Betfred expands trading arrangement with Betgenius

Craig Reid – Betfred

Betgenius has announced a ‘major coup’ for its sportsbook content and management services, after securing a ‘long-term trading partnership’ with UK  legacy bookmaker Betfred.

The deal sees Betgenius trade in-play markets for major sports including the English Premier League, Football League and Scottish Premiership.

Servicing a ‘five-year arrangement’, Betgenius will act as ‘primary in-play trading partner’ for Betfred, leading the bookmaker’s market operations for ‘major sports’ across both retail and digital verticals.

Craig Reid, Group Trading Director at Betfred, said: “Providing our customers with a trusted, reliable and engaging service has been instrumental in helping Betfred grow its in-play sportsbook offering in the UK and Betgenius have helped us deliver that.

“We’re delighted to lock in some of the most important in-play content in the industry and look forward to continuing our relationship for the years to come.”

Betgenius confirms Betfred as the first UK sportsbook to sign-up to the new ‘UK football data scheme powered’ by Betgenius having recently secured the right to become lead data distributor of Football DataCo.

Matt Stephenson – Betgenius

The scheme will allow Betgenius to service Betfred with live pricing on over 4,200 English and Scottish football fixtures per season through Football DataCo the data rights holder for the Premier League, English Football League and SPFL.

Matt Stephenson, Global Partnerships Director at Betgenius, said: “We’re thrilled to continue our decade-long partnership with Betfred. Their long-term commitment is recognition of our continued investment in product quality and innovation, with our market-leading in-play product for UK football, driven by official Football DataCo data, the latest example of that.”

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