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  • Writer's pictureMark Hitchings

Importance of Engaging Content highlighted as S:B:M bags accolade at EGR Global awards



The importance of strong, engaging media content for igaming operators has been underlined again with a surprise win for Sports Broadcast Media (S:B:M) at the EGR B2B awards in London.


The business has already grown beyond expectations, working alongside big names in the betting industry who took a chance on their unique services in the formative days, and it has now led to S:B:M being named the EGR Services Rising Star for 2024.


The team behind the scenes boasts decades of sports reporting and broadcasting experience. SBM provides unique, innovative and market-leading content for the betting & broadcasting industries; dedicated to delivering world class sports coverage, the biggest games and events, and the most compelling stories and personalities in the world of sports.

Chief Executive Officer, Alastair Ross, said: “I think we’re finally seeing the sea-change in the igaming industry that people have been predicting for the last few years. If you’re an operator, it doesn’t matter how granular the data you’re buying is, or how good you are at marketing special offers if you don’t have sticky products on the site that reflect who you are as a brand and make sure your customers stay engaged and loyal.”


“I think the judges of the EGR B2B awards must have seen the job that S:B:M does in bringing the worlds of entertaining content and betting closer together. I don’t know any other third party firm that can say they produce engaging content while sporting events are actually live and in-play, and that’s an area that a lot of operators are really starting to see value in now.”

This year’s EGR Awards took place at the iconic music and arts venue, The Roundhouse, in Camden, London, where S:B:M was also nominated in four other categories across the B2B and the Marketing & Innovation sector awards.





The EGR B2B Awards recognise and celebrate the very best service providers in the online gaming industry, showcasing the achievements of suppliers from across all the major eGaming disciplines; including betting and gaming software, payments, recruitment, safer gambling tools, IT and infrastructure, and many more.


Created out of a collective passion for live sport, Sports Broadcast Media came into being just three years ago, after one of those ‘life altering’ conversations, and not to mention a big risk on a great idea. 


Gavin Puszczalowskyi, Programme Controller for Sports Broadcast Media, said: “We’re blown away to have taken home this award. We’re still pinching ourselves that we’ve grown the business to this point, and never take for granted each and every milestone along the way. 

“We look around us at the wealth of experience in this industry and we’re humbled to even be considered for an award, never mind walking away as winners. I’m incredibly proud to work with a fantastic, experienced, highly skilled and knowledgeable team of individuals at SBM, who are constantly looking for more innovative ways to develop creative content that helps our customers to stand out in a crowd. 


“As a committed Sheffield United fan, you’ll understand that I’ve not had many wins over the last 12 months, so I’m going to enjoy this one!”


S:B:M has just undertaken a wholesale upgrade of its studio spaces and is bringing an additional live-streaming studio online in time for the start of the new Premier League season.

Ross added: “We took a chance on investing more in our facilities and I hope that winning an award as prestigious as this one will make other companies look at what we do, and realise that our brand of rights-free live sports coverage is something which provides real value, and something we have the expertise to provide. I don’t think we’ll have a spare studio for long!”

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