This week in B2B news (7 March) 

Voxbet seals voice-activated betting launched with ATR

Voxbet has deployed its voice-activated BetCaller service on the At The Races app ahead of the Cheltenham Festival next week.

The tool allows users to place bets via voice recnogition, with the tech able to picking up horses’ names, requested bet types and stake. BetCaller then sends the user a populated betting slip with their choices.

Machine learning is also used in BetCaller, which Voxbet said will continue to improve the product as it assimilates more data.

Jonathan Power, Voxbet founder and MD, said: “Put succinctly, the new BetCaller functionality enables users to place bets quickly and easily using voice recognition.

“And this will produce major benefits for racing and wider sports fans by instantly improving their betting and viewing experiences.

“Needless to say, going live with a brand as renowned and trusted as At The Races brings with it an instant endorsement of Voxbet’s accuracy and speed.”

Matthew Taylor, At The Races director of new media and innovation, added: “At The Races is all about adopting the latest technologies and ideas to improve the digital customer experience for our loyal racing fans, with the aim of revitalising a sport we love for both the current generation and the ones to come.

“We loved the idea of voice-activated betting and are delighted to partner with Voxbet to launch BetCaller onto our app.”

MetaBet’s DraftKings deal 

MetaBet has penned a deal with DraftKings Network to provide the operator with content designed to boost its sports and entertainment platform. 

The supplier’s technology will analyse the content of each article on the DraftKings Network and identify the key teams, players and games discussed before automatically inserting a widget of the most relevant and engaging betting market.

Mark Phillip, MetaBet founder, said: “DraftKings Network is setting the standard for sports content, and we’re excited to enhance that experience with our intelligent widgets.  

“By dynamically surfacing the most relevant betting options, we’re helping fans stay engaged while making smarter, faster decisions. We’re bridging the gap between content and wagering, so DraftKings Network can unlock more value from its sports-focused content.” 

Hub88 unveils new partner  

Hub88 has signed a global distribution agreement with SpinLogic, strengthening its aggregation platform in the process. 

SpinLogic’s entire portfolio is now available to Hub88’s operator partners, including its most popular titles such as Sweet16 Blast!, Mighty Drums and Cash Bandits 3. 

Ollie Castleman, Hub88 managing director, said: “We are thrilled to partner with SpinLogic as they pursue ambitious growth plans and seek to broaden their global influence.”

Remy Hamaoui, consulting chief marketing officer (CMO) at SpinLogic, added: “We believe that working with Hub88 will elevate our offering and strengthen our position in the industry. Together, we are committed to understanding and meeting the needs of our players.” 

Spribe’s latest UFC ambassador 

Spribe has unveiled its latest brand ambassador in the form of UFC interim heavyweight champion Tom Aspinall. 

The Aviator supplier already has several deals in place with prominent figures from the UFC, including other fighters Alex Pereira, Johnny Walker and Merab Dvalishvili.   

David Natroshvili, Spribe founder and CEO, said: “Tom is one of the toughest and most celebrated fighters in the UFC right now and we are excited for him to join our ranks as an Aviator ambassador.

“He has a large and loyal fanbase that we are certain will love the thrills that Aviator provides and look forward to working with Tom on a number of campaigns over the coming 12 months.” 

ThrillTech granted security certificate 

ThrillTech has secured international information security certification, ISO 27001, in what bosses have heralded as its first major strategic milestone in 2025.

The certification strengthens the supplier’s technology portfolio and will be used to help ThrillTech gain entry into new markets. 

Benjamin Bradtke, ThrillTech co-founder, said: “We aim to enter at least 10 jurisdictions by the end of this year, such as the UK, Peru, Brazil, Italy, Ontario [Canada] and Greece.  

“We will also keep working hard on the performance of our technology, which can already handle an enormous amount of transactions. We promise to keep pushing the limits of our product performance, which was designed and built for the next stage of the igaming industry.” 

Altenar teams up with MerkurXtip 

Altenar has penned a deal with Czech operator MerkurXtip that will see the supplier provide its sportsbook solution, replacing the existing product on the bookmaker’s website. 

The partnership bolsters Altenar’s presence in the Czech market, where it secured its first deal last year.

Sam Hill, Altenar sales director, explained: “The Merkur Group is a fantastic business with real heritage across the industry.  To be trusted to take their brand forward in the Czech market is testament to the quality of product and service that Altenar provides today across numerous regulated markets.” 

Stanislav Sopko, CEO of MerkurXtip CZ, added: “Through this partnership, we aim to provide MerkurXtip’s customers with exceptional sports betting products from Altenar and deliver the best-in-class gaming experience in the market.” 

Cherry Play names new account director 

Cherry Play has appointed Daniela Fricchione as its latest commercial account director. 

As part of her new responsibilities, Fricchione will be tasked with building internal commercial structures, creating new operator partnerships and developing “ambitious” expansion plans. 

Cherry Play CEO, Olga Bejela, said: “Daniela is not only one of the most professional and accomplished commercial specialists in the industry, but also someone I deeply respect and trust. I couldn’t be more thrilled to be working with her once again as commercial account director at Cherry Play.”

Fricchione added: “I am absolutely thrilled to be joining Cherry Play at such an exciting time for the business. Having worked with Olga before, I know how visionary and inspiring she is, and I’m delighted to be collaborating with her again.”