Scientific Games has raised the stakes in the competitive US sports data market by acquiring leading provider Don Best Sports Corporation.
Don Best operates as a real-time betting data and pricing supplier for sporting events in North America. The company has been active for more than 20 years and currently works with 100 sportsbook operators around the world.
Upon closure of the deal, Don Best will become part of the Scientific Games SG Digital division. The Don Best team will work with SG Digital’s new Sportsbook Operations team, established last month, to combine sportsbook logistics with Don Best’s trading technology.
Scientific expects the acquisition to conclude before the end of the fourth quarter. Terms of the deal were not disclosed.
Barry Cottle (pictured), president and chief executive of Scientific Games, said: “When it comes to sports betting, we’ve been moving at incredible speed, and the Don Best acquisition will add to our unrivalled B2B one-stop shop sports betting solution, already live in Delaware, New Jersey and Mississippi.
“Don Best will bring their unparalleled proprietary pricing services to Scientific Games.
“As sports betting rapidly gains popularity in the US, we're ready to help our customers capitalise on the new US market while solidifying our long-held leading global position.”
Sports data is seen as an important area of development in North America, with a flurry of activity taking place since the repeal of PASPA in May. Genius Sports Group was recently bought out by funds advised by Apax Partners, while Sportradar welcomed new investment from North American groups Canada Pension Plan Investment Board and Silicon Valley growth equity firm TCV. There have been suggestions DAZN Group – formerly Perform – could sell off its sports data division.
Keith O’Loughlin, senior vice-president of sportsbook for SG Digital, added: “Don Best already seamlessly integrates into our OpenBet platform, so they will be able to hit the ground running and guide our customers through the process of launching a sportsbook after the deal closes.
“Moreover, upon completion of the acquisition, our customers will immediately benefit from their expertise and firm grip on real-time trading and the data that drives it.
“This opportunity will enhance our market position in the US while ramping up our partner relationships in more tested jurisdictions.”
Scientific has been one of the major driving forces behind sports betting growth in the US since the repeal of PASPA earlier this year. The company has secured a series of deals in states that have moved to legalise sports wagering in the wake of the Supreme ruling.
These include launching with Caesars in Mississippi, following a successful roll-out in New Jersey.
Scientific has also signed a deal with the Delaware Lottery and launched virtual sports in Pennsylvania, ahead of the full roll-out of legalised sports betting in the state.
In addition, Scientific recently brought in Alexander Ambrose as chief financial officer of its SG Digital division to support ongoing growth plans in the US.
Image: Scientific Games