SBTech strikes Belgium sportsbook deal
Platform provider to converge Belgian bookie betFIRST's online and mobile channels
SBTech has increased its presence in Belgium’s regulated online gambling market after striking a deal with leading Belgian bookmaker betFIRST.
The platform provider will supply betFIRST with a revamped mobile and desktop offering as part of an overarching strategy to converge the bookmaker’s digital products.
BetFIRST will also receive SBTech’s price feeds which include around 13,000 monthly live events and more than 200 different bet types, including the recently added rapid in-play markets.
According to betFIRST managing director Lionel Lammens, SBTech was selected for its ability to operate in “tightly controlled markets” such as Belgium and provide a multi-channel user experience.
“[SBTech’s] convergence solutions for online and mobile will give us unique added value, help us grow faster and provide our loyal players with an even better betting experience,” Lammens added.
The addition of betFIRST to SBTech’s client roster comes almost a year after it first entered the Belgian market through a deal with land-based bookmaker Starbet.
The supplier was also recently selected to provide its sportsbook solutions for The Gaming Platform’s European brands, such as Jenningsbet and Setantabet. Who switched from his previous provider openbet.
“BetFIRST is yet another highly respected operator [which has] chosen to switch to our superior platform because of our constant innovation and proven experience in regulated markets,” Itai Zak, SBTech CEO, said.
Earlier this year, Ladbrokes built on its retail presence in Belgium by launching online products through the Playtech-powered website Ladbrokes.bg.