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Gaming Innovation Group has landed a long-term deal to power The Football Pools.

In uniting with one of the most established and long standing names in UK Pools betting, the firm will tap into its sportsbook, SportX and igaming platform CoreX.

Andrew Cochrane, Chief Business Officer at GiG, commented: “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.” 

Furthermore, the move also enables GiG to expand its X-Suite solutions further into the UK market. The Pools is the new umbrella brand encompassing the original ‘Football Pools’ brand which has operated in the UK for over 100 years, and has proved popular for generations of fans.

James Arnold, CEO at The Football Pools, added on the importance of the deal: “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.”