Betfred has renewed its collaboration with US Integrity in which it receives monitoring services and a proprietary dashboard.
Following the renewal of the deal, US Intergirty will offer the UK-based sportsbook its integrity monitoring services which analyze dozens of datasets to identify suspicious betting patterns. The dashboard also searches for irregular levels of contest and officiating.
“US Integrity is proud to continue our partnership with Betfred Sportsbook and assist as they continue to grow their brand across the U.S. regulated sports wagering market,” says Matthew Holt, US Integrity’s CEO & co-founder.
“US Integrity’s mission is to provide conflict-free, best-in-class insights & compliance solutions to our clients. Betfred Sportsbook’s commitment to integrity aligns with the values we strive for at US Integrity. These types of partnerships help ensure sports betting integrity and strengthen the unique & proprietary anomaly detection tools we have developed at US Integrity.”
Betfred has enjoyed significant growth in the US recently and is now live in 10 US states following launches in Nevada, Virginia, and Ohio this year. It requires US Integrity’s services to ensure its operations are not compromised and that all wagers from players are fair as the group continues to achieve US success.
“As a regulated sportsbook, the integrity of our betting offerings and compliance with state laws and regulations is of the utmost importance to us,” said Bryan Bennett, Chief Operating Officer at Betfred USA Sports. “US Integrity’s proactive approach to maintaining integrity will play a pivotal role in detecting wagering anomalies.”
Bennett spoke to SBC earlier this year on Betfred’s approach in the US as a UK operator, outlining the differences between each side of the Atlantic.
Particularly, he explained that the main differences are found when it comes to competition, with the bigger companies unafraid to splash the cash to grab market share.
He said: “The big difference is in marketing. FanDuel and DraftKings had a good start from fantasy sports, which gave them a good head start and a huge brand and customer base.
“It’s very different here, we are dominated by some very big companies who aren’t afraid to lose millions for a land grab. The US is hyper-competitive, you need to stick to your guns to stand out against some established brands with huge marketing budgets.”
