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Kentucky Lottery Fuels 10 More Years of Education Funding with Scientific Games Enhanced Partnership

Scientific Games and the Kentucky Lottery will continue a successful Scratch-Off game management partnership for another decade, driving maximum funding for Kentucky college scholarships. While Scientific Games has served as the Kentucky Lottery’s primary Scratch Off game provider since 1989, the Scientific Games Enhanced Partnership program with the Kentucky Lottery began in 2018 and has propelled the Kentucky Lottery to one of the top 20 performing instant game lotteries in the world. The SGEP program helped responsibly grow Kentucky Lottery Scratch Offs to a more than $940 million product category, entertaining players and benefiting students in the state.
Mary Harville, Kentucky Lottery President and CEO, said: “The Kentucky Lottery is always looking for new and exciting games to offer our players and retailers, and the Lottery’s continued partnership with Scientific Games will ensure we are doing just that. Creative and top-performing Scratch Offs bring the players into retailers, which in turn helps the Kentucky Lottery increase our revenues each year. This allows us to fund the many scholarships for Kentucky’s students and families. We look forward to working with Scientific Games to carry out this mission in the years ahead.”
SGEP is used by some of the world’s top-performing instant game lotteries, including five of the top six in the US. Driven by data analytics and patented technologies, the program optimizes the Kentucky Lottery’s Scratch Offs through portfolio management and optimization, game design services, advanced logistics, licensed brand services, digital services and retail sales and marketing support. SGEP drove 31% better performance for U.S. lotteries using the program in fiscal year 2023-24 (MAP weekly per capita sales).
John Schulz, President of Americas and Global Instant Products for Scientific Games, said: “The Kentucky Lottery has always taken an innovative, collaborative approach to growing its Scratch Off product category, and moving to the SGEP program was a very strategic business decision. Our partnership has proven to be highly successful, keeping the product pipeline flowing with exciting and innovative games to Kentucky Lottery retailers and players and protecting funding for scholarships for Kentucky students.”
Since 1999, the Kentucky Lottery has funded more than $5 billion in scholarships and grants for Kentucky’s students and families. In addition, the partnership with Scientific Games has generated more than $1.6 billion in commissions to the Lottery’s network of 3500 retailers.
Scientific Games also provides the Lottery with licensed properties, including the sell-out ELF-themed holiday games and an award-winning digital customer relationship management program, which successfully drives omnichannel player engagement and retention for the Kentucky Lottery’s retail and iLottery.
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Betano Renews Sponsorship with Formula One Legend Felipe Massa

Former Ferrari, Williams and Sauber driver remains Betano’s ambassador in Brazil, participating in responsible gaming campaigns and social initiatives, with the brand also displayed on his car and race suit
Betano, Kaizen Gaming’s sports betting and gaming brand, announces the renewal of its successful partnership with Felipe Massa, active since 2023. The Brazilian driver, recognized worldwide for his career in Formula 1 and recent victories in Stock Car, which made him runner-up in the sport, will continue his partnership with Betano under a multi-year contract, reinforcing the connection between the brand, driver and his fans.
“Felipe Massa is more than an ambassador for Betano; he is a symbol of trust that shares similar values with us and has a story that inspires. Renewing this partnership is part of our commitment to offering fans unique experiences and expanding our presence in Brazilian sports. Massa will also be our ambassador for responsible gaming and will engage in social initiatives driven by Betano,” says Guilherme Figueiredo, Betano’s Country Manager in Brazil.
To celebrate the renewal and officially sign the contract, Massa visited Betano’s brand-new office in São Paulo, Brazil. Employees had the chance to meet him in person, get autographs, and take photos while sharing their excitement for the renewed partnership.
“This is a very special relationship. I am proud to represent a brand that understands and values sports. Each event and activation we have done together was created with one goal in mind: to create unforgettable moments for sports fans. It is a pleasure to continue this collaboration and I’m looking forward to achieving more together in the coming years,” says Felipe Massa.
The Brazilian driver has a career full of achievements. Runner-up in F1 in 2008 and with victories in several international competitions, he is an idol to thousands of motorsports enthusiasts.
During his partnership with Betano, Felipe Massa participated in several activations with sports fans and the brand’s customers. Among the highlights, the Betano Racing event stands out, where influencers and guests had the opportunity to race side by side with the driver, creating moments of adrenaline and fun. In addition, Betano welcomed Massa to the Copa América Cup Tour in São Paulo and to activations in Belo Horizonte during the historic first stage of the Stock Car in the city.
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Major League Baseball and Sportradar Expand Partnership

