Inter Milan signs HappyBet as latest regional partner

| By Robert Fletcher
Italian Serie A football club Inter Milan has agreed a new deal for Snaitech-owned operator HappyBet to become a regional partner of the team.

HappyBet, which operates in the German and Austrian market, will benefit from a presence on Virtual Cam Carpets and on LED boards inside Inter’s Stadio San Siro during home games.

Branding will only be visible in select European countries through the use of Digital Overlay geolocation technology, whereby marketing messages are adapted for fans watching games on television in those countries.

HappyBet, which was taken over by Playtech subsidiary Snaitech in May, will also work with Inter on a range of exclusive initiatives to promote its brand to fans. 

The deal comes after Asia-facing online gambling operator AYX this week also secured a new partnership with Inter Milan. AYX will become an official regional partner of the club in Asia.

In August, HappyBet also linked up with Inter’s fierce rival AC Milan in a similar regional partnership.

Pkaytech, which ultimately owns HappyBet, is set to be acquired by Australian slot machine manufacturer Aristocrat in a deal worth approximately £2.7bn (€3.2bn/$3.7bn) on an enterprise value basis.

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