SBC News Genius Sports partners BetKing as in-play betting grows in Africa

Genius Sports partners BetKing as in-play betting grows in Africa

Genius Sports has announced that it will power growth with in-play trading services for BetKing.

The KingMakers-owned Nigerian operator will benefit from the sports technology company’s portfolio of in-play content.

Head of Business Development at Genius Sports, Will Westcott, commented: “Every year, we continue to invest in delivering the highest-quality trading services for the African market. 

“With the value of in-play betting growing across Africa, we’re excited to help BetKing execute its online sports betting vision in Nigeria, by providing it with the fastest, most reliable live content on the market for major sports.”

BetKing will power its live betting product with ‘ultra-fast venue content’ for the Premier League, La Liga, Serie A, Ligue 1, Bundesliga, English Football League, FIBA basketball and every other major European and South American football league.

Genius Sports will also provide BetKing with its trading services which include modelled odds feeds for major football competitions.

With in-play sports betting growing rapidly across Africa, Genius has lauded fast and accurate odds as ‘vital’ to maximising revenues by increasing the availability of betting markets.

“We’re thrilled to announce our new partnership with Genius Sports,” added Tim Smeets, Trading Director at Kingmakers. 

“Their trusted trading solutions, including low-latency in-play content on crucial football leagues like the Premier League, will enable us to offer market-leading betting experiences for BetKing users in Nigeria.”

This week, Thomas Holland, Product Director at Genius Sports, outlined to SBC News how automated trading technology is enabling operators to use real-time liabilities across correlated markets to drive margin growth at scale, reducing reliance on manual limit settings to minimise risk.

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