Israeli internet firm Natural Intelligence has acquired US Sports betting comparison startup Sidelines, a company that develops technological tools for smart comparison of odds, tips and American legal sports bookies.

Natural Intelligence is a global specialist in intent marketing, operating comparison websites that drive high-value customer acquisition for leading brands. Sidelines, founded by two ex-Googlers and gaming veterans, Or Lifshitz and Rotem Haber, provides custom algorithmic sports analysis, projections, real time odds comparison, injury reports, news feeds, and an online social platform. 

Sidelines’ algorithms harvest offerings and line movements from leading sports betting operators in real time to help consumers maximize profits. Its employees will join Natural Intelligence’s 300-plus staff in Tel Aviv, where they will oversee the company’s US sports activities. Sidelines is currently connected to all major legal sports betting operators in New Jersey, and will soon launch its operations in Pennsylvania

“As many states have legalized US online sports betting, and others are soon expected to follow, our hope is that will help operators drive high-value traffic,” said Lifshitz, co-founder and CEO of Sidelines. “Since our launch in October 2017, we’ve added new features based on user feedback and look forward to becoming a key part of the game-plan for today’s sports bettors.”

Nir Greenberg, Natural Intelligence’s CEO, said: “As part of our expansion into the recently legalized US sports-betting market (which has the potential to become the largest betting market in the world), we acquired Sidelines to help us secure our foothold in this market. The Sidelines team have developed some of the leading platforms in the current legal sports betting markets in the US. In line with Natural Intelligence’s goals and aspirations, these tools offer unique odds-comparison charts including a social fans hub, useful sports betting tips, great UGC and tons of statistics.”