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Entain credits ‘Wrexham Effect’ and blockbuster docuseries for attracting new and engaged sports fans

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Wrexham AFC is making its debut in League Two of the English Football League this weekend, after scoring a promotion from the National League and climbing to Hollywood fame with the docuseries, Welcome to Wrexham. To mark this milestone, Entain, the global sports betting, gaming, and interactive entertainment group, reveals the ‘Wrexham Effect’ in sports betting.

After Hollywood icons Ryan Reynolds and Rob McElhenney took over Wrexham AFC in November 2020, Entain’s Ladbrokes and Coral brands in the UK recorded an increase of 59% in the number of bets placed during the National League’s 2021/22 season from 2017/18. This far outpaces that of the Championship League, League One and League Two, which saw a 15%, 32% and 24% increase respectively, and demonstrates the powerful impact that the docuseries has had on the popularity of non-league football.

Other non-league clubs have seen the impact too – including Wrexham AFC’s previous rival, Notts County FC, who finished in second place in the 2022/23 National League season and saw an 89% increase in the number of bets on the team from 2021/22.

The ‘Wrexham Effect’ has also taken over on the other side of the world, with Entain Australia recording an increase of 781% on the number of bets placed on Wrexham AFC football games, from 2019/20 to 2022/23. And across the pond in the US, the number of BetMGM bets placed on any Wrexham game has increased a staggering 3818% from the 2020/21 season to the 2022/23 season. Thanks to the celebrity status of the new owners, Wrexham AFC has seen a surge of popularity in the US, with Google Trends data even revealing that the Red Dragons have become one of the most searched for teams, more than the nation’s top soccer league, Major League Soccer (MLS).

It is not just football that has benefited from the boom in sporting docuseries, with the NBA experiencing a surge in popularity following the release of The Last Dance on Netflix in April 2020, which followed the success story of the Chicago Bulls’ dream team:

  • Data from Entain’s global brands reveals that the number of bets placed on NBA games increased by 46% from the 2019/20 season to 2020/21.
  • In the home of the NBA league, data from BetMGM evidences growing interest in the sport, with a 61% increase in the number of bets from 2021 to 2022.

Likewise, Formula 1 has attracted a cohort of new fans, spearheaded by the popularity of the Drive for Survive series on Netflix. Viewership figures for the docuseries get better every season, with the debut of season five seeing nearly 570,000 viewers over its first week, a 40% jump over 2022’s season four debut:

  • Data from Entain’s global brands reveals that the number of bets placed on Formula 1 races increased by 16% in 2022 compared to the year prior, and by 63% compared to 2019, when the first season of Drive for Survive aired.
  • Mirroring this growth, data from BetMGM in the US shows a 142% increase in the number of bets placed on Formula 1 in 2022, versus 2021.

Dominic Grounsell, Chief Commercial Officer at Entain, said: “We’ve seen a huge step change in the way fans engage with their favourite sports, and behind-the-scenes access in sporting docuseries has only heightened this further. They highlight the importance of finding new and innovative ways for fans to interact with sports and support their favourite teams, but also attract new fans to the sport – and they want to extend their entertainment by backing a team with a bet.

“At Entain, we’re constantly monitoring how this movement is evolving, listening to our customers, and creating content that resonates with them. Coral’s ‘Taking the Reins’ documentary series is a prime example of this and reinforces our commitment to bringing moments of excitement to fans beyond the track, pitch, or court.”

Entain Australia, in collaboration with Racing Victoria, has also produced a sport docudrama based around the running of the All-Star Mile in Melbourne. The documentary plans to give viewers a behind-the-scenes perspective in the lead-up to the running of one of Australia’s richest races. It will air later on this year.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Genting Casino Launches the £20k Spin Leaderboard Challenge with VIP finale at Resorts World Birmingham

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Premium online casino brand Genting Casino has announced the launch of its headline £20k Spin Leaderboard Challenge, an exciting promotion offering players the chance to spin for £20,000 grand prize in a roulette showdown at Resorts World Birmingham in December.

Live now until 17 November 2025, this exclusive multi-channel promotion gives eligible UK online casino customers the opportunity to get free spins on deposit, compete in a leaderboard by playing selected games, and secure a place in a live-filmed casino tournament, culminating in a single spin worth £20,000.

Players can opt in by making a deposit of £10 or more at Genting Casino using the bonus code WIN20K, which grants 150 free spins on Big Bass Splash, 10 leaderboard points and a shot at climbing the top 50.

The top five players on the leaderboard will be invited to Resorts World Birmingham for a VIP experience including an overnight stay on the 13th December, up to £150 travel reimbursement and entry into a high-stakes live roulette tournament. The overall tournament winner will claim the Grand Prize Spin which could be worth £20,000.

Those finishing between 6th and 50th place on the leaderboard will receive 100 free spins on Fishin’ Frenzy The Big Catch 2.

