DAZN has launched a beta version of its DAZN Bet sportsbook in the UK, the first market in which the product has gone live.

The launch will see DAZN Bet “start to refresh the casual betting market by creating a more recreational, sociable, and relevant experience for today’s sports fan,” the business said.

It will also begin an important period of discovery for the operator, allowing it to start learning how DAZN’s subscribers wish to interact with its betting and gaming offering.

DAZN Bet is operated in the UK by One Click Limited – a UKGC-licensed business headquartered in Malta.

Mark Kemp, CEO of DAZN Bet, said: “The initial launch of DAZN Bet is the start of an exciting journey across media and sports betting and further delivers on commitments we have made to revitalise sports viewing for fans. 

“We are on a mission to create a richer entertainment product that over time is integrated into DAZN’s daily destination sports business, where possible. 

“Whilst this market entry will be a learning phase, our goal is to provide sports fans with a fantastic recreational sports betting product for DAZN’s global sports fans community. It is a journey, and we begin it now.”

DAZN Bet CEO Mark Kemp: “We are on a mission to create a richer entertainment product that over time is integrated into DAZN’s daily destination sports business, where possible.”

DAZN, a sports streaming service offering a catalogue of sports content to fans in more than 200 countries and territories across the globe, has long had its eye on the sports betting sector.

In January, former Entain CEO Shay Segev was appointed as sole CEO of DAZN Group, having joined the business as co-CEO in June 2021.

In April, Shegev’s former Entain colleague Sandeep Tiku – who held the role of COO at the FTSE 100 operator – joined DAZN as chief technology officer, to lead the company’s global technology and product teams. 

Having worked together at Entain, both Segev and Tiku now form the foundation of a DAZN executive team which holds a wealth of experience in the betting and gaming sector.

Later in April, after DAZN announced plans to launch its first sportsbook in partnership with industry supplier Pragmatic Group, former BoyleSports CEO Mark Kemp was brought on board to head up the DAZN Bet business.

Global sports streaming service DAZN has hired BoyleSports chief executive Mark Kemp to lead its new DAZN BET venture as CEO.

DAZN officially unveiled its plans to release a sportsbook in collaboration with Pragmatic Group last week, after bolstering its team’s sports betting credentials in recent months with hires including former Entain COO Sandeep Tiku, who will join DAZN as CTO in July.

Kemp will have overall responsibility for the DAZN BET brand, which is expected to soft launch in August.

“I am delighted to be joining DAZN BET to launch such a new and exciting international brand,” Kemp said. “With the strength and expertise of DAZN in sports media, we will deliver something recreational and relevant to today’s audience.

“I am looking forward to working with the new team and DAZN to build an engaging and responsible new entertainment proposition for sports fans across the world.”

Ian Turnbull, DAZN’s executive vice president of betting, added: “Sports betting partnerships are just one of the ways in which DAZN is going to deliver more exciting and richer content for its customers. 

“We know that fans want more integrated, immersive, and interactive experiences as they enjoy long form content. DAZN is giving them that.”

BoyleSports first revealed Kemp was planning to leave the business in February, after less than a year in charge.

In addition to his time at BoyleSports, Kemp has industry experience as MD of both UK Tote Group and Ladbrokes Coral for GVC Group, before the company rebranded as Entain.

When Kemp departs BoyleSports in July, company founder John Boyle is expected to return to an executive role alongside commercial director Conor Gray, who was Kemp’s predecessor as chief executive.