Spotlight Sports Group has made its entry into the games vertical by partnering with Engage Games, a notable supplier. The collaboration, announced on Thursday, enables the global sportsbook operators within Spotlight’s network to access a range of specially designed games created in conjunction with Spotlight’s partners.
This initiative represents Spotlight’s inaugural foray into gaming, merging its global product reach with Engage Games’ expertise in both free-to-play and pay-to-play games. The move aligns with a broader trend, as operators are increasingly adopting free-to-play models for better customer engagement, retention, reactivation, and acquisition.
The upcoming games will incorporate various mechanics such as fantasy, predictor, survivor, and bet builder formats. Additionally, racing titles will utilize Spotlight’s Smart View Engine.
Rob Brown, Spotlight’s B2B Growth Director, noted that this partnership enhances the company’s offerings by integrating Engage Games’ gaming engine with Spotlight’s extensive data and distribution capabilities.
"This partnership marks a significant step for SSG as we extend our product capability into the games space," said Brown. "In Engage Games, we have found a partner with a proven ability to deliver games that produce real commercial outcomes for partners."
Ryan Lawrence, the founder of Engage Games, remarked that the collaboration with SSG, recognized as a trusted name in global racing and sports betting, aligns perfectly with their mission to deliver superior game experiences to a wide player base. He emphasized that the partnership will enable them to present their performance-driven solutions to operators and rights holders on a global scale.
Looking ahead, Spotlight has recently appointed Adam Gill as the new CTO as part of its strategy to further enhance its product offerings. Gill, who previously worked with market research firm Savanta, is now overseeing technology and engineering operations within Spotlight, aiming to engage new audiences effectively.
As Racing Post approaches its 40th anniversary, Gill pointed out the potential for using technology to connect with new audiences while adding more value to operators and deploying AI across business operations.
Earlier this year, Spotlight unveiled its 2026 Racing Innovation strategy, which included the launch of two new products: the Smart View Tipping Feed and Racing Bet Builder. These tools are designed to modernize the betting experience through algorithm-driven solutions that enhance customer engagement while simplifying the process.
