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Innovative live dealer and betting games studio BetGames has announced the launch of a new product vertical, Game Shows, in tandem with a landmark agreement with sports betting and gaming group, Entain.

The collaboration between Entain and BetGames brings forward a unique live game show, which provides customers with an unrivalled experience set within a state-of-the-art studio.

As part of this landmark deal, BetGames will provide Entain with a total of three bespoke and unique gameshows, with the first, Starzle, kicking off the partnership giving the group access to the industry’s first premium number-themed gameshow.

The products will be accessible across Entain’s renowned brand portfolio, with a direct integration onto Ladbrokes’ platform launching the partnership.

Game Shows is an innovative new product, featuring state-of-the-art technology and has been optimised for the Ladbrokes brand. The new vertical will introduce the industry-first number-themed gameshow, with a mix of both number-themed mechanics and card-based elements. Combining the ever-popular number draw mechanic with the drama of earning higher multipliers at the turn of a card, this bespoke game is sure to have broad appeal.

Entain is one of the industry’s largest sports betting and gaming groups, operating in both online and land-based sectors. The company’s extensive list of popular brands includes bwin, Coral, Ladbrokes, Sportingbet, Foxy Bingo, Gala and PartyCasino.

The launch is an integral part of a series of developments that will see 2022 become the strongest launch year in the company’s history. BetGames is also set to expand its offered verticals from one to three, simultaneously enhancing its proposition and widening its reach.

Commenting on the deal, BetGames’ CEO Andreas Koeberl said: “We’re absolutely delighted to partner with the Entain group. Its status as one of the world’s largest gaming organisations and innovation leaders imbues us with excitement at the possibilities our collaboration will lead to. This is a game changer for us as a company and a result of our successful transformation over the previous 18 months. The fantastic collaboration with Entain’s brilliant product, brand, and commercial teams enabled us to launch the game – from ideation to production – within only nine months.

“The Game Show product line is a carefully curated tier-one focused vertical that will provide users with an unprecedented gambling experience, we’re extremely enthusiastic about it and are confident it will appeal to many across the iGaming space.”

Head of Live Casino at Entain, Graciella Anthony added: “Working closely with BetGames was a great experience and a testament as to what we can achieve together – and we couldn’t be more excited to work with them again.

“Starzle is a long-term exclusive to Entain and is further testament to our ambition of being the home of live games shows and continuing to offer our customers the best and most exciting content in the marketplace.”

Adam Lahouiri, Live Casino Commercial & Product Manager at Entain said: “This has been an exciting project to be a part of, working alongside such a talented team at BetGames was a pleasure. We are delighted with the outcome and look forward to expanding our suite of exclusive Game Shows.”

These milestone developments come on the back of the company successfully revamping its Lotto Reloaded studio in recent months. The flagship product is authorised across several key markets including those governed by the UKGC and MGA, whilst also satisfying the regulatory requirements in a variety of South African jurisdictions.