DAZN has unveiled its long-awaited sports betting strategy by teaming up with Pragmatic Group to launch a DAZN BET-branded sportsbook.

The streaming giant, which is led by former Entain boss Shay Segev, has assembled an all-star team in recent months. The company has long been looking to diversify revenue streams with an online betting launch.

The exclusive, multi-year agreement will see Pragmatic Group launch and operate a new betting service for DAZN BET while based in Gibraltar.

Pragmatic Group, which owns both Pragmatic Play and Pragmatic Solutions, will supply the underlying technology platform and PAM and will also be responsible for content and ongoing product development.

Pragmatic Play revealed its new B2B sportsbook product at the beginning of April, but iGaming NEXT understands Pragmatic Solutions will take the lead on this project.

DAZN BET will then look to leverage DAZN’s existing customer base of engaged paid sports streaming subscribers via a licensing agreement.

The company wants to capitalise on the trend towards recreational in-play betting by combining the functionality with its core streaming product.

Segev said the partnership would develop over the next few years into a “fun, convenient and integrated” experience for casual bettors to enjoy.

Pragmatic Solutions CEO Ashley Lang: “We know that fans want more integrated, immersive and interactive experiences.”

The platform will include both free-to-play and real-money gambling products.

“The convergence of sports media and betting is the future,” said Segev. “This historic partnership brings together the leading sports media company and a technology partner who is committed to developing innovative experiences for fans.

“It underscores DAZN’s commitment to revitalise the sports viewing experience by offering a broader spectrum of digital entertainment for fans,” he added.

DAZN BET is expected to soft launch a beta product to coincide with the start of the new football season in August 2022.

Ashley Lang, CEO of Pragmatic Solutions, said: “We know that fans want more integrated, immersive and interactive experiences, and through our exclusive partnership with DAZN, we can deliver this.”

Lang joined Pragmatic Solutions in 2020 after 14 years as a gaming director with bet365.

DAZN BET is expected to soft launch a beta product to coincide with the start of the new football season.

The founders of Pragmatic Group are also invested in Malta-based PressEnter Group, which operates the Neon Vegas and Nitro Casino brands.

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