Revolutionising Sports Gaming with Real Matchroom Footage
Highlight Games has secured an exclusive long-term agreement with Matchroom Sport to utilise its extensive archive of sports footage across a variety of interactive game formats. This strategic partnership will give Highlight Games the rights to repurpose content from world-renowned sporting events into innovative gaming products such as video virtuals, instant win games, slot titles, roulette, crash games, and digital table games.
The rollout will begin with content centred around Professional Darts Corporation (PDC) matches—one of Matchroom’s flagship sports properties—before expanding to include legendary moments from boxing, snooker, pool, poker, tenpin bowling, and more. This is a notable step in diversifying the digital entertainment landscape by transforming classic sports footage into engaging, gamified content.
A Synergy Between Tradition and Innovation
Highlight Games CEO Steven Holmes expressed enthusiasm over the venture, describing the deal as “incredibly exciting” due to the scale and quality of Matchroom’s media archive. With Barry and Eddie Hearn, titans in global sports promotion, leading Matchroom, this partnership represents a fusion of high-value sports rights with Highlight Games’ proven capabilities in developing virtual content.
This collaboration aligns with Highlight Games’ broader expansion strategy, which has recently included distribution of its Soccerbet products in markets such as Poland through partnerships like that with Fortuna Entertainment Group. The deal reinforces Highlight’s position as a key player in the evolution of virtual sports gaming, especially within Europe and Africa.
Strategic Impact on Gaming and Sports Content Monetisation
From a commercial perspective, this partnership enables Matchroom Sport to monetise its vast library beyond traditional broadcast or streaming deals. As the global iGaming market continues to grow—driven by increased digital consumption and technological innovation—repurposing historical sports content for immersive gaming experiences could unlock a new revenue stream and boost fan engagement.
Eddie Hearn, Chairman of Matchroom Sport, noted, “We are constantly looking for ways to diversify our business… working with the Highlight Team to bring our rich archive of footage to life again… is a truly exciting proposition.” Barry Hearn OBE, President of Matchroom Sport, added, “Our archive is filled with incredible content ready to be explored.”
Looking Ahead: A New Era for Virtual Sports Entertainment
This venture is expected to generate a wave of new gaming products in 2025 and beyond, transforming iconic sporting moments into bite-sized, interactive entertainment. As Highlight Games continues to grow its product catalogue and geographic footprint, partnerships like this signal a broader trend of convergence between sport, gaming, and digital media.
The collaboration not only serves existing fans of Matchroom’s portfolio but also invites a younger, digitally-native audience to experience legendary moments in sports in entirely new ways. As the gaming and sports industries become increasingly interconnected, this initiative stands out as a model for the future of interactive entertainment.
