This week in B2B news (28 October)

FunFair Games bolsters presence in the UK with Jumpman Gaming dealFunFair Games has significantly bolstered its presence in the UK market after agreeing a deal to take its portfolio live across Jumpman Gaming’s sites.Funfair Games’ full suite of multiplayer and crash titles are now available to the operator’s UK players.This is the latest in several commercial deals that have helped boost FunFair’s presence in the UK and European markets.SlotMatrix has facilitated the distribution of FunFair’s games.Carlo Cooke, commercial director at FunFair Games, said: “Partnering with Jumpman Gaming is a fantastic achievement for us and their reach in the UK allows us to get our games in front of as many eyes as possible.”Kris Kukula, MD at Jumpman Gaming, added: “FunFair Games offers a highly engaging and entertaining portfolio, and we are excited to partner with such a pioneer in this exciting vertical of non-traditional content. We constantly look to strengthen our offering and provide players with new and unique products and FunFair Games ticks all the boxes.”Playtech inks deal with AI tech firm AdaPlaytech has signed a new deal with AI tech firm Ada to be its exclusive SaaS partner for chat automation solutions.The agreement will see the delivery of an improved and personalised gamer experience, including integration with Playtech’s monitoring tools and check-ins designed to promote responsible gaming.Mike Murchison, CEO at Ada, said: “We are excited to be launching this partnership with Playtech. Integrating Ada’s industry-leading conversational AI and Playtech’s award-winning IMS allows Playtech operators to deliver the VIP customer experiences that players expect, resulting in higher containment rates, an increase in bet rates and better monitoring for player safety.”Playtech’s Mark Jones commented: “Playtech is committed to delivering the tools and technology operators need to present their players with the ultimate gaming experience, and our partnership with Ada ensures a world-class player experience from the initial account setup through to inquiries.”ESA Gaming debuts in Africa with new 888AFRICA dealESA Gaming has entered the African market with an agreement with 888AFRICA to take its content portfolio live in a number of African countries.On 888bet’s platform, ESA Gaming will integrate its EasySwipe games portfolio, which are ultra-lightweight, mobile-first titles.Thomas Smallwood, head of marketing at ESA Gaming, remarked: “888AFRICA is a brand with huge ambitions on the continent. We’re delighted to begin working with the team and are looking forward to playing our role in its exciting growth journey while showcasing the strength of our highly relevant and adaptable offer.“We firmly believe that our EasySwipe portfolio will enhance 888bet’s existing content and surprise and delight customers that are being introduced to the brand for the first time.”Christopher Coyne, CEO of 888AFRICA, said: “We want to create a truly unique betting and gaming experience at 888AFRICA, and partnering with the very best content suppliers is critical to delivering
that.“We believe that the EasySwipe portfolio is perfectly suited to our platform and will strengthen both our sports and casino offer as we look to build market-leading positions across Africa. We look forward to working with the ESA Gaming team in the months ahead.”Pragmatic Play bingo goes live with bet365Pragmatic Play has rolled out its bingo content with bet365 as part of a new strategic partnership.This follows on from the slots deal the two firms struck up in May 2022 and will see bet365’s UK players gain access to Pragmatic Play’s bingo content, with other jurisdictions to follow shortly.Claire McDaid, VP of bingo at Pragmatic Play, said: “Partnering with a powerhouse like bet365 represents a considerable milestone in our development. We are honoured that such a highly regarded and reputable brand has joined the Pragmatic Play bingo network.“Now proudly supplying both slots and bingo to one of the most renowned names in the business is a crucial strengthening of our standing as a multi-vertical provider. The opportunity to place our games in front of a huge number of new players is an incredible boost to our global growth ambitions and we couldn’t be more pleased.”A bet365 spokesperson said: “Pragmatic Play’s breadth of content needs little introduction to today’s discerning players, and as such, we’re delighted to be able to offer its bingo portfolio as well as its slots.“Bet365 offers a first-class betting and gambling entertainment experience and the new bingo suite at our disposal fits in perfectly with the quality that we provide to our players.”SIS adds live horseracing content to NetBet partnershipSIS has extended its partnership with NetBet to include horseracing content to the Malta-based operator via its 24/7 live betting channels.SIS had been initially distributing data for NetBet’s live UK, Irish and North American greyhound racing before integrating live streams for the firm’s watch and bet model.NetBet’s customers now have access to SIS’ premium and exclusive live UK and Irish horseracing and international horseracing from Canada, Dubai, Germany, Hungary, Latin America, Mauritius, Saudi Arabia, Spain and the US.Dave Richardson, commercial manager of UK and Europe at SIS, said: “We have enjoyed a great relationship with NetBet and are delighted to be strengthening our partnership through this new deal.“NetBet will be able to offer their customers a truly engaging betting experience, with an event available to bet on through our 24/7 live betting channels every three minutes.”Peter Camden, head of sportsbook at NetBet, added: “Since we first signed up with SIS, the company’s industry-leading greyhound content has proven to be a huge hit with bettors, so extending our partnership to incorporate its high-quality horseracing coverage made strategic sense to us.“With 65,000 live racing events a year now on offer, we’re sure our customers will continue to enjoy the regular short-form betting opportunities that SIS provides, helping us to increase engagement and drive our business forward.”2mee launches the industry’s first influencer advertising platform2mee has expanded its suite of products with the launch of HoloAd, the industry’s first influencer advertising platform.HoloAd puts the power of influencer brand marketing in the hands of affiliates and operator partners. It allows publishers to create adverts, unlock additional revenue streams and add another level of audience engagement.An HoloAd can be placed anywhere on a webpage or within an app. Messages can be launched from existing empty space or sit on top of on-page content, both editorial and advertorial.James Riley, CEO of 2mee, remarked: “HoloAd has been developed to allow online gambling operators to distribute brand ambassadors and influencers as advertisements across affiliate websites and apps. This makes it a mutually beneficial, high-value tool.“A HoloAd advertisement really is worth a thousand words, and the early numbers support this. It is proven to deliver engagement levels that are ten times greater than a standard ad, supercharging conversions and revenues for both affiliates and operators.”