UK sports betting publisher Racing Post has formalized its expansion into the US with a new brand, Pickswise, that aims to provide expert tipping content on stateside sports including football (NFL), basketball (NBA), hockey (NHL) and baseball (MLB).
Having recently secured a vendor licence in New Jersey with other states set to follow, the website officially launches this week with a free to play fantasy game in association with Incentive Games, offering a $250,000 first prize.
Pickswise has been live since the beginning of 2019 and, according to the company, has experienced significant user growth since the start of the NFL season.
The move to the US, said the firm, extends its growing digital business and continues its diversification beyond horse racing. In this latest initiative into sports, Racing Post has applied its betting expertise to US sports and has invested in both automated and manual content to deliver information and insight to sports bettors.
Cian Nugent, Digital Director, said: “We explored a number of different options for our entry into the US market, but with our experience in engaging bettors with expert tipping content an affiliate play was an obvious first option.
“We’ve already seen the success of that since the start of the NFL season and we’re looking forward to working with our bookmaker partners to maximize the opportunity.”