The famous American cruise line owned by Carnival Corporation, Princess Cruises, announced that it is preparing to launch its largest-ever casino at Sun Princess, its newest and most magnificent cruise ship ever. The company revealed Tuesday that its new cruise ship is expected to set sail next year in February. Currently, Sun Princess is under construction at the Fincantieri shipyard in Italy. Aboard the ship will be Princess Cruises’ new casino, offering high 10′ ceilings and a wide range of live table games and slot machines.

The casino will take approximately 9,000 square feet, making it 50% larger than Princess Cruises’ casinos at its Royal Class ships. Moreover, the Princess Casino will feature 30% more machines as well, promising to deliver exceptional experiences for people on vacation who want to participate in gambling activities.

The new casino will be located on Sun Princess’ eight deck, positioned next to the ship’s bustling Piazza. Promising world-class gaming comfort and entertainment, the casino offers some gaming slots that are “infused into the Piazza,” granting guests an easy way to engage in casino gambling.

Overall, the Princess Casino onboard Sun Princess is expected to offer 227 of the most popular video poker and slot games. Further gaming amenities are going to include 13 live tables, as well as a designated “Buffalo Zone,” offering exceptional hits from Aristocrat, the leading provider of casino games. Guests onboard Sun Princess can expect new linked blackjack and poker table progressives that will have mouth-watering top prizes.

For high-rollers, the casino will offer a high-limit slot area along with high-end seating. According to Princess Cruises, its guests can expect new “gaming experiences and celebrations through an interactive audio-visual experience throughout the casino.”

The Luxurious Cruise Ship Promises to Offer Supreme Holiday Experiences

Overall, Sun Princess will offer accommodation for 4,300 guests. Besides the casino, the cruise ship will offer other exciting entertainment and fine dining options. The luxurious ship will have the most balconies and sun decks out of any Princess Cruises ship so far, offering guests exceptional views of the crystal-clear waters of the Caribbean and Mediterranean.

“Casino lovers, high rollers or simply those wanting to try a hand during their vacation will be stunned by the new Princess Casino onboard Sun Princess.“

John Padgett, president of Princess Cruises

John Padgett, Princess Cruises’ president, spoke about the unique experiences Princess Casino will offer not only for high rollers but also for guests who want to try their luck. He said that the company is delighted to deliver new casino experiences for its guests. Finally, Padgett spoke about the exciting entertainment and world-class options that are going to be available at Princess Cruises’ newest cruise ship.

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Greece-based payment provider OKTO has entered into a partnership with the Italian Digital Hub Foundation (IDH) to solidify its presence in the Italian regulated market and cooperate on digital transformation strategies, especially concentrating on progressing e-money services.

New partnership

As an official member of the Italian Digital Hub Foundation, OKTO says it will be an active participant in mutual information exchanges like conventions, conferences and round tables, taking care to stay at the front line of the digital transformation of the Italian digital market and expansion of the payment industry landscape.

Commenting on the partnership, OKTO’s Director of Corporate Development and Regulatory Affairs in Italy, Francesco Crudo, commented: “We’re thrilled to join IDH, a prestigious foundation dedicated to enhancing Italy’s digital landscape. OKTO remains committed to upholding the most stringent regulatory standards and working closely with local authorities to deliver innovative, secure, and efficient payment solutions to our valued merchant partners.”

Also commenting on the partnership, Maurizio Pimpinella, President of Italy’s Digital Hub Foundation, said: “We warmly welcome OKTO to our Foundation. OKTO’s commitment to compliance and innovation is in line with our commitment to promote digital innovation in Italy, in the Paytech and Fintech landscape. We look forward to an increasingly close collaboration of OKTO with all our members to promote the development of the digital ecosystem and payments in the Italian market.”

More about partners

OKTO provides its partners with the opportunity to enhance client experiences and respond to the aforementioned client demands for digital payments. Additionally, the company introduces the newest digital transformation capabilities for gaming, entertainment and leisure clients and millions of people around the world. This is achieved by enabling responsible transactions in real time, taking care to remove the risk and friction connected with traditional payments, at each touch point. Furthermore, it enhances payment interactions for retail and online gaming by blending payment and gaming expertise, local knowledge with global capabilities. This involves backing up clients across a number of regulatory environments and domains with built-in omni-channel access.

