Betgenius inks sports betting deal with Betfair

Betgenius Limited, a provider of data-driven software solutions to the global sports betting industry, has signed an agreement with Betfair to supply its automated sportsbook management products.

Betgenius will help power Betfair’s power new fixed-odds product which is already available in some regions and will continue to be launched into other existing and newly regulated markets. The Betgenius products will automate both live and pre-match betting from creation to pricing through to settlement.

Mark Locke, CEO of Betgenius Limited, said:

“Our sportsbook management products coupled with the size and quality of data our Estonian operations create, makes it the perfect solution to Betfair’s needs. This agreement builds on our on-going relationship with Betfair.”

Nick Hagen, Sports Operations Director at Betfair, added: “The quality of the Betgenius offering, both pre-match and in-running, makes it the ideal suite of products for Betfair to launch with as the company expands its product offering in both new and existing markets.”

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