South African operator Hollywoodbets teams with Chalkline on freeplay and real money sports games

South African sports betting operator Hollywoodbets is expanding its relationship with US-based provider of freeplay and real money games Chalkline, reported the company on Friday. The partnership will see Hollywoodbets adding territories for freeplay and real money sports betting games, thus driving growth in new markets across Europe and Africa.

The deal builds upon the long-standing partnership between the sports wagering company and the game provider: Chalkline has powered Hollywoodbets’ freeplay content for three years now. Under the new agreement, the operator will license the provider’s BettorGames platform to launch additional freeplay and real money gaming products, serving Hollywoodbets’ audience in new and existing markets.

Chalkline’s BettorGames platform features a wide range of games, including personalized pre-match predictors, live in-play contests, head-to-head challenges, as well as real money sports jackpot games.

"Chalkline's freeplay games have a proven track record across our customer acquisition and retention marketing programs,” said Dermot O'Connell, Betting Operations Manager at Hollywoodbets. “We are delighted to have expanded our partnership with Chalkline to support our ambitious global growth plans."

Under the new deal, Hollywoodbets is also set to integrate with Chalkline’s BettorBI analytics to enable deeper personalization and automation for continuous improvement of key acquisition and retention metrics, according to a statement.

"Hollywoodbets is an iconic gaming brand,” added Daniel Kustelski, Co-founder and CEO of Chalkline. “We are excited to have taken our partnership to the next level, with new territories and the addition of real money games on top of our freeplay content.”

Formed in 1999, Hollywoodbets is based in Durban, South Africa. It offers betting on a series of sports including horse racing, soccer, cricket, rugby and tennis both via mobile and in over 91 retail branches. In addition to being a premier operator in its local market, it offers operations in other parts of Africa, plus the UK and Ireland.

The company has partnership agreements with LaLiga, Comrades Marathon, The Sharks, and Hollywoodbets Dolphins, plus horse-racing sponsorships at Greyville and Scottsville Racecourses in South Africa.

According to a press release, Hollywoodbets plans to “continue expanding across UK, Ireland and African markets.” As part of this effort, the company announced a partnership with Premier League side Brentford Football Club prior to the 2021-22 season.