32Red aims to stand out with new sportsbook
Operator rebrands sportsbook to 32Red Sport as it unveils beta version of fully-managed Kambi platform
32Red is seeking to “innovate in the sports betting world” after soft-launching its Kambi Sports Solutions-powered sportsbook in time for the start of the football World Cup.
The predominantly casino-focused operator released a beta version of its new sports betting product earlier this week in a move which has also seen the vertical rebranded from its previous guise of 32Red Bet to its new title of 32Red Sport.
The beta site, 32RedSport.com, has been made available in the UK and will run alongside the old sportsbook platform until after the testing phase, which is expected to come to an end early next week.
The operator also plans to roll the product out into the Italian market after it received the green light from the local regulator, however, this is unlikely to take place until 2015.
This week’s launch comes after what 32Red CEO Ed Ware described as a “tricky” integration phase with the Kambi sportsbook having to be embedded into the operator’s Microgaming platform.
And Ware told eGaming Review that it had been working with Kambi to ensure its sportsbook would be specifically tailored to suit a 32Red audience while also being able to target a new customer demographic.
“We have a number of new product ideas in the pipeline that we are very excited about and we are working with Kambi to help innovate in the sports betting world,” Ware said.
“It is important that we bring something new and relevant to sports betting that is true to 32Red’s brand proposition, that’s what we intend to do,” he added.
News of 32Red’s tie-up with Kambi was first revealed in April with the deal expanding the supplier’s roster of clients which includes 888, Paf and former parent company Unibet.
32Red has a strong relationship with the sports world having entered into numerous sports-related marketing deals, the most recent being its headline sponsorship deal with Rangers Football Club while it is also one of the most active sponsors of UK horse racing.
The offer of a competitive sportsbook product is now seen as an essential customer acquisition tool for casino and poker-focused operators “ Winamax recently made its move into the sports betting market while Full Tilt is also developing its debut sportsbook offer.