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Infront Bettor agree multi-year global partnership with bet365

2 min read

Desirable content portfolio already showing positive viewing figures for world’s largest online betting brand

Zug, Switzerland – Infront Bettor, the betting-focused division of Infront, has announced a global agreement with bet365, the world's largest online betting brand. The deal will see bet365 distribute 18,000 hours of content from over 30 rights holders to more than 80 million customers from over 160 countries around the world.

Chris Catling, Head of Infront Bettor, said: “This is a major agreement for Infront Bettor. It has been a busy and exhilarating few months launching the division, building out major and robust operations, acquiring a highly desirable set of betting rights and communicating to the market our new service. To agree terms with a partner who has led the digital revolution of online betting and is as forward-thinking as bet365 validates the hard work up until this point. I am excited to deliver our content to bet365 and to work with industry leaders to develop our proposition even further.”

Infront Bettor’s content portfolio includes popular competitions such as the English Carabao Cup, Coupe de France, Turkish Superlig as well as Infront’s historic pedigree of ice hockey rights such as the IIHF Ice Hockey World Championship and the Champions Hockey League (CHL). All of these rights are marketed exclusively by Infront.

“A new horizon for video products”

A key vision for both sides of the partnership is to reduce stream latency and reduce it from the current standard of between six and nine seconds. Whilst this is still significantly ahead of broadcast feeds, data latency is measured in low milliseconds making the delay between data and video significant. This can negatively impact the betting consumer experience.

New technology and a close collaboration with Infront Bettor’s partner iGameMedia will allow Infront to offer this significant product enhancement to bet365 for their content portfolio with expected latencies being around one second.

Catling added: “When we were designing our service and products we were very aware of bringing this to the market across our content portfolio. With a market leader like bet365 showing a real desire to embrace real time streaming, I see a new horizon for video products that drive betting engagement and interactivity increasing the fan engagement and betting experience.”

Infront Bettor is part of the Group's Media, Betting and Technology unit led by Amikam Kranz as Vice President.

Kranz said: “I am thrilled with this new deal. It marks a significant achievement for our Media, Betting and Tech division and we are starting to see the fruition of bringing these business units together. These synergies are driving the rapid growth of our betting division. Our partnership with a market leader like bet365 is a testament to our commitment and we look forward to this partnership growing and making the breadth of Infront's offerings available to them.”

About bet365

bet365 is the world’s largest online sports betting company with annual sportsbook revenues of almost $4 billion and over 6,000 employees around the globe. On its world-class proprietary product, bet365 offers the industry’s widest range of ‘In-Game’ sports betting events with over 75 sports covered and over 780,000 events being live video-streamed annually to 88 million registered customers from over 160 countries across the world.

Cultural and linguistic zones around the globe are serviced using geo-specific content and 21 different languages to enhance the customer experience, which is further improved through the offering of 23 different deposit currencies and 50 payment methods.

bet365 is committed to Safer Gambling. We promote gambling as an enjoyable leisure activity and we believe that gambling can only remain this way if you stay in control and gamble responsibly. However, we know that for some people gambling can stop being a harmless leisure activity and become a problem.
Help is close at hand. Visit or contact the National Gambling Helpline on 0808 8020 133.

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