Sportsbook and lottery supplier Sporting Solutions has formalized a deal with US-based consultants SCCG Management with the aim of accelerating its entry into the North American sports betting market.

Under the terms of the partnership, SCCG will now provide business development and strategic support to Sporting Solutions in the region as the sportsbook supplier looks to build on its success elsewhere in competitive and regulated global jurisdictions.

Edward Peace, Managing Director of Sporting Solutions, stated: “We are pleased to be bringing SCCG Management on board to assist with our North American operations and have high hopes for the opportunities the partnership will present.”

He added: “Our combined expertise will serve as a major advantage as we move to fast-track our growth strategy in the region and build on our strong international brand presence to gain market share in sports betting states.”

Alongside fully automated solutions for pricing and risk management, Sporting Solutions will supply its sportsbook software and trader tooling, with the dynamic, modular and highly configurable offerings designed to give US operators an alternative to the current approach of incumbent solutions.

Stephen Crystal, Managing Partner at SCCG Management, commented: “Sporting Solutions’ value proposition is unique in the way it helps operators deliver a bespoke, highly differentiated sports betting experience to their customers.

“Their pricing, risk management and software solutions are proven to help partners improve hold percentages, grow handle and win market share in competitive markets around the world, and we believe they will prove highly disruptive in the US market.

“We will work closely together to cement the company’s unique market position, leveraging their established skills and products as well as our experience in driving growth in the ever-changing sports betting landscape.”