This week in B2B news: FIFA extends with Sportradar and multiple suppliers make moves in Brazil

ThrillTech penetrates Brazilian market with EstrelaBet

ThrillTech has made its first move into Brazil after partnering with EstrelaBet to deploy its side‑bet jackpot solution, ThrillPots.

The deal builds on a year of strong momentum for the supplier, which has expanded to 10 jurisdictions and strengthened its leadership team.

Ben Bradtke, ThrillTech co-founder, said: “This partnership brings ThrillTech into Brazil, which is a market that’s developed fast and is setting the pace for regulated growth in the region.”

Pedro Schmidt, EstrelaBet chief commercial officer (CCO), added: “We are pleased to be among the first operators to make this solution available locally, expanding the range of experiences offered to our players while maintaining our commitment to responsible gaming.”

RubyPlay boosts Mexico presence through Codere Online

RubyPlay has widened its footprint in Mexico after securing a content agreement with Codere Online.

The partnership sees the operator integrate a wide selection of RubyPlay and Koala Games titles.

Dima Reiderman, RubyPlay CCO, said: “Partnering with Codere Online represents a significant milestone in our expansion across Mexico and the wider Latam region.”

Sarit Adania, head of casino product at Codere Online, added: “RubyPlay’s consistently high-performing titles through its impressive content ecosystem will become a significant addition to our online casino offering in Mexico.”

AxiumAI appoints Claire Painting as chief experience officer

AxiumAI has expanded its senior leadership team with the addition of Claire Painting as chief experience officer.

Painting brings more than two decades of experience across global brands, most recently leading player experience strategy at Entain.

Painting remarked: “The future of player experience will be defined by technology that understands context, adapts in real time and delivers meaningful interaction at scale.”

Adam Lewis, AxiumAI CEO, added: “Claire brings exceptional expertise in player engagement across marketing, product and customer experience.”

FIFA renews and expands integrity services deal with Sportradar

FIFA has extended its long‑standing integrity partnership with Sportradar for an additional five years, expanding the scope of services to include enhanced intelligence support and dedicated risk assessments.

Sportradar’s Universal Fraud Detection AI system has already monitored more than 600,000 matches for FIFA since 2017.

Andreas Krannich, executive vice-president of integrity services at Sportradar, said: “The expansion of our integrity agreement with FIFA further strengthens the ability to identify, assess and respond to risks in an increasingly complex global picture.

“Our integrity services are designed to address risk in a joined-up way, combining bet monitoring through our AI-powered Universal Fraud Detection System.”

Hub88 integrates LuckyDraw

Hub88 has penned a new partnership with LuckyDraw, enabling operators to integrate prize draws, scratch cards and instant‑win mechanics into their platforms.

LuckyDraw’s technology enhances operators’ ability to drive loyalty and optimise bonusing strategies.

Ollie Castleman, managing director of Hub88, said: “Over the past year, we’ve heavily invested in jackpots, bonusing and loyalty solutions across our platform.”

Yaniv Spielberg, LuckyDraw CEO, added: “As a leading online gaming aggregator, we are excited to partner with Hub88 to bring our prize draw experiences to wider audiences while helping their operators offer something truly unique in the industry that increases engagement, retention, acquisition, brand loyalty and lifetime value.”

Yggdrasil accelerates Brazilian expansion with triple operator launch

Yggdrasil has expanded its Brazilian reach after going live with F12, Blaze and Novibet.

More than 400 Yggdrasil titles, including its in‑house portfolio, YGG Masters content and the new Game in a Box development platform, are now available to players across the fast‑growing market.

Aurora Armaro, senior client success manager at Yggdrasil, said: “For us at Yggdrasil, adding three major igaming operators in Brazil of the calibre of F12, Blaze and Novibet to our network is key to strengthening our presence in the country and bringing our core and YGG Masters portfolio to even more players.

“It also highlights our speed to market, as we’ve scaled rapidly across 14 operators in the market.”

TheSports.com and Altenar expand relationship

TheSports.com has further deepened its partnership with Altenar, with the latter gaining access to LiveTrackerPro and football analytics.

This data provider said the collaboration would allow Altenar to “differentiate through visual storytelling and actionable insights.”

Cynthia Smith, head of marketing at TheSports.com, said: “Our work with Altenar reflects the confidence that leading sportsbook platforms place in our content and delivery capabilities.

“We’re proud to support Altenar’s growth with solutions that enhance user engagement, in-play betting and platform value.”

Vega Gibraltar appointed as MrQ Casino digital PR agency

Vega Gibraltar has secured a long-term digital PR partnership with MrQ Casino.

The pair initially collaborated on a proof-of-concept campaign earlier this year, with the duo now to expand their relationship across “always-on digital PR”.

Carl Hallam, Vega Gibraltar co-founder, said: “MrQ Casino is the hottest brand in the industry for me right now. They genuinely cut through the sea of sameness. Showing the right talent, messaging and USP over bonuses is how you win this market.”

Mark Hald, MrQ Casino SEO lead, added: “Within a single month, Vega Gibraltar delivered organic links that we would never have landed through traditional outreach. Not recycled inventory. Not tired guest posts. Real placements that move rankings.”

ACE System Partners joins forces with QTech Games

ACE System Partners has put pen to paper on a partnership with QTech Games.

The deal will see QTech’s portfolio integrated into the ACE platform.

Philip Doftvik, QTech Games CEO, said: “ACE System’s commercially aligned and boutique-focused strategy is a compelling addition to the platform landscape. We are pleased to support their growth with our aggregation technology and extensive global content network.”

William Lovqvist, ACE System CCO, added: “This partnership strengthens our ability to deliver a competitive and scalable ecosystem designed for operators who are serious about growth.”

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