The main objective of the Italian Digital Hub Foundation is to provide innovative and technological consulting services to back up central and local public administrations, trade associations and SMEs and firms in order to promote Digital Transformation and the development of entrepreneurship with a powerful culture of competitiveness and the codification of new business models. Moreover, its purpose is to represent its members in Italy and abroad before public bodies and agencies, administrations, economic and social organizations, business associations and public and private entities in order to cooperate in solving problems, making sure the protection of its members and carrying out sector analyzes and studies.

Source: “OKTO Strengthens its Presence in Italy by Joining IDH”, European Gaming, September 29, 2023

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From an outside perspective, Microgaming, a privately held gambling software firm based in the Isle of Man, has gone through a period of major change during recent years. In this regard, Stephen Fisk, the most recent CEO who took over the position in May, said: “After the sale of Quickfire, Microgaming’s sole focus is its platform business. That’s what made it great in the first place.”

Sale of Quickfire – major change

The changes mentioned above include the official shutdown of Microgaming Poker Network in 2020, followed by a major change two years later, Games Global’s purchase of the Quickfire aggregation platform along with a large portfolio of games. However, during the past decade, Microgaming’s PR strategy has revolved around casinos and slots, so selling Quickfire felt like a really big change.

Speaking about why the sale of Quickfire had such an impact on the firm, Stephen Fisk, said: “But it’s not so much a change of direction and more a case of focusing on what made the business thrive in the first place. You have to remember Microgaming started as a full platform provider, offering a number of services beyond game and content provisions. We’ve had our poker and bingo networks as well as other services and products along the way, but we’ve always retained an identity around our full platform product.” 

Quickfire was responsible for servicing over 900 brands. Additionally, while Microgaming’s platform technology backs up those brands as a provider to Games Global, the firm is focusing its attention on a little group of key partners, involving Super Group’s casino and sports operator Betway, and that’s what actually helped Fisk land the top job. Taking over the role of CEO in 2018, he concentrated on the development of the platform. On that note, he commented: “There’s always a certain level of learning. And it never stops. As CEO, I continue to learn new things every single day in terms of what it takes to manage the business as effectively as I can. Leading everyone and the buck stopping with me is a change and a challenge and I am sure there’ll definitely be more learning to come.”

Many talented employees

Fisk is the newest executive to rise to the top via Microgaming’s C-suite. After Roger Raatgever stepped down as CEO after 17 years, Microgaming went through a period of comparative upheaval.

After Raatgever left in 2018, Coleman, Clucas and most recently Fisk took over the CEO job. Additionally, there is a constant trend of these appointments.

Josh Coleman first served as CFO, before moving up. Andrew Clucas was also his replacement as CFO. Then Fisk took over as COO instead of Clucas, and now as CEO, all of which represents a long series of internal promotions.

Fisk is remarkable for taking on the role of CEO before marking a decade in the firm, as Coleman and Lucas served over 10 years before being promoted. He has extensive experience in gaming, having been in the industry for over 20 years. Formerly at Rational Group, the operator of Poker Stars, he was accused of extending into sports wagering in 2013, when it was still a poker-focused operation.

Reminiscing about earlier times, he said: “In a very traditional poker business, as PokerStars was at that point, I think everyone was very happy to be moving into sports betting. But it was also a big change to the day to day. It taught you about management and leadership in terms of how to bring people along with you. Change requires a lot of focus, dedication and drive. The more you can align everyone with the same focus and driving towards the same goals, the better off the business will be. Communication is key in building buy-in from a team.”

A new future under new leadership

Although Quickfire now belongs to new owners, Games Global stays a close ally of Microgaming. Relatedly, Fisk pointed out: “For Games Global to distribute their games around the world, we still provide the technology platform to do that. The same focus on tracking the market across products, content and services remains. Focusing on providing bespoke services to a smaller number of partners still requires the latest solutions. We are going back to Microgaming’s core identity as a platform provider. However, we have to remember that casino forms a very large part of our customer and revenue base. It’s extraordinarily important to us.”

Sports wagering as part of the company’s new vision for the future

Sports wagering will play an increasingly important role in the future of the firm. As Microgaming is the driving force behind Betway, worldwide, Betway already represents a checked solution, which is probably underrated. That little but perfect customer base will propel it forward.

Fisk does not foresee the provider being tied to other B2B sports giants. In this regard, he says: “I think that’s the key to our success. We provide bespoke products and solutions to our partners. We will provide them with products they need, that we believe will service their customers well and grow both of our businesses simultaneously. It’s a true partnership. If they see space in a market or a different product set than perhaps we do, it’s a very open honest conversation in terms of what needs to be done.”

