Sky Betting and Gaming, the sports betting and casino gaming arm of the UK’s leading subscription television service, is clearly looking to consolidate its position as one of the biggest names in the industry for UK players and they may well have found the perfect partner for doing just that. In many ways, NYX Gaming is like the IGT or Bally of the online industry, offering a full platform of tools and other elements covering sports betting, casino gaming and more. So, it is almost certainly good news for both of them that they have negotiated a deal that will see both companies working more closely together than ever before.
Most recently, the two companies joined forces in the last quarter of 2016 for the launch of Sky Bet Italia. The Italian arm of operations was launched on NYX’s OpenBet platform and the two companies are continuing to work closely together to determine the manner in which they will be moving forward. Further to the deal Sky Bet Italia and Sky Bet UK will also be integrating the award-winning Open Gaming System, which will give Sky’s online and mobile casino sites access to more than a thousand titles, including the likes of Gorilla Go Wild and Snowflakes, which have both been developed by NYX’s own in-house game development company, NextGen Gaming.
Fans of new releases will also be in for regular treats thanks to this new deal, as Sky Bet’s existing content development relationship with NYX has been expanded as part of the deal and there will be 36 new gaming titles released every year. At three a month on average, we are getting into Microgaming territory when it comes to aggressive schedules! NextGen will be working with Sky’s own internal game development unit, Core Gaming, on the creation of these titles, and they will all be hosted and distributed by NYX itself.
Speaking on the new deal, Matt Davey, NYX Gaming Group CEO, said: “We’re pleased to announce a strengthening of our relationship with the team at Sky Betting and Gaming, and to further support their impressive growth.”
“This partnership is significant to NYX, representing a firm endorsement of the group as a whole, and emphasising the vital role it plays for the industry’s most successful operators around the world.”
“It also reaffirms NYX’s commitment to building our partnerships and maximising the relationships across a number of different areas to deliver optimum value to our clients. The closer we work with customers to develop our relationships, the better we can tailor our products to deliver improved growth for our respective businesses.”
As a further part of the deal, Core Gaming’s casino content will also be coming to the NYX platform, potentially meaning that games that have been exclusives at Sky Casino and Sky Vegas will be offered much more widely. Indeed, the aim seems to be to make full use of the more than 200 partners currently working on the NYX game distribution platform.
CEO of Sky Betting and Gaming Group, Richard Flint, also commented on the new deal, saying: “NYX Gaming Group, via OpenBet, has been an integral component of our business since day one, the performance and stability of the platform is key to our best-in-class customer experience. Enhancing that customer experience is a core focus for Sky Betting and Gaming and the strengthening of the relationship with NYX is another big step towards our objective to build the best casino in the market. NYX are a premium developer and we are thrilled to be able to offer their highly popular games to our players, giving our customers more options alongside our own proprietary games.”
As one of the most established names in UK gaming, covering sports betting, mobile action and much more, any improvements to the Sky service are welcome ones and this also highlights just how impressive NextGen Gaming’s offering continues to be, with operators being just as impressed as players by the quality of the games. It will make for a great new gaming opportunity for NextGen fans and also the addition of some true quality content for Sky Vegas mobile players, and that sounds like quite the win-win situation to us!