ELA Games partners with leading global operator Betsson to strengthen its position in the Danish market

ELA Games, an innovative game development studio, has partnered with Betsson to grow its footprint in Denmark.

Players in Denmark can now enjoy a selection of the studio’s titles, including the renowned classic-style Flame Fruits Frenzy, top studio performer Cash of Gods, and the visually-rich, sea-themed It’s Shark Time!

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Betsson is one of the world’s leading online gaming companies, with operations across Europe, Latin America, and other regions. Its history dates back to 1963, when AB Restaurang Rouletter was founded in Sweden to operate slot machines in restaurants. Today, Betsson offers a diverse portfolio of casino games, sports betting, and other gaming products across multiple award-winning brands.

Through this collaboration, ELA Games will extend its reach, engage new audiences, and further strengthen its brand presence. Betsson will gain access to fresh, innovative content designed to enhance player acquisition, retention, and engagement with visually appealing titles and attractive game mechanics.

Marharyta Yerina, ELA Games’ Managing Director, commented, “The partnership with Betsson is a key step for our growth trajectory, as we’re able to access the platform’s large player base and convert them into loyal ELA Games players. We strive to provide innovative entertainment and fresh gaming experiences to players, and we look forward to seeing how Betsson’s players will engage with our content.”

Laura Peretta, Head of Supplier Relations at Betsson Group, commented, “We are pleased to welcome ELA Games to our portfolio in Denmark. Their creative approach and high-quality content align perfectly with our commitment to offering diverse and engaging entertainment to our customers.”

• The agreement will see the LiveScore Bet brand take billing as the Official Sleeve Partner and an Official Sports Betting Partner of Sunderland AFC
• The significant new relationship will also see the LiveScore brand become the exclusive Official Training Wear Partner and Official Scores Partner of Sunderland AFC

LiveScore Group, the global sports media and betting business, has agreed a deal with Sunderland AFC to become one of the Club’s Principal Partners. The new partnership includes significant and exclusive first-team shirt sleeve, training wear and warm-up kit branding amongst several categories for the 2025-26 season.

The agreement will see the LiveScore Bet brand displayed on first-team shirts as the Official Sleeve Partner, whilst the LiveScore brand – Europe’s leading real-time live scores app – will feature on training and warm-up kit as the exclusive Official Training Wear Partner.  LiveScore is also the Official Scores Partner of the Club.

With the North-East giants returning to the Premier League after nearly a decade, the partnership kicks off at a hugely exciting moment in Sunderland AFC’s history. The LiveScore Bet logo will first appear on the sleeves of the iconic red and white stripes as Sunderland AFC hosts West Ham United at the Stadium of Light on Saturday, 16^th August.

Accessing a range of inventory, including tickets, player appearances, LED visibility, social content and more, the partnership will see the LiveScore Bet and LiveScore brands offer a range of exclusive fan experiences throughout the season, rewarding supporters for their passion and support for the Black Cats.

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Dominic Vye, Marketing Director at LiveScore and LiveScore Bet, said; “We are extremely excited to be partnering with Sunderland AFC at this monumental moment in their history. Sunderland supporters are famed within the game for their passion and pride, and the special place which the club holds in their community. 

As brands, LiveScore Bet and LiveScore are all about fuelling fans’ passion for sport. We can’t wait to unveil a series of initiatives which will bring this to life for Sunderland fans at home and around the world.”

Ashley Peden, Chief Commercial Officer at Sunderland AFC, added: “We are delighted to welcome LiveScore and LiveScore Bet into the Sunderland AFC family ahead of our return to the Premier League. Following a season which saw the Club come together on and off the field, finding the right partners for this next step has been a huge focus. The strength of the LiveScore brand and the fact that fans are central to everything LiveScore Group stands for made this relationship an incredibly exciting proposition. With prominence across our first-team sleeves, training wear, and warm-up kit, we are excited about working closely with the brand to create even more engaging experiences for our fans.”