SBTech has become the technology partner of Argyll Entertainment in a deal that sees its fast-rising UK sports betting brands SportNation and RedZoneSports leverage the industry-leading technology, automation and tools the SBTech platform offers.
Upgrading its provider to SBTech represents a critical dimension of Argyll’s expansion strategy, as it targets wider brand recognition and greater market share in the UK.
SportNation (formerly BetonBrazil) launched just before Euro 2016, with RedZoneSports, Argyll’s American sports-focused brand, debuting shortly afterwards. With improved price differentiation and trading control, both brands will now benefit from the enhanced user experience provided by SBTech’s Chameleon360 iGaming platform.
Players will enjoy world-class coverage, multi award-winning in-play betting, thousands of bet types across 60+ sports plus a wealth of cutting-edge features, including flexible cash out, price boosts and enhanced accumulator betting.
Argyll required trading tools with a difference and this is what the SBTech platform provides for them to manage their business more effectively. Built around a best-of-breed sports engine, they can now offer unique odds, manage risk, apply specialised payouts, set betting limits, and control sportsbook liability, all in real time. The platform also incorporates market-leading automation tools for CRM, payments, reporting, bonusing and data-generated personalisation.
Stuart Tilly, CEO of Argyll Partners said: “We are delighted that our family of brands is now powered by SBTech’s sportsbook and full platform solution. The time is right to offer our players a richer offering and a broader range of betting opportunities, boosting the profile of our brands and driving turnover with a more enhanced solution. Considering its proven track record for innovation, unrivalled live betting and deep knowledge of British, American and global sports, SBTech was the clear choice moving forward.”
Ian Bradley, CPO of SBTech, commented: “This new partnership with Argyll Entertainment is further evidence of our rapidly expanding footprint in key regulated markets worldwide. We have extensive experience of driving operators to market-leading positions through our solution and I’m confident that both SportNation and RedZoneSports will now rapidly achieve their full potential. I am looking forward to working closely with them on extending our US Sports product with the combined efforts of both teams.”
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