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EFL Extends its Partnership with Flutter’s Sky Bet

The English Football League (EFL) is extending its long-term collaboration with Flutter’s Sky Bet.
Sky Bet CEO Steve Birch said the partnership will focus more than ever on responsibility. He said the partnership, which covers the second to fourth levels of English football and is now approaching its tenth year, will promote safer gambling. The slogan “Take Time to Think” will appear on clubs’ sleeve badges and on LED advertising, matchday programmes and big screen ads.
Birch said: “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. And if last year’s footballing drama is anything to go by, they are in for another treat this season.
“Back to full capacity following the pandemic, Wembley hosted close to 200,000 football fans across three exciting league finals in May, whereby two sleeping giants of English football – Nottingham Forest and Sunderland – were promoted from the Championship and League One respectively, with Port Vale coming up from League Two.
“With both attendances at, and viewership of, last year’s EFL finals and play-offs close to record highs, Sky Bet was pleased to have access to its largest sponsorship inventory to date.”
The CEO noted that Sky Bet has introduced collaborations with a range of responsible gambling bodies as part of its EFL deal. That includes work to promote the TalkBanStop initiative run by GamCare, Gamstop and Gamban. The company will also continue to fund its £1m multi-year support for EPIC Risk Management, which seeks to educate club staff and players about gambling-related harm.
Birch said: “These initiatives demonstrate how both Sky Bet and the EFL have pioneered what a collaborative and constructive partnership can look like between a betting company and a sporting organisation.
“As part of Flutter, one of the largest-listed sports betting and gaming companies in the world, we’ve been able to use these learnings to establish similar commercial relationships with leading sports bodies such as the NFL and NBA in the US and the NRL in Australia, while also developing standards around areas such as betting integrity.
“While these partnerships should not escape scrutiny, neither should their benefits be wilfully ignored. So, like the thousands of football fans cheering on their team this weekend, I’ll be supporting the EFL and our long-standing partnership, all of us hoping for another successful season.”
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Knife Drop by Galaxsys: Unique Gameplay, Guaranteed Wins

The game also features a Bonus Game, which is triggered by hitting apples that randomly appear on the target. Each successful hit fills the progress bar, and once 30 apples are collected, the bonus round begins.
Every knife throw guarantees a win, with no losing outcomes, providing a highly rewarding experience.
The Bonus Game becomes available once 30 apples are collected, offering players an opportunity for bigger rewards.
With the Auto Bet feature, players can set their optimal bet preferences and let the system place bets automatically.
The Lucky Boost feature increases the player’s bet by 50%, offering greater chances for larger payouts.
FreeBet and FreeAmount bonuses allow players to enjoy extra winning opportunities, with terms set by the operator.
The post Knife Drop by Galaxsys: Unique Gameplay, Guaranteed Wins appeared first on European Gaming Industry News.
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Former Sky Bet strategist Andrew Mook joins Midnite as Head of Brand Marketing

Fast-growing UK sportsbook and casino Midnite has continued to strengthen its leadership team with the appointment of Andrew Mook as Head of Brand Marketing.
Mook joins Midnite having most recently been Head of Marketing Strategy & Planning at Flutter. Prior to that, he was Head of Creative Strategy at Sky Bet.
It is the latest high-profile hire for Midnite, after the appointment in April of Mook’s former Sky Bet colleague Zach Amin as Vice-President of Sportsbook.
Mook has been tasked with raising awareness of Midnite’s next-gen product among UK bettors and establishing a brand strategy and identity as the company aims to build on recent marketing activities including sponsorship of the 2025 World Snooker Championship and launching its first TV advertising campaign.
He said: “Midnite is the most exciting name in UK betting right now. There’s a genuine ambition here to shake things up and do things differently. The opportunity to help shape the brand at this stage of its growth is incredibly rare, and I’m thrilled to be on board.”
Midnite’s sportsbook was launched in 2018 by Nick Wright and Daniel Qu, who previously created daily fantasy sports platform Dribble in partnership with Sky Bet.
The brand is focused on disrupting the UK betting market, prioritising the player experience with a slick website and app and a brand platform designed to speak to a new generation of players.
Wright said: “Andrew brings a wealth of experience from some of the biggest names in the industry, but what really stood out was his passion for building bold, creative brands. As we continue to grow, having someone like Andrew to lead our brand marketing efforts is a huge asset.”
The post Former Sky Bet strategist Andrew Mook joins Midnite as Head of Brand Marketing appeared first on European Gaming Industry News.
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Gaming Corps debuts a golf-themed instant win game that puts players in full control of their swing

Gaming Corps – a publicly-listed game development company based in Sweden, is excited to announce the release of its latest casino title, Golf Champion – a golf-themed game packed with strategic thrills, immersive play, and Gaming Corps’ innovative X-MY-WAY™ mechanic.
Golf Champion invites players to hit the virtual fairway, where every shot could lead to serious rewards. Combining the finesse of golf with the high-stakes energy of casino gaming, the game delivers a fresh and dynamic experience tailored to suit every playing style. Whether players choose to chip it safe or drive it long, every swing offers a chance to win up to 1,000x their bet.
At the core of the experience is the X-MY-WAY™ mechanic, designed to put power directly in the player’s hands. This feature allows users to tailor their risk-and-reward strategy with complete freedom. With a range of bet options players can choose to play it safe, cashing out with smaller multipliers, or push their luck with riskier shots for the chance to land big wins, all the way up to a 1,000x multiplier.
Every shot is a deliberate decision, offering a level of interactivity and personalisation that sets Golf Champion apart from traditional instant win games.
Alexander Mavroudis, Product Owner at Gaming Corps said: “Golf Champion is all about putting players in control. With the X-MY-WAY™ mechanic, we’re giving them the tools to choose their playstyle, just like reading the green before a big putt. It’s a perfect blend of chance, choice, and excitement—and we think players are going to love every moment.”
Available in 28 languages, with instant win payouts Golf Champion tees up a compelling addition to Gaming Corps’ growing portfolio of player-first, action-driven content.
The post Gaming Corps debuts a golf-themed instant win game that puts players in full control of their swing appeared first on European Gaming Industry News.
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