Midnite has increased the prize pool for its ‘Midnite Maximum’ campaign ahead of the 2026 World Snooker Championship, as part of its broader igaming activation around the tournament.
The igaming operator confirmed that the promotion, which awards cash prizes to fans when a maximum 147 break is made during a session, will return with an expanded structure following its introduction at the 2025 event. During last year’s tournament, a 147 break by Mark Allen resulted in a £25,000 payout to a selected participant.
For 2026, the igaming campaign will feature a tiered prize model increasing throughout the tournament, starting at £5,000 in the opening round and rising through subsequent stages to £100,000 for a maximum break in the final. The structure is designed to maintain engagement across the 17-day event, which provides extended visibility for igaming-related marketing activity.
Midnite’s activation will also include the return of the Midnite Lounge, offering exhibition matches, amateur competitions involving local snooker clubs and free-to-play sessions. The initiative forms part of wider efforts within the igaming sector to connect brand activity with live sporting audiences.
The operator’s involvement in the tournament follows its partnership with the World Snooker Tour, with snooker continuing to serve as a platform for igaming engagement in the UK market. The campaign also builds on previous activations at the 2026 Masters earlier in the year.
The expanded promotion reflects ongoing competition within the UK igaming sector, where operators are increasingly leveraging high-profile sporting events to drive brand awareness and audience interaction through targeted campaigns and on-site activations.
Andrew Mook, Midnite’s Head of Brand Marketing, said: “The Midnite Maximum was created to give something back to loyal snooker fans and supporters.
“We’ve seen first-hand the impact it can have for those in the draw. The initiative was a huge success at the Crucible last year, and there’s no more iconic stage to return to with an even bigger campaign.
“At the 2025 World Championship, one fan won £25,000, and at the Masters at Alexandra Palace in January, we had up to £16,000 available each session across multiple winners. This time, we wanted to raise the bar again, introducing staggered prizes throughout the tournament, building all the way up to £100,000 if a maximum is made in the final.
“We’re proud of the partnership we’ve built with WST and excited to keep giving back to the fans who make the sport so special.”
Peter Wright, Chief Commercial Officer at World Snooker Tour said: “Heading into the World Championship we are excited again to be working with Midnite, who always come up with fantastic ideas which really add to the experience for our fans.
“Last year the Midnite Maximum made by Mark Allen was one of the most thrilling moments of the tournament, particularly the reaction from Brian Nicholls who came for a day at the Crucible and went home with £25,000! Raising the prize to as much as £100,000 creates even more drama and let’s hope we see another 147 in the final, which was achieved by Mark Selby in 2023.
“We also love the concept of the Midnite Lounge where fans can enhance their enjoyment of the tournament and get involved with interactive games. ”
