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Voxbet launches industry-first, voice-activated betting with the At The Races app to boost UX ahead of Cheltenham

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BetCaller is the sector’s first voice-activated betting and digital navigation tool – and it’s Festival-ready

Voxbet, the leading technology company which enables sports bettors to speak their bets, has gone live on the At The Races app ahead of The Cheltenham Festival. At The Races has branded its service BetCaller, and it’s the industry’s first voice-activated betting and digital navigation tool.

BetCaller allows users to place bets quickly and easily using voice recognition. It effortlessly sorts through myriad horses across tens of daily racecards, mapping upcoming action from all UK and Irish racecourses, alongside international racing from North and South America, Hong Kong, France, South Africa and Australia.

Voxbet’s voice-recognition software automatically picks up any horse’s name, alongside the requested bet type and bet stake, and then BetCaller sends users a pre-populated betting slip with their details to confirm.

The result is a seamless service which solves for a host of sportsbook problems. After all, navigation of any sportsbook invariably involves a lot of clicks, with a range of tabs, drop-down menus and derivative markets often acting as obstacles to placing or even locating your preferred market, selection or bet.

BetCaller also accounts for regional dialectal variations and mispronunciations thanks to its machine-learning algorithms whose pinpoint accuracy only improves as they assimilate more vocal data.

The tool searches and verifies against all runners listed on the At The Races app (specifically, horses entered in races within the next 48-hour window) and can execute popular multi-bets – such as Yankees, Trixies and Lucky 15s – alongside standard Win and Each-way singles.

Matthew Taylor, Director of New Media & Innovation – At The Races, said: “At The Races is all about adopting the latest technologies and ideas to improve the digital customer experience for our loyal racing fans, with the aim of revitalizing a sport we love for both the current generation and the ones to come. We loved the idea of voice-activated betting and are delighted to partner with Voxbet to launch BetCaller onto our app.”

Sam Boswell, Head of Sponsorship at BetVictor, added: “We are delighted to partner with At The Races to deliver a modern way to bet for those using BetCaller on the ATR app. Innovating and improving the customer journey are both key to our business and how we think as an organisation. We loved the idea behind BetCaller and cannot wait to see the result and feedback from our customers in the coming weeks.”

Jonathan Power, Founder and MD of Voxbet, said: “Put succinctly, the new BetCaller functionality enables users to place bets quickly and easily using voice recognition. And this will produce major benefits for racing and wider sports fans by instantly improving their betting and viewing experiences. Needless to say, going live with a brand as renowned and trusted as At The Races brings with it an instant endorsement of Voxbet’s accuracy and speed. We’re thankful to them for their responsive collaboration to get BetCaller out there before an event as consequential as the Cheltenham Festival.

“Voxbet’s early development was intertwined with horse racing, working with great brands like the PMU, William Hill, Paddy Power and Betsson. We reasoned: if we can get our speech-recognition software right for the nuanced and jargon-heavy world of betting on racing, all other sports would swiftly follow suit! And so it’s proving, I’m delighted to say, with soccer and major US sports available, including breakthrough BetBuilders functionality. BetCaller is just the latest example of how Voxbet is getting global sportsbooks up to speed with modern and future trends in ecommerce.

“Ultimately, Voxbet is where simplicity fosters ubiquity. Once placing a bet can be as easy as speaking it, betting by voice will become ubiquitous. And BetCaller is another significant step down that road.”

The post Voxbet launches industry-first, voice-activated betting with the At The Races app to boost UX ahead of Cheltenham appeared first on European Gaming Industry News.

AGLC

High 5 Games wins AGLC supplier approval ahead of Alberta iGaming launch

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The supplier can now distribute its online casino titles beyond Play Alberta to all licensed operators in the province.

High 5 Games has secured supplier approval from the Alberta Gaming, Liquor and Cannabis Commission (AGLC), allowing the studio to supply its online casino content to all licensed operators in Alberta’s newly opened commercial iGaming market.

