Spotlight Sports Group launches free-to-play games for sportsbook partners.
Spotlight Sports Group (SSG) has announced that it will launch a bespoke free-to-play (FTP) games offering for sportsbook partners and its own media portfolio.
The expansion into FTP games is led by a new partnership with Liverpool-based studio Engage Games, allowing SSG to distribute bespoke gaming products across its global media and client network.
SSG’s media portfolio includes the sports portals Racing Post, Pickswise, and MyRacing, alongside a B2B division providing content, data and technology services to sportsbook operators and racing organisations.
The partnership marks SSG’s first move into FTP games development in which Engage will optimse SSG’s sports data and racing expertise to deliver best-in-class bespoke games network helping media and clients improve retention and customer conversion rates.
The offering will span fantasy, predictor, survivor and bet-builder formats across racing and wider sports. SSG stated that games will be continuously optimised using live engagement and performance data.
Racing titles will also be powered by SSG’s proprietary Smart View Engine, extending the use of its racing ratings technology beyond racecards and tipping products for the first time.
Rob Brown, B2B growth director at Spotlight Sports Group, said: “This partnership marks a significant step for SSG as we extend our product capability into the games space.
“In Engage Games, we have found a partner with a proven ability to deliver games that produce real commercial outcomes for partners. By combining Engage’s games engine with our data, content and global distribution, we’re able to provide bespoke, data-informed games across racing and sport.”
Engage Games ahead of the FTP Pack
The partnership places SSG in competition with established FTP and gamification and date intelligence suppliers including Genius Sports, Incentive Games and XtremePush.
Engage Games back its production cycle that has delivered games such as GoalBuilder+, for Betfred – An FTP title that challenges users to predict the precise circumstances of a match’s opening goal. The game exceeded its entry target by 220% during its first month.
Other launches include ‘Lucky Stable’, developed for William Hill and The Jockey Club using SSG’s Smart View ratings, attracted more than 500,000 entries during its first four weeks. The game was integrated into William Hill’s sportsbook and promoted on-course during the Cheltenham Festival.
Engage Games has since expanded its operator portfolio through the launch of Matchday Challenge with BOYLE Sports, while the rollout of Final One Standing in Spain represents its first move beyond the UK and Ireland.
Ryan Lawrence, founder of Engage Games, said: “Partnering with SSG – one of the most trusted names in global racing and sports betting – reflects the reputation and results we’ve built, and it’s the natural next step in our mission to get better game experiences into the hands of as many players as possible.
“Through SSG’s network, we can now put proven, performance-driven capabilities in front of operators and rights holders worldwide.”
