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Flutter UKI Launches “Cash4Clubs” Programme
Acting on its commitment to Do More for Communities, Flutter UKI is providing 200 community sporting organisations across the UK and Ireland with the opportunity to apply for grants of £2,000 to improve their facilities, purchase new equipment, run coaching programmes and drive participation in sports.
Last year’s winners included Basa in Rochdale, which runs fitness classes for over 60’s women, the Gosport Bowmen archery club in Hampshire and the London Wheelchair rugby club – who sent four players to the ParalympicsGB squad in Paris.
Of the clubs awarded funding last year, over 85% said they had been able to deliver more activities – and a total of 9000 new people aged 18 or over had engaged in health and fitness programmes as a result.
Dame Caroline Dinenage, Conservative MP and chair of the cross-party DCMS Select Committee, said: “I hope that grassroots clubs will make the most of the opportunity to apply for a Cash4Clubs grant.
“These clubs do great work in our communities, bringing people together, getting them active and developing new skills and passions. This money will make a huge difference.”
Since Cash4Clubs was launched in 2008, nearly £6 million has been invested into community sports by Flutter through its brands, which include Paddy Power, Sky Betting & Gaming, Betfair and tombola.
Ian Brown, Chief Executive of Flutter UKI, said: “The stunning success of Team GB at the Paris Olympics and Paralympics once again highlighted the power of sport. We hope Cash4Clubs can play an important part in helping at the grassroots level by enabling small clubs to play an even bigger role in their community.
“There are priceless benefits in people trying out a sport for the first time, getting active or having the confidence to take their hobby to the next level. We believe this programme can make a real difference in the areas that need it most.”
Flutter UKI is working with leading UK charity Sported to deliver the Cash4Clubs programme. Two hundred bids will be selected for funding by the awards panel, with a particular emphasis this year on clubs in impoverished areas trying to boost participation.
Sport England has a 10-year to improve the lives and communities in England through physical activity and sport.
While sports activity has recovered from the pandemic, a parliamentary report last year warned there has been little progress in tackling barriers to participation in sport and physical activity across England.
The House of Commons Public Accounts Committee said nearly two in five adults in England still do not meet guidelines for recommended activity.
Sarah Kaye, Chief Executive of Sported, said: “We continue to see people who are increasingly at risk of being unable to access the benefits of sport because of the growing financial challenges faced by grassroots groups.
“It’s a privilege to partner with Flutter on Cash4Clubs and we will ensure.”
One of last year’s winners, Welcome House Hull, used the Cash4Clubs grant to help set up Acorn FC, a football team made up exclusively of refugees and asylum seekers. They went on to make history by playing the first competitive match in the UK between asylum seeker teams.
Shirley Hart of Welcome House, commented: “We formed our football team Acorn FC and with the money from the grant we could be taken seriously as we could practise more, appear more professional, play better. We teamed up with Active Through Football and made history by playing the first inter-city asylum seeker competitive football match. We could not have done this without your grant.”
Craig Streeter, Vice Chairman of the London Wheelchair Rugby Club, said: “We appreciate all donations of any amount and would like to say a huge thank you to Cash4Clubs. These donations help fund anything from tournaments to tape and are essential in the progression of the club and our members.
“We certainly do encourage other clubs to apply for the scheme. Wheelchair Rugby is an expensive sport, and any ease of financial burden helps our players from grass roots to Paralympic glory.”
The post Flutter UKI Launches “Cash4Clubs” Programme appeared first on European Gaming Industry News.

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Affilka by SOFTSWISS Joins Gaming Operations Academy
SOFTSWISS, a global tech company with over 15 years of experience in iGaming, partners with one of the leading education centres in the industry – Gaming Operations Academy. Anastasia Borovaya, Head of Affilka by SOFTSWISS, will be joining the Affiliate Management course as a guest lecturer.
