Sky Bet replaces William Hill as ITV7 game developer
Operator launches a revamped version of ITV’s horseracing predictor game, while it also agrees an extension to its long-term partnership with Betgenius
Sky Betting & Gaming has replaced William Hill as developer of ITV’s free-to-play horseracing predictor game in time for the start of this week’s Cheltenham Festival.
The operator recently teamed up with the British TV broadcaster to launch a revamped version of the ITV7 game, featuring a new design, private competition leagues and Touch ID and Face ID login.
The free to enter game, which is available via desktop and a dedicated mobile app, enables customers to win up to £250,000 for correctly selecting the winning horses in each of a day’s seven races.
The new version of the game also replaces Sporting Life’s Pick 7 predictor app, developed in partnership with Sky Betting & Gaming, which launched last year with up to £100,000 up for grabs.
ITV7 is only available to Pick 7, Sporting Life or new or existing Sky Betting & Gaming customers, in contrast to the previous William Hill-powered version which also enabled those without an account to enter.
William Hill, which remains the headline sponsor of ITV’s racing coverage, has also recently unveiled its new Lucky 7 product as a replacement for its version of ITV7 which launched in February 2017 ahead of last year’s Cheltenham Festival.
The operator’s new free-to-play game debuted in the App Store last month and lets customers win the top prize of £100,000 for predicting all seven winners, or £50,000 if the TV coverage is on ITV4.
A William Hill spokesperson this morning said its Lucky 7 game would give the operator “more flexibility”
In other Sky Bet news, Betgenius today announced it had extended its long-term trading platform partnership with the Yorkshire-based operator.
According to Betgenius, the deal will see the firm continue as its primary trading provider of a growing volume of pre-match and in-play content and pricing across all sports, with Sky Bet UK and Italy-facing sites also set to benefit from its High Availability Cash Out service.
Ronnie Whelan, trading & operations director of Sky Betting & Gaming, said: “Betgenius has been a key partner of ours for over a decade.
“In-play betting in particular has been a major driver of growth for us and our high quality live product is thanks to working with Betgenius towards our shared goal of giving customers the best possible experience.”
Matt Stephenson, managing director of Betgenius, added: “We are extremely proud to agree a long-term extension to our relationship with Sky Bet.
“Richard Flint and his team have created a phenomenal sports betting business and the fact that we are chosen, once again, to play such a crucial role is testament to the quality of our technology and trading expertise.”