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Sporty Group Expands Sporty Games with the Opening of a Major UK Hub, Strengthening Its Commitment to Sports Gaming

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Sporty Group, a global leader in online entertainment, today unveiled a new UK-based games development hub led by industry legend Professor Jon Hare and supported by key industry talent. The creation of this new studio reinforces Sporty Group’s commitment to the gaming space and accelerates its plans for Sporty Games for 2025 and beyond.
Today’s announcement follows the previously disclosed acquisition of Hare’s UK based company, Tower Studios, in April 2024.
A key leader in the new UK studio, Hare will be joined by a team of 17, previously at a highly regarded games studio based in Bournemouth, which has been working with Sporty Group on the popular Sociable Soccer franchise. Sociable Soccer 25 was recently nominated by Debug for Best UK Indie Game 2025.
The new hub is already in the latter stages of development of an as-yet unannounced free-to-play soccer game, which will be launched later this year.
Hare has a strong pedigree for designing hit games with global appeal, 11 of which have reached No.1. Such titles include a chart-topping football game in each of the last four decades. Hare was awarded Debug Magazine’s ‘Most Influential Person in Games’ award in February 2025, championing his commitment to video games, both current and throughout gaming’s history. The acclaimed designer created the Sociable Soccer franchise and will continue to pioneer sports gaming at the new studio, focusing on game design and product management, leveraging Sporty’s resources and innovative vision.
With a mission to provide everyday entertainment for everyone, Sporty Group has built a team of more than 1,000 passionate achievers, engaging millions of daily users worldwide. SportyBet, the group’s flagship platform, stands as one of the world’s most visited betting and gaming sites. Additionally, Sporty Group owns and operates SportyTV, a free, 24/7 linear channel that serves as the home of premium sports in Africa, offering exclusive rights to Premier League, Serie A, LaLiga, Bundesliga and more. In January 2025, the group launched SportyFM, Ghana’s first 24-hour sports radio station, offering listeners expert commentary, live updates and in-depth analysis from a star-studded team of seasoned journalists.
Jon Hare, International Studio Director for Sporty commented: “Working alongside Sporty Group to launch this new studio is a thrilling move that secures our future as a top-tier developer and publisher of sports games with truly global appeal. We have put together a capable and driven team and continue to look for new additions – our recent burst of awards and nominations is testament to the quality that this strength is giving us. Working with such a highly talented group of like-minded developers who, like myself, are committed to raising the bar for sports games, is a dream come true and we look forward to sharing further details of our first titles very soon.”
Greg Parsons, VP – Business Development, Marketing & Media at Sporty Group commented: “Jon and his team have a proven track record of creating critically acclaimed titles with universal appeal. Adding this talent to the existing Sporty talent pool will accelerate the growth of our games offerings and enhance our vision of a globally relevant and diversified entertainment destination. We’re excited to share further news in the months ahead.”
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