Oddin.gg to acquire esports betting marketing agency Thousand Lives, rebrand it as Jotun.gg

B2B esports betting solutions provider Oddin.gg is acquiring marketing agency Thousand Lives, the company announced on Wednesday. Oddin.gg will absorb the Thousand Lives esports division and rebrand the new, in-house branch, as Jotun.gg.

The purchase marks a new move towards Oddin.gg providing the whole spectrum of esports services, the company said. The business already provides a range of offerings, including esports odds feeds, risk management, and iFrame solutions. These services power Betway, Yolo Group, EEG, Aspire Global, Altenar, SoftSwiss, and other sportsbooks and platform providers. 

“For those versed in Norse mythology, Jotun is not an unfamiliar name. A ‘Jotun’ was a member of the race of giants, which certainly reflects the direction we want to take with the new company: a gigantic, 360° approach that will touch on every area of our clients’ esports needs, necessities, demands, and wishes,” said Vlastimil Venclik, co-founder and CEO of Oddin.gg.

“Thousand Lives and Oddin.gg have already had several overlapping clients in adjacent esports sectors, so a robust base for the new endeavor is already in place,” the parties said. The collaboration, which will bring “an unmatched variety of esports services” under one roof, is set to maximize value and results for Oddin.gg’s partners and clients.

The new company will focus on 360° services for Oddin.gg’s clients, the company said. These will cover media buying, native integration on top esports websites, influencer campaigns, branded tournaments, and more.

“I am beyond excited to work on marketing activities for Oddin.gg’s clients,” commented Nazar Honcharuk, CEO of Thousand Lives. “Their odds solutions are already the best and most numerous on the market, so integrating our advertising opportunities will definitely ensure substantial commercial success for us and our partners.”

The new announcement represents another move from Oddin.gg to strengthen its position in the esports betting space. These intentions also found the company signing new partnerships as of late, and expanding into new regions, thus increasing its global footprint.

Earlier this month, the live odds provider announced it is now operating in the United States following the successful submission of its gaming license application to the New Jersey Division of Gaming Enforcement. New Jersey is the country’s first state to allow legal esports wagering.

The first activation is through a partnership with esports and online gambling company Esports Entertainment Group. Oddin.gg is set to provide esports odds feed to Vie.gg, EEG’s betting platform, which offers real-money esports wagering on games such as Call of Duty, Overwatch, CS:GO, League of Legends, and DOTA 2.