Highlights

  • SportsHero has signed a distribution agreement with Giftery.Pro to expand HeroPlay's digital goods catalogue.
  • The deal provides access to more than 5,000 digital products from over 100 retail and Brand partners.
  • Revenue is structured on a commission basis with no minimum spend or ongoing fees.
  • The expanded catalogue is designed to support HeroPlay's tournaments, promotions and loyalty programs.

SportsHero Limited (ASX:SHO) has announced a new distribution agreement with Giftery.Pro that will expand the digital goods catalogue available through its HeroPlay Global Store. Announced on 24 September 2026, the agreement gives HeroPlay access to more than 5,000 digital products sourced from over 100 retail and brand partners, spanning gaming titles such as Xbox, PlayStation and Steam, as well as entertainment services including Netflix and Spotify. The Partnership is structured to add a wide range of vouchers, gift cards and electronic PINs to the platform without requiring SportsHero to hold physical inventory or commit significant upfront capital.

HeroPlay is SportsHero's gaming and commerce platform, built around its existing base of sports and gaming fans, and the company has positioned the Giftery.Pro agreement as a step toward broadening the range of digital goods and services available to that user base. The arrangement follows a model common in digital commerce, where a platform operator partners with an established voucher and gift card distributor to plug into an existing Supply network rather than negotiating individually with each retail or brand partner.

Digital vouchers, gift cards and e-PINs, which are electronic personal identification numbers used to redeem prepaid digital products, have become a widely used category of digital commerce because they can be issued and delivered instantly, without the shipping or physical stock requirements associated with traditional retail goods. For a platform such as HeroPlay, which sits at the intersection of sports engagement, gaming and online commerce, adding this category of product allows the company to extend its offering to users who may already be spending on gaming or entertainment subscriptions elsewhere, while giving SportsHero an additional avenue through which to generate Revenue from its existing audience.

Details of the Giftery.Pro Agreement

Under the agreement, SportsHero will earn revenue on a commission basis, with no minimum spending requirement or ongoing fees attached to the arrangement. This structure means SportsHero can list and sell digital products through Giftery.Pro's catalogue and receive a commission on completed sales, rather than purchasing stock in advance and bearing the risk of unsold inventory. The integration is delivered through an application programming interface, commonly referred to as an API, which allows HeroPlay's systems to connect directly with Giftery.Pro's product catalogue and order processing systems.

An API-based integration of this kind allows a platform such as HeroPlay to display live product availability, process orders and deliver digital vouchers or gift cards to customers automatically, without manual handling of each transaction. This form of integration is widely used in E-commerce and digital retail because it allows a smaller platform to scale its product offering quickly by drawing on a partner's existing supplier relationships and fulfilment infrastructure, rather than building those capabilities from scratch. For SportsHero, the arrangement means the expanded catalogue of vouchers, gift cards and e-PINs can be added to HeroPlay without the company needing to negotiate separately with each of the underlying brand and retail partners represented in Giftery.Pro's network.

Use Cases Within the HeroPlay Platform

SportsHero said the expanded digital goods inventory is intended to support a number of existing activities on the HeroPlay platform, including tournaments, promotions and loyalty initiatives such as its City Battle competitions. Digital vouchers and gift cards are commonly used by gaming and sports platforms as prizes, rewards or incentives within competitions and loyalty programs, since they can be issued instantly and redeemed by users for products or services they are likely to value, such as gaming Credit or streaming subscriptions.

SportsHero chief executive officer Tom Lapping said the partnership "adds real momentum to what we're building and takes us another step closer to making HeroPlay a broader gaming and commerce platform." The company said its broader strategic aim is to develop HeroPlay into a comprehensive digital ecosystem that combines subscriptions, gaming content, vouchers, webshops and in-game purchases, creating multiple potential monetisation pathways built around its existing user base.

Loyalty and competition-based promotions of the kind SportsHero runs through its City Battle format typically rely on having a flexible pool of rewards that can be tailored to different audiences and campaign sizes, and an expanded digital voucher catalogue gives the company more Options when designing these initiatives. Rather than being limited to a narrow set of prize types, HeroPlay operators would be able to draw from a catalogue spanning major gaming platforms and entertainment subscription services when structuring incentives for users participating in tournaments or ongoing loyalty schemes.

About Giftery.Pro and Prepaid Solutions FZCO

Giftery.Pro is described as a global gift card solutions provider that offers instant digital voucher delivery through business-to-business portals or direct API connections. It is operated by Prepaid Solutions FZCO, a company based in Dubai. As the counterparty to this agreement, Giftery.Pro and its operator are central to the announcement, since the breadth of their existing retail and brand partner network is what allows SportsHero to add more than 5,000 digital products to HeroPlay through a single integration, rather than building out that catalogue through numerous individual partnerships.

The agreement adds to the range of commercial arrangements SportsHero has pursued as it works to build out HeroPlay's digital commerce capabilities alongside its core sports engagement and gaming offering. By combining a commission-based revenue model with an API-driven catalogue expansion, the company aims to grow the range of digital products available to its users while limiting the operational and financial commitments typically associated with holding and managing physical or pre-purchased digital inventory.

Key Insights

The Giftery.Pro agreement gives SportsHero a way to broaden the HeroPlay Global Store's product range without the upfront Capital or inventory risk typically associated with expanding a digital retail catalogue. By relying on an API-based integration and a commission revenue structure, the company can offer a wide range of vouchers, gift cards and e-PINs from established gaming and entertainment brands while directing its own resources toward building out HeroPlay's platform features, including its tournament and loyalty programs. As with any newly announced commercial partnership, the practical impact on SportsHero's operations will depend on how quickly the expanded catalogue is integrated and adopted by users of the HeroPlay platform.