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NBA and William Hill US announce sports betting partnership
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The National Basketball Association (NBA) and William Hill, one of America’s leading sports book operators, announced a new partnership that will make William Hill a Proud Partner and an Authorized Sports Betting Operator of the NBA in the United States.
As part of the agreement, William Hill will have the right to use official NBA betting data and league marks across its mobile platforms and in its sports books throughout the United States. Additionally, William Hill will be promoted across the NBA’s digital assets including NBA.com, the NBA app, and the NBA’s social media platforms.
“William Hill is a globally respected brand that has set an early standard for sports betting in the U.S. market,” said Scott Kaufman-Ross, Senior Vice President, Head of Fantasy & Gaming, NBA. “We are delighted to partner with William Hill as they grow their business throughout the U.S. and are excited to work together to provide a world-class experience to our fans.”
“We are proud of this creative partnership that benefits our customers and our partners nationwide while promoting legalized wagering on NBA events. The NBA has been a leader in recognizing the benefits of a legal sports betting market,” said Dan Shapiro, Vice President of Strategy & Business Development of William Hill US. “We expect this to be the beginning of a long and mutually beneficial relationship with the league and its teams.”
An industry leader with an 85-year history in the space, William Hill is internationally recognized as an innovative pioneer in sports and sports betting. Following the U.S. Supreme Court’s decision that overturned PASPA in 2018, William Hill has led United States expansion of sports betting and now has operations in 10 states. The company currently accepts one out of every four bets placed in the U.S.
Throughout the partnership, William Hill and the NBA will collaborate on best-in-class practices to protect the integrity of NBA games.
About the NBA:
The NBA is a global sports and media business built around four professional sports leagues: the National Basketball Association, the Women’s National Basketball Association, the NBA G League and the NBA 2K League. The NBA has established a major international presence with games and programming in 215 countries and territories in 50 languages, and merchandise for sale in more than 100,000 stores in 100 countries on six continents. NBA rosters at the start of the 2018-19 season featured 108 international players from 42 countries and territories. NBA Digital’s assets include NBA TV, NBA.com, the NBA App and NBA League Pass. The NBA has created one of the largest social media communities in the world, with 1.6 billion likes and followers globally across all league, team, and player platforms. Through NBA Cares, the league addresses important social issues by working with internationally recognized youth-serving organizations that support education, youth and family development, and health-related causes.
About William Hill:
William Hill PLC is one of the world’s leading betting and gaming companies, employing over 16,000 people. Its origins are in the UK where it was founded in 1934, and where the company is listed on the London Stock Exchange. With headquarters in London and Leeds it has a national presence of licensed betting offices in Great Britain and Northern Ireland and is one of the country’s leading online betting and gaming services. In 2012, it established William Hill US with a focus on retail and mobile operations in Nevada, which is now the largest sports betting business in the USA. William Hill US (www.williamhill.us) currently operates 113 race and sports books in Nevada and the state’s leading mobile sports betting app. William Hill is operating in New Jersey at Monmouth Park Racetrack, Ocean Resort Casino, Tropicana Atlantic City, and online with the William Hill New Jersey sports betting app as well as in Indiana, Iowa, and West Virginia. William Hill is a licensed sports betting provider in numerous casinos in Mississippi, Pennsylvania, Rhode Island, and New Mexico, and serves as the exclusive risk manager for the sports lottery in Delaware. William Hill has licensed operations in The Bahamas, Italy, Spain and Sweden and serves online customers in the UK, Ireland and throughout the world from its digital hubs in Gibraltar and Malta. In February 2019 it completed the acquisition of MRG Group acquiring the Mr Green and Redbet brands and with it an expanded pan-European footprint in faster growing online betting and gaming markets.
