Betway has sights set on the growing US betting market

Betway announced last week that it is looking to join forces with the casino supplier Digital Gaming Corporation (DGC) in an exclusive licensing agreement.

The agreement will see the leading betting site in Europe and DGC working together to launch their betting products in 10 US states, ESB reports. This will mean that the Betway sportsbook will offer customers in those states the chance to bet on anything from major US sports like football, basketball, and hockey, to popular esports such as CSGO and LoL.

In addition to this, there is expected to be an online casino gaming package made available to those states that permit such gambling activities.

Betway and DGC will be working together to enter the competitive US betting market by offering a prematch and live betting solution that will be available via desktop and mobile web browsers as well as the Betway mobile apps for iOS and Android smartphones and tablets.

Although it’s too early to see what promotions will feature to mark the brands’ combined entry in the market, it’s widely expected that Betway will continue its renowned product packages such as the Bet Builder, cash-out services, and live streaming on select sporting events.

The US betting market

While the Betway brand operates in over 20 nations worldwide, it has yet to make any significant inroads into the fledgling US betting market. The cooperative effort between Betway and DGC will see the brands working together to overcome the legislative hurdles that affect different states in different ways.

For example, while online casino gaming and sports betting are permitted in some states like New Jersey and Pennsylvania, only online sports betting is legally allowed in other states like Illinois and Indiana.

However, the prevailing trend is that more and more US states are now starting to deregulate both online sports betting and casino gaming. Recently the likes of Maryland have joined the list of states that permit online sports betting, and many more are expected to join the fray over the coming months.

All of this has created something of a goldrush among online gambling companies to stake a claim to the new markets. There has been a notable theme of US casino brands like Caesars and MGM looking to seek assistance from pre-existing European betting operators to supply the online infrastructure and expertise necessary to cater to the new American markets.

The past year has already seen Caesars organizing a $3.7 billion buyout of William Hill in an early bid to claim dominance in the nascent US betting scene. As such we can expect to see many more high-profile takeovers and mergers in the coming months. All of this means that the joint venture between Betway and DGC could turn out to be very well-timed.