Scientific Games Renews Flutter Partnership, Inks Betsson US Deal

  • SG and Flutter recharged agreement on the 20-year anniversary of their working relationship
  • The deal is a precursor to Flutter-owned FanDuel’s plan to migrate sportsbook onto SG's platform
  • Betsson gains access to OpenTrade platform ahead of debut on US sports betting stage
  • The platform is linked to Don Best Sports, giving Betsson real-time betting data and pricing
Scientific Games logo
Scientific Games has wound down an impressive few months of business after renewing a contract with Flutter Entertainment and inking a fresh one with the Betsson Group on Tuesday. [Image: Shutterstock.com]

Keeping it going with Flutter

Scientific Games (SG) has announced a five-year contract rollover with Flutter Entertainment, as well as a new multi-year deal that will see it power the Betsson Group’s US sports trading platforms.

The renewed partnership with Flutter means that SG’s OpenSports technology will continue to drive Flutter’s portfolio of international products. The agreement falls on the pair’s 20-year anniversary, after SG and Flutter first partnered with the latter’s UK Paddy Power brand back in 2000.

The new agreement comes as Flutter, which owns FanDuel, looks set to migrate its US sportsbook over to SG’s technology interface “into 2021 and beyond.”

Mutual respect

Rik Barker, CIO at Flutter’s UK and Ireland division said SG’s tech has been a key component of his firm’s sportsbooks for some time. Barker highlighted SG’s reliability and scalability providing “a robust platform to deliver on our strategic goals.”

a new era of sports betting”

Barker is eying “a new era of sports betting.” He believes working with SG’s “world-class teams and technology” will place his firm in prime position to maximize ensuing opportunities that arise across the sector.

SG’s group CEO, digital, Jordan Levin shares that vision, saying that Flutter operates some the most “innovative, diverse and distinctive” sports wagering and iGaming brands in the world.

“We share a common ambition to take podium positions in key regulated markets,” said Levin in a press release.

The SG-Flutter relationship has borne plenty fruit over the years. In 2010, Paddy Power launched its first live odds bets, followed by a cashout feature the following year, with both market innovations powered by the OpenBet engine. Next, when Paddy Power and Betfair merged, the SG team was key in migrating the dual brands onto one single customer-facing platform.

Back to Betsson

As Betsson smooths the way for its 2021 expansion into the US, the Europe-based firm has identified SG’s OpenTrade – part of the OpenSports suite – as a must-have. The global, multi-year compact with SG will provide Betsson’s business-to-business network and entire brand portfolio with the market-leading Don Best Sports pricing service, which operates through the OpenTrade platform.

With Betsson planning to launch a US sportsbook in early 2021 with partner Dostal Alley Casino, pending regulatory approval, the Don Best Sports interface has prime appeal.

Betsson’s group CEO Jesper Svensson underscored the importance of “sharpening our trading functions” across the world of US sports.

boost their teams with unrivalled trading capabilities

SVP sportsbook and digital at SG Keith O’Loughlin noted Betsson’s “strong ambitions” within the US market. “Our Don Best sports proprietary pricing service will boost their teams with unrivalled trading capabilities to ensure they’re delivering quality and accurate odds,” he said in a press release.

SG’s latest deals follow a productive few months. In August, the Las Vegas-based firm signed an enhanced sports betting supply deal with the Dutch National Lottery. In addition to powering 24 lotteries around the world, SG tech powers multiple sportsbooks launched worldwide in July and August,. The Wynn Sports app, launched in Colorado and Indiana on September 2, nicely bookends today’s month-end deal duo.