Bet365 seals multi-year streaming-led deal with Infront Bettor
Agreement sees online operator gain access to 18,000 hours of streamed content including Carabao Cup and EFL
Bet365 has inked a multi-year deal with Infront Bettor that will see the Switzerland-based provider host 18,000 hours’ worth of content on the operator’s sports betting website and app.
Infront Bettor, which is the betting-facing division of sports marketing outfit Infront, will distribute content from 30 different rights holders to bet365’s 80 million customers across over 160 countries.
Infront Bettor launched in September 2022 and provides content from the English Football League, Carabao Cup, Coupe de France and the Turkish Süper Lig.
Key aspects of the partnership is to reduce streaming latency – or lag – from the current standard of six and nine seconds, with the aim of improving the in-play betting experience.
In addition, bet365 will benefit from collaborating with Infront Bettor’s partner iGameMedia, allowing the firm to offer streaming enhancements on its content portfolio with expected latencies of around one second.
Chris Catling, head of Infront Bettor, said: “This is a major agreement for Infront Bettor. It has been a busy and exhilarating few months launching the division, building out major and robust operations, acquiring a highly desirable set of betting rights and communicating to the market our new service.
“To agree terms with a partner who has led the digital revolution of online betting and is as forward-thinking as bet365 validates the hard work up until this point.”
Catling continued: “When we were designing our service and products we were very aware of bringing this to the market across our content portfolio.
“With a market leader like bet365 showing a real desire to embrace real time streaming, I see a new horizon for video products that drive betting engagement and interactivity increasing the fan engagement and betting experience,” Catling concluded.