GiG is an iGaming company that uses cloud-based products, and offers platform services and marketing to industry partners.
News UK hopes to use these services to host its own range of casino and sports betting content. The Irish Sun’s website will have a designated area for everything related to betting, meaning that users can access all of the media in one place.
The original partnership between GiG and News UK was launched back in December 2022. The goal was to combine the large userbase of The Sun and talkSports with the specialised iGaming knowledge from GiG to produce a coherent casino and sports betting experience.
On the initial partnership, Tim Reynolds, Director of Betting & Gaming at The Sun said: “The partnership and new betting hub adds to The Sun’s growing digital portfolio and bolsters our suite of betting products.
"The collaboration with GiG will increase our content output and support The Sun in continually delivering excellent results for our bookmaker partners.”
GiG and News UK have also announced they are aiming to take on new markets by the end of Q1 2023. They hope to start by entering the US market and offering similar kinds of products.
This comes after the slow but gradual legalisation of online sports betting across the US.
If you want to read about how Caesars are preparing for the state of Massachusetts to legalise online sports betting in March, you can check out Gambling Insider's article here.