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Enlabs’ OPTIBET launches into Esports Betting with EveryMatrix

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Enlabs’ OPTIBET launches into Esports Betting with EveryMatrix
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Gaming group Enlabs launches esports betting on its flagship brand OPTIBET through a new partnership with B2B supplier EveryMatrix. OPTIBET is now offering the industry’s most extensive esports coverage and a tailored esports front-end with live streaming, all made available via OddsMatrix Esports Services.

OPTIBET is the leading sports betting and casino brand across the Baltic States and Nordic region, position secured through innovative and engaging promotions. The new esports integration is in line with OPTIBET’s strategy of offering the complete experience for its players.

With over x40 growth during the recent sports lockdown, esports betting became an enduring growth strategy for operators looking to diversify their gaming portfolios, build additional revenue streams and tap into a huge mass of esports enthusiast fans.

Daniel Belozetsev, Head of Betting, says: “We always strive to provide our customers with the best and most relevant content. With EveryMatrix we are offering a modern approach to eSports betting, getting access to the rapidly growing world of professional sports competitions using video games. We are confident that this addition will attract new customers who like video games and increase interest of existing customers by offering new betting opportunities”.

Stian Hornsletten, Group CCO of EveryMatrix, comments: “I admire the work done at Enlabs in the past years and I think the present partnership is an important milestone for our esports services. Being creative in advancing new forms of entertainment is something that OPTIBET has very successfully done in the past years, and I am positive that esports betting will reinforce their market-leading position.”

Launched in early 2019 and revamped in the spring of 2020, the OddsMatrix Esports Services offers an unbeatable and growing coverage of 55,000+ monthly events, 50,000+ live events, across 22 titles, with streaming available for 95% of all major live matches and a vast range of specialised betting markets specific to esports.

 

Baltics

Genius Sports Partners with Lithuanian Basketball League

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Genius Sports Partners with Lithuanian Basketball League
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Genius Sports Limited has struck a new partnership with the Lithuanian Basketball League (Betsafe-LKL), one of the premier leagues in European basketball, to implement its computer vision system in every venue.

Betsafe-LKL will become the first basketball league to automate the capture of eventing data, rich tracking data and broadcast-quality live video production via a single system. Using its unique AI capabilities, Genius Sports will transform this data and video into greater insights, immersive fan experiences and new sponsorship opportunities for the league and its teams.

Genius Sports uses AI to read, process and understand gameplay in real-time to contextualise every aspect of the game, using the language of coaches, players and fans.

All Betsafe-LKL teams will have access to Genius Sports’ Insight tool, a cutting-edge coaching and analysis solution used by every NBA team. Insight synchronises granular tracking data with video to help analysts instantly find answers to their most detailed tactical and performance questions.

Furthermore, with the help of AI-driven augmentation technology, Genius Sports will power new broadcast experiences for Betsafe-LKL fans. This includes enhancing live broadcast video with real-time data and graphics, as well as powering new sponsorable inventory for the league’s commercial partners.

Betsafe-LKL has begun the rollout of Genius Sports’ computer vision system with all stadiums to be completed in time for the 2024/25 season.

Rasa Liuimiene, CEO of the Lithuanian Basketball League, said: “Over the past decade, the Betsafe-LKL has significantly changed its image – it is a bold organisation that keeps pace with modern technologies and the opportunities they provide.

“Boldness and uniqueness perfectly characterise the Betsafe-LKL. We are delighted to be partnering with Genius Sports to bring unique Al-powered tracking technology to Betsafe-LKL competitions, which will enable us jointly to offer Betsafe-LKL clubs, their administration and basketball coaches state-of-the-art tools to enhance performance analysis, power immersive fan experiences and generate new sponsorship opportunities.”

Jonny Katanchian, Head of Sports and Broadcast at Genius Sports, said: “Our new partnership with Betsafe-LKL to rollout our AI-powered technology marks a pivotal moment for the league and world basketball. Across on-court performance, digital fan experiences and new revenue platforms, our technology will transform the LKL’s entire operation, unlocking the full value of tracking data and video through the power of AI.”

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Baltics

Thunderkick bolsters presence in Lithuania with 7bet deal

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Thunderkick bolsters presence in Lithuania with 7bet deal
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Independent slots studio Thunderkick has strengthened its position in Lithuania after partnering with 7bet, an established operator in the Baltic region.

As part of the agreement, Thunderkick’s collection of popular games, such as the Beat the Beast series, Esqueleto Explosivo 2 and Pink Elephants 2, will now be available to more players in the country.

7bet, established in 2020, offers a wide variety of slots to its player base from internationally acclaimed game providers. It is also the only Lithuanian operator to boast tote betting on horseracing.

The new deal follows several high-profile signings for Thunderkick, including Alea and Skywind Group. The provider has seen significant growth in recent months with more to follow in the coming year.

Fredrik Ekholm, Head of Sales at Thunderkick, said: “We’re proud to be expanding our reach in Lithuania as it is an important market for us. 7bet is a well-established and quickly growing operator with a broad player network, and fits the profile of an operator with whom we want to partner.”

Gintare Karvelyte, Casino Product Manager at 7bet, added: “We’ve been thoroughly impressed with Thunderkick’s output over the years, so we’re thrilled to be introducing their dynamic games to our players.

“Titles such as Bones & Bounty, alongside classic player favourites including Pink Elephants 2 and Esqueleto Explosivo 2, are going to provide immersive, forward-thinking gameplay experiences, and we’re excited to be able to offer these releases and more.”

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Baltics

Lithuania Mulls Cracking Down on Gambling Ads

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Lithuanian MPs have registered amendments to the Gambling Law proposing to further tighten gambling advertising in the country as of 2025.

Around 50 MPs, mostly from the ruling majority, have signed the amendments proposing to prohibit the dissemination of information of the gambling companies sponsoring any public events, activities, natural or legal persons.

If adopted, the amendments would eliminate the advertising of betting, wagers, and casinos on television, in newspapers, magazines, or news websites and on street billboards. Neither the names nor the logos of gambling operators could appear on the jerseys of athletes and in arenas during the sporting events.

Companies would only be able to publish information on the types of gambling at the gambling venue or on the company’s website, the address of which is specified in the Gambling Regulation.

It is proposed to allow gambling companies to publish information on gambling only in publications aimed at professionals in the business. They could advertise their name and brand on their head office building or gambling venue.

Lithuanian MPs have started considering tightening the requirements for gambling advertising amid allegations that Šarūnas Stepukonis, a former BaltCap Infrastructure Fund partner, has embezzled and gambled away millions of euros of the fund’s money.

The initiator of the amendments, Mindaugas Lingė of the ruling conservative Homeland Union, has previously said that last year the total revenue of gambling operators amounted to 222 million euros, up from 103 million euros in 2020.

The amount spent on advertising in the gambling business doubled from 6.36 million euros in 2020 to 12.73 million euros in 2023. Gambling operators’ profits increased from 20 million euros in 2020 to more than 53 million euros in 2022.

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