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Sky Bet fuels football fever with first-ever 3D creative at Wembley Boxpark
Sky Bet welcomed fans arriving to the English Football League (EFL) Play-Off finals at Wembley Stadium with a reactive, dynamic 3D creative spread across Wembley Boxpark – becoming the first brand to bring 3D advertising to the site.
The creative reflected the match day result in real time, changing to depict the winning teams’ logo and colours as soon as the final whistle blew to provide a bespoke backdrop to the celebrations of the fans pouring out of the stadium.
Culminating at Wembley Stadium, the Sky Bet Out of Home campaign followed fans throughout their journey to the final, creating an extensive and impactful matchday experience.
Starting from the teams’ hometowns, the creatives saw the fans off and welcomed them as they arrived at key train and underground stations in London. Fans driving to Wembley could also spot roadside adverts along their routes and at service stations, where club coach trips were likely to stop.
Also, the winning team’s supporters enjoyed celebratory creatives that appeared in their hometown post-match.
The hero site at Wembley Boxpark, which thousands of fans pass before and after games, is at the heart of the activity, living and breathing the match day experience.
The creative reflected pre-game excitement, enabling supporters of both teams to tap into the matchday spirit once the match finished, to enhance the euphoria and give fans a great send-off.
The campaign celebrates ten years of Sky Bet’s EFL sponsorship and is its first 3D activation. The high-impact media plan was booked by EssenceMediacom, Sky Bet’s new media agency. EssenceMediacom played a key role in bringing the campaign to the fans, using its expertise to identify and secure the best sites to target along the fan journey, and working closely with the production team to help ensure testing of the creatives and organising content capture.
Leigh Peacock-Goodwin, Head of Brand and Sponsorship at Sky Bet, said about the campaign: “This high-impact creative is an exciting milestone in our ten-year sponsorship of the EFL. We’re proud to be the first to bring a 3D OOH experience to Boxpark and add a finishing touch to, what is already, an incredible matchday experience for football fans. By offering this reactive real-time creative, we’re able to share those moments that really matter to our audiences, and position ourselves as a brand that understands what football is all about.”
Hannah Cooper, OOH Director, EssenceMediacom, commented: “Getting Sky Bet to the heart of the action was integral to the media plan, and Boxpark is the perfect spot to unveil the eye-catching 3D creative which brings the whole OOH campaign together. As the first brand to leverage the possibilities of 3D at this site, Sky Bet is re-inventing what the visual match day experience looks like, and we are excited to help drive these breakthroughs for our clients.”
Mike Smith, CEO at OPEN Media, said: “In what’s been a campaign of firsts, we are delighted to have worked in partnership with Sky Bet to celebrate the milestone 10 year partnership between Sky Bet and the EFL. As OPEN Media’s first ever 3D Perspective campaign to be activated on our Wembley Boxpark site, the campaign further exemplifies our shared commitment to delivering media innovation, while strengthening our association with prominent sporting events and cultural moments”
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IBIA publishes 2024 Sports Betting Integrity Report: 219 alerts reported
Football and tennis provide 61% of alerts
The International Betting Integrity Association (IBIA), the leading voice on integrity for the licensed global sports betting industry, has published its 2024 sports betting integrity report. The report highlights that the total number of suspicious betting alerts reported in 2024 was 219, an increase of 17% on the revised 2023 figure of 187 alerts. However, the 2024 figure remains 11% below the annual average of 245 alerts during 2020-23.
Suspicious betting alerts spanned 12 sports across 53 countries in 2024, with Czechia (19) and Türkiye (11) topping the list. Football and tennis led the way in reported cases, with 75 and 58 alerts respectively, together accounting for 61% of all alerts in 2024.
There was a change geographically, with suspicious betting on sporting events in Europe falling from 113 alerts in 2023 to 80 in 2024. Meanwhile, alerts in Asia increased from 17 to 40, and Africa’s increased from 16 to 28. IBIA is keeping a close eye on these trends to determine whether they’re just anomalies or a growing trend that will require action.
IBIA data played a key role in sporting investigations, leading to 33 matches being deemed corrupted and 17 sanctions against clubs, players, and officials for betting violations.
Khalid Ali, CEO at IBIA, said: “The integrity position remains relatively consistent with previous years, with the focus of suspicious betting remaining primarily on football and tennis. A geographical shift away from European sporting events was observed, but it is too early to determine if this is an ongoing trend. As with all potentially corrupt activity, IBIA is analysing the data and working with its members and global integrity network to implement targeted countermeasures. IBIA’s growing membership are resolute in their commitment to identifying, disrupting, and preventing corrupt sports betting activity and to working with stakeholders.”
Key Findings from the 2024 Report
- Football (75) and tennis (58) continue to account for the majority of suspicious betting alerts, with a combined 133 cases (61%) – a slight decrease from their 64% share in 2023.
- There was a geographical shift in reported alerts in 2024, with Europe’s share dropping to 37%, with Asia having 18% and Africa 13% of all alerts reported.
