SportyBet Enters Strategic Partnership with BETER

BETER, a prominent provider of betting content and data, has announced a strategic partnership with Sporty Group, the owner of the SportyBet brand and platform, which is known for its presence in emerging markets.

Through this partnership, SportyBet’s users will gain access to BETER’s proprietary Setka Cup table tennis tournaments and ESportsBattle competitions. Initially, the esports offerings will include eFootball and eBasketball, with plans to expand to eHockey and CS2 in the near future.

BETER orchestrates over 45,000 monthly events across eight different esports and sports disciplines, delivering a comprehensive betting experience that features 24/7 streaming, real-time data, and dynamic odds. This extensive coverage ensures high value for both operators and players by maintaining a margin retention of over 7.5%.

This collaboration marks BETER’s first engagement with a Tier 1 operator in Africa, positioning SportyBet, which already holds a strong market position across the continent, for further growth. Additionally, BETER aims to establish similar partnerships with other Tier 1 operators in Africa, thereby broadening the availability of its next-generation betting products and experiences. The agreement emphasizes a strong collaboration between BETER and SportyBet to offer continuous fast-paced content and round-the-clock support to players.

Gal Ehrlich, CEO of BETER, said: “We see huge potential for our products across Africa and what better way to enter the market than through a deal with one of the region’s most prestigious operators.

“Africa is a growing market where the demand for fast-paced, high-quality betting products and experiences continues to rise and BETER is here to provide this to operators such as SportyBet that understand the need to not only meet but exceed bettor expectations.”

Chuck Robinson, CRO at BETER, added: “Africa is an emerging market where our fast-paced sports and esports content offers the rapid action that players are seeking.

“By working with us, SportyBet can access even more of our next-gen content, allowing it to provide a superior experience to its players and further establish itself as a leading operator in the region.”

Gregory Parsons, VP of Business Development at Sporty Group, said: “We believe in offering our users engaging and relevant content and, considering what BETER has to offer, it made sense to enter into partnership and add its content to our overall offering globally.

“Our players seek a round-the-clock betting experience, and want to wager on big action quickly. This is why BETER’s fast sports and esports content is the ideal solution for us.”

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