Flutter-owned gambling operator Sky Bet has formed a new partnership with Incentive Games, a leading B2B games provider, to release a new soccer-themed game. The new game will see Sky Bet explore opportunities within the iGaming sector as it seeks to channel more players toward its products.

The new game is called Match 5 and will allow Sky Bet to differentiate its online offering from its competitors. Combining elements of iGaming and sports betting, the new game allows fans to visit the Sky Bet app daily to collect a different Premier League team.

The teams players get are picked at random, adding a layer of unpredictability to the product. In addition, players can get up to £20 in free bets depending on how many of their teams win at the weekend.

Match 5 is now available to all new and eligible Sky Bet customers in the United Kingdom and Ireland. The official launch was held on February 12, providing fans with a new opportunity to explore the world of professional soccer.

In an update on LinkedIn, Incentive Games pointed out that the new product has enjoyed “phenomenal uptake” in the first week. The provider is excited to see how this partnership with Sky Bet will evolve.

Match 5 Will Be a Game-Changer

John Gordon, Incentive Games’ co-founder and chief executive officer, said that his team is very excited about the game. He described it as a “classic example of simple insight, easy accessibility and engagement,” saying that it will be a way for soccer aficionados to take their experience to the next level.

Combined with Sky Bet’s scale, this is a real game-changer.

John Gordon, co-founder & CEO, Incentive Games

In the meantime, Dan Colton, managing director at Sky Bet, said that Match 5 is the “culmination of months of hard work.” He praised Incentive Games’ team for its incredible work on the game and said that Sky Bet cannot wait to see how customers interact with it.

The beauty of the game is that it’s a really creative way of rewarding football fans that replicates the thrill of an acca but is totally free to play.

Dan Colton, MD, Sky Bet

A month ago, Sky Bet altered its best odds guaranteed (BOG) promotion, restraining access to active Sky Bet Club loyalty program members. Despite these changes, Sky Bet remained convinced of the success of the offering.

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Sky Bet recently announced adjustments to its best odds guaranteed (BOG) promotion, restricting access to active Sky Bet Club loyalty scheme members. Effective 15 January, customers must stake £30 within the previous week’s qualifying period to avail themselves of this offering. The operator was confident it would remain competitive despite these changes, highlighting the benefits of Sky Bet Club.

This decision marks the latest move among leading bookmakers to either limit or remove the popular promotion. October saw Flutter-owned operator Betfair axe this option for horse and greyhound racing. Industry giant William Hill followed suit in December, limiting the offering and setting this ongoing trend. The promotion likely failed to entice customers to pay more, making it unsustainable in the long run.

Sky Bet’s changing policy also eliminates the 10% bonuses on winning forecasts and the 15% bonuses on successful tricasts. The operator had already ceased best odds guaranteed in races offering additional each-way places, heralding the upcoming broader change. Sky Bet head of sports PR Michael Shinners addressed the modifications, highlighting ongoing industry trends.

Best Odds Guaranteed is an offer that many bookmakers have modified or even pulled altogether over the past 18 months.

Michael Shinners, Sky Bet head of sports PR

Shinners discussed the situation for Racing Post, emphasizing BOG’s integration into Sky Bet Club, highlighting it as the leading loyalty scheme in the industry. He added that the most recent decision would ensure that most horseracing customers could continue enjoying the promotion alongside more of Sky Bet’s premiere offerings.

Sky Bet Aims to Consolidate Its Bonus Offerings

When asked about potential implications where punters might increase their spending to access the promotion, Shinners reaffirmed that the Sky Bet Club has consistently required a minimum £30 stake per week for eligibility and that the recent changes would hopefully increase participation in the program. He also underscored Sky Bet’s ongoing support for racing, drawing attention to the upcoming 2024 Sky Bet Sunday Series.

Despite limiting one of its most popular promotions, SkyBet starts the year with significant momentum after a successful 2023. Last year saw the operator conclude several high-profile partnerships with leading leagues and suppliers, bolstering its competitiveness and allowing it to retain its leadership position in the UK.

