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Burendo: Why learning from US betting giants could help European operators get the most from legacy platforms
Tom Walton, Director at Burendo, shares how the technology consultants are helping European operators squeeze more value from their existing technology by taking inspiration from US market leaders.
Established European markets have long been at the forefront of betting technology and regulation, yet leading operators across the Atlantic are increasingly pushing the envelope on user experience, product development and market agility. Major sportsbooks such as DraftKings and FanDuel have the deep pockets to build flexible proprietary technology, outpacing smaller rivals, while many European operators continue to rely on cookie cutter legacy technology that struggles to resonate with customers.
Setting the pace in the US
The rapid success of market leaders like DraftKings and FanDuel has not only redefined the US sports betting landscape but highlighted key lessons in user acquisition and innovation. One of the major differentiators between the US giants and smaller European operators is their ability to invest in and build their own technology tailored to the demands of modern sports bettors.
FanDuelâs SGP+ feature offers a new layer to the betting experience by combining multiple bets from the same game with more bets from other games in one parlay. At the end of 2024, ESPN Bet announced an account linking feature that allows bettors to seamless switch to watching live sports, in turn helping the operator to better curate custom bets as the technology tracks their viewing preferences. In the same vein, DraftKingsâ Sportsbook+ subscription service, launched in January 2025, allows subscribers to access better odds on parlays for $20 per month, and is the first of its kind. While same-game parlays and streaming also enjoy significant success in Europe, the Americans are leading the way with heavy promotions, marketing, and specialised technology designed to disrupt the market. The advantages are clear – bigger US operators with more financial power can offer customers a seamless, mobile-first experience that is tailored to their needs. They have the flexibility to take bigger risks and innovate rapidly, without being tied to technical limitations of outdated infrastructure. While their wall-to-wall advertising and marketing budgets are ahead of the game, their technology is equally as important to their success.
In Europe, operators may strive to build their own platforms but come up against a series of hurdles. Financially, it is a major undertaking and without the technical expertise, could lead to missteps. This is where Burendo can step in. Our consultancy team partners with operators to identify key opportunities for leveraging existing technology, helping them to innovate and scale in a cost effective and risk-mitigated manner.
We understand that near-identical user interfaces that offer similar player journeys to competitors cannot drive meaningful growth. For many operators in the UK and other regulated European markets, it can seem daunting to introduce entire new systems. However, transforming legacy platforms is not as overwhelming as it may appear. By streamlining processes and leveraging handpicked solutions and technologies, Burendo enables its clients to squeeze more value from their existing platforms and craft compelling experiences. We empower them with the skills to continuously improve long after our engagement, ensuring their systems remain adaptable in an ever-evolving market.
Innovation without breaking the bank
Technological improvements do not require a large budget. Operators can uncover real value by working with our expert teams, who leverage more than 40 years of combined experience in highly regulated markets, to deliver cost-effective, impactful solutions that prioritise long-term success over short-term fixes. Whether optimising an existing platform or introducing new features and capabilities, the goal is always to deliver measurable improvements that are built for the future.
Through our tailored approach, operators can innovate affordably, unlocking the power of their existing systems without the need for a complete overhaul. We help European operators bridge the gap between legacy systems and the innovation driving success in America. With our expertise of transforming sportsbooks, we can reinvigorate platforms without complexity or high costs commonly associated with changing provider or building sportsbooks from scratch.
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IGT Wheel of Fortune Video Poker Makes Global Debut at Downtown Grand Hotel & Casino in Las Vegas
International Game Technology PLC announced that it recently introduced its much-anticipated Wheel of Fortune Video Poker game in the worldâs most prolific video poker market: Las Vegas, Nev. Guests of Downtown Grand Hotel & Casino (Downtown Grand) in Downtown Las Vegas became the first players in the world to enjoy legendary IGT multi-hand video poker paired with the puzzle-solving, wheel-spinning fun of Wheel of Fortune via IGTâs Wheel of Fortune Video Poker game.
âBecoming the first casino in the world to offer IGTâs Wheel of Fortune Video Poker was an exciting moment for Downtown Grand and one that generated palpable buzz and significant play on our gaming floor. For decades, our players have enjoyed IGT video poker and Wheel of Fortune slots, so combining the DNA of those two products to create something new is an exciting proposition for our players,â said Rick Coltor, Slots Manager at the Downtown Grand Las Vegas.
âLaunching IGT Wheel of Fortune Video Poker in Las Vegas, the worldâs largest video poker market, marked another important milestone in the rollout of our expanded Wheel of Fortune games portfolio. Our Wheel of Fortune Video Poker game delivers an ideal blend of proven multi-hand poker, jackpot excitement and the signature elements of Wheel of Fortune games that have propelled the themeâs success for more than 25 years,â said Nick Khin, IGT President, Global Gaming.
