Betway is looking to acquire new customers through a partnership with a trading platform.
The Malta-based online gambling brand has secured a partnership with ALT Sports Data (ASD), making it the official sports betting operator of the platform. As part of the deal, Betway will leverage ASD’s portfolio of sports properties to engage and acquire new customers.
ASD has a portfolio of partners that includes the Professional Bull Riders, the World Surf League, the Major Arena Soccer League, and World Chase Tag. It also has a pact with fighting promotion Power Slap, which debuted on TBS in January 2023 and is owned by current UFC CEO Dana White.
“With growing demand for alternative sports, we couldn’t be more excited to partner with ALT Sports Data,” said Betway Vice President of Marketing Mike Addonizio in a statement. “Betway offers our players thousands of markets, and this partnership will continue to enhance that experience by providing another avenue for players to immerse themselves in our product. We can’t wait for our customers to utilize this new data.”
ADS, using its own trading team and media platform, reaches approximately 83 million viewers in the U.S. alone. The company provides data that allows sports bettors to wager effectively on alternative sports whether in pre-match or live betting scenarios. ADS also provides services to media platforms and event producers using its real-time data models.
California-based ADS is poised to expand its portfolio even further after closing a $2.5 million seed funding round earlier this month. The round, co-led by family investment fund Eberg Capital and venture capital firm Relay Ventures, will allow ADS to scale its business.
Change of plans for Betway
As of Feb. 6, Betway has market access in eight states across the U.S., which include Arizona, Colorado, Indiana, Iowa, New Jersey, Ohio, Pennsylvania, and Virginia. Last month, the operator informed the Massachusetts Gaming Commission that it would not be launching in the state.
Betway’s decision came after the operator applied and posted the required $1 million fee to be considered and awarded a wagering license. Betway had planned to launch in Massachusetts in early 2024. The operator had also previously scrapped plans to launch operations in Illinois.