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FanDuel acquires player engagement specialist BeyondPlay

| By Robert Fletcher
Flutter Entertainment-owned FanDuel has completed the acquisition of online gambling player engagement specialist BeyondPlay.
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Under the deal, BeyondPlay will become part of FanDuel Casino, the igaming division of FanDuel. Financial terms of the agreement have not been disclosed.

Founded in 2021, B2B technology venture, BeyondPlay provides igaming software with a focus on player engagement. It works with operators across various markets and holds licences in key jurisdictions such as the UK, Malta and Sweden.

Its current offering includes two flagship products. The first is a jackpot management system with customisable jackpot campaigns and the second a multiplayer software allowing users to play the same casino game sessions and pool their stakes.

beyondplay was founded in 2021 by ceo karolina pelc

“As a founder, witnessing the journey of our start-up from its humble beginnings to becoming part of the world’s leading online sports betting and igaming company is an incredibly gratifying experience,” BeyondPlay CEO Karolina Pelc said.

“This acquisition validates the hard work and dedication of our team and the vision behind our products. We are excited to join forces with FanDuel Casino to amplify the impact of our technology on a global scale.”

FanDuel Casino managing director Asaf Noifeld added: “I’m absolutely delighted with the acquisition of BeyondPlay. Our US strategy is about investing to win and continuously improving our igaming proposition for our customers is a key part of that. 

“This acquisition further strengthens FanDuel Casino’s leading customer experience, by adding BeyondPlay’s best-in-class jackpots and multiplayer technology. We’re also excited to welcome their experienced team to FanDuel.

“We look forward to working together to continue to grow our rising share of the US igaming market.”

Investor backing for BeyondPlay

Since launching back in 2021, BeyondPlay has secured the support of several investors and entrepreneurs, as well as partnered with various games studios.

Last April, BeyondPlay raised €5.0m (£4.3m/$5.4m) in an oversubscribed funding round led by Bettor Capital. Further backing came from Tigrim Capital and Winforton Investments, complementing reinvestment from existing shareholders.

The round also drew investment from industry professionals including Sportingbet founder Mark Blandford and Alea founder and chief executive Alexandre Tomic.

Bettor Capital, an investment platform focused on the real-money igaming market, has been a supporter of BeyondPlay for some time. In February last year, LeoVegas sold its 25% share in BeyondPlay to Bettor Capital for €1.9m.

BeyondPlay was previously known as SharedPlay before changing its name.

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