IGTâs Wheel of Fortune Video Poker is currently available on the CrystalCurve cabinet. Wheel of Fortune Video Poker incorporates the franchiseâs famous puzzle-solving features and the iconic âWheel Bonusâ that has had players chanting âWHEEL-OF-FORTUNE!â for decades. The multi-hand poker game is available in triple-play, five-play and ten-play configurations and can award players 30,000, 50,000 or 100,000 credits, respectively, for a dealt royal flush.
MLB Players Inc., a commercial affiliate of the Major League Baseball Players Association, and OneTeam Partners announced theyâve reached a licensing agreement with PENN Entertainment.
The agreement designates PENNâs sports betting platforms â ESPN BET in the U.S. and theScore BET in Canada â as Officially Licensed Sportsbooks of MLBPI.
PENN now has the rights to use MLB player names, images and likenesses on its sports betting platforms, marketing assets and promotional campaigns.
The deal also includes PENNâs retail sportsbook operations (32 retail sportsbooks at its casino properties, including 19 under the ESPN BET brand).
Last fall, FanDuel and MLBPI reached a similar licensing agreement after the MLB playersâ union sued FanDuel and Underdog Fantasy in New York Supreme Court, accusing them of using the names and likeness of ballplayers on their players without permission.
âAs baseball season gets underway, weâre excited to offer fans an enhanced betting experience that includes player likenesses, expanded wagering options and a more dynamic product. Partnering with MLB Players Inc. strengthens our connection to the league and its star players and creates additional opportunities to engage fans throughout the season,â said Jason Birney, Vice President of Operations at PENN Interactive.
OneTeam Partners specializes in commercializing group licensing rights for professional athlates, and is a joint venture between the NFL Players Association, MLB Players Association, Womenâs National Basketball Players Association, MLS Players Association, and U.S. Womenâs National Team Players Association.
âBy integrating MLB player rights into PENN Entertainmentâs platforms, this partnership brings fans closer to the game while unlocking new business opportunities in sports betting. It highlights the growing influence of players in shaping premium, fan-focused betting experiences while enhancing player NIL rights and widening distribution,â said Frank Arthofer, President of OneTeam Partners.
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Caesars Entertainment Debuts its First Live Dealer Studio Inside One of its Caesars Rewards Destinations
Caesars Entertainment Inc. announced the launch of its first branded, live dealer studio inside one of its world-class destinations made possible through its partnership with Evolution. The debut of the space inside Tropicana Atlantic City in New Jersey marks the second custom studio made for Caesars live dealer offerings on its online casino platforms following the launch of its first such studio in Pennsylvania earlier this year.
Players 21 and older on Caesarsâ online gaming platforms Caesars Palace Online Casino, Horseshoe Online Casino, and Caesars Sportsbook & Casino can now enjoy a live dealer experience on mobile that draws inspiration from table game play at the Las Vegas Stripâs most iconic casino, Caesars Palace.
âThe opening of this branded studio at one of our Caesars Rewards destinations introduces the newest addition to our ever-expanding online gaming platforms. Weâre always striving to marry the world-class experiences our players enjoy at our destinations with the online casino play they love,â said Matt Sunderland, Senior Vice President and Chief iGaming Officer at Caesars Digital.
The New Jersey studio features five blackjack tables, which includes a VIP-exclusive blackjack table, one baccarat table and one roulette table. The tables feature custom felts with imagery and branding from iconic Caesars destinations on the Las Vegas Strip including Caesars Palace & Horseshoe. The studio also caters to VIP players, much like Caesars Rewards destinations, with a VIP-exclusive blackjack table offering an authentic 1-to-1 live high-limit blackjack experience, that could previously only be found in a physical casino.
âEvolution is thrilled to open a second dedicated Caesars live dealer studio inside Tropicana Atlantic City. This studio was made possible through our close partnership with Caesars. Once fully operational, it will generate approximately two hundred job opportunities in Atlantic City. Weâre very proud to see a concrete example of how iGaming helps to create jobs and develop the workforce in our local communities,â said Jacob Claesson, Chief Executive Officer of Evolution North America.
Caesars Palace Online Casino, Horseshoe Online Casino, and Caesars Sportsbook & Casino are available on iOS, Android, and desktop for those 21 and older in New Jersey, Pennsylvania, Michigan, Ontario, and West Virginia. Each platform offers a dynamic online casino experience with a range of unique Caesarsbranded games alongside hundreds of classic land-based casino favorites and core casino game mechanics, including high limit slots, private live dealer tables, linked progressive jackpots, variations of poker and roulette, and more.
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