Betfred Enters Nevada through New IGT Partnership
One of the most popular UK betting sites, Betfred, has entered the Nevada online betting market for the first time through a brand new partnership with global gaming company International Game Technology (IGT). The deal, which focuses on the provision of sports betting services, is an important milestone for Betfred’s US operations and is likely to significantly increase the number of US customer’s using the company’s sportsbook.
The multi-year agreement between the two companies means that Betfred will take advantage of IGT’s PlaySports technology for the first time. Sports betting through Betfred will now be available at IGT’s Mohegan Sun Sportsbook on site at Virgin Hotels Las Vegas (part of the Curio Collection operated by Hilton).
The new contract marks the first collaboration between Betfred and IGT in the USA. At first, Betfred will focus on IGT’s physical betting locations as above, however the betting sites will soon follow in order to cater for online bettors. While Betfred is a very well-known and popular retail bookmaker in the United Kingdom, it has a wealth of experience in the online sports betting field and is amongst the most popular UK betting sites. Being successful in the UK betting market is very important for the company, which was founded in Salford in 1967, however recently it has also put significant effort into growing and developing its US operations.
Nevada was the first state to legalise online sports betting back in 2010. Until 2018, when Delaware legalised it too, Nevada was the only US state where sports betting sites were legal. Betfred is now entering a well-established, competitive sports betting market. The company has an ambitions task ahead of it, and operating at Virgin Hotels Las Vegas will be an important step in the process of establishing its brand with bettors across the state.
Excited about the new partnership with IGT, Betfred USA Sports COO Bryan Bennett 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.”
Betfred’s availability at Mohegan Sun has already been reflected on the company’s US website. As part of its services on site, Betfred will offer live sports content and a rich portfolio of betting markets, including football, American football, college football, baseball, basketball, college basketball, hockey, golf, boxing, UFC, and more. Some of the betting options available to customers will include parlays, teasers, in-game wagering, futures, and props.
Earlier this year, Betfred further consolidated its presence in Nevada by becoming the official sports betting partner of the Vegas Golden Knights and the Henderson Silver Knights ice hockey teams. Both teams published press releases on their websites at the end of January and the beginning of February to express their excitement about working with Betfred. As part of the partnerships, Betfred will organise and sponsor events such as interactive contests for fans during intermissions. The partnership will be very beneficial for Betfred’s brand recognition efforts as the company will feature on dasher boards, LED signage, and DED signage. Betfred will also be an active part across the teams’ online channels and PR campaigns.
IGT has a long history and vast experience in the betting and gaming business. It dates back to 1975, when the first IGT was a producer and distributer of slot machines. It currently employs 12,000 people and its headquarters are in London, while its operations are ran from Las Vegas. As of 2020, the company had almost $13bn in assets. Speaking about the new deal with Betfred, IGT President of Sports Betting Joe Asher said:
“[…] Betfred is one of the most legendary brands in the sports betting industry. It’s an honour 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.”
The new contract is certainly an exciting development for both Betfred and IGT, and experts within the betting and gaming industry expect that this is only the beginning of a series of deals and contracts Betfred is planning as part of its expansion and development drive across the US. We will report any further developments in our blog – please check back for more information.