Spotlight Sports Group Enters F2P with Strategic Deal with Engage Games

Spotlight Sports Group (SSG) has announced the signing of an agreement with Engage Games, marking its first operation in the free-to-play (F2P) gaming segment. Through this collaboration, SSG will provide sports betting operators, racing organizations, and sports rights holders access to customized fantasy, predictor, survivor, and bet builder games focused on sports and racing.

Spotlight Sports Group's First Foray into F2P Games

SSG's entry into the F2P space comes through Engage Games, a Liverpool-based provider that has developed products in both free-to-play and pay-to-play formats for sports betting and racing. Engage Games has a proven track record in creating tailored titles, including previous projects with operators such as BOYLE Sports, Betfred, and William Hill. In August 2025, Engage Games designed for William Hill the F2P product "Final One Standing," launched at the start of the 2025-26 Premier League season.

Features of the SSG and Engage Games Agreement

The alliance will allow SSG to market and distribute Engage Games' portfolio through its global network of partners, while Engage Games will handle the design, development, and technical delivery of the games. SSG's announcement highlights that the rise of free-to-play games corresponds to operators' interest in engagement, retention, reactivation, and player acquisition solutions. The offering is based on collaborative development, tailored to each operator's business objectives, and optimized based on real-time data generated by users.

"This collaboration represents a significant step for SSG in expanding our offerings into the gaming sector," said Rob Brown, B2B Growth Director at Spotlight Sports Group.

Rob Brown added that the integration of Engage Games' engine with SSG's global data and distribution allows for personalized titles that combine data with exclusive content.

Innovations in Racing Game Technology

For the first time, future racing titles developed through this agreement will be powered by SSG's Smart View Engine technology. To date, this technology was exclusive to racing analysis and forecasting products. Now, it extends to the creation of interactive games, representing an evolution in the use of technological resources from Racing Post's parent company.

"Through SSG's network, we can now bring our proven capabilities to operators and rights holders worldwide," explained Ryan Lawrence, founder of Engage Games.

Lawrence emphasized that the partnership represents a logical progression after establishing Engage Games as a reference partner in the UK and other markets.

Spotlight Sports Group's Portfolio and International Market

In addition to its relationship with Racing Post, Spotlight Sports Group operates platforms such as Pickswise, myracing, and Free Super Tips, as well as the international agency ICS digital and the ICS translate service. Thus, the agreement reinforces SSG's position in the sports betting and free gaming arena, broadening its appeal to partners seeking customizable user-centric experiences and consistent technological support. In April, CEO Mark Renshaw addressed the group's strategies in a prior interview for the 40th anniversary of Racing Post.

F2P as an Engagement and Acquisition Driver

Recent trends show operators prioritizing the use of F2P solutions not only to attract new users but to solidify loyalty and reactivate player bases. The agreement with Engage Games positions SSG to respond to the demand for data-driven products, with the ability to make dynamic adjustments based on active metrics. This move appears aligned with the global search for formats that capture and retain audiences without relying exclusively on the traditional pay model.