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Former Paddy Power and Spotlight Sports Group CMOs bring creative agency to London

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Creative and advertising specialists The Tenth Man today announced further international expansion with the opening of a UK office in Farringdon, London.

Increased demand for commercially savvy creative services have led to this significant step forward in the company’s global growth strategy, which brings it closer to clients in the UK’s exciting sports betting market, allowing better service for its international client base.

The Tenth Man was founded in Dublin in 2018 by former Paddy Power advertising director Ken Robertson, who is credited with creating the iconic sports betting brand. Since then, the company has worked with some of the biggest names in the industry, setting a new benchmark in terms of how sportsbooks drive sustainable, marketing-led growth.

Robertson commented: “I originally started The Tenth Man to be the agency I always wanted to work with during my 20 years in sports betting. No one comes close to our category expertise, with almost 50 years of global experience in our management team alone. Our services offer a cure for a long-established lack of agency understanding both from a consumer and a compliance perspective.

“Our roster of international clients including industry giants such as Guinness and Red Bull accounted for more than 50% of our £10 million revenue in 2023. In sports betting, we are creative partners to Fanatics Sportsbook in the US, PointsBet in Australia and Superbet in Europe, so we’re excited to share this unparalleled global experience with clients seeking a fast-paced, compliant creative partner in the UK,” Robertson added.

The London office will be led by Managing Director Gethin Evans, an experienced marketing and media professional with a wealth of expertise in the gambling industry. Evans has an extensive C-level marketing and P&L background in Europe and North America, working on brands such Virgin Bet, Betfair and Racing Post.

Evans said: “Having been client side for many years, repeating the education journey has been a constant frustration. Working with The Tenth Man enables betting operators to work on a different plane – one that can take brands further, faster. The betting and gaming industry in the UK is a mature one, and one that needs to be fully compliant while still engaging and entertaining.

“With that in mind, we can’t wait to push the boundaries for the industry – we produce work that’s creative, commercial and compliant.”

“We’re here to make the spikes spikier – and we’ll do that with a sports betting partner in every regulated market around the world,” Evans added.

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Ixia launches $20 million global gaming venture Fund and Studio

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Ixia launches $20 million global gaming venture Fund and Studio
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Ixia Capital, a venture capital fund and studio, has launched with an investment of $20 million focused on high-growth companies across gaming, esports, digital assets, and complementary technologies.

The fund has been founded by partners with deep firsthand iGaming industry experience, enabling entrepreneurs to realise innovative ideas, technologies, and transform business models into profitable companies.

Ixia Capital is a global fund with a focus in India, Africa and UAE where the mission is to accelerate development and manage risks to help ventures succeed in specialised fields. The fund is based in the Cayman Islands, while the Ixia Studio is headquartered in the USA.

Ixia Capital CEO and Venture Partner Mona Motwani, said: “It’s a proud moment for us to officially launch Ixia Capital. Our mission is partnering with driven entrepreneurs to equip them with resources, expertise, exposure and capital that allow them to build the best ideas into great companies. Through this hands-on approach, Ixia is all about accelerating ideas and mitigating risks.”

Ixia Studio, the venture studio arm of Ixia Capital, is in the process of launching six disruptive projects – FasFas Games, a Sports NFT Trading Exchange, a Gaming Loyalty Reward Platform, Sports Investment Thought Leadership Platform, and a Sports Coverage and Games Engagement App. The role of the Studio is to provide funding, resources, and operational support to help entrepreneurs build and scale companies.

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SPOTLIGHT SPORTS GROUP AGREES NEW DEAL WITH HONG KONG JOCKEY CLUB

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SPOTLIGHT SPORTS GROUP AGREES NEW DEAL WITH HONG KONG JOCKEY CLUB
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Spotlight Sports Group (SSG), a world-leading technology, content, and media company specialising in sports betting, has signed a deal to extend a multi-year agreement with the Hong Kong Jockey Club (HKJC).

The long-term partnership, powered by the Racing Post, will promote Hong Kong racing to a worldwide audience through the provision of full racecards for the Hong Kong Jockey Club meetings at Sha Tin and Happy Valley, editorial and tipping content. The partnership will also enable free-to-view live streams and replays of all Hong Kong racing via Racing Post digital platforms.

The collaboration also sees the promotion of the HKJC’s World Pool initiative, specifically with editorial, tipping and signposting of World Pool meetings. Spotlight Sports Group is delighted to have this agreement in place before Royal Ascot, a meeting that not only features high-class horse racing, but five days of World Pool betting.

James Fitzpatrick, Account Director for B2B Content Services at Spotlight Sports Group, said: “The Hong Kong Jockey Club is one of our key partners and I’m delighted we will be continuing our relationship. Extending this deal ahead of Royal Ascot will allow us to continue to promote World Pool days to a global audience during one of the biggest international meetings of the year.”

The view was shared by Michael Fitzsimons, Executive Director, Wagering Products of the HKJC: “The HKJC and Racing Post are two of the most powerful and respected brands in the horse racing industry and we can see many great opportunities to work together to achieve our goals and longer-term vision throughout the life of the agreement.”

 Spotlight Sports Group aims to support the global betting, horse racing and fantasy sports industries.

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EGT’s Gods & Kings Link with first installation in Bulgaria

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EGT’s Gods & Kings Link with first installation in Bulgaria
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EGT’s jackpot Gods & Kings Link made its debut in Bulgaria. The first local gaming establishment to install the product is the largest casino in the country GoldenEye, located in Svilengrad.

“We are very happy to once again have the opportunity to support our partners from GoldenEye by providing them with one of the latest developments from our slot portfolio,” commented Biserka Draganova, Sales Manager for the Balkans and Egypt at EGT. “The fact that out of a total of 500 machines in the casino, 320 are EGT’s is a testament to the great confidence they have in us, and I believe that Gods & Kings Link will show the excellent results expected from it.”

The product is currently available on several cabinets of the G 50 J2 St model, and will be installed on more by the end of June. Gods & Kings Link has 4 levels of jackpot: Minor and Mini, that are fixed for each machine and Grand and Major, which are progressive and can be won with every bet made on any of the 4 games Rise of Ra, Olympus Glory, Ape of luck and Glorious Alexander. The Grand and Major levels are common with EGT’s bestseller jackpot Bell Link, thus creating even greater chances for wealth.

Gods & Kings Link has definitely caught the attention of our customers and in the short period of time we’ve been offering it, we’ve seen a lot of interest in it,” said Mert Caliskan, Casino Operation Director. “The titles in the mix are extremely interesting and provide lots of bonuses and fun during play. This in combination with the possibility of getting even bigger winnings thanks to the connection to Bell Link, which is very popular in our casino, is a guarantee that this will be another very successful EGT product.”

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