FansUnite and Welsh bookmaker Dragon Bet to launch new UK sports betting portal

Sports and entertainment company FansUnite Entertainment has signed a Memorandum of Understanding (MOU) with Welsh bookmaker Dragon Bet to launch a new sports betting portal in the UK, the company announced on Tuesday.

The execution of the MoU sees FansUnite entering a long-term licensing agreement with Lovell Brothers Limited, owners of the Dragon Bet brand, to launch the www.dragonbet.co.uk sportsbook, which will be powered by FansUnite’s Chameleon iGaming platform.

Dragon Bet is set to license FansUnite’s Chameleon white-label betting software for its new online platform, which will launch in the UK “later this year,” according to a press release. It will include betting products “that are customized for Welsh sports betting fans.”

By leveraging FansUnite’s Chameleon iGaming platform, Dragon Bet intends to grow its loyal customer base “to become the leading bookmaker in Wales.” Meanwhile, FansUnite claims the agreement reinforces the company’s ongoing commitment “to expand its footprint globally,” where its wagering solutions can be targeted to gambling operators “in virtually any jurisdiction.”

Company News: FansUnite signs MOU with Welsh bookmaker Dragon Bet. FansUnite's Chameleon software will power new online platform. PR Link: https://t.co/3jAeyC6T1c$FANS $FUNFF pic.twitter.com/gC408v0MUL

— FansUnite (@fansunite) April 19, 2022

“As we continue to grow our reputation globally as a tier-one gambling technology supplier, we are attracting top operators away from competing platforms," said Scott Burton, CEO of FansUnite. "This recognition has allowed us to partner with Dragon Bet where we will assist them with their plans to become the top Welsh bookmaker.”

Additionally, both parties see a major opportunity in the UK which, according to studies, is expected to generate an estimated £12.5 billion ($16.3 billion) in gambling and betting activities revenue this year. However, FansUnite is not a newcomer to this market, and already operates within this space through its wholly-owned subsidiary McBookie Ltd, a Scottish sportsbook.

FansUnite’s new partner, Dragon Bet, is built on the foundations of John Lovell Racing, a well-recognized bookmaking services provider that has been fully operational since 1968 within the Welsh industry. The bookmaker was the first to issue computerized betting and printed receipts on UK racecourses, a system eventually adopted by all UK bookmakers. 

The bookmaker is currently operational at 16 racecourses across Wales and the south of England. Dragon Bet acts as the digital brand of the business, and is set to become a project that leverages John Lovell Racing’s connection with the industry and legacy in the online market.

“Dragon Bet is the digital rebranding of John Lovell Racing, a prominent Welsh bookmaker and we are excited to launch our new online wagering platform with FansUnite,” said David Lovell, Director and Co-Founder of Dragon Bet. “After months of research and interviews with gaming providers, we felt most excited and comfortable with the product and features that the Chameleon platform provides us to grow our business.”

David Lovell describes the John Lovell Racing brand as having built “a deep connection” with the local betting community in Wales, and the business intends now to continue its legacy “by growing our digital footprint where we can tailor our betting offerings to the needs of the modern bettor and maintain a strong sense of national pride and Welsh culture” through Dragon Bet.