SBC News Voice of the Sports Betting Industry
Betfred has received a further boost to its stateside operations, partnering with International Gaming Technology (IGT) to support its new Nevada operation.
In a deal which also enhances IGT’s operations in sports betting, Betfred USA Sports will leverage the group’s PlaySports solutions for retail and mobile wagering at its Mohegan Sun Sportsbook venue.
Having been launched just last week after more than a year of preparations and licensing approvals, Betfred’s new sportsbook is located inside Virgin Hotels Las Vegas, part of the Hilton’s Curio Collection.
Bryan Bennett, Betfred USA Sports COO, said: “IGT PlaySports’ remarkable reputation and influence in the US sports betting market, coupled with their ability to navigate complex regulatory environments, give Betfred supreme confidence in our choice to partner with IGT in Nevada.
“IGT PlaySports’ experienced, in-market team and proven technology will enable Betfred to scale our operation in parallel with market opportunities and to establish a competitive and engaging betting experience in the most exciting gaming destination in the world.”
A familiar brand across the UK, where it operates a suite of over 1,400 high-street and town centre betting shops, Betfred has been rolling out its retail and online operations in the US over the past few years.
Making initial landfall in Iowa via a local partnership, the firm has since secured market access to states such as Virginia, Ohio and most recently Nevada.
Fred Done’s business has moved to boost its visibility through a localised marketing strategy, partnering with the likes of the Cincinnati Bengals and Denver Broncos, whilst on an operational level the firm adds that the IGT deal ‘underpins’ its Las Vegas launch.
Joe Asher, IGT President of Sports Betting, remarked: “I attended the recent Gaming Control Board hearing to see Fred Done in person. He is a legend in bookmaking and Betfred is one of the most legendary brands in the sports betting industry. It’s an honor to work with Fred’s team in the US as they introduce the Betfred product in Nevada.
“IGT PlaySports looks forward to applying our vast experience in Nevada and beyond to help Betfred create a successful sportsbook that will appeal to local sports fans and visitors alike.”