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: NBA and William Hill US announce sports betting partnership

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GIANTX launches Night Mrkt: a creative marketing agency for the digital generation
The global esports organisation GIANTX has officially launched Night Mrkt, a creative marketing agency designed to help brands authentically connect with Gen Z and Gen Alpha through gaming and digital culture. After months of operating behind the scenes and collaborating with brands across various industries, GIANTX is taking the next step by officially launching Night Mrkt as a strategic initiative aimed at equipping companies with the insights, tools, and campaigns needed to engage today’s digital-first audiences.
With headquarters in London and Málaga, Night Mrkt will focus on international markets, particularly the UK, Europe and the United States. The agency is built to navigate brands through the evolving entertainment ecosystem, offering strategic consulting, digital activations, and tailored content campaigns that resonate with digitally native audiences who favour interactive experiences and online communities over traditional media.
Marketing Built for the Digital Generation
Night Mrkt is led by José Díaz, CEO of GIANTX, alongside Mark Carter, Director of the agency and Chief Commercial Officer of the organisation. With over 20 years of experience in gaming, esports, and digital engagement, the team is dedicated to helping brands establish an authentic presence within this rapidly growing landscape.
“With the launch of Night Mrkt, we are bridging the gap between brands and the digital-native generations who are shaping the future of culture. Gaming is no longer a niche interest—it’s a global movement at the intersection of entertainment, music, fashion, and digital experiences. Brands that fail to engage authentically in this space risk missing out on one of the most influential and engaged audiences in the world,” said Mark Carter, Director of Night Mrkt and Chief Commercial Officer of GIANTX.
Carter also emphasised the importance of a data-driven and trend-based strategic approach: “By leveraging our deep expertise in gaming ecosystems, cultural trends, and digital engagement, Night Mrkt delivers bespoke, insight-driven strategies that help brands navigate this dynamic space with authenticity, creativity, and impact. We’re excited to help brands unlock the full potential of gaming and digital youth culture in ways that drive both cultural relevance and tangible business results.”
A core service of Night Mrkt is Brand Strategy Development for Engaging Gamers & Digital Youth Culture. With over 20 years of expertise at the intersection of gaming, music, fashion, and entertainment, Night Mrkt helps brands authentically connect with Gen Z and Gen Alpha. Through deep insights, audience segmentation, and cultural trend analysis, the agency crafts actionable strategies that drive meaningful engagement. From content innovation to experiential activations, Night Mrkt ensures brands seamlessly integrate into the digital-first world of gaming and youth culture.
A Booming Industry: The Future of Gaming & Digital Entertainment
The gaming industry continues to expand at an unprecedented rate. According to Statista, the global gaming market was valued at $249.6 billion in 2023 and is projected to surpass $300 billion by 2025. Furthermore, 83.1% of internet users worldwide engage with gaming in some form, whether by playing or consuming related content.
While Night Mrkt primarily focuses on brands looking to enter the gaming and esports space, the agency also works across multiple industries, including fashion, technology, film, hardware, automotive, and food & beverage. Its client portfolio already includes JD Sports, Agon by AOC, EWC, and Universal Pictures, among others.
The agency will also work closely with GIANTX, the global esports organisation, to develop innovative content and activations, leveraging GIANTX’s expertise and influence in the esports ecosystem.
With Night Mrkt, GIANTX reinforces its commitment to helping brands navigate the evolving digital entertainment landscape, offering a deep understanding of the gaming industry and a strategic approach to reaching the next generation of consumers.
The post GIANTX launches Night Mrkt: a creative marketing agency for the digital generation appeared first on European Gaming Industry News.
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SOFTSWISS Game Aggregator Supports Sweepstakes and Social Casino Boom
The SOFTSWISS Game Aggregator is strengthening the sweepstakes and social casino sector by offering a vast array of free-to-play content. The solution provides operators with uninterrupted operations and dedicated technical support.
Recent forecasts indicate that the free-to-play gaming market is expected to grow at a compound annual growth rate (CAGR) of 11.5% from 2023 to 2032, generating over 350 billion dollars by 2032.
