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The Unit extends marketing services partnership with rising star operator BetRegal
The Unit, the leader in digital marketing and product development for sports betting and igaming, has extended its collaboration with online sportsbook and casino operator BetRegal as a marketing services supplier, following a successful opening year of the partnership.
The Unit has built a reputation as a world-class service provider for the sports betting and igaming sector across global markets over the past five years, and will now continue to assist BetRegal as it grows its presence across Irish sports and beyond.
BetRegal is a Canadian-born igaming brand which has expanded to serve specific regulated markets across the globe. The operator has made a name for itself through its sponsorship of the Sky Sports News (SSN) channel in Ireland, covering the broadcaster’s nightly 10pm wrap-up show.
As part of this partnership, a series of well-received BetRegal adverts were featured on Sky Sports’ channels. This campaign formed part of a broader linear package of high-quality assets supported by The Unit’s leading MarTech innovation team.
Other focuses included a Sky Sports News homepage takeover, which organically aligned the BetRegal brand with SSN Ireland, and an accompanying Twitter-led social strategy. By using irreverent humour, topical takes and trending hashtags which instilled confidence in the underlying brand, The Unit quickly fostered an engaged community of 4,000 Twitter users for BetRegal. This improved acquisition and retention rates for the operator in the process with a host of first-time depositors (FTDs).
BetRegal has also been active in football as a front-of-shirt sponsor of Dundalk FC, at a time where the League of Ireland’s attendances and fan engagement have risen to record levels.
Through this collaboration, BetRegal takes an active role in the community, donating jersey space to Watch Your Back MND, an organisation set up by Dundalk man Roy Taylor, who was diagnosed with Motor Neurone Disease in 2018. As a result of the initiative, €10,000 was raised from a special, one-off jersey auction last year, underlining Dundalk’s position as the definitive local community club.
Paddy Casey, Co-founder at The Unit, said: “BetRegal has been blazing a trail in the Irish gaming market, and it’s been such a rewarding and enjoyable experience for The Unit to become a rudder for their marketing strategy as we’ve grown the brand together. Naturally, we’re thrilled to continue to work in creative collaboration with BetRegal to ensure their wider growth. We have seen various successes so far, and we were particularly proud of the positive work we were able to do in the community as part of the sponsorship of Dundalk FC.
“We’re very excited about the journey ahead for BetRegal, and we look forward to working on new projects where we can continue to provide our world-class marketing services and build on the good work we have carried out to date.”
Aly Lalani, Head of Marketing at BetRegal, added: “The Unit have done a fantastic job for BetRegal across an expanding remit and we couldn’t praise their marketing services and collaborative approach highly enough. We always want to team up with partners who allow us to authentically embrace the sporting culture of any given market, integrating seamlessly into the local ecosystem and building awareness of our brand in responsible fashion with a distinctive voice.
“The Unit have helped us imbue strong consumer confidence and recognition in the BetRegal brand, while their digital marketing assets and templates have also demonstrated international flexibility, since we have also deployed them to good effect across our other North American campaigns. We look forward to continuing this partnership over the coming months ahead across sports, sports betting and an upcoming pivot into casino as well.”
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SIS and Premier Greyhound Racing reveal improved greyhound race time schedule
Sports Information Services (SIS), the leading multi-content supplier of 24/7 live betting services, and Premier Greyhound Racing (PGR), the media rights company supplier of greyhound racing to the betting industry and direct to viewers, have collaborated to offer a revised race time schedule starting from 20 May.
Designed to protect the long-term future of UK greyhound racing, the new schedule will see morning fixtures start slightly later – moving from 10.47 to 11.01 and 10.54 to 11.09. Additionally, there will also be a slightly later start time for some evening fixtures aimed at a retail audience, with the first evening fixture now starting at 18.08.
Commenting on the improved schedule, Terry Mahoney, Head of Business Development at ARC, said: “The new race times will help make it easier for customers to navigate busy racing schedules as well as improving operations trackside. We will continue to listen, monitor, and adapt schedules where and when needed as we move forward to deliver the best service possible for betting operators as well as punters.”
