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Highlight Games Limited agreed to a long-term exclusive deal with Matchroom Sport on June 19th. The London-based company develops video virtuals and instant win games.
Matchroom Sport operates sports promotion and events globally. The company maintains an archive of footage across multiple sports properties.
Steven Holmes serves as CEO of Highlight Games. Eddie Hearn holds the chairman position at Matchroom Sport.
Barry Hearn OBE acts as Matchroom Sport’s president. Former professional footballer Bobby Copping facilitated the agreement between both companies.
Matchroom Sport has built an extensive archive of sports footage over several years. The content spans multiple sports disciplines with established audiences.
Highlight Games specialises in creating gaming products from existing content. The company converts sports footage into various gambling formats.
The exclusive arrangement prevents other gaming suppliers from accessing the same archive. Matchroom can generate additional revenue from existing content assets.
Gaming operators often seek content that differentiates their offerings. Sports-themed products typically appeal to specific customer segments.
Initial games will utilise PDC Darts content from Matchroom’s collection. The product range includes virtual sports, instant wins, slots, roulette variants, crash games and table games.
Future releases will incorporate footage from boxing, snooker, pool and basketball. Additional sports content includes FishOMania, gymnastics, poker and tenpin bowling.
Highlight Games plans to develop what Holmes described as “a portfolio of exclusive games.” The timeline for product releases wasn’t specified in the announcement.
The company will create multiple gaming formats using the same source material. Each sport could generate several different product types.
Holmes described the partnership as “incredibly excited” and praised the archive’s “exceptional” quality and range. He thanked Copping for facilitating the deal.
Eddie Hearn said Matchroom was “delighted” to welcome Highlight Games as a partner. He noted the company’s focus on business diversification through the gaming products.
Barry Hearn emphasised Matchroom’s “innovative approach to sports.” He said the collaboration would allow fans to experience “unforgettable moments in sports history” through gaming products.
The exclusive nature of the deal means competing suppliers cannot access the same content. Other gaming companies will need alternative sources for sports-themed products.
Operators seeking Matchroom-branded content must work with Highlight Games. The arrangement creates a controlled distribution channel for the archived footage.
Earlier this year, Highlight Games launched its video virtuals content in Poland through a partnership with Fortuna Entertainment Group. This partnership brought archive football content to the Polish market, such as footage from top football leagues such as the Italian Serie A, English Premier League and Spain’s LaLiga clubs.
Other video virtuals content included ATP Tennis and MotoGP, highlighting a variety of sports covered outside of football.