With over 27,800 games from more than 280 providers, the SOFTSWISS Game Aggregator effectively responds to the growing global demand for this type of entertainment. By continuously seeking new ways to help operators offer immersive gambling experiences without real-money wagering, the platform delivers the same advantages to sweepstakes and social casino operators as it does to traditional gambling projects, including:
- A vast portfolio with free-to-play and sweepstakes-ready titles
- Instant access to games through a single API integration, ensuring swift deployment of new content and minimising downtime
- Stable performance with 99.999% uptime and 24/7 technical support, ensuring a smooth experience for both operators and players
Many global sweepstakes and social casino operators have partnered with the SOFTSWISS Game Aggregator to expand their audiences and strengthen player engagement. Besides benefiting from access to the extensive gaming portfolio, these projects get a flexible and reliable solution that can adapt to the evolving regulatory landscape around social and sweepstakes gaming.
Alena Bekus, Deputy Head of the SOFTSWISS Game Aggregator, shared: “We see a real shift toward alternative gaming experiences where players can enjoy casino-style entertainment without risking losing money. That’s exactly where our solution fits perfectly. With our proven uptime record and seamless integration of thousands of games, we are helping our clients grow globally and stand out in the market.”
The SOFTSWISS Game Aggregator has a strong reputation among operators of all sizes, from established brands to emerging newcomers. Operators have reported high satisfaction with the platform’s stability, ease of integration, and variety of content. According to recent Kantar research, 51% of SOFTSWISS’ partners rated the product a perfect 10 or 9, highlighting its role as a trusted all-in-one solution.
The SOFTSWISS team will be available to discuss sweepstakes, social casino segments and partnerships at SiGMA Americas in São Paulo, Brazil, from 7 to 10 April.
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 27,800 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.
The post SOFTSWISS Game Aggregator Supports Sweepstakes and Social Casino Boom appeared first on European Gaming Industry News.
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GR8 Tech Rolls Out “Fancy Mode” Sportsbook UI
GR8 Tech is enhancing sportsbook engagement with the new “Fancy Mode” feature—a UI upgrade that offers the look and feel of exchange betting while keeping operators’ revenue models intact
By introducing an exchange-inspired interface without modifying underlying bet calculation mechanics or risk models, GR8 Tech offers operators a powerful tool to expand their audience, differentiate their offerings, and ensure revenue stability during high-traffic events like IPL that starts this weekend.
“The exchange-style sportsbook UI gives operators a smart, low-risk way to appeal to exchange bettors without overhauling their platform,” said Denys Parkhomenko, CPO at GR8 Tech. “This is exactly the type of flexible, player-driven evolution we believe in—small but impactful changes that drive engagement and revenue.”
Key Functionalities of the Exchange-Style Sportsbook UI
Designed to expand audience reach while providing a frictionless betting experience, the feature introduces:
- UI Toggle: Players can switch between “Fixed” and “Exchange” views, with a customizable default setting for new users. Preferences are saved locally for future visits.
- Optimized Market & Odds Display: Odds automatically convert to a Back/Lay-style format, with distinct layouts to help exchange bettors navigate effortlessly.
- Cricket-Specific Enhancements: Dedicated updates to Cricket event pages ensure players experience a more intuitive and familiar interface.
- Refined User Experience: Adjusted CashOut, BetSlip, and BetHistory functionalities ensure smooth tracking and execution of bets.
“Operators need every advantage to capture and retain traffic during the world’s biggest sports tournaments. With the “Fancy Mode”, we provide a high-impact engagement tool that requires no operational risk but delivers significant player retention benefits,” added Parkhomenko.
Available now for Cricket single bets, the “Fancy Mode” can be enabled by operators as a default view or offered as a toggle-on feature within Cricket event pages. Contact GR8 Tech today to unlock a more flexible, high-performance Sportsbook experience—with a touch of fancy.
The post GR8 Tech Rolls Out “Fancy Mode” Sportsbook UI appeared first on European Gaming Industry News.
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