Betfred launches US betting platform

UK bookie partners with Las Vegas management consultancy to gain exposure in US for potential betting partnerships

Long-standing UK bookmaker Betfred has announced the launch of its US betting platform ahead of the Betting on Sports America conference this week.

The offering is built on the OptimaMGS platform featuring its integrated customer support, payments, compliance, trading and marketing functions.

Betfred MD Mark Stebbings said the team was energized by the opportunity to bring the operator’s experience and technology to the US market.

According to a statement, the firm has expertise to in retail customer service, market automation, in-play betting, and innovative ideas such as “bet builder”.

Betfred has over 1600 betting shops in the UK and partners with Optima on its omni-channel offering in the UK and online product in Spain.

To drive the US expansion, Betfred has partnered with Las Vegas consultancy firm SCCG Management.

The partnership with SCCG will help Betfred gain exposure in the US and forge partnerships with casinos and racetracks, SCCG founder Stephen Crystal said.

Crystal added: “The scope and scale of the combined resources and experience of Betfred, Optima and SCCG Management allow us to bring a turnkey, industry leading set of tools and talent to the sports betting industry.

“We’re working tirelessly as a team to present flexible, comprehensive solutions to the US sports betting industry,” he added.


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