SBC News Voice of the Sports Betting Industry
Scientific Games has strengthened its relationship with Danske Spil after signing a five-year extension to power an enhanced sportsbook for the operator.
The extension will see SG Digital – the Group’s digital division – continue to play an integral role in the delivery of sports betting for Danske Spil, having been a trusted partner to the state-owned Danish operator since 2012.
The five-year renewal will see Danske Spil benefit from SG Digital’s enhanced sportsbook solutions, including a brand new front-end digital user experience.
As part of the new revenue share commercial model, Danske Licens Spil – the division of the operator that competes in the regulated Danish igaming market – will be able to deploy all new product features from SG Digital’s roadmap as they’re released.
Keith O’Loughlin, SVP Sportsbook and Platforms at SG Digital, said: “We are excited to expand our relationship with Danske Spil, a long-term partner that shares our passion for delivering engaging and intuitive sports betting experiences.
“Since the start of our partnership in 2012, Danske Spil has grown and retained their position of leadership in the Danish market, and we now look forward to supporting Danske Spil in creating enriched, memorable experiences for their players.”
Niels Erik Folmann, CEO at Danske Licens Spil, added: “We are very happy to continue our relationship with SG Digital. This partnership will continue to form the core of our sportsbook offering moving forward.
“We pride ourselves on delivering entertaining games and a premium user experience, and our partnership with SG Digital is key in this regard.”
