As a result of the partnership, Kiron Interactive has developed Penguin Plunge exclusively for Flutter’s Sky Vegas brand. The game was developed in collaboration with the operator group as well as Curious Games. 

James Murray, Head of New Business Development at Kiron Interactive, commented: “Our aim is to partner with industry leaders like Flutter, who have a forward-thinking approach to online gaming. 

“Sky Vegas offers the perfect platform to showcase our innovative vision for the future of casino gaming.” 

The game will be available to Sky Vegas’ UK player base, offering players the chance to take part in “fast-paced, character-filled gameplay” with access to an enhanced bonus game round included. 

Philippa Ayres, Head of Brand Content for Flutter UK&I and Sky Vegas, added: “Kiron’s Next-Gen suite exemplifies innovation. Penguin Plunge’s exclusivity and the upcoming seasonal updates underscore our commitment to delivering top-tier player experiences.” 

The deal sees Flutter continue to strengthen the number of games offered via its online casino brands, after the operator inked a similar content agreement with Octoplay last week. 

Octoplay developed its own exclusive game for the operator, utilising a popular fishing theme by bringing Cod Chaos to Betfair, Paddy Power and Sky Vegas players.

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The new Cod Chaos title signals the third collaborative slot release between Octoplay and Flutter Entertainment, strengthening the ties between the Malta-based supplier and the tier-one operator. 

Joseph Williams, Gaming Content Manager at Sky Betting & Gaming, stated: “Octoplay has consistently impressed us with their ability to create games that truly connect with our audience.

“We enjoy working with partners who listen to what customer’s say and are responsive to their needs. Octoplay continues to deliver on this front and we are looking forward to doing more with them in the future.”

Launching Cod Chaos with Flutter will allow Octoplay to gain increased visibility in the UK market, extending the reach of its in-house content to Betfair, Paddy Power and Sky Vegas’ extensive player bases in the nation. 

While the move sees Octoplay enhance its position in the UK, the igaming supplier also holds licences in “key jurisdictions” such as Slovakia, Sweden, Malta, Ontario, Greece and Romania. 

Carl Ejlertsson, CEO at Octoplay, added: “Despite its size and global reach, working with Flutter has been an incredible experience, as they remain as nimble and innovative as ever. 

“I think the collaboration between us has been so successful because we share the same values, building strong, lasting partnerships and leveraging each other’s strengths to provide value to the customer. 

“What is most exciting however, is that we are only scratching the surface of what is possible between the two companies.”

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Tapping into the rise in popularity of multiplayer slot gaming, Blueprint Gaming has leveraged design and gamification features from HungryBear’s Slot Masters series to launch the free-to-play multiplayer title on Flutter Entertainment’s Sky Vegas platform.

Jo Purvis, Director of Marketing & Relationships at Blueprint Gaming, commented: “We’ve always seen the potential in multiplayer gaming and particularly in Slot Masters. Seeing the concept develop to the stage where we can use our most beloved characters and brands on a major site like Sky Vegas is incredibly exciting.

“The free-to-play model is becoming increasingly popular and seeing it work in tandem with multiplayer online slots battles with player favourite slot IPs is a fantastic step forward. It complements mainstream slot provision perfectly and we’re thrilled to be involved.”

Competing against two opponents, players spin the reels on a slot using Blueprint Gaming’s established King Kong Cash brands to earn points. 

While the aim of the game is to earn as many points as possible, players can land treasure chests on the reels to unlock attack and defence weapons, allowing them to steal other players’ points or defend their own points from their opponents. 

Collecting points will see players climb a global leaderboard for each hourly tournament on Sky Vegas, with the winner at the end of the hour claiming 100 free spins on one of Blueprint Gaming’s slot titles. 

Justin Chamberlain, CEO of HungryBear Gaming, added: “This proud collaboration with Blueprint Gaming and Sky Vegas marks a significant milestone in our journey to provide unique and engaging gaming experiences to slots players. 

“It continues to drive the multiplayer genre forward and strengthens its potential to provide an exciting new future for the slots vertical.”

The launch comes off the back of a partnership formed between Blueprint Gaming and HungryBear Gaming last year, in which Blueprint gained the ability to implement its IP into a Slot Masters release.

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Speaking in the SBC Leaders magazine he laid out the relationship between Sky Bet and the Flutter-owned brands, with aspirations for growth and evolution continuing to be fuelled. 

“On gaming, Sky Vegas is a very big brand. It’s very popular, but it’s still got a lot of headroom in the marketplace. So we’ve got big growth aspirations for Sky Vegas. It’s a big entertainment destination and we will continue to grow that,” he says. 

“Sports is very saturated. It is tough, in that every proposition is getting to be more and more similar across the whole market. Everyone has copied each other to the point where everyone’s waiting for all the next things. Our job is to find the next big thing.” 