Sky Bet’s BOG policy changes echo similar shifts made by other bookmakers recently, aligning with industry trends amid rising media rights costs. The operator likely aims to provide more personalized customer service, bolstering customer engagement and hopefully exposing more users to its loyalty scheme. While this move will likely prove unpopular with some bettors, Sky Bet likely hopes it will improve long-term profitability.

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Premier online betting operator in the UK by number of customers that provides pre-match and in-play odds in a variety of markets, Sky Betting & Gaming (Sky Bet), has made a donation of over £250,000 ($313,500) to the Children’s Heart Surgery Fund (CHSF), one of Yorkshire’s top charities.

The announcement was made during SBG’s Annual Charity Gala held in Leeds earlier in the week when hundreds of staff members and guests reunited for a fund-raiser hosted by ITV Racing’s Oli Bell and Ed Chamberlin.

Flutter UK & Ireland Donated £120,000

While the silent auction, sponsorship packages, Mascot Race, and raffle prizes all contributed to raising an important amount throughout the night, Sky Bet’s parent company Flutter UK & Ireland (Flutter UKI) decided to add a further £120,000 to the list of donations. 

This way, the Leeds Congenital Heart Unit will afford to buy a new, top-tier echo software package that would allow them to use advanced software for highly detailed heart analysis.

At the head of the year, the staff at Sky Bet voted to support the CHSF. Ever since they have been involved in a series of fund-raising challenges and activities with the goal of raising money for the charity that does not receive any funds from the government.

In the past eight years since it has been running its charity event, Sky Bet has managed to raise approximately £800,000 ($872,000) that reached local and nationwide charities. The list includes Macmillan Cancer, the Yorkshire Air Ambulance, Support Dogs, and Teenage Cancer.

The company’s chief commercial officer, Steve Birch, called the Charity Gala one of their “proudest moments” while praising the work done by the staff to raise money for the cause that he called exceptional.

The Children’s Heart Surgery Fund (CHSF) is a not-for-profit organization that provides lifesaving and life-changing support for children with congenital heart disease across Yorkshire.

Sky Bet’s “Life-Changing” Contribution, Praised by CHSF

CHSF’s head of marketing, Andy McNally, spoke about the “life-changing contribution from Sky Betting & Gaming and Flutter UKI” that is expected to make a huge difference in terms of treatment for patients suffering from congenital heart diseases. 

He added that the fresh donations will support both patients and their families and provide them with the “best possible experience” at the Congenital Heart Unit as well as other 19 cardiac clinics in the area. 

McNally thanked the Sky Bet staff and everyone who helped organize the event. Each year, the CHSF takes in more than 17,000 patients of all ages. 

In August, Sky Betting and Gaming announced it would continue to promote safer gambling practices together with the English Football League.

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The regulator in charge of advertising in the United Kingdom, the Advertising Standards Authority (ASA), constantly monitors such activities and imposes actions against companies that breach the established advertising regulations. As the regulator, the Authority scrutinizes different sectors, including the gambling and betting vertical. On Wednesday, the ASA announced that it upheld an assessment against a promotional Tweet released for Sky Bet. Posted on February 9, 2023, the Tweet included a video clip that was a part of The Overlap, a podcast that involves some of the biggest names in soccer, business, politics and the sports sector.

The aforementioned promotional Tweet included a video of Gary Neville that predicts which team may win the Premier League. The promotional video displays the BeGambleAware logo along with text Brought to you by Sky Bet and a caption “Is Gary changing his title prediction? Thanks to Man City, It seems @GNev2 is having a change of heart. Part three of The Overlap Fan Debate is out now.”

After observing the post, the ASA questioned whether the ad featured an individual that is likely to appeal to people under 18 years of age. Under the current regulations, gambling advertisements cannot include personas that may appeal strongly to individuals under the age of 18. The Authority sought to determine if Neville, who is a famous pundit for Sky and ITV, and also has a rich history in soccer after being a part of the Premier League club, Manchester United, may appeal to those under the age of 18.

