Pragmatic Play introduces its sportsbook product with DAZN Bet in UK

Pragmatic Play has rolled out its sportsbook product on the market in the United Kingdom through a partnership with DAZN Bet. This is the third big move for Pragmatic Play, a traditionally casino-oriented company that is now exploring alternative verticals, into the sports betting space.

Pragmatic Play expands sports betting offer to the UK

Following a previous launch with Spain in November and in Germany this year, Pragmatic Play is now continuing to build its relationship with DAZN Bet through the UK rollout. The Pragmatic Play Sportsbook has so far been able to greatly benefit DAZN Bet’s operations, offering the company a range of excellent features.

The UK partnership covers a similar arrangement and choice of options, such as pre-match, in-play data, player props, and bet builders, and it also comes with the integration of the company’s horse racing product, all of which puts DAZN Bet in a strong position in the UK market, and allows the brand to leverage the lessons learned in other European markets to pursue strong margins.

Commenting on this opportunity, DAZN Bet Managing Director Germany, Australia, UK & New Markets, Daniel Berthold, said that the new sportsbook launch is indeed celebrated as a milestone by the company.

The new sportsbook, Berthold argued, aligned perfectly with DAZN Bet’s overall mission to deliver innovative, dynamic and engaging sports betting experience to UK customers.

"This step allows us to bring our unique proposition to the UK and supports our growth ambitions in this highly competitive market," he observed.

The news was similarly welcomed by Pragmatic Play SVP of Sports Gareth Crook who was excited to see his company make a splash in yet another signature market that is particularly important to its operations.

Pragmatic Play hails DAZN Bet alliance as the basis for growth

"The UK is arguably the most competitive and mature sports betting market of them all," Crook offered. The collaboration with DAZN Bet has proven very lucrative, Crook noted, arguing that this partnership is aligning nicely with the supplier’s overall ambitions for growth and reaching new audiences.

Pragmatic Play has shown no sign of slowing down, also fitting out its sports betting product with horse racing, as it continues to explore new opportunities and partnerships.

Image credit: Pragmatic Play