SBTech signs up with Argyll Entertainment brands

SBTech is to power UK sports betting brands SportNation and RedZoneSports after partnering with the sites’ owner Argyll Entertainment.

SportNation, previously BetonBrazil, and RedZoneSports, Argyll’s American sports-focused brand, were both launched in 2016.

After switching from Amelco, both sites will now benefit from SBTech’s price differentiation, trading control and the “enhanced user experience” provided by SBTech’s Chameleon360 iGaming platform.

Argyll said that switching to SBTech represents a “critical dimension of Argyll’s expansion strategy, as it targets wider brand recognition and greater market share in the UK”.

Stuart Tilly, chief executive of Argyll Partners, said: “We are delighted that our family of brands is now powered by SBTech’s sportsbook and full platform solution. The time is right to offer our players a richer offering and a broader range of betting opportunities, boosting the profile of our brands and driving turnover with a more enhanced solution.

“Considering its proven track record for innovation, unrivalled live betting and deep knowledge of British, American and global sports, SBTech was the clear choice moving forward.”

As well as its sports engine and real-time services such as unique odds, manage risk, apply specialised payouts, set betting limits, and control sportsbook liability, SBTech’s platform also  incorporates automation tools for CRM, payments, reporting, bonusing and data-generated personalisation.

Ian Bradley, chief product officer of SBTech, said: “This new partnership with Argyll Entertainment is further evidence of our rapidly expanding footprint in key regulated markets worldwide.

“We have extensive experience of driving operators to market-leading positions through our solution and I’m confident that both SportNation and RedZoneSports will now rapidly achieve their full potential.

“I am looking forward to working closely with them on extending our US Sports product with the combined efforts of both teams.”

Related article: Sky Betting and Gaming links up with SBTech