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Oddschecker Announces Key Grid Position Updates

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Oddschecker, the UK’s leading betting comparison service and FairPlay Sports Media brand, is pleased to announce several strategic updates to its flagship odds grids, which influence between 6-10% of all UK online bets.

Effective from 2nd June 2025, William Hill has been elevated to position two across all sports grids, reflecting the brand’s continued trajectory and alignment with oddschecker’s premium media real estate. Meanwhile, Unibet has been promoted to position three (from nine) and Betfred has moved into position four (from 11) across key grid placements.

These changes reflect the positive momentum and deepening commercial relationships with three of the most ambitious and active brands in the UK betting space. Higher grid positions offer significant performance advantages by enhancing visibility, brand equity, and customer conversion potential in front of oddschecker’s two million-strong audience of engaged bettors.

Oddschecker’s proprietary grid infrastructure is widely recognised as the most influential piece of media real estate in the UK betting industry. With 12 million betslips created annually – and an estimated five times as much untracked – these positions are central to driving meaningful betting activity and revenue for operator partners.

This announcement comes at a time of sustained growth for oddschecker. March 2025 marked the largest acquisition month in the company’s history, bolstered by strong operator performance, the Cheltenham Festival, and the enduring trust of its users. In parallel, oddschecker’s industry-leading SEO footprint has been further strengthened by recent Google algorithm updates, extending its traffic dominance and creating greater upsides for grid partners.

“We’re excited to see the impact for William Hill, Unibet, and Betfred from taking up these premium grid positions,” said Andrew Bramley, Commercial Director at oddschecker. “These changes are a reflection of strong partnerships, shared ambition, and a belief in the unique value oddschecker brings in connecting bettors with the best brands in the market.”

As the UK betting landscape continues to evolve, Oddschecker remains committed to helping its partners grow through market-leading exposure, data-driven insight, and access to one of the most influential audiences in sport and gaming.

The post Oddschecker Announces Key Grid Position Updates appeared first on European Gaming Industry News.

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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Colin Webster (right) seen here receiving  an award from His Highness Sheikh Ahmed Bin Mohammed al Maktoun (left) in 2019, has again set a precedent in the esports community by highlighting the importance of all roles that contribute to the ecosystem.

Colin Webster, President of Mind Sports South Africa (MSSA), has announced a significant policy change: shout-casters will now be included as official support staff within the national esports squad and will be eligible to receive Protea Colours.

This development acknowledges the vital role shout-casters play in enhancing the visibility and professionalism of esports events. However, it must be noted that such shout-casters must be fully-paid-up members of a club affiliated to MSSA.

Shout-casters Recognized as National Support Staff

By integrating shout-casters into the national team framework, MSSA ensures that these professionals are formally recognized for their contributions. This inclusion not only validates their efforts but also aligns with MSSA’s commitment to fostering a comprehensive and inclusive esports environment.

Eligibility for Protea Colours

With this policy update, shout-casters who meet the necessary criteria and are selected as part of the national squad’s support staff will be awarded Protea Colours. This honour places them alongside players and coaches in representing South Africa on the international esports stage, reflecting their integral role in the team’s success.

Impact on South African Esports

This move by MSSA sets a precedent in the esports community, highlighting the importance of all roles that contribute to the ecosystem. By recognizing shout-casters, MSSA not only boosts morale among these professionals but also encourages higher standards and dedication, ultimately enhancing the quality and reach of South African esports.

For more information and updates, you can visit MSSA’s official Facebook page or their Instagram profile.

 

The post appeared first on European Gaming Industry News.

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AGS Interactive Makes Market Debut in Connecticut

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AGS Interactive (NYSE: AGS) has made its market debut in Connecticut, taking a selection of its best-performing games live in the Constitution State.

Local players in Connecticut can now enjoy three of AGS’ hit titles, with Capital Gains, Blazing Luck, and Dragon Fa initially available, all proven with both land-based and online players across North America.

