Oddschecker Global Media, the leading sports betting publishing group backed by Bruin Capital, announced its rebranding to FairPlay Sports Media (FPSM). Confirmed today, the rebranding comes amid ambitious plans for the company’s expansion across the United States and follows the recent acquisition of SuperScommesse, an Italian sporting network.

In a statement, FPSM revealed that the rebranding seeks to “level the playing field for all sports bettors across pricing, payouts, bonusing, intelligence, and more.” This strategic process is expected to raise the lifetime value for media and distribution partners, as well as operators.

FPSM confirmed its intention to continue delivering tools and technology via its established brands such as SuperScommesse, Whoscored.com and oddschecker. At the same time, the company acknowledged the potential and value it can deliver to the end users and its partners via further expansion of its network across the globe.

“Oddschecker Global Media has today rebranded to FairPlay Sports Media (FPSM), to best deliver its aim to become the world’s most significant sports media network, powered by sports fans, bettors and its market-leading BetTech platform,“

reads a statement released by FairPlay Sports Media

Rebranding Announced during a Busy Period for the Company

Stuart Simms, FPSM’s group CEO, spoke about the rebranding, explaining that it represents more than just a change in the company’s name. “The launch of FairPlay Sports Media allows us to empower our customers to better compete in sports betting, while delivering significant efficiencies and added value to our partners through the use of our game-changing betting technology,” he added.

Additionally, Simms explained that recently, the company completed a number of acquisitions, strengthening its footprint in the global sports vertical. Finally, he predicted that the recent rebranding along with BetTech’s efforts will result in benefits for FPSM’s partners.

“We’ve made various strategic acquisitions – with more in the pipeline – to best place ourselves to create more engagement with sports bettors and the data they need, the independent content they demand, and we’re excited to showcase how this realignment and BetTech focus will benefit everyone in the FairPlay Sports Media Network, particularly in the US market.“

Stuart Simms, group CEO of FairPlay Sports Media

Undoubtedly, Simms is the perfect fit for the group CEO role with FPSM. He has more than 10 years of experience with leading sports and commerce companies, including XLMedia, Rakuten and Microsoft, among others.

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The lottery that operates on behalf of 12 local society lotteries in Great Britain, the Health Lottery, confirmed its plans for a rebranding of its flagship lottery game. On Monday, the lottery revealed that it plans to not only overhaul its brand with a new logo and identity but also implement a new prize structure.

The flagship lottery game has taken a new name, The Big Win, which will be in effect starting with the drawing scheduled for Tuesday night. The rebranded five-times-a-week lottery game has also implemented a new prize structure.

As a part of the change, matching four balls on any draw will now bring a higher prize, the lottery reveals. Previously, matching four balls granted a prize of £250 ($318) and that sum will now increase to £300 ($381).

Most notable is the change regarding the lottery’s Saturday draw. The main prize for its free second chance prize draw was £250,000 ($317,000) previously. However, in light of the changes, that prize will be increased nearly double, to £475,000 ($603,200).

Further changes within the Health Lottery’s rebranding bring a special Mega Monday promotion. That change sees anyone participating in QuickWin on Mondays tap into a £500 ($635) raffle. Moreover, the changes bring in a £500 ($635) raffle for participants in Super Sunday instant win games on Sundays.

Elevating the experience for the players even further, Health Lottery’s players that use direct debit will be entered into a monthly raffle. The automatic participation in the raffle will reward 10 players with £100 ($127) each on a monthly basis.

Rebranding to Help Appeal to More Players

Lebby Eyres, the Health Lottery’s CEO, explained that the increase for the Saturday night free prize draw seeks to boost customer engagement. According to her, the current prize is the highest one a society lottery operator can offer. Eyres added: “Players will be able to win a truly life-changing amount from this weekend’s draw. Though the free second chance prize draw jackpot will almost double, tickets to the main draw will still cost £1.”

“To improve our appeal to players, we’ve increased our Saturday night free prize draw to the highest level possible for a society lottery operator.“

Lebby Eyres, CEO of The Health Lottery

The Lottery’s CEO added that the rebranding seeks to give the draw “its own identity.” She spoke about the expansion of the lottery’s portfolio of games and acknowledged that its main game needed to stand out from its other products. Besides the main game, the Health Lottery offers online instant win games, All or Nothing, as well as QuickWin games.

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The remodel will be all-encompassing for the guest experience, bringing new nautical design elements and celebrating the beauty of Atlantic City’s Marina District. Guests will be able to enjoy the new experience right from the start with their arrival through settling into their accommodations.

New Design to Invoke Coastal Feelings

The design and craftsmanship of Borgata’s reimagined hotel will be the fruit of a collaboration between the MGM Resorts International Design Group and RVD Associates. The latter is an award-winning interior design firm, with a name that carries weight internationally. The project’s estimation is $55 million and is scheduled for completion by Memorial Day weekend.

