Date: 17.01.2025

by Tomasz Jagodziński

Last update: 17.01.2025 10:51

The Pools Launches New Online Platform in Partnership with GiG

The Pools, betting brand, has unveiled its upgraded online platform powered by Gaming Innovation Group (GiG). This launch is a pivotal part of its 2025 rebranding campaign.

Brand Embraces Innovation

With its migration to GiG’s state-of-the-art CoreX iGaming platform and SportX sportsbook, The Pools is redefining its digital presence. The revamped platform offers advanced bet-building features, dynamic odds, and fully localized UK content, including horse racing powered by BetMakers.

GiG’s integration of AI-driven tools for personalization and engagement positions The Pools for sustained growth in Europe’s regulated markets. The partnership emphasizes scalability and innovation, with features designed to enhance customer acquisition and retention. According to Richard Carter, CEO of GiG:

“Seeing The Pools, an absolutely iconic brand name in UK sports betting, live on our technology is a landmark moment for GiG’s strategic growth plans in the region. This launch underscores GiG’s commitment to delivering tailored solutions for ambitious brands in regulated markets, with 13 launched on GiG technology in 2024. We have dedicated a significant amount of resources into ensuring our solutions remain at the very apex of technological capabilities in our industry. We look forward to seeing The Pools flourish as they embrace this new era of growth and engagement.”

A Multi-Channel Strategy for 2025

The launch aligns with The Pools’ broader strategy, supported by recent leadership appointments, including Sharon Wright as Marketing Director and Phillip Donegan as CTO. This transformation sets the stage for a multi-channel marketing campaign slated to debut in the coming months.

James Arnold, CEO of The Pools, highlighted the importance of this development:

“This launch is a milestone for the online future of the The Pools. With GiG’s premium solutions, we’ve worked hard to create an exciting new environment that honours our heritage while delivering a best-in-class digital experience. This partnership has been key to enabling our ambitious vision for The Pools, that backs up our strategy for a sustainable, compliant growth trajectory for our brand.”