Elsewhere in the magazine, there are interviews with two people who are taking on a challenge very familiar to Sky Betting & Gaming – building a successful operator with an already well-known brand name. Mike Morrison, VP of ESPN BET, explains why ESPN has now chosen to enter the sports betting world, while Sam Behar, the UK Director of BetMGM, tells the story behind the brand’s blockbuster launch campaign. 

While all of that is very digital focused, the SBC Leaders podcast team have been speaking to two giants of the retail world about the changing nature of their businesses. There are features with Snaitech CEO Fabio Schiavolin, and with Betfred Group CEO Joanne Whittaker alongside Kresimir Spajic, CEO of Betfred USA.

Issue 29’s cover star Uri Poliavich, Founder and CEO of Soft2Bet, outlines why he is confident that gamification has a big future in sports betting, as well as in the igaming world where it is better established.

Asked about the potential of Soft2Bet’s proprietary Motivational Engineering Gaming Application (MEGA) engine, Poliavich explains why sportsbook operators and suppliers have struggled to make a success of gamification so far, but also where he sees opportunities for progress. 

“The inherent complexity of real-time events is what makes embedding gamification into sports betting platforms such a formidable challenge,” he says. “While casino games have a closed selection of outcomes with predictable odds, sports betting is much more dynamic. It requires leveraging advanced algorithms and real-time data integration to ensure the seamless incorporation of the gamification elements. 

“But there is still an opportunity to introduce fun new features such as in-play challenges, personalised notifications, and interactive elements. These can help to empower users with a heightened sense of involvement and influence.”

SBC Leaders also features Monika Grue, Group Director of Regulatory Compliance for LiveScore Group, talking about the impact of AI on the industry, McBookie’s Paul Petrie on an exciting summer ahead for Scotland’s national football team, and Smarkets’ Lead Politics Analyst, Patrick Flynn previewing what could be the biggest ever year for political betting.

From the casino industry, there are interviews with Savvas Fellas, Founder and CEO of MrQ, and Américo Loureiro, Director of Solverde Casinos & Hotels, while RETAbet CEO Xabier Maribona and Hugo Baungartner, VP Global Markets for Aposta Ganha, talk about the markets in Peru and Brazil respectively.

Read Issue 29 of SBC Leaders magazine here, or pick up a copy from the SBC booth at ICE, which runs on February 6-8 at ExCeL London.

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Aiming to “build an authentic connection with casino players”, the campaign celebrates “the big entertainment that can be found in life’s small moments” with a “more responsible direction” and playing “for excitement rather than only for the chance of big wins”.

Following research led by Sky Vegas, the different 30-second and 60-second adverts showcase ordinary people going through wins and losses in daily life moments. 

“We’re thrilled to be launching our new ‘big entertainment in the small moments’ platform and shaking up the category cliches,” commented Jonathan Lloyd, Head of Gaming, Brand and Propositions at Sky Vegas.

“Our research was conclusive; consumers feel that brands within the category don’t understand them and the existing category advertising tropes compound the distrust they already feel towards casinos.

“We aren’t only focused on the win, but all the feelings of entertainment that players get from online casinos: jeopardy, anticipation, connection – and even losing. That’s their lived experience with us, so it’s only right that we reflect that in our comms.

“We’re standing out from the category, building on the Sky brand equity, in delivering great, quality entertainment. We’re using real-world, everyday scenarios as metaphors for what Sky Vegas delivers to customers – entertainment in the small moments of the day that feels big and absorbing while you’re playing, but forgotten when they’re over.”

Produced and directed by the studio Who Wot Why, advert scenes across the campaign include a slow-motion leap over a puddle, a dramatic switch of supermarket queue and a widescreen biscuit dunk “with each small moment becoming cinematic in scale, but entirely relatable”. 

Stepping away from traditional “hype-led” advertising, the goal of Sky Vegas’ new platform is to “forge a realistic, honest and transparent connection with customers” and understand “the genuine experience of playing”. 

Sean Thompson, Executive Creative Director and Co-Founder at Who Wot Why, added: “The truth is, most of us play little games in life – games with a touch of jeopardy that we can win or lose and that feel ridiculously exciting in the moment.

“Winning and losing is part of life, even in the smallest moments, and it’s fundamentally important and responsible to embrace this in the category.”

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The collaboration between the two companies will see titles from Push Gaming’s portfolio, such as Razor Shark, Jammin’ Jars and Wild Swarm, become available to players utilising the UK-based operator’s platform. 

Fiona Hickey, Head of Sales at Push Gaming, commented: “We are excited to be partnering with Sky, an agreement that will enhance our presence further in the UK and will allow even more players to gain access to our award-winning slot titles.

“Sky Betting and Gaming holds top-tier status in a key market that will aid in our expansion both locally and across Europe as we continue our global growth strategy.”

Moreover, the deal will see the igaming supplier gain access to numerous brands within the Sky roster, including Sky Vegas, Sky Bingo and Sky Casino. 

