Betway expands Trustly partnership to UK market

Betway has moved to bolster the payment options available to its UK customers, expanding the scope of its partnership with global account-to-account (A2A) transactions provider Trustly.

The enhanced deal will see the Super Group online sports betting and gaming brand leverage Trustly’s open banking product, as the fintech service increases in popularity in the UK. 

For Trustly, the agreement marks a further expansion of its own links with the wagering space, with the firm’s product currently utilised by international firms such as Entain, Flutter Entertainment, Kindred and 888.

“We’re very excited to have added Trustly to our bank of payment methods for Betway in the UK,” said Paul Adkins, Marketing and Operations Director at Betway.

“As open banking is becoming more popular in this country, we wanted to find a partner whose banking solutions offered our customers a seamless experience, which is important for us as one of the UK’s leading operators. 

“Staying up to date with the latest payment methods is vital for our UK business, and we’re looking forward to working together with Trustly with the sole aim of achieving the best open banking experience for our customers.”

As well as representing Trustly’s growth in the betting industry, the partnership with Betway – a Malta/Guernsey-based business with an office in London and a UK Gambling Commission (UKGC) licence – also strengthens the fintech firm’s UK standing. 

Commenting on the linkup, Trustly’s VP of Gaming, Vasilije Lekovic, added: “Betway is one of the leading sports betting brands in the UK that continues introducing innovative solutions and services to its offering and we’re certain that our product will add a lot of value to their loyal customer base in this market.”

Lekovic believes that growth for A2Apayment in the UK is a continuing trend, with a total of five million users currency leveraging such services. 

Trustly’s previous efforts to expand its UK presence have included the launch of its Trustly Express (A2A) platform in the country in April, whilst in August of last year it gained greater brand visibility via a partnership with Premier League football club West Ham United.

“We are very pleased to extend our longtime partnership with Betway to the UK market as well,” the VP continued.

“The shift from traditional payment solutions, such as cards, towards account-to-account payments in the UK started last year and continues to accelerate, and we expect that user adoption rates will continue to grow. 

“Trustly is in a great position to lead this growth,offering a frictionless payment experience that allows users to deposit directly from their mobile banking app using biometric verification, as well as an unparalleled reconciliation, reporting and risk management platform that will help our gaming merchants lower their operational costs.”