All 700+ guestrooms will feature warm and bright décor, with deep wood finishes and a coastal feel. A collection of the luxurious Vista Suites, located at the tower’s corners, will offer wraparound views of Atlantic City’s beauty. Additionally, a 9,000-foot versatile event space will replace the former Immersion Spa on the 32nd floor, offering breathtaking views and event-tailored capabilities.

“Introducing the MGM Tower connects Borgata with the unparalleled entertainment and resort experiences MGM Resorts is recognized for worldwide,” said the chief operating officer of MGM Resorts International Corey Sanders.

The resort’s president and chief operation officer Travis Lunn echoed the same sentiment as Sanders.

As we approach the resort’s 20th anniversary, we are more committed than ever to remaining a leader in hospitality and entertainment by continuing to evolve the Borgata experience.

Travis Lunn, COO, Borgata Hotel Casino & Spa

Hence, the redesign and renaming of The Water Club are not only aimed at providing a fresher and more contemporary feel but to drive visitation rates well into the future as well.

MGM Resorts’ Global Activity Increasing

Another recently redesigned MGM Resorts International operation was Borgata Casino’s high-limit slots Miralto lounge. Miralto reopened in December 2022, after its multi-million redesign, offering a luxurious and exquisite experience. Plans for further renovation were shared back then, signaling that more changes were slated for the future.

Outside of Vegas and Nevada as a whole, MGM’s properties are still keeping the media busy with positive coverage. The MGM National Harbor is in Oxon Hill, Maryland, and its 2022 gross gaming revenue (GGR) won it the accolade of most profitable casino outside of Nevada, according to information by the American Gaming Association.

MGM has also been keeping busy outside the US overall, with its Macau establishment winning a new gaming concession last year. The company announced it will be investing $2 billion in MGM China – its Chinese subsidiary. The investment will be spread over the next decade, and tourism and non-gaming facilities will be a heavy focus.

The latter is driven by Macau’s new requirements for concessionaires, as increasing non-gaming activities was a vital part of the requirements updates. The special administrative region (SAR) recently lifted its mask mandates, exiting the COVID-19 pandemic. This, along with other factors, brought about optimism that the SAR can reach its $16 billion GGR target.

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With 20th-anniversary celebrations at Atlantic City’s Borgata Hotel Casino and Spa fast approaching, the MGM property has announced plans to spend $55m to completely redesign and rebrand the hotel. The new MGM Tower will have over 700 guestrooms and luxury suites that will be completely reimagined. The suites will wrap around the tower’s corners with amazing vista views according to reports.

Chief Operating Officer for MGM Resorts International, Corey Sanders, said: “Introducing the MGM Tower connects Borgata with the unparalleled entertainment and resort experiences MGM Resorts is recognized for worldwide. We are incredibly proud of Borgata and its industry-leading team of employees, and we believe this significant reinvestment will drive visitation to Atlantic City well into the future.”

Stunning New Experience

According to a press release from the operator in Yahoo News, visitors will find a whole new experience from the moment they arrive with a playful and contemporary personality featuring nautical design elements from the Marina District. Deep wood finishes in the “light and airy” guestrooms will accent a “bright yet warm” decor with neutral and blue tones, capturing the feeling of being surrounded by water.

The new Vista Suites wrapped around the corners of the tower will join the existing opulent suites.

A high-limit slot lounge already opened adjacent to the hotel lobby just before Christmas. The 8,300 sq ft newly rebranded Miralto underwent an extensive two-month, multi-million dollar renovation. New rooms will begin to open in April with the balance expected before Memorial Day Weekend. On the 32nd floor, in the location of the former Immersion Spa, a 9,000 sq ft event space will open as well with one-of-a-kind views for visitors.

“As we approach the resort’s 20th anniversary, we are more committed than ever to remaining a leader in hospitality and entertainment by continuing to evolve the Borgata experience,” said Travis Lunn, the resort’s President & COO. “We look forward to sharing our new vision with Borgata’s incredible guests in the coming months.”

Rodrigo Vargas Design Contributing

Award-winning international interior design firm RVD Associates worked in partnership with MGM Resorts International Design Group on designing and crafting the improvements.

East-facing rooms will have white curtains while west-facing rooms will have deep-blue curtains to accent a view of the evening marshlands in the distance.

Form, function, elegance, and leisure will all be incorporated with soft lighting hidden under the bed bases with soft light also coming from the headboard space of the beds. Ooulant space will feature “center-stage” with a table for daytime work or evening entertainment.

Source: Borgata Hotel Casino in Atlantic City announces $55m tower remodel, Yahoo News, March 14, 2023

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