The Football Pools (The Pools), one of the most established and long-standing names in UK Pools betting, is teaming up with Gaming Innovation Group (GiG) for a digital transformation. This partnership will see GiG’s award-winning SportX sportsbook and CoreX iGaming platform power The Pools’ online relaunch, propelling the brand into the modern age. 

This deal marks a significant moment for both companies. GiG gains a foothold in the lucrative UK online gaming market, estimated at a staggering £11.01 billion (second only to the US based on data by Statista), while The Pools leverages GiG’s pioneering technology to reach a new generation of players.  The partnership will allow The Pools to retain its classic ‘Football Pools’, a beloved tradition for generations. However, the brand will also expand its offerings. Through GiG’s X-Suite solutions, The Pools will introduce a new sports betting suite, casino games, and lotto products, significantly enhancing the customer experience and offering a wider range of jackpot opportunities.  “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,” says Andrew Cochrane, Chief Business Officer at GiG. “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 of The Football Pools, echoes the sentiment: “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.”  This collaboration between GiG’s turnkey sports and casino solutions and The Pools’ established brand power promises to be a unique and thrilling force in the UK online gaming market. It signifies a critical step for GiG’s continued growth and a new, exciting chapter for this iconic British brand, offering a blend of tradition and innovation that is sure to captivate players. 

WHAT’S NEXT: SiGMA East Europe Summit powered by Soft2Bet, happening in Budapest from 2 – 4 September.