Scientific Games Corporation has acquired sports betting player engagement specialist SportCast. Confirming the closure of the deal today, the firm said that the new addition will strengthen its global suite of sports technology, services and content.
Founded in 2013, SportCast is acknowledged as a leader in the sports betting player engagement space through its product experiences, technologies and pricing. The firm is also credited with developing the original BetBuilder product, a feature that allows players to build bets across multiple markets on a single game with instant pricing through a seamless User Interface (UI).
Keith O’Loughlin, EVP Sports for SG commented: “For sports fans, the ability to define the story of the game, bet on it and watch it live has become a thrilling way to engage in the action.
“SportCast’s technology and platforms will help us fuel the next wave of our data-driven, global sports expansion. The award-winning BetBuilder product is just the first of many innovative products that can be powered by the underlying platform for the benefit of our customers and we’re thrilled to be able to roll these out.”
SG noted in its statement that leading operators in major jurisdictions have been quick to adopt instant-pricing technology thanks to the high-margin profile of accumulator bets. The rollout of SportCast technology to over 50 marquee brands includes BetMGM, PointsBet, SkyBet, Tabcorp, Entain, 888, Betsson, Danske Spil, Nederlandse Loterij and British Columbia Lottery Corporation.
The growth of pre-match, in-play and same-game parlays in North America is accelerating at pace, it said, adding that SportCast’s technology is capable of processing over 12,000 bets per second across major global sports including American Football, Baseball, Soccer, Basketball, Ice Hockey and Tennis.
Ryan Coombs, Managing Director of SportCast, stated: “Choosing the right partner to accelerate our vision was the key focus for our management team. Scientific Games’ position in the global market and the profile of their customer base are second to none.
“We set out to re-imagine the sportsbook of the future – smart, high-margin and simple for operators – whilst offering unparalleled next generation experiences for players. With Scientific Games’ fire power, we’re set to move faster and drive deeper innovation on our journey to power the future of sports betting.”
Jordan Levin, SG’s Group CEO, Digital, added: “We’re excited to welcome Ryan Coombs and his incredible team of product experts, data scientists, statisticians and developers to the home of global sports technology. The team at SportCast shares our focus on performance-at-scale and fan engagement, and the integration of their impressive platform and innovative approach will set Scientific Games apart as we build on our market leadership.”
