partnerships
MST extends XB Net deal to power engagement on premium North American racing ahead of the Pegasus World Cup
Leading Italian horse racing provider rolls out U.S. horse racing to its extensive network in enlarged agreement with leading Stateside supplier
XB Net, the leading provider of premium content for North American racing, has extended its new distribution deal to deliver its comprehensive horse racing portfolio across the Americas to powerhouse platform provider, MST (Media System Technologies).
The agreement sees MST harness most of the premier stateside races to Italy, including the Breedersâ Cup World Championships and Januaryâs upcoming highlight of the Pegasus World Cup on 28th January at Gulfstream Park.
More broadly, it offers a wide range of XB Netâs live pictures, data and betting services from an unrivalled network of over 60 North American tracks (over 75% of U.S. horse racing) allowing MSTâs partners (retail and online) to flexibly fill their programming timetable. As a result, MSTâs own burgeoning suite of products now covers over 500 racecourses on four different continents.
Accordingly, MSTâs proprietary platform can support its clients (such as Eurobet, Goldbet, Sisal, BetFlag, SKS365, Lottomatica and the Microgame network) with an authentic 24/7 horse racing turn-key service which neatly plugs any gap on the daily betting calendar with engaging, easy-access content. MSTâs platform harnesses everything required to run a responsible horse racing business across online, mobile and retail.
This daily schedule of immersive content, which complements Italyâs domestic sporting action, provides MST with a reliable source of fast-settling betting content between 18:00 and 05:00 CET. This engaging action is proven to capture and retain the attention of audiences during competitive digital-entertainment cycles, driving new revenue streams across many of the planetâs most prestigious horse races. These include the Pegasus World Cup, two legs of the revered Triple Crown, featuring the Preakness and Belmont Stakes, alongside the aforementioned Breedersâ Cup.
XB Net is the proven pacesetter for live North American racing content, managing international rights, data, odds and live broadcast and video streaming on behalf of its growing global portfolio of partners. Harnessing low-latency feeds from more than 2,500 meetings, showcasing over 25,000 races per year, North American racing is engaging more and more bettors as worldwide operators plug the gaps on an uncertain sporting calendar.
Currently working with many of the worldâs leading fixed-odds, spread-betting and commingled wagering companies (such as Flutter Entertainment, bet365, William Hill, Playtech and Entain) XB Net enjoys a growing geographic footprint in mature and emerging markets across Europe, the UK & Ireland, Asia, North and Central America, and Australia. XB Net is now a key product of 1/ST Content, the innovative operating group for 1/STâs media and content companies. 1/ST is the biggest racing company in North America, with a mission statement dedicated to redefining and supporting Thoroughbred horse racing and the ecosystem that drives it.
Moreno Tanfani, Head of Horse Racing Business at MST, said: âFor Italian operators, North American racing represents a great opportunity to expand their offering beyond traditional fixtures and has proved a boon for acquisition and retention with those clients whoâve prioritised it on their integration road maps. Their players have already seen the added fun and value that U.S. racing brings to the betting experience, providing a trustworthy and regular flow of rapid-cycling opportunities. Itâs an honour to be bringing events like the Breedersâ Cup World Championships and the Pegasus World Cup to Italy.
âAfter Italian restrictions on broadcasting horse racing from overseas were belatedly eased a couple of years ago, international content is growing in its appeal and assimilation. Indeed, XB Net now represents a significant part of our total turnover, including Italian races.
âXB Net is helping MST meet the demands of all kinds of player, allowing our clients and their customers to enjoy the best live racing from around the world 24/7. Itâs a real boost for both increased betting activity and engagement.â
Simon Fraser, Senior Vice President of International at XB Net, added: âWherever you set your scene on the map, delivering the right content at peak leisure-times remains of paramount importance. XB Netâs wide range of low-latency racing solutions and racetracks are now ensuring the requisite flexibility for MST and their impressive rollcall of operators, and weâre delighted with this progressive partnership.
âWhile itâs always fine to plan globally, you need to remember to deliver a flexible enough solution that works locally. Live, premium daily sport is ostensibly an easy sell wherever you are in the world. However, if that sportâs betting markets are consistent and the framework familiar to customers, not to mention the timing matches up well with local leisure periods, then weâve found that engagement takes hold more quickly and proves enduring.
âItalyâs CET time zone is perfectly-placed to transition from its domestic racing scene into top-class âeveningâ meetings stateside, so high-quality 24/7 programming is now an attainable reality for our customers, thanks to this evolving collaboration. We canât wait to see how these innovative products continue to perform over upcoming highlights, with the upcoming Pegasus World Cup an obvious highlight.â
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Inspired Entertainment Partners with Aristocrat Interactive to Launch Revolutionary Online V-Lottery Gaming Suite for the Virginia Lottery
Inspired Entertainment Inc., a leading provider of B2B gaming content and systems, has announced the extension of its partnership with global aggregation leader Aristocrat Interactive to provide the Virginia Lottery with a comprehensive suite of Inspired V-Lottery scheduled Virtual Sports games, set to transform the iLottery gaming landscape. The supply shall be made via NeoPollard Interactive LLC, jointly owned by Pollard Banknote Limited and Aristocrat Interactive.
