DAZN set to launch sportsbook as Shay Segev’s vision comes to fruition

DAZN is set to launch its own sports betting brand as the media firm looks to expand its operational capabilities.

Led by former Entain CEO Shay Segev, DAZN has been formulating its plans to break into the sports betting space since his arrival in June 2021.

DAZN BET will be based on Pragmatic Solution’s platform with the supplier’s also responsible for ongoing product development for the sportsbook.

DAZN is set to soft launch a beta version of its sportsbook in time for the start of the new NFL season in September.

DAZN BET will be based in Gibraltar and will look to operate in “multiple regulated territories”.

Since his arrival at DAZN, Segev has set about building out a team of industry experts.

He recently onboard his former Entain COO Sandeep Tiku to become DAZN CTO and ex-William Hill head of football and US sports Liam Barbour to be SVP of future product strategy.

One of Segev’s first hires was that of former Entain exec Ian Turnbull who was brought in as EVP of betting and gaming in September 2021.

Segev 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 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.

Ashley Lang, Pragmatic Solutions CEO, commented: “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.”