“That bespoke path,” he claimed, “is Microgaming’s differentiator going forward. Working with a select client base lets the business move quickly when opportunities arise.”

Tracking new markets

Commenting on excising and emerging regulated markets, he said: “We are keeping our eye on many, many different markets around the world. There are obviously some key [markets]

In addition, he added: “Microgaming advocates for regulated, safe operating environments with a particular focus around safer gambling. A focus on bespoke solutions means it can build in regulatory compliance requirements and go further in developing additional safeguards. If a customer wants to build their own tools, Microgaming provides the tech and advice. This extends to supporting industry-wide projects such as GamCare’s National Gambling Helpline and peer-to-peer group therapy trials, as well as local programmers on the Isle of Man. It goes into the culture and the mindset of staff, not just the products we offer. It’s something we try to ingrain in the organization; responsible gaming awareness is baked into our business as a whole. We figure if we do that, we will provide better products and services to our customers as well.”

Taking advantage of one of the legacy brands of online gaming

Its main goal of improvement is particularly crucial when the company experiences something like reorganization in the market. Like Fisk said, the focus of tapering is less about changing direction and more about getting back to the roots, but some rest is still needed.

However, there is also a lot of brand value in the name. Microgaming is already globally famous as the driving force behind the first ever online casino, in 1994, exactly 6 years before Fisk entered the industry.

Speaking on the matter, Fisk emphasized: “The quality of its products and its level of service has helped it endure for 29 years and counting. We need to focus on the heritage of always delivering for customers and continue to leverage those relationships as best as possible. As well as communicating to the rest of the industry we’re still leaders. We need to focus on the heritage of always delivering for customers and continue to leverage those relationships as best as possible. As well as communicating to the rest of the industry we’re still leaders.”

Source: “Microgaming goes back to its roots under new CEO,” IGB. September 15, 2023.

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Alberta’s newest gaming and hospitality venue, Red Deer Resort & Casino, opens its doors today. The “newest and grandest” Red Deer casino to date, the property will offer thrilling gaming experiences and outstanding service and hospitality to its visitors.

The casino uses the renewed building of the former Capri Hotel, a property with a history spanning over five decades. Owned by the O’Chiese Business and Investment Centre, the new casino hotel seeks to offer a welcoming environment to all guests. Renovations and upgrades to the property will continue, allowing it to further step up its game and increase its employment capacity.

The property’s design reflects the O’Chiese First Nation’s cultural property, in line with the owners’ desire to promote inclusivity, diversity and culture.

Red Deer Resort & Casino boasts 241 hotel rooms, 15 meeting rooms and a 53,000-square-foot conference center, allowing it to welcome hundreds of guests. The owners seek to cement the venue as a leading hotel and conference center in Alberta, driving tourism and economic development in the city of Red Deer.

The highlight of the property is its 38,000-square-foot gaming area, which has the capacity to welcome hundreds of players. Sporting 349 slot machines, 16 gaming tables and 2 VIP tables, Red Deer Resort & Casino is prepared to engage gambling aficionados with a rich selection of entertainment options.

The “groundbreaking casino” seeks to redefine gaming in Red Deer and Alberta as a whole.

The Casino Will Drive Tourism and Economic Growth

O’Chiese Business and Investment Centre’s chief executive officer, George Yammine, shared his thoughts about the launch, calling it a major milestone for the city. According to him, the property will not only provide employment opportunities and encourage business investment in Red Deer, but it will also become a “key driver of tourism and economic growth in the region.”

Yammine hopes that Red Deer Resort & Casino will become a “hub for entertainment for the region and beyond.”

O’Chiese Hospitality’s hotel operations manager, Adrian Strawberry, promised that guests will discover a “world-class entertainment experience.” He said that his team has worked hard on this project and is looking forward to welcoming its first guests and casino players.

In other Alberta-related news, PlayAlberta, a local online casino powerhouse, recently secured content from BtoBet, a NeoGames-owned sports betting supplier.

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The Curaçao Gaming Control Board (GCB), Curaçao’s gaming regulatory body, has taken an important step in regulating the country’s online gambling by officially opening the application process for those operators looking for new online gambling licenses.

Latest online portal

From Friday, September 1, interested operators may access the GCB’s newly launched online portal, which provides guidance to new applicants on the licensing procedure. Once inside, they may fill out a license application form and see instructions and downloads, which are there to make sure everything goes smoothly. Additionally, submission of finalized applications will begin in November of this year.