With this partnership, the Virginia Lottery will become the first lottery in the US to offer Inspiredâs online V-Lottery content, marking a significant milestone in the evolution of lottery gaming. The initial game offerings will include exciting options in virtual football, virtual basketball, and virtual horse racing, with plans for future expansion to encompass a broader range of Virtual Sports, ensuring an engaging experience for lottery players.
The V-Lottery games will be available online, allowing Virginia residents to access and enjoy these innovative gaming experiences through the Virginia Lottery website and mobile app. The target launch date for this new offer is set for mid-2025, continuing to position the Virginia Lottery at the forefront of iLottery innovation.
âWe are honored to partner with Aristocrat Interactive and NeoPollard Interactive, to bring this unprecedented gaming experience to the Virginia Lottery. This collaboration showcases playersâ growing appetite for engaging online lottery experiences and will provide additional funds for good causes,â said Brooks Pierce, President and CEO of Inspired.
âAs a new online content provider, Inspired is contributing to the expansion of our iLottery games portfolio. The Virginia Lottery will become the first lottery in the United States to offer online Virtual Sports, supporting our strategy of attracting new players and providing fresh, exciting gameplay experiences,â said Scott Kenyon, Deputy Executive Director of Marketing at the Virginia Lottery.
Allwyn North America announced the launch of its portfolio of top-performing games in partnership with the Michigan Lottery.
With a library of over 300 unique games, Allwyn e-Instants have proven popular in Europe, including the first game available for Michigan players â Super Cash Bolt. The successful Cash Bolt series has consistently been a top performing game for the UK National Lottery, the Irish National Lottery, and Loterie Romande in Switzerland.
âWe are excited to partner with Allwyn to introduce Super Cash Bolt to Michigan lottery players. This innovative e-Instant game ushers in a new era of digital gaming with its dynamic features and immersive gameplay. Weâre always looking for ways to enhance player engagement, provide convenience, and deliver exceptional entertainment, and this game reflects our commitment to offering experiences that resonate with our players,â said Suzanna Shkreli, MSL Commissioner.
The game Super Cash Bolt has been customized for the Michigan State Lottery as part of Allwynâs content strategy, which is rooted in understanding the local market and players, and providing a diverse array of games that meet different player needs.
âWe deliver tailored, immersive gaming experiences for players. We help lotteries build engagement in a digital world, by offering players what they want â an engaging experience, immersive animations, and options for short or long-form gameplay. We canât wait to unleash the full capability of the Allwyn catalog in the US,â said Wayne Pickup, CEO of Allwyn North America.
Allwyn North America has been working in partnership with IWG to deliver its games via IWGâs InstantRGS, creating a simple and fast solution to bring games into market, and eliminating the need for additional technical development by the iLottery platform.
Scientific Games continues to light up the companyâs licensed properties portfolio with another big win. National Basketball Association (NBA)-licensed instant scratch games are now available to U.S. lotteries through Scientific Games, bringing the fan-passionate brand of professional basketball to their players.
As part of the new, multi-year agreement, Scientific Games will work with U.S. lotteries to help create custom second-chance promotions and experiential prizes to amplify their NBA-themed scratch games. Lotteries can also work with local NBA teams in their states to create team-specific games through sponsorships.
The Massachusetts Lottery, perennially ranked No. 1 worldwide for instant scratch game sales, is the first to feature an NBA-branded scratcher under the Scientific Games agreement. The Lottery launched an NBA Champion Boston Celtics-themed game on November 19 with the 2024-25 NBA season in full swing. With total sales of $1.6 billion since the introduction of its first sports-themed ticket in 2006, the Mass Lottery is also ranked No. 1 in the U.S. for retail sales in this category.
âThe Celtics are one of the most iconic franchises in all of sports and we are thrilled to commemorate their most recent championship with a ticket that offers their passionate fanbase the opportunity to win up to one million dollars and a variety of experiential and merchandise prizes,â said Mark William Bracken, Executive Director of the Massachusetts State Lottery.
The NBA has a rich tradition of game-changing plays, storied rivalries and team dynasties. It is the most innovative league in sports, helping drive the growth of the sport around the globe. The NBA comprises 30 teams in North America, 29 based in major U.S. cities and one in Canada.
Tina Hoover, VP Licensing for Scientific Games, said: âWe are excited to welcome the NBA back into the lottery category. The NBA has a loyal and passionate fanbase, which makes the brand perfect for lottery games that appeal to players in communities across a state. Each game can be customized to a lottery’s home market. Best of all, sales from the games will benefit the lotteryâs good cause programs in those same communities.â
In fiscal year 2024, licensed branded games created by Scientific Games for North American lotteries represented USD $2.6 billion in retail sales.
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