US gaming tech firm Scientific Games has extended its ongoing sports betting collaboration with Betfred after the latter rolled-out its digital and retail solutions in the state of Colorado.
After the company selected Scientific Games to provide OpenSports in Pennsylvania earlier this year, the two have subsequently enhanced their collaboration to include digital and retail sportsbook services at the Saratoga Casino Black Hawk in Colorado.
This follows Betfred USA Sports recently confirming that it will open the doors to its new sportsbook at the entity. The sportsbook will be the second US property for the Manchester-based bookmaker, strengthening the operator’s presence across the market.
Keith O’Loughlin, SVP of sportsbook and digital for Scientific Games, explained: “Betfred are a well-respected and successful UK operator and we are excited to partner with them as they build their expansion plans in the US.
“Hot on the heels of our Pennsylvania announcement with Betfred, this is another huge vote of confidence in our OpenSports platform. We are committed to set our customers up for long term success in regulated markets, and we’re excited to showcase our product and service capabilities in two US states with Betfred.”
Betfred has now launched OpenSports’ full retail solutions including self-service betting terminals at Saratoga Casino Black Hawk, with the company’s digital services expected to follow in time for the 2020-2021 NFL season. In addition, Scientific Games will supply Betfred’s operations in Colorado with OpenPlatform, its player account management platform.
Earlier this week, Betfred also announced the signing of a multi-year sponsorship agreement to become an official partner of the Denver Broncos.
Through the sponsorship, Betfred hopes to deliver an unparalleled game day experience outside the Empower Field at Mile High with a sports betting lounge – which will offer fans the chance to take part in pre-game events as well as interact with the Betfred team to learn about the Betfred digital app and view live odds.
Mark Stebbings, Betfred Group COO, added: “OpenSports remains a core component of our US sports betting strategy. As we extend our presence across the US, the team at Scientific Games plays an important role in helping us to deliver match-winning experiences for players through its reliable and flexible technology. We look forward to working with Scientific Games to bring exciting sports betting experiences to players in Colorado.”