Sky Bet Explains Why Gary Neville Doesn’t Appeal to Individuals under the Age of 18

The ASA addressed their issue with Sky Bet, to which the company responded that while Neville is well-known in soccer, he retired more than a decade ago, in 2011. Moreover, Sky Bet said that The Overlap podcast focuses on soccer but also includes discussions and interviews within the political, sporting and business sectors. It added that the podcast is “distinctly adult in tone” and doesn’t offer any content that may appeal to children.

Citing data, Sky Bet confirmed that as of March this year, Neville had some 5.5 million followers on X, the platform formerly known as Twitter. According to the company, an estimated 1% of those followers were between the ages of 13 and 17. In contrast, Sky Bet said that some 53% of his followers are between the ages of 25 to 34. “Gary Neville was 47 years old at the time the ad appeared, and that his media profile was consistent with his mature age,” the company explained.

Advertising Watchdog Upholds Complaint

Despite the facts drawn by Sky Bet, the ASA upheld its complaint regarding the promotional message. According to the Authority, the 1% of Neville’s followers on X represent some 55,000 individuals under the age of 18. Additionally, the ASA said that in total, across other social media channels, an estimated 135,000 followers of the famous businessman and sports pundit are under the age of 18. 

Citing the BCAP, the Authority explained that “a generally high social media following that attracts a significant absolute number of under 18 followers, as determined through quantitative or qualitative analysis, is likely to be considered an indicator of ‘strong’ appeal.” Although that number was a small portion of Neville’s followers, the ASA said that it represents “a significant number in absolute terms.” It concluded that the ad was in breach of the CAP Code and explained that it must not appear again in its current form.

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Steve Birch, Sky Betting and Gaming’s chief commercial officer, addressed his company’s partnership with the English Football League (EFL) and the two parties’ commitment to responsible gambling. Now entering its second decade, the partnership between the operator and the league continues as strong as ever.

In a statement provided to Britain’s Betting and Gaming Council (BGC), Birch said that his company’s relationship with the soccer league is one of the longest-running and most successful in professional sports. He praised the two parties’ emphasis on social responsibility and thanked the UK government for providing the partnership as an example of a healthy sponsorship to other companies and leagues amid the ongoing gambling reforms.

Birch teased that Sky Betting and Gaming will be doubling down on its safer gambling messaging and promised that there would be changes around the side of the pitch.

The representative noted that the Sky Bet Championship Play-Off Final between Luton and Coventry incorporated the company’s new perimeter advertising. Previously, the company has also promoted safer gambling initiatives such as “Take Time to Think” through sleeve badges on shirts.

The CCO concluded that nothing beats messaging that is visible at the arena, which is why his team would continue to promote safer gambling through perimeter messaging.

Safer Gambling Is at the Forefront of Sky Betting’s Philosophy

In his statement, Birch promoted the safer gambling tools his company offers to its customers. This includes deposit limits, loss limits and timeouts that help people enjoy gambling without harming themselves. He noted that customers who use deposit limits are much more likely to stick to their budget.

Birch also pointed out that Flutter, Sky Betting and Gaming’s ownership group, has set an ambitious target of having 75% of its customers use such tools by 2030. Currently, around 50% of Sky Bet’s customers are using such solutions, attesting to the company’s commitment to player safety.

Our latest approach is just the latest example of safer gambling being more than just words to us at Sky Bet. It’s a key priority for our business and we are constantly seeking to use our tech and data to put the right protections in place – and to ensure our marketing campaigns are as impactful and effective as possible.

Steve Birch, CCO, Sky Betting and Gaming

Birch recognized that most players who wager, do so safely. However, he pointed out that it is crucial to protect the few who may be at risk of harm. The representative concluded that Sky Betting and Gaming and the EFL share the same values when it comes to safer gambling and will prioritize player safety during the new soccer season.

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Tabcorp, an Australian gambling giant, has unveiled an extension to its digital content agreement with the Flutter-owned gambling company Sportsbet. Under the agreement, Sportsbet will be allowed to broadcast Sky Racing 1 and Sky Racing 2 live on its betting application and official website. Sky will serve as the exclusive provider of the deal.

