Sports betting technology start-up Simplebet has agreed to integrate its proprietary Micro-Markets betting range with Greek lotteries and gaming giant Intralot.
Simplebet’s technology uses machine learning and automation, allowing operators to offer bets on every moment of a sporting event. It is underpinned by a pricing engine that powers the market mechanics of each market and odds for each selection.
The integration into Intralot’s Orion sports betting platform will initially focus on the US market, with Micro-Markets to be rolled out during the National Football League (NFL) season, and potentially for the Major League Baseball (MLB) post-season.
National Basketball Association (NBA) Micro-Markets will then follow from the 2021 season, with Intralot to also expand the feature into other territories.
“The continuous enrichment of player experience and the enablement of state organizations in contributing to good causes are key elements of our purpose as a company,” Intralot group chief executive Chris Dimitriadis said. “We do that organically and through partnerships with innovative companies.
“We are looking forward to working with Simplebet and diversifying our portfolio further.”
Simplebet co-founder and chief executive Chris Bevilacqua added: “As we continue to partner with leading operators and suppliers across the sports betting industry, Intralot is a natural fit for us to not only showcase our product and proprietary technology this NFL season, but to also provide a best in class experience for fans, both in the US and globally.
“As first to market with a truly scalable enterprise solution for Micro-Markets, we’re looking forward to our launch with Intralot and providing fans with new ways to bet on and engage with sports.”
Simplebet was founded in 2018 by Bevilacqua, who founded CSTV Networks, which was sold to broadcaster CBS in 2006 to form its CBS Sports division alongside Joey Levy and Scott Marshall.
Levy was formerly CEO of daily fantasy sports business DraftPot, that was acquired by DraftKings in 2014, while Marshall, previously served as CSTV’s finance chief, and co-founded cross-screen retargeting specialist ActionX.
The business has raised more than $35m to date, from investors such as Philadelphia 76ers co-owner David Blitzer; Yahoo founding president and COO Jeff Mallett, and former Turner Sports president David Levy.
Its products are live with Flutter Entertainment’s FanDuel, while it also signed a deal with PointsBet last month.