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The games will include fantasy, predictor, survivor and bet builder mechanics, while racing titles will be powered by Spotlight’s Smart View Engine.

Spotlight’s B2B Growth Director Rob Brown said the deal will expand the company’s offering by combining Engage Games’ games engine with Spotlight’s data, content and global distribution network.

“This partnership marks a significant step for SSG as we extend our product capability into the games space,” Brown said. “In Engage Games, we have found a partner with a proven ability to deliver games that produce real commercial outcomes for partners.”

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Citizens gaming analyst Jordan Bender wrote in a 16 Sept. note that with the NFL season now under way: “Genius should benefit from increased spending across both traditional sports betting and the emerging prediction market industry.”

Added Bender: Genius’ recent deals with Kalshi and Polymarket “have provided an incremental positive catalyst for [Legend founder] Mr Kisberg and team”.

“We think investors will be looking for signs that Genius can leverage Legend’s relationship to capture a larger share of the rapidly expanding sports betting and prediction market opportunity,” he aded in a note this week.

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From July 2027, the company will lose exclusivity over betting and iCasino products, which will become licence-based, while retaining exclusive rights for lottery games, scratchcards, slot machines and physical table games. 

The company has committed to paying market-based compensation for exclusive operations, estimated at around €1 billion for a 10-year licence period, with a significant front-loaded payment scheduled for 2026.

In further preparations for the competitive market, Veikkaus this week joined the market’s trade body, the Finnish Gambling Association, which has long lobbied for market liberalisation.