Major League Baseball (MLB) and Sportradar announced a long-term extension and expansion of their decade-long partnership, set to begin with the 2025 season, aimed at unlocking the full potential of MLB’s data and audiovisual (AV) content while growing America’s pastime worldwide.
As part of the agreement, MLB has acquired an equity stake in Sportradar, further solidifying the partnership between the two organizations and supporting future growth opportunities.
Under the new terms, Sportradar, in partnership with MLB, will exclusively distribute MLB’s ultra-low latency official data, media content, including MLB Statcast Data, and AV content across its global client network, which spans 800 sportsbook clients and 900 media companies.
To ensure the integrity of the sport, Sportradar will continue to provide best-in-class integrity services, including Sportradar’s Universal Fraud Detection System (UFDS) to monitor global betting activity, as well as offer investigative and educational support to MLB.
Additionally, Sportradar and MLB will collaborate on the creation of AI-driven products powered by player tracking data to create immersive, hyper-personalized fan experiences.
Kenny Gersh, MLB Executive Vice President, Media & Business Development, said: “Sportradar has been a great partner to MLB, particularly helping us navigate the legalization and continued evolution of the global sports betting landscape. Over the course of our partnership, Sportradar has consistently developed great products utilizing MLB’s best-in-class data. MLB is delighted to continue innovating with Sportradar to create engaging products and services for MLB fans globally.”
Carsten Koerl, CEO of Sportradar, said: “We are thrilled to continue our long-standing partnership with MLB, and this agreement represents a new, exciting chapter in our journey together. Our collaboration is not only about leveraging cutting edge technology and content but also working together to create innovative products that enhance fan engagement and bring fans closer to the game. By combining our strengths, we can unlock new opportunities and reach more sports fans around the globe to shape the future of sports entertainment. This deal, which is immediately accretive to our business, will drive value for our shareholders as we continue to expand margins and generate strong cash flow.”
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SCCG Enters into Strategic Partnership with Tecpinion

SCCG Management has entered into a strategic partnership with Tecpinion, a premier provider of custom development and ready-to-launch, 100% customizable iGaming platforms with full ownership.
Tecpinion delivers state-of-the-art platforms for sweepstakes casinos, social casinos, sports betting, online casinos, fantasy sports, crash games, and more, with integrated solutions such as multi-lingual support, payment gateways, and referral systems that cater to a global audience.
SCCG Management will provide business development support, sponsorship exposure, and strategic distribution opportunities, leveraging its extensive global network to position Tecpinion as a go-to provider for gaming operators looking to scale efficiently. With a proven history of facilitating successful partnerships across the industry, SCCG will help Tecpinion expand its reach, maximize its market impact, and connect with key stakeholders in high-growth regions.
Stephen Crystal, Founder & CEO of SCCG Management, said: “Technology is the backbone of innovation in gaming, and Tecpinion is at the forefront of developing solutions that meet the evolving needs of operators and players. Their expertise in building dynamic, scalable platforms aligns perfectly with SCCG’s mission to drive growth and efficiency in the industry. Through this partnership, we will bring Tecpinion’s next-generation gaming solutions to new markets, ensuring operators have access to the technology and business strategies necessary for long-term success.”
Deepti Shukla, CEO of Tecpinion, said: “We are very excited about this partnership with SCCG management. They have been instrumental in changing the entire paradigm of iGaming industry and their dedication toward the industry growth is unmatched. They are one of the most experienced and professional team in the industry. We are sure that together this partnership will open new opportunities of growth for businesses of our industry.”
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