Latest partnerships shaping up the iGaming markets in 2025

Partnerships in igaming markets in 2025
14th Jan, 2025
Simon Colmenares Author Profile Photo Simon Colmenares

2024 has been a year of growth and innovation for most iGaming companies looking to have a piece of the ever-growing online gambling market. One major aspect leading this growth has been strategic partnerships among industry leaders. Most of these collaborations have seen companies using data-driven approaches to create more targeted marketing campaigns and leveraging CRM techniques for real-time player engagement.

In this piece, we highlight 5 major collaborations that are changing the iGaming industry for the better.

DirectBe partners with Aristocrat Interactive in the UK

In Q4 of 2024, iGaming marketing giant DirectBe announced its partnership with interactive iGaming powerhouse Aristocrat. This partnership envisions enhanced brand presence for both companies within the highly lucrative regulated iGaming market that is expected to generate more than $15 billion in revenue by the end of 2024. 

The first order of business for DirectBe under the new partnership was the launch of two new UK iGaming brands in the UK market. Betfusion went live during the partnership announcement, while Playwins went live in mid-November.

Clients interacting with the two new iGaming brands have been treated to exceptional digital experiences derived from the combination of Aristocrat iGaming White-Label top-tier sportsbook and DirectBe’s numerous player engagement opportunities.

ELA Games expands its titles reach with Interwetten’s Collaboration

As an iGaming software provider, ELA Games is known for its innovative approach to game creation with a focus on effective mechanics, guaranteed high usability, and constant player engagement since its establishment in 2022. On the other hand, Interwetten is one of Europe’s largest and oldest iGaming and online betting companies, founded in 1990.

Today, Interwetten has one of the largest catalogs of casino games for gamers to enjoy and also offers numerous competitive odds on live sports. 

The collaboration between these two brands, announced towards the end of the year, will allow ELA Games to gain access to Interwetten's large client base while Interwetten gains access to ELA Games' diverse titles. Interwetten will now offer its clients a richer and more expansive directory, while ELA Games expands its market reach and presence through the collaboration.

FotMob exclusive partnership with Bwise Media

FotMob has asserted its market dominance since its establishment almost 15 years ago. The popular football app boasts over 20 million users globally who rely on it for all soccer updates and notifications from the over 3900 football clubs across the globe

With growing audience influence in the market, FotMob now plans to maximise the value of brand advertising on the app by partnering with leading sports and iGaming media agency, Bwise Media. The agency, with dominance in Latin America, Asia, and Europe, aims to bring new ad solutions with engaging content that resonates with each market’s soccer nuances to boost user engagement on FotMob without losing relevance. 

In this exclusive multiyear partnership, Bwise Media will manage FotMob’s global iGaming partnerships and ad sales across key markets, with the US and UK being the primary focus. The two brands are hoping to redefine digital advertising on iGaming platforms through tailored campaigns, native ads, and customised integrations.

SYNOT Games and SoftGamings bringing new experiences to gaming community

SYNOT has always been at the forefront of bringing high-quality entertainment to casino operators and players. On the other hand, SoftGamings’ flexible platform ensures casino operators can integrate the best slot games seamlessly using a single API.

This new partnership now means SYNOT can expand its reach globally while SoftGaming offers diverse and new gaming content, especially regarding table games. 

SYNOT Games’ catalog includes over 150 titles, which are available in 32 different languages. Casino operators can now confidently promise gamers a seamless user experience and high-quality games thanks to this partnership.

Both brands anticipate improving player engagement and ensuring casino operators keep their competitive edge in this rapidly evolving market.

Playson expands gaming portfolio with BoyleSports partnership

12 years after Playson joined the iGaming market, the fast-growing gambling software provider entered into its first agreement with a Gibraltar-licensed operator, BoyleSports, in 2024. BoyleSports, one of the UK’s oldest and top 15 betting and gaming brands, signed a landmark partnership deal with Playson to grant its UK and Peruvian players access to the extensive games portfolio offered by Playson. 

Additionally, since Playson is relatively young in the market compared to BoyleSports, the brand hopes to leverage BoyleSports' market expertise to enhance its offerings and customer reach. Both brands foresee numerous growth opportunities from the partnership, with offering better gaming experiences for their customers being the immediate focus.

Just like any other industry, the iGaming industry is continually evolving to ensure it keeps up with gaming market trends and client expectations. The partnerships are a testament to the industry’s focus on seeking new growth avenues and priprioritizingrket penetration. Through these significant partnerships, we can expect expansions in the iGaming sector and diversification in product offerings. 

As already highlighted, the common objectives for these collaborations remain offering quality games, making innovative advancements, and maximizing player satisfaction. In 2025, we look forward to these objectives remaining as the driving force between new partnerships and collaborations in the iGaming market.

14th Jan, 2025
Simon Colmenares