Unibet launches B2B arm via Paf sportsbook deal

UNIBET has launched a business-to-business (B2B) arm and signed a deal to provide a sports betting platform for Paf, the gambling company of Finland’s semi-autonomous Åland islands, becoming just the latest of a string of operators to move into the B2B space.

Ålands Penningautomatförening, or Paf, is the only provider licensed to offer online gambling after Fintoto, which offers racing betting, the Finnish Slot Machine Association (RAY), which was recently granted permission to offer online casino and poker, and state lottery Veikkaus Oy, which also offers pools and fixed odds sports betting, online scratch cards and online bingo.

The three-year deal includes odds compiling and risk management on an in-house developed proprietary system for fixed-odds betting, while Paf will also partner in Unibet’s sports betting pool products SuperToto and SuperScore.

Unibet chief executive Petter Nylander (pictured) said: “With our extensive live betting offer and our in-house risk management we have a very strong offer. In this large opportunity market Unibet have been awarded the prestigious European Sports-betting operator of the year award by eGaming Review in three out of the last four years. This gives Unibet a unique position and strong credibility to participate in the global sports betting B2B market.”

PAF chief executive Anders Ingves said: “Paf will continue to grow internationally and this investment strengthens our offering long term. This agreement will be important for Paf and our customers. Through our partnership with Unibet, we gain access to the best betting platform in the business.”

In September last year, Paf also struck a deal with Net Entertainment.(NetEnt) for the online casino software supplier to provide its CasinoModule product suite to Paf for four years.

Unibet’s move into the B2B market follows those of a host of other operators including Swedish rival Betsson, which consolidated its existing B2B operations into its Betsson Businss Solutions arm earlier this month.

They also number Bwin, which announced a new push on B2B via its OnGame Network; while January saw PartyGaming sign a deal with Danish monopoly Danske Spil to supply online poker and casino; Paddy Power launched B2B arm Airton Risk Management via a deal to supply French monopoly PMU with a sportsbook in November last year; and 888’s Dragonfish B2B arm has signed a string of B2B deals including with US casino giant Harrah’s in September 2009.

For more on operators entering the B2B space, see the cover feature in the forthcoming issue of eGaming Review.

eGaming Review has launched new B2B Awards – click here for details.