Updated July 26: PokerStars has been named Formula 1’s official betting partner.
Under the partnership with Formula 1, PokerStars’ branding will be featured throughout the European broadcast market via trackside advertising for each season until 2023, iGamingBusiness reports.
The partnership was struck by Interregional Sports Group (ISG), Formula 1’s sponsorship and data rights commercial partner, which uses virtual advertising technologies to promote brands through televised sport.
Tom Warren, the Group Marketing Director at PokerStars Marketing, said in a statement: “Working with Formula 1 provides us with the opportunity to reach a fan base whose passion for sport goes way beyond motorsport. To be able to engage an audience of this size and yet focus just on the regions that are key to us makes this a very exciting proposition.”
Tony Ragan, the Joint Chief Executive of ISG, said: “We’re delighted to have reached this agreement with Flutter Group. Combining the worldwide appeal of PokerStars and this targeted approach in engaging fans with many similar traits as the PokerStars’ community is an incredible opportunity for innovation and further engagement between the two popular brands.”
The news comes after ISG helped Formula 1 and online betting brand 188Bet form a five-year partnership in Asia where 188Bet’s branding is displayed on virtual trackside advertising for races that are broadcast. The agreement also includes activation and integration across F1’s digital and social platforms.
The news also comes after PokerStars a limited-time trial of a revamped rewards program, which is being offered to select customers with PokerStars in the UK, France, and Spain. If successful, the revamped rewards system will be rolled out internationally.
As reported by Online Poker Report, the new rewards system was developed to address player concerns over transparency, value, and complexity. Players can now earn up to 65% in cashback and although the revamped system retains the tier-based chest system already used, the rewards have changed.
The chests offer 15% in rewards at the lowest blue chest level up to a maximum of 25% at the highest black chest level. What’s more, the rewards obtained from chests are no longer randomised, with each chest having a fixed amount based on its tier.
Alongside the above tiered rewards, players can earn an additional 40% cashback by completing the Monthly Poker Challenge, allowing users to claim up to a combined 65% cashback when the chests and Monthly Poker Challenge are combined.
Severin Rasset, the Managed Director of Poker for PokerStars, said in a statement to PokerFuse: “We’ve been listening to customer feedback with plans to make improvements for some time now, and this trial is the largest step we’ve taken thus far to address player concerns.
“We’re really interested to hear what our players think of this new program. Players selected for this trial will be sent surveys so we can get their feedback and gain valuable learnings to define our next steps.”
Alongside launching trials for the revamped rewards program, PokerStars also launched new portrait tables for its mobile app in select markets, available with games such as Spin & Go, Pot Limit Omaha, No Limit Hold’em, as well as with SNGs and some MTTs.
The new portrait mode allows players to play their favourite PokerStars games while holding their devices vertically and with one hand, making for more natural movements. Players can switch seamlessly between the portrait and landscape layouts, with PokerStars giving users complete freedom over how they play.
Right now, the new portrait tables are only available to users in the UK and Belgium, but PokerStars is expected to roll out the new layout with other markets in the coming months, although no official dates have been announced.
The launch of both the revamped rewards program and the new portrait layout is part of PokerStars’ commitment to improving its offering to all customers and cementing itself as one of the leading Poker providers in the UK and internationally too.
Also this week, MansionBet has announced an extension to its partnership with English Football League Championship club Millwall.
As part of the extension, MansionBet will continue to be Millwall FC’s official betting partner, with the betting website’s name and logo displayed on the back of Millwall FC shirts for the upcoming 2021/22 season.
MansionBet and Millwall FC began their partnership in January 2020, and the new Championship season is set to launch on August 7th. Reports state that MansionBet has plans to involve fans with ticket giveaways, social media competitions, and in-stadium activations too.
Dana Bocker, the Head of Integrated Marketing at MansionBet, said in a statement to GamblingInsider: “Since forming our partnership with Millwall, we’ve been able to engage with their fans through social.
“With restrictions lifting, we’re excited to finally be able to connect with them in the stadium through activations and our own in-stadium reps. We’re proud to support the English Championship and increase our brand presence throughout a truly passionate home-grown club.”
Stuart Lock, the Commercial Director at Millwall FC, commented: “We are delighted to confirm MansionBet as back-of-shirt sponsor ahead of the 2021/22 season.
“The club has already enjoyed a fruitful relationship with MansionBet since coming on board and we look forward to working closely with them as supporters return to stadiums after 18 months of restrictions. With benefits in and out of The Den, Lions fans will be able to benefit from the partnership and win some exclusive prizes.”
Also this week, gambling self-exclusion service Gamstop has stated that 82% of its consumers have stopped or reduced their gambling since registering with the firm.
As reported by CasinoBeats, Gamstop discovered the figure after research agency Sonnet carried out an independent evaluation of player self-exclusion outcomes.
The company surveyed feedback from more than 3,300 Gamstop users, and 84% of those surveyed said they felt more in control of their gambling habits and safer from gambling-related harm as a result of using Gamstop’s service.
A further 80% of respondents said that Gamstop had delivered on their “intended outcomes”, whether that was reducing their gambling, taking a short break or stopping gambling completely.
Sonnet’s evaluation also found that 77% of respondents said they feel more in control of their finances, 72% cited improvements in their anxiety or stress levels, 63% cited an improvement in their family relationships, 40% of respondents said they were consuming less alcohol, and 60% said they were focusing better at work.
In addition to reporting the above figures, the evaluation recommended a series of improvements to Gamstop’s self-exclusion service, including more varied exclusion periods, amending referrals to support specialists, and more.
Fiona Palmer, the Chief Executive at Gamstop, said in a statement: “We are grateful to Sonnet for carrying out this very detailed evaluation of the service and are studying their recommendations carefully.
“We are delighted to know that vulnerable consumers who have registered with Gamstop have found it has helped them control their gambling and made a positive impact on their lives.”
She continued: “The insights in this report are extremely helpful and we welcome the opportunity to look at all suggestions for further improvements to the service, including extending the length of the maximum exclusion period to give them peace of mind that they will benefit from the long-term protection that Gamstop provides.”
Finally, leading game developer NetEnt, now owned by Evolution, has announced the launch of new casino game Starburst XXXtreme.
The brand new video slot is a follow-up to NetEnt’s hit 2013 slot Starburst. The game takes the original Starburst design and experience and elevates it with new features, including the Wilds of Starburst feature that awards re-spins, random multipliers, and activates random wilds.
Starburst XXXtreme also sees the debut of NetEnt’s XXXtreme Spins mechanic, where players can purchase to guarantee Starburst wilds when activated. The feature costs 10x the player’s bet but offers one guaranteed Starburst wild symbol per spin.
Todd Haushalter, the Chief Product Officer at Evolution, said in a statement: “Starburst XXXtreme is a fun-focused addition to any gaming portfolio, with an easy to understand mechanic – and it brings a great legacy.
“Everyone knows the Starburst name. It’s been a slot favourite for years. We’ve been working hard to keep those classic features that make the game so popular, and the team have done a great job at incorporating them into an XXXtreme version that will appeal to current, as well as the next generation, of players.
“It’s a big responsibility working on an already well-loved game, but with Starburst XXXtreme there’s a great blend between old and new. We’re looking forward to seeing this game out in the market, and we’re sure players are going to love the gaming experience just as much as we loved creating it.”
