XLMedia & bet365 keep RG focus in dual drive for expansion in North America

North America
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XLMedia and bet365 are both pushing for expansion in the North American market after confirmation of a new hybrid revenue agreement between the two companies.

The multi-year partnership is designed to attract and retain new customers in the ever-growing US betting and gaming space, while ensuring responsible gambling is at the heart of everything undertaken.

Through a collaborative effort, incorporating education and engagement, players will be given the knowledge and tools to gamble responsibly with bet365.

A bet365 Spokesperson said: “As we grow bet365’s presence in North America, we are delighted to extend our commercial partnership with XLMedia. XLMedia’s proven ability to activate audiences in key markets is incredibly important as we continue to expand across the United States.

“From sign-up to first bet and beyond, our commitment to providing customers with the best user experience will only be enhanced through this relationship.”

Currently, bet365 is operational in four states – New Jersey, Colorado, Virginia and Ohio – recently missing out on a fifth state in Massachusetts after a previously agreed deal with Raynham Park Sportsbook failed to materialize.

The deal, meanwhile, is XLMedia’s first revenue share contract in North America with a major client as the group seeks to diversify its revenue streams, in a continent it has cited as a key growth driver behind core business revenue growth of 27% to $69.6m.

Kevin Duffey, President of XLMedia North America, remarked: “We are thrilled to sign a deal with bet365 that moves our business towards the strategic direction and extends our relationship with one of the most prominent Sports Betting operators.

“This hybrid agreement marks the start of XLMedia building a new, sustainable revenue stream in North America.”