Ground-breaking partnership sees over 50 classic Play’n GO titles available to bet365 players in the Garden State

Play’n GO, the world’s leading casino entertainment provider, has today announced a new operator partnership in the state of New Jersey with leading operator bet365.

This partnership will be Play’n GO’s sixth in New Jersey, and sees legendary Play’n GO titles available to players in the state, including Book of Dead, Rise of Olympus 100, and Colt Lightning.

Play’n GO is now live in five US states and 30 jurisdictions around the world, with a mission to be live in every regulated market worldwide.

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Magnus Olsson, Chief Commercial Officer at Play’n GO said: “Adding an operator of bet365’s caliber is always exciting and we’re looking forward to seeing our games live with them in New Jersey, one of our most important markets. It’s been a great year for Play’n GO in the US, and we’re proving that a sustainable, player-safety-led approach is the way to success in all regulated markets. We’re looking forward to many years of prosperity with bet365 in the United States, replicating our joint success back in Europe where our businesses first began working together.”

A bet365 spokesperson said: “We are proud to extend our partnership with Play’n GO into the New Jersey market. We’re determined to offer the best player experience in every market we operate in, and adding Play’n GO’s content to our platform is important to that mission.”

SIS Content Services, part of the SIS Group (Sports Information Services), has further expanded its United States footprint with bet365 offering its H2H Global Gaming League (H2HGGGL) eBasketball and eSoccer games in Ohio and Arizona.

After bet365 successfully launched H2HGGL eBasketball in New Jersey in late 2022, the product has since gone live in Colorado, Kentucky and, most recently, Ohio and Arizona. The product set has further expanded through the launch of eSoccer games, with bettors now enjoying the full range of industry-leading H2HGGL esports content.

Developed specifically for betting, SIS produces over 150,000 H2HGGL events annually, providing a full end-to-end solution with integrity at its core.

The short-form, events-based esports product, which sees professional gamers compete in eBasketball and eSoccer games from SIS’ self-contained UK studios, is proven to deliver superior margins around the clock, adding as much as 10% in value in the basketball and soccer verticals on sportsbook platforms.

The products feature ultra-low (sub-second) latency live streaming, visible ESIC-trained integrity referees for every game, live caster commentary, and on-screen graphics.

Richard Ames, Chief Executive, SIS, and President, SIS Content Services, said: “We are rapidly expanding the presence of our H2H Global Gaming League across the US, which is significantly boosting engagement and margin for our partners. With content live in five states, our relationship with long-term partner bet365 has been further strengthened as we continue to assist them with growth in the region.”

Michele Fischer, Vice President, SIS Content Services, said: “We are thrilled that our esports products are now live in Ohio and Arizona. Both states have significant fan engagement in professional and college sports, and the H2H Global Gaming League has already shown to have positive appeal to the bet365 customer base.”

BetMakers Technology Group Ltd announced that it has signed two-year market access and content agreements with bet365 relating to New Jersey and Colorado.

Under the agreements, bet365 will be licensed by BetMakers to offer fixed odds bets on thoroughbred horse racing to bet365 customers within New Jersey. Bet365 will also be licensed to distribute BetMakers’ thoroughbred racing content to bet365 customers in New Jersey and both thoroughbred and harness racing in Colorado. Bet365 will pay BetMakers a “Market Access Fee” based on a percentage of all fixed odds bets placed in New Jersey on all thoroughbred racing events it offers to its customers and a “Content Fee” based on a percentage of all fixed odds bets placed in New Jersey and Colorado on applicable BetMakers Global Racing Network content. The contracts will run for two years.

The structure of the market access agreement allows bet365 to seek BetMakers’ approval to offer fixed odds wagering on third party global thoroughbred racing content to its New Jersey customers from the many rights holders globally. Bet365 will be required to pay BetMakers the Market Access Fee in respect of online fixed odds wagering in New Jersey on all thoroughbred racing content, regardless of whether that content is provided by BetMakers or a third party.

Jake Henson, Chief Executive Officer of BetMakers, said: “We are very excited to be launching fixed odds betting on thoroughbreds in partnership with a leading sportsbook in the US. This is a significant milestone for BetMakers and aligns with our strategy for fixed odds betting on thoroughbreds in the US.

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“The sports betting market in the US is starting to mature and the interest from operators in horse racing as a product is expected to become even stronger. The high frequency of horse racing can deliver high engagement and high margin returns to operators. We believe the opportunity for both BetMakers and the racing industry more broadly to be significant in the long term.

“We are always actively working with rights holders to deliver opportunities for sustainable industry returns and open new opportunities in expanding growth markets. This opportunity in the US ticks both of those boxes and we look forward to helping our partners build out a global race book.”