ParlayBay forms cricket content deal with 96.com as IPL season nears

ParlayBay has signed an agreement with 96.com to provide its cricket content to the online gambling platform.

As ParlayBay elevates its presence across Asia, 96.com will be integrating the Malta-based provider’s strong cricket portfolio into its offering – which will include the industry’s first ball-by-ball micro betting service.

This feature – which is in ParlayBay’s STACK’EM bet builder format – aims to provide an immersive user experience for both live and virtual betting.

Fredrik Elmqvist, Executive Chairman at ParlayBay, stated: “We’re delighted to have reached an agreement with such a prominent Asian brand. 

“The partnership allows us to deliver our cricket content to a large audience of cricket fans, as well as the wider portfolio of sports and game formats, with our content appealing to all levels of sports bettors.”

Elmqvist was named Chairman of the company in 2021 and, at the time, was lauded as an ‘industry veteran who will play a key role in the firm’s growth strategy’.

Furthermore, ParlayBay can geo-localise its content to offer a relevant offering to all demographics through a single integration, with its Cricket 2.0 reporedly ‘a hit’ across the Asian market.

Since the recent launch of Cricket 2.0, ParlayBay has seen great engagement from bettors, with cricket quickly becoming its fastest-growing sport and last month, producing a growth rate of over 1,000% MOM.

The agreement with 96.com ties in with the imminent start of the 2024 Indian Premier League (IPL) season, beginning in March, with ParlayBay set to support the launch with several promotional tools.

“With the upcoming IPL season due to start, we couldn’t have partnered at a better time, with cricket fans looking for new and exciting products to boost their engagement with the sport they love,” Elmqvist added.