The portal isn’t only open to the newest operators, but also to those who already own existing sub-licenses. However, those operators can operate unhindered and “under their current arrangements.” What’s more, the latest opening of the portal represents a preparation for the National Ordinance for Games of Chance (LOK).

However, the latest licensing process does not “reform the National Ordinance on Offshore Games of Hazard, Curaçao’s existing legislation, but adds to it.”

Temporary license

As soon as the submission of finalized applications is completed by the end of November, those who have been officially accepted for a license will receive a temporary license from the aforementioned regulator. Additionally, this will be subject to the adoption of revised policies as well as procedures during a period of 6 months of its issuance.

However, the most important benefit is that those operators who have officially received the mentioned license will not have to apply again under the aforementioned LOK, because their position will be “transferred to the new authority.”

LOK to change the excising regulatory framework for online gambling

The goal of LOK is to update and simplify the regulatory framework for online gambling, ranking it with the best global standards and practices. In addition, it will present the newest licensing requirements, improved oversight to make sure the continued fairness and integrity of Curaçao’s online gambling segment, and compliance measures. In addition, this new law will certainly be “monumental for the market”, although it was once defined as “passive when it comes to regulation.” Relatedly, after it was pointed out that the newest, updated licensing standards could lead to the removal of excising operators from the region, the Minister of Finance of Curacao, Javier Silvania, commented that “he saw no issue with the matter.”

Because the country’s excising law requires operators to submit application for 1 out of 4 “existing master licensees” to obtain a sub-license, once the LOK comes into effect, the holders of the above sub-licenses will have a period of 3 months to file new application to the regulator to receive a “direct operator license.” 

Speaking about the details of the newest licensing process, Curaçao’s Finance Ministry legal advisor, Sixiènne Jansen, said at the iGB L!VE held in July: “The application process consists of three forms. Each of the forms will require relevant supporting documentation. The first is an online gaming application, in which the applicant will provide projections for business operations and strategic targets. The second is a personal declaration, detailing information about key figures involved in the business. A source of funds check will be carried out on any involved person with more than 10% control of the business. The final form consists of corporate and business disclosures.”

Source: “Curaçao opens license application portal”. IGB. September 1, 2023

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Yggdrasil, a reputable casino software provider, announced a change in its team after welcoming another iGaming veteran!

This recognizable giant is backed by a team of iGaming experts, thanks to whom it has so far guaranteed much success, including the launch of premium slots, in addition to securing several collaborations that have contributed to further expanding the brand.

The latest addition to its team will fulfilll its CEO position and surely bring something new to the company!

Appointing a Veteran to a Key Position!

Yggdrasil said goodbye to its longtime colleague, Bjorn Krantz, after he stepped down as CEO. However, immediately after this, the company presented his successor and welcomed James Curwen as its new CEO!

Krantz was the respected CEO of this team for 18 months, and he will officially say goodbye on October 1st. He first joined Yggdrasil in January 2020, after which we saw him in roles as division head for publishing and also as chief of global marketing operations. Although a very successful arrangement, it has come to an end.

Curwen, however, is another iGaming veteran who held the title of chief online officer at OPAP for the previous two years. He also has rich experience including his work as CEO of Golden Rock Studios and the title of chief gaming officer at Superbet.

If you thought that was all, let’s take a deeper look at his CV!

Curwen was also part of the William Hill team where he contributed to senior positions such as chief gaming product officer, and his career saw a flourishing in RandomGamesLimited UK and Ladbrokes.

The provider’s chairman, Itai Frieberger, stated: “The board is thrilled to announce that James Curwen has agreed to join us as the new CEO of Yggdrasil. We believe he possesses the skills and experience to elevate the business to new heights.”

Frieberger also extended his appreciation to Krantz, who was leaving the position. He conveyed, “On behalf of the board, I want to express our gratitude to Bjorn for his hard work and dedication over the last four years at Yggdrasil.”

Krantz also added: “Since day one, my work with Yggdrasil has been focused on transformation and, as the company now enters the next phase of its global developments, it’s time for me to hand over the reins. James Curwen is an industry veteran; he will bring invaluable experience and leadership to the company as it enters the next phase of driving sustainable, profitable growth. It’s his time to lead.”

Source: ”Yggdrasil appoints Curwen to replace outgoing CEO Krantz”. iGamingBusiness. August 22, 2023.

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The appointments include those of Kiran Ranu, who will now serve as the company’s business development manager, and Martin White, who is stepping in as business development director.

