Esports-focused betting operator Rivalry has launched same game parlay (SGP) functionality for a number of different esports markets.

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Product launch

The operator announced the launch today (23 August), as it introduced new functionality allowing bettors to combine multiple bets within a single esports match.

The new product feature, which will be referred to as ‘Same Game Combos’ on Rivalry’s platform, is available for top-flight matches across League of Legends, Counter Strike and Dota 2.

It has been made available with immediate effect to all Rivalry customers globally.

The product “will tap into what has quickly become one of the most popular ways to bet globally and is the wager of choice for casual users seeking the experience of a small wager that can return a large payout,” Rivalry said.

The product is made possible through data feeds provided to Rivalry by esports data specialist PandaScore.

Same Game Combos will feature customer branding and animations “to further elevate the entertainment value on Rivalry,” with unique visuals and interactive elements tailored to Gen Z and Millennial customers, the operator announced in a press release.

Management commentary

“Finding success among Millennial and Gen Z customers means being first to introduce new sports wagering experiences at the edge of technical and product innovation where this audience lives,” said Rivalry co-founder and CEO Steven Salz.

“Same Game Combos brings one of the most popular bets on the board to an audience of deeply engaged esports fans while extending Rivalry’s position at the vanguard of betting entertainment.”

Rivalry director of product design David King added: “It’s important to add depth to our products and more options for our users.

“We are building for an under-30 demographic that have high expectations for the entertainment products they consume.

“Delivering on that level of entertainment, while creating a meaningful user experience, adds material value to the Rivalry platform.”

Rivalry’s esports success

Rivalry has made a name for itself in the esports betting sector in recent years.

While many other companies have tried and failed to generate significant revenue from esports betting, the operator derived more than 90% of its 2022 sportsbook handle from the vertical.

Rivalry’s full-year revenue was C$26.6m in 2022 amid year-on-year growth of 140%.

In October, the operator recorded its first profitable month, but went on to declare a C$31.1m net loss for the full year.

In April, Rivalry announced a new financing round worth up to C$10m, led by global bookmaker Pinnacle.

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