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The International Betting Integrity Association (IBIA) has launched Mission 2030, a new five-year strategy to strengthen its role as the global standard for sports betting integrity. IBIA also unveiled a refreshed brand identity, reflecting its growing international reach and commitment to collaboration in an evolving regulatory and sporting landscape.

Khalid Ali, CEO of IBIA, commented: “As IBIA marks its 20th anniversary, we are not only reflecting on the past, we are also looking ahead to the future. Our new strategic roadmap charts how we will continue to deliver best in class integrity services to our members, deepen collaboration with our partners, and successfully confront the challenges and opportunities reshaping our industry. IBIA is evolving to ensure that whatever new trends emerge, we remain ready to safeguard sports, consumers and regulated betting markets.”

Mission 2030 focuses on three core objectives:

1. Strengthening IBIA’s Global Monitoring & Alert Platform (Global MAP) to detect suspicious betting and support investigations;
2. Expanding collaboration by deepening and broadening our partnerships across the global sports integrity ecosystem; and
3. Advancing prevention through better regulation, effective policy engagement and player education initiatives.

Mission 2030 serves as a strategic roadmap, setting direction and priorities while allowing flexibility to meet emerging trends, such as AI, crypto, esports and new market openings that are reshaping the betting and integrity landscape at an unprecedented pace. Detailed actions and tactical initiatives will be developed and delivered in partnership with IBIA’s members, ensuring the association remains flexible, innovative and proactive.

To mark this next chapter, IBIA has also unveiled a new brand identity. The redesigned logo, with six interwoven segments, represents the stakeholders vital to protecting betting integrity: operators, sports, regulators, law enforcement, athletes and institutions. Together, they form the foundation of IBIA’s work. The new strapline, “Safeguarding Sports Betting”, captures the essence of IBIA’s mission.

Khalid Ali added: “To achieve our ambitions, we need to evolve and that starts with the way we present ourselves. More than just a visual update, our new brand is a key building block of Mission 2030. It reflects not just who we are today, but where we are heading tomorrow.”

The post IBIA launches Mission 2030, a new global strategy to safeguard sports betting appeared first on European Gaming Industry News.

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Iconic UK betting brand The Pools has partnered with marketing agency ActiveWin, as it continues to accelerate its digital transformation.

The century-old brand, best known as the original home of football pools, has undergone a dramatic refresh over recent months, including new digital products and a modernised brand identity aimed at engaging a new generation of players.

ActiveWin will support The Pools with affiliate marketing. The collaboration will strengthen The Pools’ online presence, as well as expand its customer base and build on its already strong reputation.

Part of The Pools’ recent major growth drive strategy saw the launch of its upgraded online presence earlier this year, with the brand migrating onto Gaming Innovation Group’s state-of-the-art SportX sportsbook and CoreX iGaming platform to ensure a best-in class product offering for customers.

Gemma Strath, Head of Marketing at The Pools, said: “For more than 100 years, The Pools has been the place for great games that are easy, fun and affordable to play. Partnering with ActiveWin allows us to reach new audiences while maintaining the trust, value and enjoyment that have defined The Pools for generations.”

ActiveWin Managing Director, Joshua Gamble, said: “We’re proud to be working with one of the UK’s most historic betting brands. The Pools has an unrivalled heritage, and our goal is to help translate that history into modern-day digital success. With our expertise across all areas of performance marketing, we’re confident we can deliver strong growth to help build upon The Pool’s recent digital transformation.”

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