Mike Vella from Genting Casino said: “We’re thrilled to offer our unique £20k spin promotion to online customers again, culminating in our unique live finale. The campaign brings players from screen to casino floor in a spectacular fashion and is part of our commitment to capitalise on the exclusive journey we can offer our online customers thanks to our partners at Resorts World Birmingham.”

Leaderboard points are earned playing Online Slot Games and selected Live Tables. Double points are available on specific games on certain weeks with eligible titles including Genting Live Roulette from Manchester, Lucky Lady’s Charm Deluxe and Fishin Frenzy The Big Splash.

The final five players will participate in a filmed, bracket-style live roulette tournament at Resorts World Birmingham, with one last spin deciding who walks away with the life-changing top prize.

Winners will be contacted on 19 November 2025, and the live tournament date will be on 13 December 2025.

This is another example of Genting Casino offering customers a chance to play their favourite online games in order to climb the leaderboard to win prizes from cash following on from previous promotions which offered winners experiences including trips to see some of the world’s most prestigious sporting events.

Genting Casino offer a premium online experience with over 7,000 casino games ranging from the classic casino table games including live roulette, blackjack and a catalogue of online slots and instant win games from leading studios and providers, including favourites like Starburst, Fishin’ Frenzy and Book of Dead, all within a safe and secure gaming environment.

The post Genting Casino Launches the £20k Spin Leaderboard Challenge with VIP finale at Resorts World Birmingham appeared first on European Gaming Industry News.

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Shaping the Future of iLottery: 7777 gaming’s Izabel Hakim on Innovation and Engagement

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Izabel Hakim, Head Project Manager at 7777 gaming, joins us for an exclusive conversation ahead of HIPTHER’s European Gaming Congress – HIPTHER Warsaw Summit 2025.

A recognized professional with a strong background in Product Development and Business Management, Izabel has nearly a decade of leadership experience in the iGaming sector. At 7777 gaming, she plays a pivotal role in driving product innovation across the company’s two key verticals: lottery and online casino.

As a General Sponsor of EGC 2025, 7777 gaming will showcase its cutting-edge iLottery solutions and 200+ game portfolio, reflecting its mission to create games for every player, niche, and taste.

 

Izabel, as Head Project Manager at 7777 gaming, you’ve been shaping product development in both lottery and online casino. From your perspective, how is iLottery evolving today, and why is it becoming such a central pillar of iGaming?

iLottery has evolved far beyond its traditional image of paper tickets and live draws. What we’re seeing today is the transformation of lottery into a dynamic, digital-first experience, one that resonates with modern players who value interaction, instant results, and engagement.

At 7777 gaming, we see iLottery as a bridge between tradition and innovation. It retains the thrill of chance that people love, but now enhanced with engaging visuals, storytelling, and personalized digital features. This evolution makes iLottery not just another vertical, but a central pillar of iGaming’s future, one that connects generations of players through technology and creativity.

 

7777 gaming is known for its bold creativity – from cinematic storytelling and unique mechanics to the expansive 7777 Multiverse. How do these innovations translate specifically into your iLottery products?

Creativity is our universal language, it flows through everything we create. The 7777 Multiverse isn’t just a feature, it’s a philosophy that connects our entire portfolio. Within iLottery, that means moving beyond static experiences and turning every game into a journey.

We weave storytelling and visual immersion into lottery formats that feel alive, games where the player isn’t just waiting for numbers but engaging with dynamic worlds, symbols, and rewarding mechanics. Our goal is simple: To make every draw feel like part of a bigger, evolving adventure. You can already see that spirit in one of our newest fully customizable Raffle Lottery products.

 

Only five years after launching, 7777 gaming is certified in 14 regulated jurisdictions and continues to expand globally. How does compliance ensure your iLottery solutions fit the specific needs of each market?

Compliance is one of our strongest assets. We don’t view it as a limitation, we see it as the framework that allows sustainable innovation to thrive. Every product we build is designed with regulation in mind from day one, ensuring that creativity and compliance evolve hand in hand.

When working with lotteries, the regulatory landscape can be even more complex, as in many cases the country itself is the regulatory body. That’s where our experience truly shines. We’ve successfully customized our iLottery solutions for national operators such as the National Lottery in Moldova, Azerloterya, the National Ukrainian Lottery, and others, each with its own technical, legal, and local specifics.

This hands-on experience enables us to adapt quickly to diverse jurisdictions while maintaining the creative quality, reliability, and security that define 7777 gaming. Our compliance-first mindset ensures that wherever our partners operate, our products not only meet the highest standards but also deliver the same trusted, engaging experience to every player.

 

Lottery has traditionally been seen as more static compared to casino gaming. How are you and your team reimagining iLottery to make it more engaging for the next generation of players?

