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Victoria Racing Club, Tabcorp and Nine Enter Landmark Deal for Melbourne Cup Carnival

Published

2 years ago

February 28, 2024

Reading Time: 4 minutes

The Victoria Racing Club (VRC), Tabcorp and Nine Entertainment (Nine) announced a groundbreaking broadcast, media and sponsorship deal for the world-famous Melbourne Cup Carnival from 2024 to 2029.

The landmark agreement will see the VRC and Tabcorp enter a game-changing partnership combining enhanced year-round sponsorship, and domestic and international media rights for the Carnival.

The Melbourne Cup Carnival will be broadcast on all SKY platforms and the TAB app, with Tabcorp having the right to on-sell the coverage to wagering providers.

Nine will be the free to air partner of the Melbourne Cup Carnival, including audio-visual rights for broadcast, streaming, mobile, digital and social platforms. Tabcorp will be the exclusive wagering integration partner for Nine’s broadcast of the Melbourne Cup Carnival.

The new rights package means that Nine will be the broadcast home of Penfolds Derby Day, Lexus Melbourne Cup Day, VRC Oaks Day and TAB Champions Stakes Day. All four days of the Carnival – one of the nation’s most significant cultural events – will be broadcast live and free in high-definition on Channel 9 and streamed on 9Now.

The partnership allows the VRC to invest strategically for the long term in the key areas of the Melbourne Cup Carnival, member engagement, the year-round racing programme, Flemington Racecourse tracks and facilities and the broader community. It will also bring significant new investment to the racing industry which will support and fund innovations on and off the track, create new jobs and further enhance equine welfare initiatives.

The agreement represents a partnership encompassing broadcast, content, partnership rights and race naming rights. This partnership will create significant exposure for the brands and their partners as it brings together the biggest names in sport.

VRC Chairman Neil Wilson said that this was an important strategic announcement for the industry, Tabcorp, Nine and the VRC.

“The VRC is delighted to extend and enhance its long-term partnership with Tabcorp. As Australia’s first major event, the Melbourne Cup Carnival will sit very appropriately in the calendar of Nine’s Wide World of Sport major event coverage,” Mr Wilson said.

“The Melbourne Cup Carnival is Australia’s pre-eminent racing event, and the partnership continues the VRC’s unwavering commitment to showcasing the very best the sport of racing has to offer and attracting new fans to the sport.

“The iconic nature of the event was highlighted by a successful 2023 Melbourne Cup Carnival, with more than 262,000 racing fans at Flemington and millions more engaging with the Lexus Melbourne Cup at home and abroad.

“The Melbourne Cup Carnival is one of Australia’s most culturally and economically important major events, and it is right here in Melbourne – considered by many as the sporting capital of the world.

“As its custodians, the VRC places significant emphasis on protecting the history and tradition of Cup Week, which is loved by so many Australians, while innovating for the future and investing in our club and the major event that is the Melbourne Cup Carnival.

“This landmark partnership is not only good for Melbourne and Victorian racing, but it also guarantees our sport has primacy across multiple platforms and channels.

“The partnership will enhance the community engagement and economic contribution that followed the 2023 Melbourne Cup Carnival, which saw more than $500,000 raised for different charity groups, an estimated 16,000 jobs generated and the delivery of thousands of visitors to Victoria from interstate and international locations, highlighting the broader impact of the event,” Mr Wilson said.

The Melbourne Cup Carnival delivered $422.1 million in economic benefit to Victoria in 2022, making it the largest economic contributor to the state of any major annual sporting event in the past decade, with early modelling suggesting the 2023 economic impact will be even greater than 2022.

In 2022, one in two adult Australians engaged with Lexus Melbourne Cup Day in some way and in 2023, the race itself was broadcast to 209 countries and territories with a potential global reach of 750 million people.

A key component of the partnership will see the VRC take the reins on managing the production for racing coverage through VRC Media, working closely with Tabcorp and Nine to elevate the way racing is broadcast across the globe.

VRC Chief Executive Officer Steve Rosich said the partnership underlined the club’s strategic commitment to being a world leader in racing, media, sponsorship and event experience.

“The partnership with Tabcorp and the arrangements with Nine have been developed by our close strategic alignment and a desire to grow and innovate in our industry,” Mr Rosich said.

