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The Football Pools (The Pools), a venerable institution in UK pool betting, and Gaming Innovation Group (GiG) have announced a major agreement to modernize The Football Pools’ online presence through GiG’s cutting-edge sportsbook and iGaming platform.
With the signing of this long-term contract, GiG launches its SportX sportsbook and CoreX iGaming platform into the UK market. These solutions, which were introduced earlier this year, provide a feature-rich and locally optimized product for UK operators with the goal of improving digital performance and customer experience for The Pools.
GiG’s latest partnerships with Sportcast and BetMakers bolster its range of products and guarantee a cutting-edge and all-encompassing gaming experience.
Under the new umbrella brand, The Pools—which has been associated with UK football pools betting for more than a century—is undertaking a strategic transition that will see it diversify into sports betting, casino games, and lottery goods, with the goal of increasing user engagement and providing access to bigger jackpot awards.
Andrew Cochrane, Chief Business Officer at GiG, expressed confidence in the partnership: “I am delighted that The Football Pools, a brand with such heritage in the UK market, have chosen GiG to power their ambitious online growth plans. We have gained a significant headwind with our X-Suite in regulated markets around the world since launch earlier this year, providing a springboard for us to leverage our vast wealth of experience in the UK market, a market we know extremely well, to help power revenue growth. I’m extremely optimistic about the continued success of our strategy to increase our B2B market share in key regulated European markets.”
James Arnold, CEO at The Football Pools, emphasized the strategic importance of the partnership: “I am delighted to be able to announce this transformational partnership with GiG, at such a pivotal moment in the history of both organisations. I firmly believe this will enable us to realise the potential of ‘The Football Pools’ brand heritage, and to aggressively grow The Pools as we embrace the true digital transformation of this iconic British brand. Myself and my team have enormous faith in the ability and expertise of the GiG team, and very much look forward to a successful and mutually beneficial partnership for the years to come.”