Sports betting

Betfred hires Vegas consulting firm for US expansion

UK-headquartered operator says it is looking at options and will “get involved” if the opportunity presents itself

Betfred has hired a Las Vegas consulting firm to help the bookmaker expand its operations to the US.

The UK-headquartered operator has partnered with SCCG Management for the expansion, marking the operator’s first public indication of its US ambitions.

A Betfred spokesperson confirmed the agreement but declined to specify whether it would be targeting B2C or B2B deals.

“We are looking at options and if the right opportunity presents itself we will get involved,” Betfred’s head of media Mark Pearson told EGR.

SCCG Management principal Stephen Crystal added: “I am pleased to announce my partnership with Betfred for the roll-out of Betfred products, platforms, retail operations and trading services in partnership with US operators.

Crystal said the partners were already in “several discussions” with US operators and tribal gaming organisations.

“I believe Betfred has a lot to contribute for the US sports betting market,” Crystal added.

“They bring a long history of integrity, customer service-oriented retail operations, risk management and trading capabilities and incredible software products and markets to the US.”

Sports betting