AGS plans to roll out its full interactive portfolio, ensuring a steady cadence of new content for operators and players alike.

The launch represents AGS’ sixth regulated US market entry, further extending its footprint across the country and cementing its position as a supplier of beloved land-based classics with cunning interactive forward games.

Zoe Ebling, VP of Interactive at AGS, said: “Entering Connecticut is a huge milestone for us. It’s not just another market, it’s a testament to the momentum our interactive division has built across the US.

“By bringing Capital Gains, Blazing Luck, and Dragon Fa to Connecticut players, we’re giving them a taste of our best-in-class titles right out of the gate. Every new state launch is a fresh opportunity to show operators that AGS doesn’t just deliver games, we deliver experiences that resonate. We’ve seen firsthand how our land-based hits translate online, and we’re excited to roll out even more content throughout the year.”

 

The post AGS Interactive Makes Market Debut in Connecticut appeared first on European Gaming Industry News.

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Aristocrat Interactive Secures Landmark iLottery Contract with the Michigan Lottery

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New Deal Expands Aristocrat Interactive’s Leadership in U.S. iLottery Industry

Aristocrat Interactive™, under NeoGames, US, LLP, signed a six-year contract with the Michigan Lottery to provide its full solution of iLottery product offerings, reaffirming its leadership in the U.S. iLottery industry. Under the contract, from July 2026, Aristocrat Interactive will provide services to the Michigan Lottery for six years, with six additional one-year extension opportunities. The relationship with the Michigan Lottery began in 2014 with the launch of its iLottery program using NeoGames’ iLottery platform and games.

This new deal will provide the Michigan Lottery with eInstant games, draw-based games and add-on offerings produced by Aristocrat Interactive’s NeoGames Studio™, along with continuing to leverage the company’s iLottery technology, which includes:

  • NeoSphere player account management platform
  • NeoDraw draw games system
  • NeoCube Business Intelligence solutions; and
  • NeoEngage – Aristocrat Interactive’s overall customer and data experience solution

Aristocrat Interactive will also provide the Michigan Lottery with a new website and mobile application services with Gambyt – a software company specializing in the lottery, casino, and sports betting industries. Under the deal, Aristocrat Interactive will lead the Michigan Lottery’s CRM marketing efforts, including promotions and customer communications, and will deliver managed services including staffing, a customer service center, payments management, third-party integration, compliance, and responsible gameplay solutions.

“This collaboration is a sign of our commitment to being a leader in the iLottery space and a win for players and public education in Michigan as we look to further enhance our offerings, deliver an entertaining iLottery experience, and drive incremental revenue to the School Aid Fund,” said Suzanna Shkreli, Commissioner of the Michigan Lottery. “Aristocrat Interactive has a proven track record of providing the industry’s leading technology, comprehensive player services, and engaging content for lotteries around the world. We’re confident this new deal will help us continue to be a leading innovator in this exciting digital space.”

Michigan was one of the first states to add eInstant games to its iLottery offerings. The Michigan Lottery consistently positions itself at the forefront of U.S. iLottery’s gross sales and sales per capita.

“The Michigan Lottery is a trailblazer in the U.S. iLottery industry, and we’re proud to be a strategic partner for their business,” said Chris Shaban, Managing Director of Aristocrat Interactive iLottery. “This multi-year agreement is a testament to the proven strength of the Aristocrat Interactive platform, our commitment to innovation, and the long-term value we provide to our customers.”

This new agreement with the Michigan Lottery is Aristocrat Interactive’s second consecutive U.S. awarded contract, furthering Aristocrat Interactive’s commitment to innovative digital lottery programs and bringing its total North American iLottery customers for platform and content to eight.

To learn more about Aristocrat Interactive and Aristocrat Interactive iLottery, visit aristocratinteractive.com.

 

The post Aristocrat Interactive Secures Landmark iLottery Contract with the Michigan Lottery appeared first on European Gaming Industry News.

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