“We are thrilled that in 2024 the Melbourne Cup Carnival will join the Nine big event stable alongside the Paris 2024 Olympic and Paralympic Games, Australian Open and State of Origin.

“Nine’s capability to showcase coverage of Melbourne Cup Carnival racing and events across the depth of their leading broadcast and streaming assets make for a compelling partnership outcome.”

Mr Rosich also thanked previous Melbourne Cup Carnival broadcast partner Network 10.

“The VRC acknowledges and thanks Network 10 for bringing together exceptional coverage of the Melbourne Cup Carnival since 2019. In partnership with Network 10 the VRC has expanded the range and reach of Cup Week across domestic and international audiences, and we were delighted to finish the partnership on a high, with increased viewership on Network 10 and 10 Play.”

Tabcorp CEO Adam Rytenskild said: “Tabcorp’s partnership with the VRC and Nine is the most innovative in Australian sport and we can’t wait to bring our entire digital, broadcast and retail ecosystem together to grow and promote the Melbourne Cup Carnival together.

“This partnership builds on Tabcorp winning the 20-year Victorian exclusive wagering licence and will be a key pillar of our growth strategy. Together with our Brand and Customer transformation, this partnership gives us a terrific platform to grow in Victoria, throughout Australia and around the world as we beam the Cup to more than 60 different countries through Sky Racing.”

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From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025

Published

2 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: Belatra has been a steady hand in the slots world for a long time, but 2025 marked a distinct shift in strategy. By entering the Crash vertical with Goose Boom Bang and winning big at SiGMA Africa, the studio is clearly pivoting to capture the high-growth, high-frequency players in emerging markets. They are no longer just a “classic slots” developer; they are diversifying the portfolio to ensure relevance in regions like LatAm and Africa.

The Full Story

Belatra Games, the specialist online slots developer, has issued a strategic review of its 2025 operations, celebrating a 12-month period defined by entry into new game verticals, significant franchise expansion, and high-profile industry recognition.

The year was characterized by a dual strategy: deepening engagement in established markets while aggressively expanding its content portfolio to suit local preferences in emerging territories.

Portfolio Evolution: Crash and Battles 2025 saw Belatra move beyond its traditional slot roots. The company made its debut in the high-demand Crash game vertical with the launch of Goose Boom Bang, a title designed to tap into the fast-paced gameplay preference of younger demographics.

Additionally, the studio introduced a fresh game concept with the launch of Battles, a new format unveiled for the first time in 2025, with further development planned for 2026.

The ‘Mummyverse’ Expands For fans of classic slots, the highlight of the year was the aggressive expansion of the Mummyverse. Belatra nearly doubled the size of this franchise over the year, making it the most extensive game universe in their entire catalog.

The developer also focused on B2B localization, releasing a number of exclusive bespoke games created specifically for selected operator partners to meet specific local market tastes.

Awards and Recognition The company’s strategic shifts were validated by industry accolades. Belatra secured over 30 nominations throughout the year, with standout wins including:

Best Slot Provider (awarded by BitStarz).
Most Played Game of 2025 for Make It Gold at the SiGMA Africa Awards.
Player’s Pick Award.

Management Commentary Misha Voinich, Head of Business Development at Belatra, commented on the studio’s momentum:

“This year has truly defined who we are as a studio – ambitious, creative and focused on building long-term partnerships. We’ve expanded our universes, launched new ones and entered exciting new markets that will all help us carry this momentum into the New Year.”

The post From ‘Mummyverse’ to Crash Games: Belatra Reviews a Landmark 2025 appeared first on Gaming and Gambling Industry Newsroom.

Latest News

‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch

Published

2 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: The “Instant Game” vertical (Crash, Plinko, Mines) is becoming crowded, but Ebaka Games is cutting through the noise with a distinct brand personality. By securing BMM Testlabs certification so quickly after launch, they are signaling to Tier 1 operators that despite their “chaotic” marketing vibe, the math underneath is solid and compliant. The backing of industry veteran Dmitry Belianin also adds immediate commercial credibility to the startup.