As announced, the deal has been extended for 10 years, securing Sportsbet’s access to the Sky Racing service for a decade. The terms of the deal are more or less the same. The arrangement is expected to generate between AUD 30 million and 40 million by the end of FY 2024.

The deal comes after, in May, Tabcorp considered a bid for rights for the Melbourne Cup Carnival, one of the biggest racing events in Australia. The move caused some of Tabcorp’s competitors to drop out of the bidding.

One of the Most Significant Deals for Tabcorp

Addressing the current deal, Tabcorp’s managing director and chief executive officer, Adam Rytenskild, said that Sky is “the home of racing.” As such, the broadcaster attracts more bettors than any other channel in Australia and is a “major driver of racing wagering.”

According to Rytenskild, the extension of the deal cements Sky as a leading racing network.

With more than 150,000 races broadcast live around the world every year and the best team in Racing, the extension of this agreement recognizes Sky as one of the best and most valuable racing networks in the world.

Adam Rytenskild, CEO & MD, Tabcorp

The CEO added that the deal is also good news for racing clubs whose meetings will be followed by more people than ever before. He concluded that the agreement will extend one of Tabcrop’s most significant digital revenue streams for another 10 years.

Rytenskild concluded that his company continues to build momentum toward TAB25. The company’s robust pipeline will transform the racing sector with a new app, products and faster market speeds than ever before, the CEO added.

In other news, Sportsbet continues to double down on its marketing efforts in Australia ahead of a looming ban on sports betting ads. The company has invested millions in sports betting advertisements in H1 2023 alone.

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Sky Bet will remain the English Football League (EFL)‘s official sponsor until the end of the 2028-29 campaign after the sports betting and gaming brand and the league signed a five-year contract extension.

Rights Fee Increases by 50%

The contract extension builds on a decade-long partnership between Sky Bet and the EFL and will increase the rights fee paid by the betting and gaming brand by 50%, providing more for the league clubs and supporting the league’s objective of making the clubs across all divisions of the EFL financially sustainable.

EFL chief executive, Trevor Birch, hailed the important role played by Sky Bet for over a decade, serving as “a valuable partner for EFL clubs” by supporting their efforts for sustained investments and helping them “navigate a volatile financial landscape.”

“We have consistently seen our partnership evolve to move with the times and, with [the] community at the heart of the EFL, a new community investment fund is perfectly aligned and will help strengthen the partnership’s commitment to social responsibility,” Birch said, thanking Sky Bet on behalf of the clubs for its “ongoing support.”

Sky Bet will continue to be the Official Title Partner of the Sky Bet EFL and Sky Bet Play-Offs globally, as well as the rights to award the official Manager, Player and Goal of the Month awards, and the seasonal “Golden Boot” and “Golden Glove” in each of the divisions.

“Football is central to who we are and it’s great to be able to support the game and provide investment for Clubs across the Pyramid,” said Sky Bet chief commercial officer Steve Birch, delighted that Sky Bet “can go one step further” and “make a real difference for people across England and Wales.”

Financial Support for Communities

The new deal will see Sky Bet contribute £1 million ($1.25 million) per season to the Sky Bet EFL Community Fund, a new investment vehicle created for communities across England and Wales where the EFL clubs are based through which the EFL and Sky Bet will deliver upon mutually agreed by the Club Community Organisations (CCOs) and the EFL Trust initiatives.

The partnership will continue to be built around safer gambling as both sides signed a Memorandum of Understanding (MoU) on how to deliver on joint objectives in a socially responsible way. In the MoU, both Sky Bet and the EFL committed to promoting the product in a way that protects children and other vulnerable groups.

Finally, the EFL and Sky Bet agreed to share with the government, sports and sector stakeholders learnings and insights from their partnership, which is one of the longest in UK professional sport, to help inform the new sports sponsorship Code of Conduct that will be developed in accordance to the Gambling Act Review White Paper’s recommendations.

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