The Pools relaunches online operations on GiG's technology platform
UK betting brand The Pools has migrated its sportsbook and iGaming operations onto Gaming Innovation Group's SportX and CoreX platforms as part of a wider rebrand and growth strategy.
The Pools, the rebranded identity of The Football Pools, has launched an upgraded online offering built on technology supplied by Gaming Innovation Group (GiG Software Plc). The move, announced on 16th January 2025, sees the historic UK betting brand migrate onto GiG’s SportX sportsbook and CoreX iGaming platform.
The update forms part of The Pools’ broader 2025 rebranding campaign, which aims to modernise the brand’s digital presence while retaining its long-standing reputation in UK betting. The Pools marked its 100th anniversary in 2023 and has historically been recognised as a forerunner to the National Lottery, as well as the first UK business to offer a multimillion-pound jackpot.
New platform capabilities
The SportX sportsbook includes bet-builder tools, dynamic odds pricing and UK-focused content such as horse racing markets powered by BetMakers. The CoreX iGaming platform is designed to support scalability across regulated European markets. GiG’s technology stack also incorporates AI-driven tools intended to improve personalisation and support customer acquisition and retention.
Wider strategic changes
The platform migration is part of a broader multi-channel strategy at The Pools, with a new marketing campaign expected in the coming months. The company has also recently made several leadership appointments, including Sharon Wright, formerly of Nike, Adidas and Reebok, as Marketing Director, and Phillip Donegan, previously of Betfred, as Chief Technology Officer. Chris Williams has joined as Head of Product and Matt Knowles as Head of CRM.
James Arnold, Chief Executive Officer of The Pools, said the launch represented a milestone in the brand’s digital development, describing the partnership with GiG as central to supporting a sustainable and compliant growth strategy.
Richard Carter, Chief Executive Officer of GiG, said the launch was a significant moment for the company’s expansion in the UK market, noting that 13 brands went live on GiG’s technology during 2024.
The Pools continues to offer products spanning pools betting, lotto, sports betting, casino and free-to-play games. GiG is headquartered in Malta and listed on the NASDAQ First North Premier Growth Market in Stockholm under the ticker GiG SDB.