

• Active customers were 1.5 (1.4) million.

CEO Comment:

“During the first quarter of the year, our B2C operations continued to perform well, with solid growth and strengthened market positions, while our B2B revenue continued to decline. Group revenue amounted to EUR 285 (294) million and operating income (EBIT) to EUR 34 (64) million.

“Revenue for the B2C operations increased by 15 percent year-on-year. Growth was particularly strong in Latin America, where revenue rose by 25 percent and accounted for one-third of total Group revenue, primarily driven by positive performance in Peru. Here, we have a competitive product offering and a long-established, strong brand. Western Europe also delivered double-digit growth, with Italy as the main driver, where we continued to gain market share in both sports betting and casino. In Central and Eastern Europe and Central Asia (CEECA), B2C revenue increased, with particularly strong growth in Croatia and Greece. Overall, our B2C business continues to grow and make a significant contribution to the Group’s earnings. We keep investing in several B2C markets where we have not yet reached profitability, which reduces operating income by approximately EUR 10–15 million on a quarterly basis. We continue to believe that these markets have the potential to become profitable, while we closely monitor and evaluate their development and future prospects.

“Revenue in the B2B operations decreased to EUR 51 (90) million, driven by lower revenue from one customer. However, activity for this customer has stabilized since early December. Over the medium term, we are confident that we can increase our B2B revenue with both existing and new partners.

“In March, we entered into an agreement to acquire Rhino Entertainment Group’s B2C business, including a license in Canada, as well as a number of technology assets for our B2B business. The transaction is in line with our strategy to create long-term value through investments in both existing and new B2C markets, and through further developing our B2B offering. The acquisition is expected to deliver economies of scale, improved profitability and enhanced growth opportunities in both business areas.

“The share of revenue from locally regulated markets amounted to 73 (59) percent, the highest level to date. Our strategy going forward continues to be based on a balanced mix of revenue from locally regulated markets and markets served through Point-of-Supply (POS) licenses. However, the increased share of locally regulated revenue is a key to explaining the lower profitability compared with the corresponding period last year.

“We have had a positive start to the second quarter. Average daily revenue, up to and including 21 April, has been 3.7 percent higher than the corresponding daily average for the full second quarter of 2025. However, it should be noted that the sportsbook margin at the start of the quarter has been above the average for the past eight quarters.

“On the product and technology side, we continue to enhance the customer experience with improvements across the entire customer journey—from seamless payment solutions to an attractive and engaging gaming offering. For example, new Bet Builder functionality, AI-powered match previews and enriched live stats were introduced for the sportsbook.

“In June, the FIFA World Cup will begin, which we expect to contribute to increased activity and customer intake. Our investments in recent years have strengthened our position and, with a competitive offering, a strong brand and a proven strategy, we are well positioned to capitalise on opportunities in the global online gaming market.”

The post Betsson AB Publishes its Interim Report for the First Quarter of 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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India: Online Gaming Act to Come into Force on May 1

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The Ministry of Electronics and Information Technology in India (MeitY) has introduced a revised regulatory framework for the online gaming sector, adopting what it calls a “light-touch” approach that keeps most online social games outside mandatory registration or classification requirements.

Announced by MeitY Secretary S. Krishnan, the Promotion and Regulation of Online Gaming Rules, 2026 are set to come into force on May 1, operationalising the provisions of the PROG Act, 2025 while attempting to strike a balance between oversight and ease of doing business.

At the centre of the framework is a newly constituted Online Gaming Authority, a digital office under MeitY that brings together representatives from finance, information and broadcasting, health, sports, power, justice and external affairs signalling a cross-sectoral approach to governance in a space that cuts across policy domains.

The rules redraw the regulatory boundaries by clearly distinguishing between prohibited real-money gaming formats and permissible categories such as online social games and e-sports. Crucially, classification or “determination” of a game will not be automatic. It will be triggered only in three cases: when initiated by the authority, when a service provider applies (especially for e-sports), or when the government notifies specific categories.

Once triggered, the determination process will follow a 90 day timeline, with outcomes issued through formal orders that apply only to the specific game and publisher, rather than across similar titles.

Registration, too, has been narrowed in scope. It will apply only to notified categories involving financial risk or large-scale participation, along with all e-sports titles. As of now, no categories have been formally notified, with the provision described as enabling rather than mandatory.

Beyond classification, the framework leans heavily on compliance and user safety. Platforms will be required to implement technical and behavioural safeguards, alongside a two-tier grievance redressal system and an appellate route through the authority. Additional obligations include data retention, cybersecurity standards, financial transaction monitoring and periodic reporting extending compliance responsibilities to banks and financial institutions as well.

Structurally, the rules simplify earlier drafts by removing provisions such as a separate section on promoting e-sports and the concept of “material change,” reducing room for interpretational ambiguity. The authority itself will comprise six members, with stricter quorum norms and faster emergency response timelines cut from seven days to three.

Registration validity has been extended to up to 10 years, while suspension and cancellation processes now include a mandatory opportunity for hearing, reflecting a more formalised enforcement mechanism.

The ministry said the revisions incorporate feedback from around 2500 stakeholders, spanning industry, academia, think tanks and legal experts many of whom had flagged concerns around definitions, governance structures and regulatory clarity.

The post India: Online Gaming Act to Come into Force on May 1 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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CT Interactive Expands its Certified Portfolio in Bulgaria

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CT Interactive has strengthened its presence in Bulgaria’s regulated iGaming market by expanding its certified portfolio with 20 new titles. This strategic move underscores the company’s commitment to delivering high-quality and engaging gaming content tailored to the Bulgarian market.

As part of the expansion, CT Interactive introduces new games to its multicurrency, multi-game progressive Diamond Tree Jackpot, including HOT 7’s X2 Diamond Tree and Wild Clover Diamond Tree. These titles are also available as original versions without the Diamond Tree feature and have already demonstrated strong player engagement and retention across multiple international markets.

The company has also added new releases to its successful Clover-themed line, including Cave of Clovers and Lucky Clover 20, the latest addition to the beloved series. These games feature vintage-inspired graphics and nostalgic design elements that enhance player engagement while maintaining the charm that has made the Clover series a favourite among players worldwide.

Additionally, CT Interactive launches Win Storm Deluxe, the highly anticipated sequel to the internationally successful Win Storm. This new release builds on the original concept and introduces Free Games, delivering an even more dynamic and exciting gameplay experience.

A selection of fresh titles is also being introduced to provide new gaming experiences for Bulgarian operators. Games such as 100x Cherry Party, 40 Hell’s Cherries, and Hell’s Cherries each offer a unique approach, enriching the portfolio and providing players with a wider variety of engaging content.

“Certification in Bulgaria is an important part of our European growth strategy. By expanding our portfolio, we are not only strengthening our market presence, but also providing Bulgarian operators with a proven successful and more diverse content offering,” said Martin Ivanov, COO of CT Interactive.

“With every new certification, we reaffirm our commitment to strengthening partnerships in regulated markets and to being a provider of high-quality content that performs well for every operator,” said Kiril Kirilov, Chief Customer Success Officer at CT Interactive.

The post CT Interactive Expands its Certified Portfolio in Bulgaria appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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