We're proud to share that The Mill Adventure has been nominated for Rising Star in Sports Betting Innovation (Software Supplier) at the SBC Awards 2026, a recognition that reflects the work we've put into rethinking how players engage with sportsbook content.
At the centre of that work is Betpool. Rather than treating sports betting as a solo, transactional experience, Betpool turns it into something shared. Players can host or join collective betting sessions, build tickets together, and participate in a live, community-led experience that keeps them engaged well beyond the final whistle. Sessions can be configured as sportsbook-only or combined with casino activity; giving operators a genuinely flexible promotional and engagement tool without additional integrations.
The commercial impact has been measurable. During the nomination period, Betpool-enabled brands have recorded a 53% increase in average daily deposit amounts compared to standard sportsbook players, a 65% increase in average lifetime deposits, and player retention rates 47.6% longer than traditional experiences. Deposit lifetime value per user has risen by 69%. These aren't incremental improvements; they reflect a fundamental shift in how engagement mechanics can drive sportsbook performance.
Betpool sits within a broader gamification ecosystem that is natively integrated with sportsbook logic. Tournaments, loyalty progression, vouchers, rewards and bonus mechanics are all aligned with real betting behaviour and segmentation; allowing operators to run targeted, efficient campaigns without manual complexity.
Being nominated alongside the industry's leading suppliers is a genuine milestone for us. It reflects not just the product we've built, but the operators who have trusted us to power their sportsbook experience and the results we've delivered together.
