New igaming developer Playbook Fusion will look to combine sports betting and video gaming in a new genre of sports-themed gambling products.

The company has been launched by Inspired Entertainment’s former chief commercial officer Steve Rogers.

Rogers is joining forces with Santiago Jaramillo, Playbook Fusion’s executive creative advisor, who was previously the creative director of EA Sport’s FIFA franchise of video games.

Rogers said the new company will create “an entirely new content vertical that will take player engagement to the next level,” with the first product set to launch in early 2025.

“Our games will set the standard for others to follow, and as a pioneer of the format, I am confident that we will quickly become one of the most in-demand sports content providers in the industry.” Rogers added.

The games, Playbook Fusion said, will cover sports such as cricket and basketball and will offer a “deeper, more involved” player experience than current market offerings.

The titles will ensure “the use of skill and strategy will improve a player’s chance of winning and offer them a degree of ownership over the outcome of the game.”

Jaramillo said: “We are bringing together top talent from complementary industries to carve out a new niche in sports betting entertainment that will transform passive interactions into engaging gaming experiences, setting a new standard for what players can expect.”