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Gaming Innovation Group (GiG) has entered into a new commercial partnership with newspaper publisher News Corp UK & Ireland (News UK).

News UK – a wholly owned subsidiary of News Corp – is one of the UK’s leading media businesses, boasting readership figures in the millions through its news websites The Sun and talkSPORT.

The publisher is joining forces with GiG to deliver sports betting and casino content alongside exclusive offers to users in the UK market, GiG said, with content to be featured on a special section of The Sun and talkSPORT’s websites.

GiG expects to go live on the websites to take advantage of the FIFA World Cup, it said, which began in November and is set to conclude on 18 December.

“The partnership and new betting hub adds to The Sun’s growing digital portfolio and bolsters our suite of betting products,” said Tim Reynolds, director of betting and gaming at The Sun.

talkSPORT director of betting and gaming Gareth Williams: “We are delighted to be partnering with GiG to help grow our iGaming affiliate business. GiG’s expertise combined with talkSPORT’s wall-to-wall sports coverage is a compelling proposition.”

“The collaboration with GiG will increase our content output and support The Sun in continually delivering excellent results for our bookmaker partners.”

Jonas Warrer, chief marketing officer at GiG, added: “A collaboration of this magnitude will allow us to provide added value to our partners in the sports betting and casino sphere, reaching new heights while showcasing our abilities to operate at a top-tier level.”

Gareth Williams, talkSPORT’s director of betting and gaming, added: “We are delighted to be partnering with GiG to help grow our iGaming affiliate business. GiG’s expertise combined with talkSPORT’s wall-to-wall sports coverage is a compelling proposition.”

GiG’s affiliate segment GiG Media delivered its seventh consecutive quarter of growth in Q3 2022, generating €15.1m in revenue for the period, or around 66% of GiG’s total quarterly revenue of €22.9m.

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