Isaac Brekken / GETTY / AFP
Las Vegas-headquartered Business-to-Business services and solutions provider Scientific Games has had quite a week thanks to two announcements that will boost its sports betting technology offerings in the emerging US market.
Both Betfred and Flutter Entertainment agreed this week to bring Scientific Games on as their sports betting technology providers. The markets took notice and sent Scientific Games shares up more than 8% shortly after the news.
About Scientific Games
Scientific Games Corporation has carved out a global niche in the area of entertainment, offering dynamic games, systems, and services for casinos, lottery, social gaming, online gaming, and sports betting. Born in the late 1990s, Scientific Games is present in 16 countries around the world and currently has 35 sports betting companies as customers.
The company has been a proponent of not only top-notch services for the gaming industry but also the integrity of sports betting across the globe. Scientific Gaming was one of the first to be certified by the World Lottery Association as a responsible gaming supplier and is the first sports betting supplier to join the Global Lottery Monitoring System.
Scientific Games has some experience with major global players under their belts, making their foray into the US market an obvious and likely successful one.
Flutter Entertainment Deal
Scientific Games scored one of the biggest fish in the mobile sports world with their rumored deal Flutter Entertainment to power its sports betting and casino operations in the US. Scientific Games will eventually take over from GAN’s platform and IGT’s sportsbook technology to power one of the two or three most powerful, successful and widely-available sportsbooks in the US. The online and mobile sports betting platform will go live in all existing states where the sportsbook operator currently has a presence and will be featured in future states that it has yet to launch.
Flutter Entertainment already has a relationship with Scientific Game. Its brands Paddy Power and Betfair employ some OpenBet software at their properties in Europe. That successful relationship overseas has made the North American partnership an obvious next step.
Many have pointed toward some recent technical issues the sportsbook has experienced lately during major events and the need for a solid, proven and more reliable platform to coincide with the exponential growth in the exploding US legal sports betting scene. The mobile betting market in the US is competitive to say the least, making the need for a reliable engine that much more necessary.
Scientific Games was chosen by Betfred to provide full retail and digital sports betting solutions at Wind Creek Casino in Bethlehem, Pennsylvania with the aim to be up-and-running by the start of the 2020-2021 NFL season. Betfred has serious US expansion goals and will run with Scientific Games to provide the necessary platform going forward.
Pennsylvania bettors will have access to Scientific Games' OpenSports product suite, their industry-leading online and mobile betting technology and services. Also, bettors will have access to Scientific Games' OpenTrade which includes Don Best Sports data feeds, retail betting kiosks and over the counter betting solutions.
Mark Stebbings, Group COO at Betfred, said, "Scientific Games was the clear choice to provide our sports betting platform in Pennsylvania. OpenSports™ provides best-in-class, reliable technology and services that will help us reach more players and grow our sportsbook presence at speed."
Keith O’Loughlin, SVP of sportsbook and digital for Scientific Games, added: “Together, Scientific Games and Betfred can make a massive impact in the sports betting arena by driving player engagement and putting their digital and retail sportsbooks at the forefront of this expanding landscape. Betfred is synonymous with giving UK customers a great value proposition, and we are confident that they will get great traction in the US with this customer-oriented approach.”
Scientific Games going forward
Scientific Games appears to be on top of its game. Operators and even the stock market say so. With the US market gaining some serious steam, the services and solutions provider will have every opportunity to expand its already impressive reach.
With the trust of some major global players, the future is certainly bright for Scientific Games.