The Affiliate Management course at the Gaming Operations Academy equips industry professionals with practical skills in affiliate recruitment, relationship management, and performance optimisation. Leveraging her extensive experience driving Affilka’s expansion and innovation, Anastasia will provide students with valuable insights into effective strategies and best practices in affiliate marketing.
Affilka by SOFTSWISS currently powers more than 440 brands and continues to expand its global footprint. With a 58% year-over-year increase in player registrations, the platform is recognised for its transparency, flexibility, and data-driven approach. Recent milestones include launching the Cohort Analysis Report, a powerful tool designed to enhance traffic evaluation and player behaviour analysis.
As a leading affiliate marketing platform, Affilka consistently delivers innovative solutions tailored to the needs of iGaming operators. With 10 years of experience in the iGaming industry and extensive professional expertise, Anastasia will share valuable insights into building successful affiliate programs and optimising partnerships for long-term success.
Commenting on her participation, Anastasia Borovaya stated: “Affiliate marketing is a dynamic and ever-evolving industry, and knowledge-sharing plays a crucial role in its development. Through this course, I look forward to helping professionals refine their strategies and maximise their affiliate program’s potential using the latest tools and insights.”
Affilka by SOFTSWISS remains committed to advancing the iGaming industry through education, innovation, and top-tier technological solutions. Anastasia’s involvement in the course underscores Affilka’s dedication to empowering professionals with the expertise needed to succeed in a competitive market.
Elaine Gardiner, Affiliate Management Academy Course Director, shared: “The Affiliate Management Masterclass is not just about theory. With over 16 years of hands-on experience in Affiliate Management and Program Management, it’s packed with real-life insights, proven strategies and practical advice you can start implementing straight away. We are proud to strengthen the upcoming course with the extensive expertise from Affilka by SOFTSWISS.”
About SOFTSWISS
SOFTSWISS is an international technology company with over 15 years of experience in 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 Affilka by SOFTSWISS Joins Gaming Operations Academy appeared first on European Gaming Industry News.
Latest News
BETBY EXPANDS PREMIER CRICKET PORTFOLIO WITH LAUNCH OF X-BATTLE BAT
BETBY, the innovative sportsbook supplier, has unveiled the launch of its first fully in-house made e-sim X-Battle Bats, the debut title in its BETBY Unity Games lineup. Launched to align with the start of the cricket season, this fully automated cricket simulation is now a key addition to BETBY’s premier cricket content portfolio, delivering unmatched coverage and player engagement across both real sports and esports simulations.
X-Battle Bats pits two AI-controlled batsmen against each other in an intense, strategic duel where every shot matters. Featuring high-quality graphics, the e-sim delivers a visually engaging experience that enhances the thrill of competition. With no human input required, the simulation is powered entirely by advanced AI decision-making and realistic ball physics, ensuring that no two games are ever the same. Each match consists of 10 turns per batsman, with points awarded based on shot placement, creating a fast-paced experience filled with unpredictability and excitement.
The e-sim delivers a compelling blend of simplicity and depth. Players can witness a variety of batting styles and dynamic ball movement, making every shot feel authentic. With over 50 betting markets and 5,000 matches per month currently available—and scalable to any volume as needed—X-Battle Bats promises a non-stop stream of action for cricket fans and betting enthusiasts. As a fully in-house development, BETBY ensures 100% data accuracy and stability. The e-sim also offers unlimited customization options, allowing operators to tailor banners, players, and tournaments according to their preferences. With a particular focus on India, where cricket is highly popular, BETBY is prepared to craft bespoke solutions to meet regional demands, reinforcing its commitment to localized innovation and personalization.
Kirill Nekrasov, Head of Sportsbook Product at BETBY, commented: “We are proud to introduce X-Battle Bats as the first product in the BETBY Unity Games lineup. This launch represents another step in our mission to continuously expand and refine our esports and virtual sports offering, ensuring operators have engaging, high-quality products tailored to their audiences. X-Battle Bats, a fresh, dynamic content that resonates with bettors worldwide, further solidifies our position as a pioneer in AI-driven sports simulations.”
