This week in B2B news (22 December)

All of the latest news from the supplier side of the industry, including updates from PAF, Soft2Bet and Future Anthem  

PAF to donate six-figure sum to several good causes

PAF has given its employees the opportunity to donate €100,000 to good causes and initiatives.

The money will be given to causes including Children with Cancer, Causes for Ukraine, Engineers Without Borders and Palestine Emergency Appeal among others.

Christer Fahlstedt, PAF CEO, said: “We wanted to give employees a direct opportunity to influence where a sum of money should go.

“It is important that everyone who works at Paf really feels that our main purpose is different and that it is something worth working for.”

PGR gains exclusive Sky Sports Racing broadcast rights

Premier Greyhound Racing (PGR) will broadcast greyhound racing exclusively on Sky Sports Racing from 1 January 2024.

Races will be available to watch via a dedicated red button as well as online on its website.

Mark Kingston, director at PGR, said: “We are thrilled to partner with Sky and Sky Sports Racing, well known for its high-quality horse racing broadcast and digital coverage in the UK and Ireland.”

James Singer, Sky Sports Racing commercial and media rights director, added: “We fully support PGR’s intentions in properly showcasing the sport as well as its crucial commitment to welfare and ensuring that greyhounds have the best experience during their career and into retirement.” 

Soft2Bet enters Romanian market with

Soft2Bet has made its debut in Romania with the launch of its latest B2C brand,

The site will be powered by the firm’s online casino and sportsbook platform and will make use of Soft2Bet’s Motivational Engineering Gaming Application (MEGA).

Yoel Zuckerberg, Soft2Bet CPO, said: “We are proud to introduce to the vibrant Romanian gaming community.

“Our mission is to deliver an unparalleled gaming experience, and embodies that vision. We’re confident that it will become the go-to platform for players seeking quality, variety and excitement.”

Future Anthem gifts presents to Great Ormond Street Hospital

Future Anthem has continued its winter tradition of donating to Great Ormond Street Hospital.

The AI and data firm also allowed its operator and supplier partners to select presents from their childhoods to donate to children, which included the Lord of the Rings books.

Leigh Nissim, Future Anthem founder and CEO, said: “We are incredibly proud of our charitable commitments at Future Anthem, and it brings a feel-good factor to the entire company.

“After last year’s successful donation, we knew that we wanted to make this a long-standing annual tradition.”

Bragg partners with Superbet in Brazil ahead of market regulation

Bragg’s online casino game aggregation is live with Superbet ahead of the opening of the country’s regulated market.

The supplier will now supply Superbet with its games portfolio and follows launches in Serbia and Belgium.

Matej Nemec, Bragg commercial director, said: “We have already seen tremendous growth with Superbet through aggregation partnerships in several countries, and this Brazilian launch is another important milestone which throws a spotlight on Bragg’s position as a leading supplier in this fast-growing igaming market.”

Adam Shaw, Superbet chief revenue officer, added: “Bragg’s aggregation platform supplies us with a diverse portfolio of proprietary and exclusive content as well as games from the industry’s most popular providers and we are thrilled to partner with them in Brazil.”

BetMGM finds young people more likely to put limits on their betting

As part of Safer Gambling Week in November, BetMGM conducted nationwide research among gamblers who have placed a bet or gambled in the last 12 months to uncover some of their habits.

The research, which was conducted among 1,000 UK adults, found that 92% of younger respondents (those aged 18-34) are likely to put limits on their betting and almost half (46%) of all respondents put the money they win from betting into their savings accounts.

Sam Behar, LeoVegas Group UK and Ireland director, said: “Promoting Safer Gambling Week is undoubtedly important, but responsible gambling is core to everything we do and must be a key focus for operators throughout the year.

“BetMGM has tools in place to support players feeling uncomfortable about their gambling, including human customer support available 24/7. Also in place are deposit, loss, session and wagering limits, self-exclusion and ad-limiting tools.”


​EGR Intel


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