Highlight Games’ position in the Turkish market has been improved by a multi-year alliance with Sisal Sans, a joint venture between Italy’s Sisal and Turkey’s Demirören Holding.
Highlight will provide games with actual and exclusive archive football footage to Sisal Sans retail locations under the terms of the agreement.
Under the ‘Serbest Vurus Pro’ brand, the group’s Soccerbet product will include Turkish football league content, including material from the top-flight Super Lig.
Soccerbet is currently available in over 650 Sisal Sans stores, with a total of 2,000 retail locations anticipated by the end of Q2 2021.
Steven Holmes, Co-CEO of Highlight Games said: “Highlight Games is proud to announce this transformative deal and to lead the way into Turkish National Lottery retail venues.
“We have built strong business relationships in Turkey over the past two years, and the fruition of this partnership with Sisal Sans is an exciting result. This deal signals a first for legal virtual sports on the Turkish mainland, built on the strength of performance of Highlight’s games in Sisal venues in Italy and Morocco and the differentiated product we can offer which is specifically tailored to the market with archive Turkish League football footage.”
Highlight Games will also include its Soccerbet English and Italian versions, both of which will be available later this year in their respective languages, as well as its NBA Last 60 product.
Selim Ergün, CEO of Sisal Sans said: “Sisal Sans is delighted to be partnering with Highlight Games to bring its unique portfolio of content to Turkish retail venues.
“Video virtual sports engage players like no other product in the virtual sports space and we are confident that our players in Turkey will respond to these games as they have in our Italian and Moroccan venues.”
Commercial expansion strategy across Europe,
Highlight Games is currently pursuing a commercial expansion strategy across Europe, having recently strengthened its foothold in the Greek market through a partnership with Novibet, which saw its games released on the company’s online and mobile platforms.
Following a deal with local firm SuperSport, the company expanded its presence in Croatian gaming, and its virtual video sports services were rolled out in Romania in January after the country’s regulatory authority issued the London-based company a gambling licence.
Holmes added: “I am confident that our lead football product will replicate the success of our Italian Serie A game in Italy, and I look forward to working with our partners in Turkey to bring additional products to market in the near future.”’