As the cricket season kicks off, BETBY’s comprehensive cricket portfolio is fully equipped to meet the surge in demand surrounding the start of the Indian Premier League. Alongside X-Battle Bats, BETBY offers a broad selection of cricket betting options across multiple formats.
The supplier delivers coverage of 1,500+ real events, featuring 100+ pre-match markets and 70+ live markets, including advanced statistical player props and outright options beyond standard markets. With a dedicated team of expert traders, BETBY ensures accurate odds and seamless market updates throughout every match.
For eCricket enthusiasts, Competitive eCricket provides an immersive experience with 1,000+ events per month, featuring real players competing in two simulators—Cricket 24 (for PC and consoles) and Real Cricket 24 (for mobile devices). The format consists of 5-over matches, with betting available across three core markets for both pre-match and live wagering.
BETBY’s proprietary esports feed BETBY Games further strengthens its cricket offering with high-frequency AI-powered simulations. The Classic format features 10,000+ events per month, covering the top five global cricket leagues, with 100% stability, over 10 betting markets, and 5-over matches. Meanwhile, the Blitz format delivers 5,000+ ultra-fast matches lasting from 3 to 5 minutes in a 1-over format, offering 20+ betting markets and ultra-low margins.
With this extensive cricket-focused product suite, BETBY is fully prepared to support operators and bettors as the world’s biggest T20 tournament gets underway.
The post BETBY EXPANDS PREMIER CRICKET PORTFOLIO WITH LAUNCH OF X-BATTLE BAT appeared first on European Gaming Industry News.
Latest News
GAMOMAT expands its Gaming for the Climate initiative with the launch of Great Grizzly
GAMOMAT, one of the leading independent German software developers for slot games, is launching its brand-new title “Great Grizzly” as part of its Gaming for the Climate initiative. The initiative was first launched in 2021, and the fifth game to join the initiative will support Vital Ground in its mission to protect grizzly bear habitats across North America.
A share of the GAMOMAT-revenue generated from Great Grizzly will directly benefit Vital Ground, a nationally accredited land trust specialising in conserving and connecting key habitats for grizzly bears and other wildlife. Since launching in 1990, the trust has protected and enhanced over 1 million acres of critical habitat, working to prevent human-wildlife conflicts and ensure long-term biodiversity conservation.
Set in the expansive wilds of North America, Great Grizzly takes players on a stunning journey through a kingdom ruled by the majestic grizzly bear. The grizzly bear is the big star of this new release, joined by an array of beautiful animals roaming on the reels.
Free games can carry multipliers of up to 27 and will be activated if three, four, or five golden paw print symbols are shown on the reels. Three symbols enable eight free games, four enable 15 free games, and five enable 20 free games. During free games, the golden grizzly bear can leap onto the reels, transforming eagles, lynx, wolves, and deer into the powerful bear symbol to enhance the returns.
Great Grizzly is available to all Bragg operator partners through Bragg HUB. With this latest addition, GAMOMAT’s catalogue of games supporting climate protection now includes Book of Oasis (Healthy Seas), Monkey Mania (Borneo Orangutan Survival), Lava Lions (African Wildlife Foundation), and Alexandria Fire (WeForest).
Dietmar Hermjohannes – Founder of GAMOMAT said: “Gaming for the Climate is not only raising awareness but also taking action on environmental matters close to our hearts. Vital Ground has been doing crucial conservation work to protect North America’s grizzly bears. Together, we can protect the climate while creating better places for people and wildlife. All of this is achieved through a fantastic game that celebrates the breathtaking beauty of the North American wilderness. I couldn’t be prouder of my team.”
The post GAMOMAT expands its Gaming for the Climate initiative with the launch of Great Grizzly appeared first on European Gaming Industry News.
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