The company has been live in the province since 2024 via Play Alberta, the government-operated platform, where it said titles including DaVinci DeluxeWays, Billionaire’s Bank and Green Machine have become player favourites. With the commercial market now open, High 5 Games said the same portfolio can be offered across operators entering Alberta.

Alberta’s commercial iGaming market is set to open on July 13, 2026, becoming Canada’s second province after Ontario to allow private-sector operators. The market is overseen by AGLC and the Alberta iGaming Corporation (AiGC) and launched with nearly 50 registered operator brands, according to the company.

“Alberta players already know and love our games through Play Alberta, that is a head start no newcomer to this market can claim. With the open market live, every operator in the province can now offer their players the award winning High 5 titles they have been playing for years, from day one.” says Tony Singer, CEO at High 5 Games.

High 5 Games said the AGLC approval expands its regulated North American footprint, which it listed as including New Jersey, Michigan, Pennsylvania, Connecticut, West Virginia, Ontario, Quebec and British Columbia. The company said it has developed more than 300 games over three decades.

The post High 5 Games wins AGLC supplier approval ahead of Alberta iGaming launch appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Desiree Dickerson CEO and co-founder of THNDR

Jackpot.com adds THNDR PvP skill games across six US states

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Jackpot.com has launched real-money player-vs-player (PvP) skill games and tournaments through a new partnership with B2B skill games platform THNDR. The games are now live in Arkansas, Colorado, Massachusetts, New Jersey, New York, and Ohio via the Jackpot.com app on iOS and Android.

Under the rollout, Jackpot.com users can play head-to-head skill titles including Solitaire and Blocks, as well as tournament formats intended to drive repeat engagement alongside draw games and scratch tickets.

“Jackpot.com is the first big operators in real-money gaming to put skill games in front of its players, and launches at this scale are how skill gaming goes mainstream,” said Desiree Dickerson, CEO and co-founder of THNDR. Dickerson added that THNDR’s network has seen “more than 160 million games played and verified” and cited a “99.99% match-fill rate.”

THNDR said its cross-operator liquidity matches players against “a real opponent” and uses “patent-pending game verification and a 50/50 target win rate” for match integrity. The company also positioned the offering as compliance-ready for regulated operators, noting that its CEO chairs the Online Skill Games (OSG) Committee within the International Gaming Standards Association (IGSA).

“Jackpot.com has always believed the future of gaming is a single platform where every type of player finds their game. The launch of skill games and tournaments is the next step in that vision: expanding how players engage, giving them more reasons to return, and more ways to win,” said Dharin Nanavati, Chief Growth Officer at Jackpot.com.

The post Jackpot.com adds THNDR PvP skill games across six US states appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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GGPoker

GGPoker adds Action Voice packs featuring Doyle Brunson and other pros

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New software option replaces standard table announcements across cash games, tournaments and formats including All-In or Fold and Spin & Gold.

GGPoker on July 9, 2026 announced Action Voice, a new software feature that lets players replace standard table announcements with voice packs recorded by poker personalities, including Doyle Brunson.

The initial lineup named by the operator includes ten-time WSOP bracelet winner Doyle Brunson, Daniel Negreanu, Michael “The Grinder” Mizrachi and Kevin Martin, with additional voices “to be confirmed in the near future.”

Action Voice is available now across GGPoker’s product offering, including cash games, tournaments and formats such as All-In or Fold and Spin & Gold. Players can select voice packs in the desktop client via ‘My Page’ and then ‘My Action Voice’.

“Doyle Brunson may not be at the tables in the way that he used to, but his voice still can be,” said Sarne Lightman, Managing Director of GGPoker. “Action Voice is our way of keeping the legends who built this game part of the everyday experience – right alongside the players carrying it forward today, like Daniel and Michael. It’s a unique and fun new element to our software, and we can’t wait to reveal the rest of the lineup soon.”

GGPoker said more Action Voice packs will be announced in the coming weeks as it rolls out the full roster.

The post GGPoker adds Action Voice packs featuring Doyle Brunson and other pros appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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