We’re reimagining iLottery as something vibrant, social, and interactive, but also as a bridge between traditional and digital play. Many players are still accustomed to the offline lottery experience, so our goal is to guide that transition online by offering products that feel familiar, yet reimagined with fresh, engaging, and interactive twists that keep them playing longer.

Our strategy is built on variety and adaptability. We offer everything from instant win games and keno, to bingo, raffle lotteries, and themed or localized content tailored to specific markets with over 70 games for our lottery vertical. This range ensures that every player, whether they’re just discovering iLottery or already part of the digital ecosystem, can find something that resonates with their habits and preferences.

It’s all about giving players agency, connection, and excitement. We want iLottery to feel not just like a game of chance, but an evolving experience that fits naturally into how people play, connect, and engage today.

 

Community engagement and mentorship are passions you’ve personally championed. How do these values influence the way 7777 gaming develops products and connects with players in the iLottery space?

I’ve always believed that great products come from great teams, and great teams are built on trust, mentorship, and shared curiosity. At 7777 gaming, we nurture that culture through open collaboration, cross-functional creativity, and constant learning. Every project is a collective effort, shaped by diverse ideas and perspectives.

This mindset directly influences how we build our iLottery products. When your team feels empowered and inspired, it reflects in the final result – games that are thoughtful, well-crafted, and full of personality. It’s that internal synergy that allows us to consistently innovate and deliver experiences that stand out in the market.

 

Looking ahead, what can we expect next from 7777 gaming in the iLottery vertical? Are there particular innovations, markets, or partnerships that excite you most as you expand further?

The next phase of our lottery journey is all about personalization and deeper player engagement. We’re using data-driven insights to understand what excites players most and to craft experiences that truly speak to their preferences, blending the best of both verticals we work with – lottery and casino into fresh, hybrid formats that feel modern and intuitive.

We’re also entering new regulated markets and strengthening strategic partnerships that reflect our vision of responsible, engaging, and borderless entertainment. The opportunities ahead are exciting and 7777 gaming will continue to set new standards for innovation and creativity in future.

Thank you, Izabel, for sharing your insights on how 7777 gaming is redefining iLottery with innovation, compliance, and a people-first approach. We look forward to hearing more from you on stage at the European Gaming Congress 2025!

Join us at the European Gaming Congress 2025 | 30–31 October | Warsaw
Meet 7777 gaming and discover how they’re shaping the future of iLottery and iGaming.

The post Shaping the Future of iLottery: 7777 gaming’s Izabel Hakim on Innovation and Engagement appeared first on European Gaming Industry News.

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BongoBongo Partnership Boosts GR8 Tech’s Expansion in Africa

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GR8 Tech has joined forces with East African iGaming brand BongoBongo. Active across Uganda, Zambia, Tanzania, and Kenya, BongoBongo is known for its bold growth strategy and sharp market focus. Now, that momentum continues with the launch of GR8 Tech’s ULTIM8 Sportsbook—a high-performance solution built for ultimate speed, scale, and competitive edge.

While the iFrame integration already powers live operations, BongoBongo is also one of the first brands to leverage GR8 Tech’s robust backend integration via API. This will enable BongoBongo to take full control of the front end, tailoring the player experience to its brand vision while relying on GR8 Tech’s infrastructure under the hood. It’s a heavyweight blend of freedom and firepower, built for operators ready to differentiate and dominate.

“As we continue to grow across Africa and expand our local teams, having a high-performance sportsbook that complements our casino-first strategy is key. GR8 Tech gives us exactly that: the freedom to shape our frontend on top of a powerful, scalable engine. With the ULTIM8 solution and API, we’re ready to raise the bar for our players,” said Randy Heyrowsky, CEO at BongoBongo.

GR8 Tech’s Proven Success in Africa

GR8 Tech has already demonstrated strong traction in Africa by delivering a custom light sportsbook frontend for a regional operator in 2024. Designed for real-world conditions typical for the region, such as slow networks, older devices, and limited bandwidth, the solution prioritized speed and performance. The results were striking: conversion from registration to first deposit rose by 12% and user retention more than doubled, from 10% to 25%.

It was a strategic localization. GR8 Tech’s ability to blend performance engineering with market-specific UX shows what’s possible when products are built to meet the moment. In Africa and beyond, this is how heavyweight platforms win.

“Every market has its own demands, and success comes from listening closely and building accordingly. With Africa, we’ve proven that smart technical decisions drive long-term value. Now, with BongoBongo, we’re doubling down on that principle. They have bold plans and deep market insight, and we’re excited to support their next phase with tech that’s fast, flexible, and built to scale with their vision,” said Yevhen Krazhan, CSO at GR8 Tech.

Connect with GR8 Tech at the upcoming SiGMA Central Europe to discover new developments and explore opportunities.

The post BongoBongo Partnership Boosts GR8 Tech’s Expansion in Africa appeared first on European Gaming Industry News.

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