US-based sports betting and media company Betr Holdings has acquired a new licence for the sports gaming technology of igaming firm Huddle.
The licence acquisition will allow Betr to leverage Huddle’s tech stack which includes odds-making, risk and trading tooling, micro-markets, player props, futures, traditional markets, as well as content that spans Same Game Parlays and Same Game Parlays Plus – all spanning both pre-match and in-play.
Francesco Borgosano, CEO of Huddle, said: “We are thrilled to see Betr utilise our software technology to enhance their sports gaming offerings.
“Betr’s vision aligns perfectly with our commitment to innovation and excellence in the iGaming sector, and we look forward to supporting their growth and success in the U.S. market.”
Huddle’s technology is already integrated into Betr’s sportsbook platform as it prepares to launch in time for the 2024 NFL season. Betr currently holds sports wagering licences in Indiana and Maryland, together with market access for sports wagering in Pennsylvania, Colorado, and Kentucky.
Joey Levy, Founder and CEO of Betr, added: “We expect this transaction to be transformative for Betr, as we now have accelerated our product roadmap by years, have vertically integrated our product and therefore have further improved an already strong gross margin profile for our business, and will be more advanced or at least on par from a sports gaming content standpoint than our competitors.
“We now have the capability to build our own product and technology and are no longer reliant on third parties in a significant way.”