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Relax Gaming, the igaming aggregator and supplier of unique content, has signed a Powered By Relax partnership deal to integrate Tom Horn Gaming’s content.
The respected supplier will be providing its popular products to Relax’s network of operator brands via the Powered By Relax partnership programme. Popular titles such as Sweet Crush, Gold X and Wolf Sierra will be amongst the unique content made available through the platform.
The notable addition of Tom Horn Gaming follows a long list of selected third-party studios that have already benefitted from the aggregator’s unrivalled speed-to-market and technical excellence. With a portfolio curated to suit players across international markets, the partnership ties seamlessly into Relax’s ambitious expansion strategy for the year.
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While the Polymarket/Yahoo Finance situation is one of the earliest examples of a severed relationship between a prediction market operator and a media entity, that doesn’t mean those “divorces” will permeate the two industries.
There’s widespread belief that old guard media companies are incentivized to feature event contract data on their sites or reference it in select publications as a way of better connecting with younger readers and viewers.
Then there are the financial implications, namely new revenue streams. Prediction market operators typically pay media companies to integrate their data while some outlets also earn referral commissions for driving new business to yes/no exchanges.
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Particularly concerning to Kesitilwe is the amount of gambling advertising in sports-related content.
“At a break or at half time you see 10 to 20 [gambling] adverts,” he says. “It’s come to a point that oftentimes I even hear my kids singing [gambling adverts]. They’ll just keep asking, ‘But Daddy, what is this? What does this mean?’
“Our position is unequivocal. Betting is an adult activity. Operators must maintain effective age verification, marketing must not target or appeal to children and regulators; parents, schools and communities must reinforce the same message.”