Paul Witten, Managing Director at SIS, added: “We are passionate about delivering a greyhound racing service that benefits all of the sport’s stakeholders. Together with Premier Greyhound Raxing, we have introduced a revised racing schedule that benefits operators and their customers.
“Our approach to greyhound racing is grounded in sustainability and flexibility. This collaboration with fellow service providers allows everyone to enjoy all the high-quality action produced on a daily basis from tracks across the UK and Ireland.”
SIS has long-term agreements in place with bet365, William Hill, Paddy Power and Betfred to deliver its greyhound content across UK and Irish retail and digital channels. SIS also promotes this content across dozens of leading international operators, as well as through SISRacing.tv.
PGR offers greyhound action, cards, video replays, results, news and info on greyhounds.attheraces.com, and regular live broadcasts on Sky Sports Racing. Premier Greyhound Racing is a joint venture between Arena Racing (ARC) and Entain, the global sports betting, gaming and interactive entertainment group. Between them, the two companies own nine of the 20 licensed British greyhound tracks and ARC manage the media rights for five independent tracks.
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PRAGMATIC PLAY HITS THE SWEET SPOT WITH FRUITY TREATS
Pragmatic Play, a leading content supplier to the iGaming industry, has added Fruity Treats to its collection of clusters pays Slots.
Five or more fruit symbols must connect horizontally or vertically to award a win in this vibrant 7×7 title, which features a variation of the popular multiplier spots mechanic.
At the start of each spin, four marked spots of different colours take up random positions on the grid. If a win forms over a marked spot, a starting multiplier of 5x, 10x, 15x or 20x (depending on the spot colour) will be activated. Each time a winning combination lands on a marked spot after a tumble, the multiplier is applied to the win and then increases by its starting value.
Hitting at least three candy scatters on a spin awards entry to the bonus game with 10 free spins. During the feature, which can be retriggered with five additional free spins, activated multipliers from marked spots do not reset between free spins, potentially leading to massive wins.
Fruity Treats is the latest cluster pays Slot in Pragmatic Play’s multi-award-winning range, joining recent hit Sugar Rush 1000.
Irina Cornides, Chief Operating Officer at Pragmatic Play, said: “The roaming multiplier spots feature in Fruity Treats sets it apart from other successful cluster pays Slots in the Pragmatic Play portfolio, with marked spots staying sticky in the bonus game for even greater win potential.”
Pragmatic Play currently produces up to eight new Slot titles a month, while also delivering Live Casino and Bingo games as part of its multi-product portfolio, available through a single API.
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Kambi’s Festival of Sportsbook returns for fourth year
Kambi’s Festival of Sportsbook returns in June with registrations now open for a two-day content series featuring speakers from across the Kambi Group and insights covering the full breadth of the industry.
Taking place between 4-5 June, the Festival will be comprised of online sessions taking in topics ranging from UX optimisation and harnessing AI to maximising a summer of soccer featuring both UEFA Euro 2024 and the Copa América.
Erik Lögdberg, Managing Director of Kambi Sportsbook, will open the Festival with a session entitled ‘Exceptional, everywhere: meeting the increasingly high standards of an evolving market’, discussing how operators can develop their sportsbook to navigate changing consumer habits and fragmenting markets.
Kambi’s Head of Legal and Regulatory Compliance, Victoria Fernandes, will also be joined by Partner Success Manager Sabrina Andrade for a Portuguese language session delving into Brazil and how local operators can compete in the soon-to-be-regulated market.
Gerard Starkey, Kambi Group’s SVP of Marketing & Communications, said: “We are excited to once again be welcoming the industry to Kambi’s Festival of Sportsbook, and we look forward to sharing the sportsbook insights and knowledge the event has become known for. As ever, the agenda features a broad range of sessions hosted by experts from across the Kambi Group, providing plenty to interest those working in or with the sports betting industry today.”
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