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Maximising casino cross-sell during the World Cup
The excitement created by the World Cup is such that it doesn’t just mean huge potential gains for sportsbooks – there is also massive casino cross-sell opportunities to be had.
European Gaming spoke to Alex Bolton, Casino Manager at Mobinc, about the initiatives the company is taking to maximise this potential as the tournament gets into full swing.
How big an opportunity is increased sportsbook traffic to operators when it comes to their casino sites?
Sportsbook is just one of the pillars accredited to the success of casinos and there’s plenty more to offer players. That said, the demographic it captures is far more distinct compared to those seen in more traditional gambling models, because in most cases the customer’s enjoyment of watching live sporting events often precedes their interest in betting.
As a result, the opportunity to acquire this particular type of customer is not one that casinos should overlook. A winter World Cup represents a great opportunity for all operators who should expect a rise in engagement with the number of sports fans eager to get involved. The festive season always sees a jump in casino activity, so the synergy we can expect from a corresponding World Cup is incredibly promising. Those who are well prepared can also maximise their revenue by supplying entertainment during the event’s downtime and off-peak matches.
How do they attract sportsbook customers to play casino games if they have not done before?
There are several methods for casinos to cross-sell traditional slots to customers that have been acquired by their sportsbook. One of the more popular methods is to run slot-focused promotions on the sportsbook, which gives players the chance to win rewards that are themed around live dealer titles or slots. The key is to showcase the value and experience of these products without customers having to risk their own money.
Moreover, you can cherry-pick a range of particular products to cross-sell to sports bettors, this can certainly enhance their user experience, whilst increasing the overall retention rates. By picking the correct products operators can deliver the optimum betting experience that sports-bettors seek, allowing them to dip in and out while also enjoying the matches.
What sort of promotions have you got planned and how will players and providers benefit?
We have several promotions lined up which will be running over the course of the World Cup and we cannot wait to unveil them to our customers, including free spins, deposit bonuses and vouchers redeemable for World Cup matches. The event is guaranteed to be a spectacle and with it occurring once every four years we hope our themed initiatives will be enjoyed by players.
Additionally, with some targeted cross-selling we expect our partner providers will also enjoy a piece of the action in what’s guaranteed to be a very busy time for the industry. With the World Cup just around the corner, we’re eager to get started.
Are there regional variations at work here and how do you tailor your offering to specific markets or in countries with teams participating in the World Cup?
We’re delighted to see Canada and Japan qualify for the World Cup; two of the biggest markets we operate in. What makes this more exciting is the fact that this will be Canada’s first-ever appearance in the iconic tournament, allowing us to tap into a brand-new demographic.
Through strategic positioning, we’re aiming to significantly enhance the experience for our Canadian customers as they follow their nation during its exciting World Cup debut. Meanwhile, with Japan being a more experienced participant, their involvement captures a recurring demographic of football fans and we’re primed to take advantage of this.
How can casinos convert newly arrived customers on a longer-term basis?
In an extremely competitive environment, to secure long-term conversion operators must provide the best casino experience possible. The quality and quantity of websites facilitating gambling in the current market are incredible, and when the bar is this high there is simply no room for complacency.
The market is also in a constant cycle of change with regulatory and market developments happening all the time. With this in mind, it’s vital for operators to be on the front foot so that they can ensure they’re catering to these changes, whilst simultaneously delivering an exceptional customer experience.
During massive events such as the World Cup, when community spirit is high, word of mouth can do wonders to get new players on board. Ensuring these converted customers stick around as the event comes to an end is the next challenge for operators, but a fluid gaming experience is essential, as are the RNG and live dealer content that complement the sports betting experience.

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GGPoker to Broadcast WSOP Online 2025 Final Tables Live, Featuring GGPoker.tv Broadcast Debut of Poker Legend Phil Hellmuth
Join Jeff Gross and his legendary co-hosts on September 23 and September 30
GGPoker, the World’s Biggest Poker Room, today announced it will live stream the final table action of two of the most prestigious events from the ongoing WSOP Online 2025 tournament series. The broadcasts will be available on GGPoker.tv, the brand’s official YouTube channel, and will feature the debut of poker legend Phil Hellmuth as a live GGPoker.tv broadcast host.
The first broadcast, on September 23, will showcase the high-stakes drama from the final table of the $5,000 WSOP Online Main Event, arguably online poker’s most important annual tournament. This landmark event will be co-hosted by frequent GGPoker anchor Jeff Gross and the 17-time WSOP bracelet winner, Phil Hellmuth. Known for his “poker brat” persona and unparalleled tournament record, Hellmuth’s inclusion will provide viewers with an unprecedented look into the mind of one of poker’s greatest champions.
The action continues on September 30, with the final table of the $10,300 GGMillion$ High Rollers event. Joining Jeff Gross for this broadcast will be GGPoker Global Ambassador and fellow poker icon, Daniel Negreanu. Negreanu, with his engaging style and deep understanding of the game, will provide expert commentary and analysis, making this broadcast another must-watch for poker fans everywhere.
“We are incredibly excited to bring the WSOP Online 2025 action directly to our fans with these two live broadcasts,” said Paul Burke, Head of Public Relations at GGPoker. “Having Phil Hellmuth and Daniel Negreanu on air alongside Jeff Gross to break down the action will be a true treat. This will be more than just watching a final table; it’ll be a masterclass in poker strategy from two of the best to ever play the game.”
The post GGPoker to Broadcast WSOP Online 2025 Final Tables Live, Featuring GGPoker.tv Broadcast Debut of Poker Legend Phil Hellmuth appeared first on European Gaming Industry News.
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WILDZ INTRODUCES CUTTING-EDGE ENTERTAINMENT WITH WILDZ TV
Ta ‘Xbiex, Malta, September 2025: The Wildz Group is pleased to announce an impressive new addition to its flagship Wildz platform: Video-On-Demand product Wildz TV.
Wildz TV is a rich content offering that takes into account the popularity of Video On Demand (VOD). The service delivers rich media entertainment created by guest presenters that enhances the iGaming user experience within the sportsbook and online casino verticals.
As the first Wildz Group brand to provide a full sportsbook offering that accompanies its popular online casino within the same platform, Wildz is the ideal space to boost the enjoyment even more by introducing VOD content. Aligning with the brand’s ‘GET MORE’ payoff line, this complete entertainment suite provides streaming, live chat and 24/7 customer support, setting the bar high for one-stop leisure gaming.
Embracing the trend
VOD content is sweeping the globe as the preferred option chosen by customers seeking to make the most of their leisure activities, allowing them exclusive access to content suited to their tastes (Netflix, Amazon Prime Video and Disney+ being notable examples). According to Markets dot com, in 2023 the VOD market size was valued at USD 146.6 billion, and it’s forecast to balloon to USD 270.3 billion by 2028, with a CAGR of 13%. It made sense to the Wildz team that this trend will inevitably dominate gambling entertainment, too, leading to the creation of a VOD tier of video action in Wildz TV.
Wildz hosts the phenomenal team at Gämblerscast to showcase how this works. They’re renowned for their razor-sharp commentary and insights. Viewers can enjoy Gämblerscast episodes, explore dedicated Gämblers Picks for selected sports and even dip into the Gämblers Favourite Slots.
About Gämblerscast
The collective at Gämblerscast has been amassing a growing following of enthusiasts on Twitch, YouTube and TikTok. As gambling enthusiasts, they know exactly how to create content that appeals to players, including insights, observations, humour and plenty of fun. This winning combination makes them a great fit as the first-ever team to be hosted on Wildz.
The added value of VOD
Players get the opportunity to access exclusive content for a modest premium, content that’s designed to match their interests. While Hulu and Paramount+ (for example) cater to mass markets, sites such as Wildz TV can provide niche content.
Contained behind a paywall, VOD entertainment is perfect for gambling as it underscores the importance of providing access to content according to Responsible Gaming principles and guidelines. Better yet, this source of revenue for entertainers offers a more sustainable form of entertainment that allows others to explore their creativity, too.
Jani Koskinen, Chief Marketing Officer at Wildz Group, says, “VOD is the way forward for gambling platforms seeking to acquire, entertain, engage, and retain players. We’ve seen a great impact from hosting the Gämblerscast team and premium sports events, and we anticipate quality engagement as we explore the benefits of offering rich and exclusive media to our customers. Welcome to the future of iGaming entertainment!”
Wildz TV is yet another reason players are moving to Wildz and sticking around for more quality gambling entertainment.
The post WILDZ INTRODUCES CUTTING-EDGE ENTERTAINMENT WITH WILDZ TV appeared first on European Gaming Industry News.
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Adidas Arena Set to Welcome the 2026 Six Invitational
Ubisoft and BLAST are thrilled to announce that the 2026 Six Invitational, the biggest event in the BLAST R6 calendar, will take place at the Adidas Arena in northern Paris for the very first time.
Reopened in 2023 following major renovations, this state-of-the-art venue has quickly become one of Paris’s premier destinations for sport and entertainment. Designed with fan experience in mind, the Adidas Arena regularly hosts top-tier basketball games, concerts, and cultural events, and was a key stage during the Paris 2024 Olympic and Paralympic Games.
With cutting-edge broadcast capabilities, spacious backstage areas for players, and infrastructure built for live streaming and large-scale digital productions, the Adidas Arena is also positioning itself as one of the most esports-friendly venues in Europe.
“The Six Invitational is not just a tournament, it’s a celebration of the Rainbow Six community,” said Robbie Douek, CEO of BLAST. “Bringing the event to Adidas Arena allows us to create an unforgettable experience for players and fans in one of Europe’s most exciting venues.”
“Hosting the Six Invitational 2026 in Paris, at the Adidas Arena, is a milestone for Ubisoft and for French esports,” said François-Xavier Deniele, VP, Esports & Competitive Gaming, Ubisoft. “France has become a leading hub for competitive gaming, and bringing Rainbow Six’s biggest event here highlights our commitment to the community.”
About the Tournament
The Six Invitational will span three distinct phases, each crafted to deliver intense competition and compelling narratives.
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Phase 1: Group Stage20 qualified teams will be divided into four groups of five. Each team will face the others in Best-of-3 matches. The top four teams from each group will advance.
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Phase 2: Playoffs16 teams will enter a double-elimination bracket, with all matches played in Best-of-3 format. Teams knocked to the lower bracket will have one final lifeline to stay in the competition. By the end of this phase, only six teams will remain.
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Phase 3: FinalsThe final six teams will battle in front of a live Parisian crowd at the Adidas Arena. Across two days of Best-of-3 matches, the field will narrow to the last two contenders, who will face off in a Best-of-5 Grand Final to crown the world champion.
Ticket Information
Tickets for the Six Invitational 2026 will go on sale this week. Ticket categories include the ELITE Merchandise Bundle (€300), Carré Or, and multiple standard categories ranging from €75 to €175 (3-day passes), with 1-day passes starting from €30.
The post Adidas Arena Set to Welcome the 2026 Six Invitational appeared first on European Gaming Industry News.
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