- Alerts were reported across 12 sports in 53 countries during the year, with Czechia (19) and Türkiye (11) registering the highest number of suspicious cases.
- Sporting investigations finalised in 2024, which utilised IBIA data, resulted in 33 matches deemed corrupted, leading to 17 sanctions against clubs, players, or officials.
The post IBIA publishes 2024 Sports Betting Integrity Report: 219 alerts reported appeared first on European Gaming Industry News.
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Time to join in: Alisha Lehmann invites affiliate teams to the Golden Boomerang Awards 2025 traffic tournament
The global traffic competition with great prizes and a final event in Milan will continue to May 11
Alisha Lehmann, the world’s most popular women’s football player, Swiss and Juventus forward, invites affiliate teams worldwide to participate in the Golden Boomerang Awards 2025. This is the second global annual traffic tournament hosted by Boomerang Partners.
Alisha Lehmann supports the company’s activities as the official ambassador for the fast-growing flagship brand, Boomerang-Bet.com. It covers a wide range of sporting events annually. Boomerang offers users advanced features such as unlimited bet requests, fast withdrawals, VIP services with personal managers, and the Bet Builder tool, which allows bettors to create custom bets. Alisha’s popularity on Instagram (16.7 million followers) and TikTok (11.8 million followers) allows the company’s partners to count on unlimited sports traffic opportunities.
Alisha recorded a video for Boomerang’s social media with an invitation to join the Golden Boomerang Awards 2025. She said: “Today, I invite you to participate in the annual Golden Boomerang 2025 traffic tournament. It’s an incredible opportunity to showcase your skills. Join a global community and compete for amazing prizes. Don’t miss your chance to be part of this unique event in the affiliate industry. Join Boomerang!”
The second annual Golden Boomerang Awards 2025 traffic tournament runs from February 3 to May 11. The top 30 teams will advance to the finals at San Siro Stadium in Milan. This is possible because Boomerang is the Official Regional Betting Partner of AC Milan in Europe. Tournament participants compete in two leaderboards — sports and casino traffic. The best teams will be awarded in 11 categories. The main prize of the tournament – the GRAND Prix for first place in Sport Leaderboard. The company also has prepared monthly tasks and gifts for great results, from cash to other prizes.
Join the Golden Boomerang Awards 2025 and score big!
The post Time to join in: Alisha Lehmann invites affiliate teams to the Golden Boomerang Awards 2025 traffic tournament appeared first on European Gaming Industry News.
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Presence of Hristo Stoichkov was a Main Attraction of Amusnet’s Stand at ICE Barcelona 2025
In 2025, ICE was held in Barcelona for the first time, attracting more than 55,000 visitors. A key moment at Amusnet’s stand was the exclusive participation of football legend, Barcelona icon and official company partner Hristo Stoichkov.
The collaboration with the leading all-casino solutions provider was officially announced in July 2024. It brings the excitement of football – one of the world’s most beloved sports, to a global audience while reinforcing the company’s commitment to delivering exceptional gaming experiences. The partnership with Stoichkov, a football legend ranked among the 100 greatest players of all time, strengthens Amusnet’s leadership in the gaming industry. It embodies core values like teamwork and determination, driving the company’s success and innovation.
The exclusive appearance of FC Barcelona legend Hristo Stoichkov at ICE drew thousands of visitors who seized the unique opportunity to meet him. In the city that played a pivotal role in his career, Stoichkov brought value to the global gaming community, further strengthening Amusnet’s dedication to world-class entertainment. Hundreds of attendees showcased their competitive spirit in a thrilling football championship, competing for exclusive prizes, including autographed footballs signed by Stoichkov and 2025 Champions League tickets. Adding to the anticipation, the iconic player personally drew the winners, making the moment even more unforgettable. The Amusnet team was also honoured to welcome Digitain’s founder, Vardges Vardanyan, alongside Real Madrid Legends: Michel Salgado, Michael Owen, Iker Casillas, and Luis Figo, to its stand. The presence of these iconic football stars, alongside Hristo Stoichkov, embodied the spirit of collaboration and innovation, reinforcing the concept of industry pioneers uniting to shape the future of gaming.
Visitors at the Amusnet stand had the chance to experience the celebrity slot game Stoichkov #8, launched ahead of UEFA EURO 2024 to heighten the tournament’s excitement. Inspired by Stoichkov’s legendary career, the game captures the essence of football with immersive graphics and dynamic features, bringing the thrill of real matches to the reels through Free Spins, Buy Bonus and Expanding Wilds for continuous action. Recognized for its excellence, Stoichkov #8 received the Online Game of the Year award at the BEGE Awards 2024. Since its debut, it has become a player-favourite across multiple markets in Europe and LATAM.
The post Presence of Hristo Stoichkov was a Main Attraction of Amusnet’s Stand at ICE Barcelona 2025 appeared first on European Gaming Industry News.
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