Partnership with Pragmatic Group aims to add in-play betting to streaming service

DAZN Bet Logo

DAZN Group has partnered with Pragmatic Group to creatre DAZN Bet.

Pragmatic, a platform technology and content provider for the betting and gaming industry, was chosen by DAZN for a multi-year agreement that will see a new business headquartered in Gibraltar launched.

DAZN Bet will hold a licensing agreement with DAZN Group to leverage its customer base, with Pragmatic Group to supply the underlying platform and content and be responsible for the ongoing product development.

DAZN Bet appears to be the first major step in DAZN’s plan to expand into gambling, gaming, NFTs, tech advances, and e-commerce - that was announced in January. The broadcaster says that its aim with DAZN Bet is to “develop a fun, convenient, and integrated experience for casual bettors to enjoy alongside DAZN’s live sports streaming.”

There will be both play for fun and play for money products, and a beta product is expected to be soft launched with the new football season.

However, this comes at a time when betting’s relationship with sport has come under the microscope in the UK. There have been reports that the government is considering banning Premier League sides from displaying the logos of betting firms on their shirts.

 Shay Segev, CEO of DAZN Group, said: “The convergence of sports media and betting is the future. 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.”

Ashley Lang, CEO of Pragmatic Solutions, added: “It’s an honour for us to partner with DAZN. We know that fans want more integrated, immersive, and interactive experiences, and through our exclusive partnership with DAZN, we can deliver this”.