The Full Story

Ebaka Games, the fledgling studio that promises to bring “chaos and soul” to the iGaming sector, has outlined an aggressive growth strategy for 2026 following a landmark launch period in late 2025.

The studio, which officially debuted in November, reports that its initial rollout reached more than five million people worldwide. The launch saw its portfolio go live with the operator Menace, serving as the initial testbed for its mechanics and “Ebaka modes.”

The Product: Instant Games with Personality Ebaka is bypassing traditional slots to focus on the high-growth vertical of fast-paced, instant-win games. Their initial lineup includes:

Plinko
Mines
Tower
Limbo
Crash

Differentiation is achieved through unique mascots and signature gameplay tweaks designed to offer high win potential and distinct visual identities, moving away from the generic interfaces often found in this genre.

Regulatory Milestone Crucially for its 2026 roadmap, Ebaka Games has confirmed it has secured certification from BMM Testlabs. This accreditation validates the fairness and integrity of its RNG (Random Number Generator) and game engines, removing a major barrier to entry for regulated markets. With this certification in hand, the studio plans to launch with a number of “major brands” in the coming year.

Management Commentary Vitalii Zalievskyi, CEO of Ebaka Games, commented on the studio’s unorthodox approach:

“It’s only been a few weeks since we first introduced Ebaka Games to the world. The feedback has been breathtaking, and it vindicates the decision for us to take a different path to the rest of the industry. You don’t need huge marketing budgets to grab people’s attention if you are building something truly innovative.”

Industry Backing The studio describes itself as being “created by players for players” but boasts significant industry firepower in its corner. The team includes Dmitry Belianin, a well-known figure in the sector who is the co-founder of Blask and Menace, as well as Managing Partner at Already Media.

The post ‘Chaos and Soul’: Ebaka Games Plots Global Expansion After Viral Launch appeared first on Gaming and Gambling Industry Newsroom.

Latest News

Racing Meets Nightlife: SBK Backs ARC’s New ‘Friday Night Live’ Series

Published

2 days ago

December 23, 2025

George Miller

Editor’s Take

Why this matters: British racing has a well-documented demographic problem; its core audience is aging. “Friday Night Live” is a direct attempt to fix this by blending high-stakes racing with the “experience economy” (DJs, nightlife vibes) that appeals to Gen Z and Millennials. Bringing SBK on board—a mobile-first, app-only sportsbook—is a perfect demographic fit, while the Racing Post adds the necessary credibility to ensure the actual racing product remains the focus.

The Full Story

Arena Racing Company (ARC) has unveiled the strategic commercial lineup for its upcoming Friday Night Live series, confirming SBK as the Exclusive Betting Partner and The Racing Post as the Official Media Partner.

Set to launch in January 2026, Friday Night Live is a new initiative created in collaboration with youth-focused events company INVADES. The series is designed to overhaul the traditional race day experience, featuring fast-paced fixtures under floodlights, DJ sets, and significant entertainment elements sandwiched between races.

The Commercial Deal

SBK: As the exclusive betting partner, the Smarkets-owned sportsbook will take naming rights and on-course branding for all 35 races. Crucially, these races will be broadcast live on mainstream television via ITV Racing as well as Sky Sports Research.
The Racing Post: As the Official Media Partner, the publication will provide content, coverage, and promotion across its digital platforms, aiming to bridge the gap between established racing purists and the new audience ARC hopes to attract.

A High-Stakes Experiment The series is not just a marketing exercise; it carries serious sporting weight. Each of the five scheduled nights will feature over £200,000 in prize money. The fixtures will rotate across three of ARC’s all-weather tracks: Wolverhampton, Newcastle, and Southwell.

Management Commentary David Leyden Dunbar, Group Director of Commercial Strategy at ARC, was clear about the target audience:

“We have been very clear that one of the aims of Friday Night Live is to engage the next generation of racing fans… Both [partners] have shown real enthusiasm to work with us… as well as using the platform that these fixtures will offer them to also engage with more established racing and sports fans.”

Adam Baylis, Marketing Director at SBK, added:

“Friday Night Live [is] a fresh and engaging concept that brings a new energy to British racing. SBK has always been built around sport… our focus is on enhancing the live race day experience in a fun, social and responsible way.”

The 2026 Schedule The series kicks off immediately in the new year: