Sports entertainment business DAZN Group has announced a strategic partnership with Pragmatic Group to develop a refreshed betting product for sports fans. DAZN said it chose Pragmatic, a platform technology and content provider for the betting and gaming industry, for its innovative and entrepreneurial spirit. Under the exclusive, multi-year agreement, a new business headquartered in Gibraltar will launch and operate a new betting service under the DAZN BET brand. 

DAZN BET will leverage the DAZN customer base and brand under a licensing agreement with DAZN Group. Pragmatic Group will supply the underlying platform and content and be responsible for the ongoing product development. 

DAZN said it will respond to what DAZN customers say they want, and the trend towards recreational in-play betting, to develop a fun, convenient, and integrated experience for casual bettors to enjoy alongside DAZN’s live sports streaming. There will be both play-for-fun and play-for-money products.

“The convergence of sports media and betting is the future,” said DAZN CEO, Shay Segev. “This historic partnership brings together the leading sports media company and a technology partner who is committed to developing innovative experiences for fans. It underscores DAZN’s commitment to revitalise the sports viewing experience by offering a broader spectrum of digital entertainment for fans.”

DAZN BET is expected to soft launch a beta product to coincide with the start of the new football season in August.