Yet another sports betting deal is banking its hopes on legal sports betting in the United States. New Jersey-based B2B online casino supplier GAN yesterday announced that they had entered into a strategic relationship with SBTech in a bid to provide real money sports betting on their platform. SBTech is a renowned European B2B provider of sports betting technology. This move follows shortly after Scientific Games wrapped up its acquisition of NYX Gaming, which is also intended to take advantage of the US sports betting market.
Both deals are gearing up towards positioning the involved companies for a great stint in the event that the United States Supreme court rules in favor of New Jersey after the hearings on the bill seeking for the abolishment of the ban on sports betting comes to an end.
The GAN/SBTech deal is primarily focused on the US sports betting market where SBTech is anticipated to offer wagering services via both online and retail channels. Dermot Smurfit, GAN CEO revealed that the company has been on several occasions and by several clients asked to review, procure and support the delivery of a sports betting solution both in the online space as well as on the on-property retail channel in the event that sports betting is legalized. GAN’s management has further conducted diligence process in Europe to identify a preferred sports betting partner based on their technical capability, ability to integrate with GAN’s already existing enterprise software platform, US licensing capability and the level of sophistication of their managed sports services. SBTech checked all the right boxes in this case hence the agreement with GAN.
SBTech considers the partnership to be a logical move by the company’s management that will allow it to rapidly introduce its sports betting technology and services across a wide range of US-based casinos. The company is quite ambitious about being the first to settle a legal, online or on-property sports betting establishment in certain states.