Home > Sports betting > Betfred Sports switches to OpenBet in Iowa

Betfred Sports switches to OpenBet in Iowa

| By Richard Mulligan
Betfred Sports has expanded its partnership with OpenBet having selected its digital and retail technology across its operations in the US state of Iowa.

Betfred’s Grand Falls Casino & Golf Resort sportsbook facility is now powered by OpenBet’s retail solutions including betting counters and self-service kiosks. Betfred will also utilise OpenBet’s digital technology and sports betting engine for mobile and online betting.

The two groups have already partnered for Betfred’s entry into the Arizona, Colorado, Louisiana and Pennsylvania regulated markets.

Bryan Bennett, chief operating officer at Betfred, said: “OpenBet’s products and technology perform consistently across our existing locations, so naturally we entrusted the company to power our offering in Iowa. We first launched in Iowa in 2020, and we look forward to working with OpenBet to continue building on that success.”

Betfred had launched in Iowa with an Optima-powered product, though it used the technology of Openbet owner Scientific Games elsewhere. Its launch in the state was facilitated by an agreement with Elite Casino Resorts, struck in July 2019.

Cathryn Lai, chief commercial officer at OpenBet, said: “This deal is once again testament to our outstanding modular portfolio which is able to consistently meet the demands of the market, earning an accomplished reputation throughout the industry. Betfred Sports remains a valued partner of ours and we look forward to providing yet more exciting and responsible experiences for its players.”

The Iowa Racing and Gaming Commission reported a year-on-year increase in sports betting revenue and handle for the month of June. Revenue reached $12.6m (£10.3m/€12.0m), more than double $6.1m in the previous month. Diamond Jo in Dubuque and its FanDuel sportsbook retained top spot in the market with ease, posting $3.8m in revenue off a $31.6m handle.

Scientific Games has agreed to sell OpenBet to global talent and media agency holding company Endeavor Group for $1.20bn, a deal that is expected to close soon.

Subscribe to the iGaming newsletter