Spotlight Sports Group Debuts Free-to-Play Games via Engage Partnership

Spotlight Sports Group has entered the free-to-play (F2P) games market through a new partnership with Engage Games. Under the agreement, SSG will distribute Engage Games’ custom-built offerings—including fantasy, predictor, survivor, and bet builder formats—to sportsbook operators, racing organisations, and sports rights holders globally. Engage Games will handle game design and development, while SSG will provide the distribution network and data to power new titles.

Expansion into Free-to-Play: SSG's First Step

This marks the first time Spotlight Sports Group (SSG), best known for Racing Post and digital platforms like Pickswise and Free Super Tips, directly engages with F2P content. The deal sees SSG address growing operator demand for engagement and acquisition tools beyond traditional content. It partners SSG’s global affiliate reach with Engage Games’ technical expertise and track record in free-to-play mechanics.

Liverpool-based Engage Games has previously built free-to-play products for major operators. Its portfolio includes:

• Fantasy, predictor, survivor, and bet builder games for both racing and wider sports
• Development of BoyleSports, Betfred, and William Hill F2P products
• Launch of William Hill’s Final One Standing in August 2025, targeted at Premier League

By joining forces, SSG can now supply bespoke, data-backed gaming experiences to betting and racing partners seeking to enhance customer lifetime value through more interactive tools.

Smart View Engine Powers Future Racing Titles

A significant development is the extension of SSG’s Smart View Engine—a technology historically limited to racecards and tipping content—into new F2P game formats. Future racing-focused games distributed by SSG will leverage Smart View for dynamic updates and data-driven features, aiming to extend the “intelligence” of SSG’s core offerings into the gaming vertical.

“In Engage Games, we have found a partner with a proven ability to deliver games that produce real commercial outcomes for partners. By combining Engage’s games engine with our data, content and global distribution, we’re able to provide bespoke, data-informed games across racing and sport,” said Rob Brown, B2B growth director at Spotlight Sports Group.

Engage Games will remain responsible for leading design, technical delivery, and continued optimisation using live metrics, while SSG handles global marketing and partner engagement.

Custom F2P Solutions for Operator Objectives

SSG outlined that the partnership aims to deliver tailored, customer-led games with performance metrics at the core. Each game is to be built in collaboration with the operator or rights holder and refined over time for specific acquisition, retention, or reactivation targets. According to SSG, the shift toward F2P is driven by:

• Demand from operators for more engaging and recurring touchpoints
• Need to reactivate dormant users through non-wagering experiences
• Expanding acquisition channels outside standard betting products

This approach builds on SSG’s established distribution network, bringing new F2P mechanics to a wide operator base across their brands, including Pickswise, myracing, and Free Super Tips. The partnership does not alter SSG’s existing B2B technology stack but adds a layer focused on interactive game mechanics tied to sports and racing content.

Engage Games’ Proven Track Record in F2P

Engage Games founder Ryan Lawrence stated that collaboration with SSG is a logical progression, reflecting the company’s reputation for delivery in the UK and international marketplace. Previous launches for BoyleSports, Betfred, and the William Hill Final One Standing F2P product have demonstrated Engage’s commercial value in major sports cycles, including the Premier League season.

“Over the last 18 months, Engage Games has established itself as a leading games partner to operators in the UK and beyond. Partnering with SSG—one of the most trusted names in global racing and sports betting—reflects the reputation and results we’ve built,” said Lawrence.

Through SSG’s network, Engage expects their custom F2P solutions to scale into new markets and verticals, an expansion covering both racing and general sports content.

Spotlight Sports Group’s Broader Portfolio

Alongside its flagship Racing Post brand, Spotlight Sports Group’s wider corporate structure includes:

• B2C brands: Pickswise, myracing, Free Super Tips
• International marketing agency: ICS digital
• Translation division: ICS translate

Earlier in 2026, SSG CEO Mark Renshaw spoke to EGR regarding the upcoming 40th anniversary of Racing Post, highlighting enduring demand for content-led solutions in global betting. The Engage Games partnership marks a diversification into more interactive, customer-facing products without replacing SSG’s established media and tips model.

Outlook: Commercial Engagement and Global Reach

The agreement gives SSG’s affiliate and B2B operator partners access to customisable, performance-measured F2P titles for racing and sports. While Engage Games steers the technical development, SSG commits to marketing and worldwide distribution, linking game success metrics to overarching commercial objectives for its clients. Whether this move shifts the operator product mix will likely depend on F2P game performance and user response over the forthcoming sports calendar.