Philippa Ayres, Head of Content at Sky Betting and Gaming, added: “Being a leading operator within one of the biggest igaming markets means our players have an expectation of quality games that come from a wide portfolio of releases, so adding Push Gaming’s innovative and player-first titles to our offering will deliver exactly that.

“We are incredibly happy to be working with Push Gaming and look forward to seeing how our players receive its content.” 

As it stands, Push Gaming is live across the majority of Europe’s key regulated markets with the likes of LeoVegas, Entain, 32red, 888, Casumo, Betsson, Svenska Spel and PaddyPowerBetfair.

The expansion of Push’s presence within the UK comes after the supplier was approved to supply its online gaming suite to players across the Ontario market last month. 

The approval saw Push take its catalogue to the newly regulated Canadian province, following registration with the Alcohol and Gaming Commission of Ontario.

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The comments come in response to promotional emails being sent to self-excluded customers earlier the week, as confirmed by the UK Gambling Commission which has stated that its own investigation has subsequently commenced. 

The online casino brand itself had previously offered its own apology “to those who have mistakenly received Sky Vegas personal communications and for the distress this may have caused”.

Adding that: “We are treating this matter extremely seriously and are thoroughly investigating how this happened as a matter of urgency”.

Grant says that a full investigation is being conducted to ensure that “it doesn’t happen again,” and reflects that “I recognise that on this occasion we have let many people down, and for that I am truly sorry”.

The statement issued in full reads: “I would like to sincerely apologise to all of those who have been affected by the recent issue at Sky Vegas, whereby a number of people were mistakenly sent promotional communications.

“I want to assure you that we are doing everything we can to get to the bottom of how this happened. We are conducting a full investigation into what went wrong, in particular so that we can ensure that it doesn’t happen again. 

“As soon as the error was identified it was notified to the Gambling Commission and we will keep them informed as our investigations progress.

“Sky Vegas, and indeed all our brands, take their responsibility to protect customers extremely seriously. Safer gambling is our number one focus, and while we haven’t always got everything right, we are determined to do as much as we can to protect those who may be at risk.

“I recognise that on this occasion we have let many people down, and for that I am truly sorry.”

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The new dedicated studio will be hosted at the Playtech Live studios in Riga. The initial launch will see Sky Vegas Live Casino showcase Playtech’s Live Roulette and Live All Bets Blackjack tables, both of which are fully scalable and allow an unlimited number of players to play together simultaneously. 

Furthermore, the Sky Vegas live casino entity will be the first of its kind to include an exclusive dedicated Spin A Win offering from Playtech Live.

“The launch of Sky Vegas’ live casino further strengthens the collaboration with our long-term technology partner, Playtech,” noted Sam Downey, gaming commercial director at Sky Betting and Gaming.

“We are thrilled to be extending our live casino offering across more of our brands with the innovative and entertainment-led products and services that Playtech offer.”

This becomes the latest in a string of global developments for the gambling tech firm, with Playtech also securing recent partnerships alongside Spearhead Studios, ComeOn, Kindred Group, Flutter Entertainment, Betsson Group, and Casino Lugano, with a US roll-out also continuing in Michigan.

Edo Haitin, CEO at Playtech Live, said of the group’s latest collaboration: “We are extremely proud that Sky Betting & Gaming have chosen Playtech as their exclusive live casino partner. Playtech Live’s focus on an experience-led offering, both from a gameplay and presentation perspective, is central to what makes us stand out in the industry.

“When you combine that with the Playtech Live studio production team, you are looking at the best studio experience in the business. The level of detail that has gone into the production of the new Sky Vegas studio is the highest level currently offered by the live industry today – we are thrilled to be working with the fantastic Sky Vegas team to create the most engaging responsible gambling entertainment experience for their players.”

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Following an integration via SG Digital’s OGS platform, a selection of the supplier’s “best-performing” titles can now be enjoyed by players. Furthermore, the agreement also includes Red Tiger’s daily and hourly jackpots, complementing Sky Vegas’ existing jackpot options.

Carl Ejlertsson, director of business development at Red Tiger, said: “We are delighted to have our games live on Sky Vegas, a well-established operator with an impressively broad player base.

“The deal is a further demonstration of our commitment to regulated markets, as well as our desire to work with all of the world’s best brands.”

Last week Red Tiger has secured further growth after officially going live with Premier Gaming after their partnership was confirmed.

Under the terms of the deal, the provider’s latest titles are now available on the operator’s Malta and Sweden licensed Pronto Casino and Premier Live Casino, with its daily network jackpots to follow in the coming weeks.

This was followed up by expansion across a number of strategically targeted markets as the firm rolls-out a new link-up with Glitnor Group.

Expanding its global reach as a result of the new agreement, the partnership will see the casino game and software provider’s content integrate with a number of brands across the Nordics, Europe and Japan.

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