Under the arrangement, GiG is providing its igaming platform and sportsbook to Betway in the country.
Betway becomes the second B2B partner to launch with GiG in Portugal. GoldenPark also went live in the country last year, utilising GiG’s player account manager and sportsbook.
“As part of our ambitious growth strategy for Portugal in 2024, this GiG platform will help play a role in expediting our objectives to elevate the sports betting experience for existing Betway customers in Portugal and appealing to new ones,” Betway CEO Anthony Werkman said.
“This agreement will also allow our teams to work in synergy to reach our shared goals and aspirations within the country.”
New leadership for new-look GiG
The deal is also the first under the new GiG stewardship of former SBTech and DraftKings executives, Richard Carter and Andrew Cochrane. The double appointment forms part of a restructure that will see the GiG business split.
GiG chose to pursue the move after launching a strategic review in February 2023. The split involves the GiG Media affiliate arm and Platform & Sportsbook divisions becoming separate entities.
The Media arm includes all GiG media offerings such as affiliate lead generation services. Platform & Sportsbook covers technical igaming platforms including Sportnco, which GiG acquired in April 2022, front-end development and other managed services.
Speaking about the new Portugal launch, Cochrane said the deal helps affirm GiG’s position in the B2B industry
“This is a very exciting time to be a part of GiG,” Cochrane said. “We continue to invest in our product and technology capabilities to underpin further tier-one client wins and provide existing clients with ever more compelling product features.”
GiG signs off on KaFe Rocks acquisition
The launch also comes after GiG last month completed its acquisition of affiliate group KaFe Rocks. The group operates a portfolio of more than 30 brands in over 20 markets including Time2Play and USCasinos.
The deal came one year after GiG also acquired AskGamblers. GiG said the deal bolsters the position of GiG Media in the online casino affiliation space, particularly in North America.
GiG added that the acquisition will further accelerate the diversification of GiG Media’s business.