Midnite is going all-in during the early days of 2026 with new product launches and new sponsorship initiatives as it prepares to take on what could be its most critical year yet.
The UK challenger brand made two announcements today – firstly, a new product launch in partnership with B2B solutions firm SIS (Sports Information Services), and secondly, the return of its campaign around the snooker Masters.
Midnite has taken SIS’ Competitive Gaming and Premium Racing products live, gaining access to 24/8 live racing content and related sports content. The package includes over 60,000 horse and greyhound racing events from 170 international racecourse and over 225,000 H2H Global Gaming League esports events.
An enhanced racing offering will be available to Midnite customers as it continues to buildout the development of its proprietary online platform to rival heritage competitors in the UK igaming space.
As explained to SBC in 2025, following new funding of £100m, Midnite aims to become the ‘Monzo of betting’, emulating the digital bank’s disrupter status in the fintech and banking sectors. It now seems to be moving to better tap into the traditionally popular betting sports of horse and greyhound racing and the ever-growing new field of esports, and add these disciplines to its disruptor mission.
Zach Amin, Vice President of Sportsbook at Midnite, said: “SIS live racing and H2H Global Gaming League offers an ideal fit for our platform and our players. We are focused on building a top-tier sportsbook, and the ability to deliver engaging, round-the-clock betting opportunities plays a key role in that.”
Meanwhile, for SIS, the deal comes after a busy 2025 for the company which saw it pen agreements with the likes of Betfred. Horse racing remains a core product for the company, as does greyhound racing, and it maintains an impressive portfolio of partners across both retail and online gaming.
Horseracing and to an even greater extent greyhound racing are facing challenges of their own though. Greyhound racing faces prospective bans in Scotland and Wales, and although horse racing was able to successfully evade tax raises it will still feel the effect of rate raises on the industry.
Despite this, racing remains the second most bet on sport in the UK after football and events like the Grand National and Cheltenham continue to command better attention. Esports betting, as mentioned above, is also on the rise, providing a hugely lucrative commercial pipeline for SIS.
Matt Smith, Customer Growth Manager at SIS, said: “We are proud to bring our 24/7 live
racing and Competitive Gaming content to Midnite, a brand that aligns with our commitment
to innovation and quality.
“This integration is a great example of how our high-margin, always-on portfolio can support the growth of ambitious operators and enhance the overall user experience.”
Midnite maxes snooker exposure
As well as expanding its product portfolio with racing and esports, Midnite is also making moves in marketing – a discipline many expected to begin faltering in 2026 as a result of the abovementioned tax hikes.
The firm is betting and casino partner for the Johnstone’s Paint Masters, one of the Triple Crown of snooker tournaments. To mark the 2026 event, the firm is bringing back a campaign from its sponsorship of the World Snooker Championship, Midnite Maximum.
The fan engagement campaign will see Midnite reward 16 fans each time 147 is hit throughout the week-long tournament at the Alexandra Palace – the 16 fans chosen to match the 16 players in the tournament.
Andrew Mook, Midnite’s Head of Brand Marketing, said: “The Midnite Maximum showed last year just how powerful a single moment in snooker can be. Bringing it back for the Masters felt like the perfect opportunity to evolve the idea, keeping it fresh, relevant and aligned with one of the sport’s most iconic events.
“This version of the Midnite Maximum allows us the chance to see 16 winners, meaning 16 different reactions, and the potential to leave lasting memories for more fans. It’ll put fans right at the heart of the action while creating brilliant, shareable moments.”