Freemarket Strengthens Team of Experts

Both additions have significant experience working in the gaming and gambling industries. Their appointments come shortly after the selection of Annie Osborne, a former Xace chief executive, who joined the company as business development director last week.

White himself has more than 30 years of relevant work experience, with 23 years of working in the payments vertical. He will now move forward with helping Freemarket strengthen its positions in the gaming and gambling industry which are fast becoming important points of interest for Freemarket.

Ranu has worked with TrueLayer, Trustpilot, and AAT, and she has a lot to offer as well, bringing a diverse set of skills that has to do with coaching, leadership, recruitment, account management, and more.

Freemarket VP of sales Richard Harrison has welcomed the additions of Kiran and Martin and said that the duo added to the talent momentum the company has been enjoying recently, pointing out Osborne’s hiring. Harrison added:

Both bring fantastic energy to the business, as well as the drive and tenacity that is very much central to our company. Their experience and network bolster the gambling team and I am very excited to see the huge impact that they will undoubtedly have.

Freemarket VP of sales Richard Harrison

Company Ready to Offer Gaming Sector What It Needs

Meanwhile, both White and Ranu welcomed their appointments. Ranu said that she was confident that she will be able to build the company’s presence in the gambling industry and take it to the next level.

As to White, he is similarly thrilled to be joining the company and bringing his know-how and expertise. He argued that the gambling industry needed cross-border payments and currency exchange solutions that Freemarket is now fully capable of bringing.

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With the ever-evolving landscape of regulatory requirements, businesses must increasingly rely on external tools to remain compliant with regulations and make informed decisions. VIXIO’s newest solution bolsters high-level decision-making, analyzing available data to improve planning efforts and highlight potentially hidden business opportunities.

The New Solution Answers Rising Market Challenges

VIXIO Regulatory Intelligence is a leading data provider for the gambling and payments industries, enabling businesses worldwide to navigate the increasingly complex modern regulatory challenges. The company’s forward-looking mindset drives it to constantly refine its platform and services to remain relevant despite rising global uncertainty.

The VIXIO Data Hub represents the company’s newest strategic planning and analysis portal. Live updates to relevant regulatory parameters will help partnering businesses remain compliant and better prepare for expansion into new jurisdictions. By consolidating relevant data into a user-friendly interface, the VIXIO Data Hub empowers companies with timely and accurate information critical to their strategic planning.

Global gambling companies can most benefit from this service, accessing over 400 data sets and 4 million data points from regulated markets. Proprietary forecasting tools allow users to generate accurate predictions, basing their growth strategies on up-to-date legislative or market developments. VIXIO’s team of leading analysts is also an expert at quickly identifying market trends, allowing operators to capitalize on potential opportunities before the competition.

Tightening Regulations Necessitate Enhanced Monitoring

Rapidly changing regulations can often catch operators unaware, resulting in potential breaches that can lead to significant fines and tarnish the company’s reputation. This problem is especially prevalent with companies operating in multiple jurisdictions, often sporting distinct regulatory challenges. Such a rapidly evolving landscape has caused many companies to seek third-party assistance, relying on professionals like VIXIO to track relevant changes and reveal new opportunities.

A recent GamblingNews interview with VIXIO senior gambling industry analyst Joe Ewens revealed the company’s stance on the upcoming UK white paper and the rising compliance burden on operators. He noted that such significant changes to a well-developed gaming market would undoubtedly cause local disturbances but were part of a worldwide push toward tightening regulations.

The reality is that all of the planned changes are just the latest developments in a story of tightening regulation over the past few years.

Joe Ewens, VIXIO senior gambling industry analyst

The VIXIO Data Hub’s launch marks an important milestone for regulatory intelligence solutions. Organizations can use this newest tool to ensure compliance and make informed decisions in a rapidly evolving regulatory landscape. The growing need for comprehensive data coverage and advanced analytics capabilities means more operators will gravitate towards such third-party solutions, enabling them to stay ahead of the curve and confidently achieve their objectives.

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With a silhouette that would fit perfectly in the Las Vegas Strip, Wynn Resorts’ newest project for a luxury integrated casino resort continues to steam ahead. The $3.90 billion project will be a first for Wynn in the area, hopefully capitalizing on the growing demand for such services. 

