GiG Software has participated in an agreement with digital marketing and iGaming operator Jupiter Gaming to move several of its online gambling establishment brand names onto GiG's CoreX platform and SportX sportsbook service.

The partnership marks a more action in GiG's growth within the UK's controlled online video gaming market, following the current rollout of new operator brand names in the jurisdiction, including ITV Win.

The migration will see Jupiter Gaming shift multiple brand names onto GiG's 'innovation community', created to enhance functional performance and regulative compliance.

Under the arrangement, the Jersey-based organization will deploy GiG's CoreX platform, supported by the company's DataX and LogicX modules, alongside the SportX sportsbook.

The migration is expected to be later on this year, enabling the company to run its brand names on a single platform.

Stockholm-listed GiG stated its SportX sportsbook will offer sophisticated trading, rates and risk management tools, assisting Jupiter Gaming better control exposure and improve margins.

"GiG's tested delivery in the UK, integrated with the depth of its CoreX product and SportX sportsbook, made a migration to the platform a clear strategic action for Jupiter Gaming," said James Lowrey, Chief People Officer representing Jupiter Gaming.

"We anticipate leveraging GiG's innovation to further enhance Jupiter's position in the market."

The arrangement reflects Jupiter Gaming's choice to bring its brands onto a single innovation platform that can support future growth while satisfying the UK's stringent regulatory requirements. The UK is one of the world's most competitive and firmly regulated iGaming markets, as seen by moves as recent as today.

Culture Secretary Lisa Nandy confirmed that operators unlicensed in the UK will likely be barred from sponsoring British sports clubs. Other recent examples of the UK tightening its regulation consist of the development of the Illegal Gambling Taskforce as well as tax boosts late in 2015 which were announced in the Autumn Budget.