Social betting firm engages forum participants

Social betting operation BuddyBet has partnered with Digital Sports Group (DSG) to add real-money betting to 180 sports sites and forums.

DSG, established in 2009, is an independent publisher of online sports content. The company was founded by media entrepreneurs and is a privately owned business.

Marketing magazine The Drum reports that “Bet Me” buttons will be integrated on individual forum profiles, linking real-life fixtures to relevant news stories such as ‘who will be the next manager of Chelsea’, engaging fans at the moment of peak interest.
Site owners will offer the initiative under BuddyBet’s licence from the Isle of Man gambling authority.

BuddyBet will manage fixtures, supply odds, produce results, manage payouts, handle fraud prevention and security and provide user support.

The largest network of UK football forums, FootyMad.net is reported to be one of the first to sign up.

Commenting on the deal, BuddyBet’s chief executive officer Jarrod Epps said: “Fans put pride and passion on the line in sports forums every day. We get to the heart of these online conversations where rivalry is both fierce and opinionated and let fans put their money where their mouth is without leaving their favourite site.”

“BuddyBet’s integration has allowed us to both enhance the site experience for our users and monetise existing conversations that are the core of our business,” added Simon Boyton, managing director at Digital Sports Group.  “They are the first company to approach the gambling market from a truly social perspective and enable a gambling element at exactly the right point of conversation.”

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