Danish new boys My4 seek to bridge betting’s social gap

Thomas Black- My4

Copenhagen-based start-up My4 is the latest industry incumbent to tackle betting’s social conundrum, seeking to change the ‘way people think of betting’.

Led by former Telenor DK senior strategist Thomas Black, My4 is developing a betting/fantasy sports hybrid app, where users can participate in betting tournaments/challenges against friends, communities, and other players.

To date Black and My4’s enterprise team have raised €1 million in venture funding. The start-up’s mission is to make ‘betting more accessible and fun’ for wider sports audiences.

Furthermore, My4’s seeks to leverage the social engagement dynamics and differing opinions that draws audiences to watch sports content, a factor that the company believes has not been addressed by industry sportsbooks.

In its latest enterprise update, My4 details that it has secured the support Danish technology expert Thomas Albert, Co-founder of e-commerce platform Sitecore and former Carlsberg Group marketing leader Keld Strudahl.

My4 will seek to develop and launch its initial product for the Danish sports betting market, before moving to the UK… Will My4 be the start-up that breaks betting’s social engagement block?

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