Specials betting hits China with Media Odds deal
Alibaba-backed Leida Sports to add novelty markets to existing sportsbook offering
China-facing data and betting company Leida Sports has widened its product set with the addition of novelty markets provided by Gibraltar-based supplier Media Odds.
The deal will see Leida Sports offer markets on Chinese reality TV, celebrity and popular culture to customers throughout mainland China.
The firm, which earlier this year merged with app developer Sports Craze, currently offers sports data and betting services via a partnership with Sportradar.
News of the deal comes after Leida Sports received a US$1.5m cash injection from leading Chinese ecommerce company Alibaba Group in April.
The agreement is something of a coup for Media Odds, which will have its prices pumped out to Leida Sports’ large active customer database.
Specials betting has grown in popularity in Europe in recent years and Media Odds director Barry Carnegie said the Leida Sports deal was proof the product appeals globally.
“Novelty, or specials betting is becoming increasingly popular across the UK, and is now considered a staple inclusion on any sportsbook,” Carnegie said.
“This deal between our two companies only goes to validate, if indeed that is necessary, that the specials betting phenomenon is a global one, and one that will only continue to grow,” he added.