Sporty Group opens a UK-based games development studio led by Jon Hare, expanding its Sporty Games division. The team, including 17 developers, is creating a free-to-play football game. This follows the acquisition of Tower Studios and reflects Sporty’s global strategy in mobile-first sports gaming and digital entertainment.

Sporty Group, a global leader in online entertainment, announces the launch of a new UK-based games development studio, strengthening its growing presence in mobile-first, licensed sports games. The initiative reflects Sporty Group’s strategic expansion of Sporty Games and its commitment to building a broader, globally relevant sports entertainment ecosystem.

The new development studio, based in the UK, is spearheaded by internationally recognised game designer Professor Jon Hare. Known for creating 11 No.1 global hit games, including football titles that have topped charts across four decades, Hare brings a legacy of innovation and success to the new venture. He is also the creator of the acclaimed Sociable Soccer franchise and was recently named Debug Magazine’s Most Influential Person in Games (February 2025).

Joining Hare is a team of 17 professionals previously based at a well-respected games studio in Bournemouth. The team has already collaborated with Sporty Group on Sociable Soccer, a franchise that continues to receive recognition—most recently, Sociable Soccer 25 was nominated for Best UK Indie Game 2025 by Debug.

This expansion follows Sporty Group’s acquisition of Hare’s Tower Studios in April 2024. Building on this foundation, the UK team is already in the advanced stages of developing a free-to-play football title set to launch later in 2025.

Industry talent and vision fuel Sporty’s ambitions

Commenting on the launch, Jon Hare, now International Studio Director at Sporty Group, states:

“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.”

The move is also supported by Sporty Group’s leadership. Greg Parsons, Vice President – Business Development, Marketing & Media, remarks:

“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.”

A global entertainment platform in expansion

Sporty Group continues to scale its operations and offerings across multiple verticals. With a team of over 1,000 professionals across four continents, the company provides daily entertainment to millions of users through a diversified portfolio of products. Its flagship platform, SportyBet, ranks among the world’s most visited gaming and betting sites.

In addition to gaming, Sporty Group operates SportyTV, a 24/7 free-to-air sports channel in Africa, holding exclusive broadcasting rights for major leagues such as the Premier League, LaLiga, Serie A, and Bundesliga. In January 2025, the group further expanded its media presence with the launch of SportyFM, Ghana’s first 24-hour sports radio station offering live commentary and expert analysis.

About Sporty Group

Sporty Group is a consumer internet and technology business operating a unique blend of sports media, gaming, social, and fintech platforms. With millions of daily users and operations spanning four continents, the group builds success through its passionate, high-achieving workforce and its dedication to continuous innovation and global relevance.

The addition of the new UK studio marks another key milestone in Sporty Group’s ambition to redefine the future of digital sports gaming.