September 29, 2020 2 min read


SG Boosts Betsson’s US Sports Betting Push with New Deal

Betsson continues its U.S. sports betting market expansion by signing a key partnership with Scientific Games. Under the partnership, SG will provide its OpenTrade solution to power Betsson’s trading capabilities.

Betsson Continues Expansion on the U.S. Sports Betting Market

Betsson Group signed a key partnership with Scientific Games today under which SG will deliver its OpenTrade product to Betsson. Under the partnership, Betsson selected SG to improve its trading capabilities in the U.S. The multi-year partnership will see Betsson’s entire brand, portfolio, and B2B network access the Don Best Sports’ proprietary pricing service.

Both pre-match and in-play events across all major professional and collegiate U.S. sports will be available for Betsson via OpenTrade. The new deal will undoubtedly result in a significant increase in Betsson’s presence across the U.S. sports betting market. Although regulatory approval is still pending, the sports betting operator has announced its plans to launch a proprietary sportsbook in Colorado in the first part of 2021.

Betsson Group CEO, Jesper Svensson wrote in a statement that the recent deal is a part of the company’s expansion into the U.S. market. He added that Betsson understands the importance of “sharpening our trading functions across all U.S. sports” and this is the main reason why the company partnered with Scientific Games and its unique OpenTrade product. Svensson outlined that Don Best “has a rock-solid reputation for their real-time betting data and pricing covering North American sporting events“. In conclusion, he said that by working with SG, Betsson will undoubtedly increase its presence on the sports betting market while at the same time it will provide a world-class betting experience for the sports fans.

Keith O’Loughlin, SVP Sportsbook, Digital at Scientific Games also commented in a statement by saying that Betsson has strong ambitions for the U.S. sports betting market. He outlined that SG is excited to support Betsson with the launch of OpenTrade. O’Loughlin added that Don Best sports proprietary pricing service will help Betsson by bringing unrivaled trading capabilities but also ensure the delivery of quality and accurate odds both before and during all U.S. sports. In conclusion, he outlined that many leading operators have already utilized OpenTrade and Betsson joins them to provide the “most comprehensive and cutting-edge trading services“.


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