Gaming Innovation Group (GiG) has announced a long-term partnership with The Football Pools (The Pools) to provide its sportsbook, ‘SportX’, and iGaming platform, ‘CoreX.’

The collaboration aims to revitalise The Pools’ online presence and enhance its digital performance by harnessing GiG’s technology.

This agreement is notable for GiG as it marks the introduction of its X-Suite solutions into the UK market, a major step after establishing a presence in other regulated markets globally.

Regarding the collaboration, Andrew Cochrane, Chief Business Officer at GiG, stated: “I am delighted that The Football Pools, a brand with such heritage in the UK market, have chosen GiG to power their ambitious online growth plans.

“We have gained a significant headwind with our X-Suite in regulated markets around the world since launch earlier this year, providing a springboard for us to leverage our vast wealth of experience in the UK market, a market we know extremely well, to help power revenue growth.”

James Arnold, CEO at The Football Pools, added: “I am delighted to be able to announce this transformational partnership with GiG, at such a pivotal moment in the history of both organisations.

“I firmly believe this will enable us to realise the potential of ‘The Football Pools’ brand heritage, and to aggressively grow The Pools as we embrace the true digital transformation of this iconic British brand.

“Myself and my team have enormous faith in the ability and expertise of the GiG team, and very much look forward to a successful and mutually beneficial partnership for the years to come.”

In related news, it was announced earlier this month that GiG is set to acquire SEO and content services provider Titan – a move that aims to improve efficiency and market position.

This, however, came before GiG and its media arm split, to form Gentoo.