Former Entain CEO-led sports media group DAZN and Pragmatic Play's parent to launch new sports betting brand

Sports media business DAZN Group on Wednesday announced a new partnership with Pragmatic Group —parent of Pragmatic Solutions and Pragmatic Play— to develop a new sports betting platform. Under this exclusive, multi-year agreement, a new business headquartered in Gibraltar will launch and operate a new betting service under the DAZN BET brand.

DAZN BET will leverage the DAZN customer base and brand under a licensing agreement with DAZN Group. Pragmatic Group will supply the underlying platform and content and be responsible for the ongoing product development.

DAZN BET is expected to soft launch a beta product to coincide with the start of the new NFL season in September.

"Responding to what DAZN customers say they want and the trend towards recreational in-play betting, over the next few years the partnership will develop a fun, convenient, and integrated experience for casual bettors to enjoy alongside DAZN’s live sports streaming. There will be both play for fun and play for money products," the media company said in a press release.

Shay Segev, CEO of DAZN Group, and former Entain CEO, said: “The convergence of sports media and betting is the future. This historic partnership brings together the leading sports media company and a technology partner who is committed to developing innovative experiences for fans. It underscores DAZN’s commitment to revitalise the sports viewing experience by offering a broader spectrum of digital entertainment for fans.”

Ashley Lang, CEO of Pragmatic Solutions, said: “It’s an honour for us to partner with DAZN. We know that fans want more integrated, immersive, and interactive experiences, and through our exclusive partnership with DAZN, we can deliver this”.

Earlier this month, sister company Pragmatic Play announced its product offering expansion with the launch of its brand-new sportsbook, the fifth vertical in which the supplier has a presence. It follows offerings for virtual sports, slots, live casino, and bingo.