Highlight Games, the London-based specialist in video virtual sports and instant win games, has announced a landmark long-term partnership with OpenBet, one of the sports betting industry’s leading content, platform, and services providers.
The collaboration marks a significant step forward in expanding access to premium video virtual sports across regulated betting markets worldwide.
Under the agreement, Highlight Games’ extensive content portfolio will be fully integrated into OpenBet’s Trading System, widely regarded as one of the industry’s most powerful aggregation networks for elite trading and sports betting content. This digital integration will allow operators using OpenBet’s platform to seamlessly offer Highlight’s award-winning video virtual sports alongside live sporting events.
The partnership is designed to help operators deliver a continuous and engaging sports betting experience, even during periods when live events are unavailable. By blending virtual sports with live markets, operators can maintain player engagement, optimise betting uptime, and enhance overall product variety.
Highlight Games’ video virtual sports are powered by authentic archive footage from some of the world’s most recognisable sporting competitions. Available titles include virtual sports content featuring Serie A, LaLiga, England’s Premier League — with historic footage from iconic clubs such as Liverpool, Manchester United, and Arsenal — as well as the Turkish Süper Lig. Additional sports coverage includes ATP Tour Tennis, PDC Darts, and MotoGP, offering a broad and diverse range of betting opportunities.
Unlike traditional computer-generated virtual sports, Highlight Games’ products use real broadcast-quality footage, delivering a level of realism that closely mirrors live sport. This authenticity has become a key differentiator in the video virtuals market, appealing to bettors seeking immersive, lifelike betting experiences that reflect the pace and excitement of real-world competitions.
For OpenBet, the integration further strengthens the capabilities of its Trading System, reinforcing its position as a next-generation data and trading solution. By expanding its content ecosystem with premium video virtual sports, OpenBet continues to enhance product quality, improve content diversity, and support operator competitiveness across global markets.
Steven Holmes, Chief Executive Officer of Highlight Games, described the partnership as a major milestone for the company. He noted that Highlight’s video virtual sports are specifically designed to replicate the excitement and unpredictability of live sports betting. By integrating with OpenBet’s industry-leading Trading System, Highlight Games is enabling operators to deliver always-on sports entertainment that keeps customers engaged beyond traditional live event schedules.
Jason Ayton, Chief Business Development Officer at OpenBet, also welcomed the partnership, highlighting its strategic importance. He emphasised that adding Highlight Games’ premium video virtual sports further enhances OpenBet’s sophisticated content aggregation network. According to Ayton, the collaboration empowers operators to better bridge the gap between live events by offering high-quality, engaging betting content at all times, reinforcing Trading System’s status as a premier platform for world-class sports betting entertainment.
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