The Project Is Proceeding as Planned

Wynn first announced its plans for a new multibillion-dollar integrated resort (IR) in the United Arab Emirates (UAE) in January 2022. The world-leading operator chose the artificial Al Marjan Island in Ras Al Khaimah, which is already a spectacular tourist destination. Its proximity to Dubai was another deciding factor, hopefully drawing in VIP guests from both countries.

So far, the project has progressed without any notable hiccups. Wynn is partnering with local developer Marjan and RAK Hospitality Holding, a hospitality asset owner, and manager, ensuring compliance with the UAE’s strict regulations and requirements. Derek Sands, a senior manager at the casino giant, took on the role of executive vice president for the upcoming report, showcasing Wynn’s dedication to the project.

In March, Wynn selected ALEC Engineering and Contracting as the main contractor for the construction, demonstrating surprisingly swift progress. The operator is optimistic about the project, relying on the increasing demand for luxury gambling and resort destinations in the Middle East North Africa (MENA) region. Considering the planned early 2027 launch and significant progress, construction should soon commence.

The Previews Reveal Wynn’s Signature Thoughtful Design

Wynn’s latest updates regarding the ambitious project revealed the first concept images of the planned casino resort. The sleek hotel tower would look right at home on the Las Vegas Strip, promising a truly one-of-a-kind experience. The 1,500 hotel room venue will include an expansive gaming area, spa, entertainment facilities, a luxurious shopping center, and other top-tier amenities.

Wynn CEO Craig Billings lauded the development team’s efforts to deliver a unique beachside resort experience, expressing hope that new and returning customers would benefit from the company’s decades of experience. He noted that the island was the perfect canvas for Wynn’s rich and thoughtful design, hoping it would exceed expectations.

We have spent the past year meticulously programming and concepting Wynn Al Marjan Island, carefully considering its unique location.

Craig Billings, Wynn Resorts CEO

The $3.90 billion project is a significant investment for Wynn, the largest in the United Arab Emirates hospitality sector. However, Caesars Entertainment’s 2018 foray into the region with its Dubai resort proved the growing demand for luxury tourist destinations in the Middle East. Wynn is working hard to generate suitable hype for its newest project, hopefully paving the way for further opportunities.

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FanDuel is employing increasingly creative methods to stand ahead of the competition and resonate with customers. The unique marketing campaign puts the leading sportsbook and fantasy sports operator at the forefront, appealing to generations of NBA fans. FanDuel has recently doubled up on such initiatives, fighting to increase engagement and brand awareness with frequent collaborations and special events.

Attracting a high-profile NBA personality like Charles Barkley is a natural move for FanDuel, relying on the star’s candid and entertaining personality to reach new audiences. Barkley is a beloved basketball world figure, known for his on-court performances and role as a television analyst for TNT’s NBA coverage.

The “Think Like a Player” campaign will utilize deepfake technology to generate a version of Barkley from the 1990s called Young Chuck. The NBA legend will interact with his younger self, helping fans use FanDuel’s Same Game Parlay offerings. FanDuel EVP of marketing Andrew Sneyd was excited to launch the initiative and tap into Barkley’s substantial fanbase.

This campaign will… give us the opportunity to flex our creative muscle and demonstrate how we’re reaching our target audience in unique ways.

Andrew Sneyd, FanDuel EVP of marketing

In addition to relying on Barkley’s popularity, FanDuel will entice new customers with a limited-time signup offer, giving them $150 in site credit just for making a first bet of $5. The operator also hinted at more bonus offerings coming throughout the postseason. Such aggressive marketing is becoming increasingly common as companies seek to increase their exposure in the dynamic US sports betting market.

FanDuel Doubles Down on Flashy Marketing Campaigns

The collaboration with Barkley is part of FanDuel’s broader media strategy. At the beginning of April, the operator expanded its partnership with The Ringer, a digital media company known for its sports coverage and analysis. Its audience predominantly consists of sports fans interested in daily fantasy sports and online sports betting, making the collaboration a natural fit.

The two companies will collaborate to create new sports shows and adapt several popular video podcasts for FanDuel TV. Their partnership should provide valuable exposure and engagement for both parties. The enhanced platform will also be the perfect place to showcase the “Think Like a Player” campaign airing throughout the play-in tournament.

FanDuel’s continued reliance on flashy, impressive promotional campaigns goes against industry trends but has so far netted mixed results. The operator’s Super Bowl LVII ad largely failed to justify the $7 million investment, garnering conflicting opinions from fans. However, FanDuel appears confident in such an approach and is seeking increasingly more creative ways to reach out and attract new users.

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