OpenBet has signed its first major partnership since its finalised takeover by Endeavour, renewing its deal with Denmark’s national lottery, Danske Spil.
Extending its contract with Danske Spil until 2025, OpenBet will continue to support the operator’s sportsbook brand Oddset across both its online and mobile verticals as well as its retail betting network, consisting of 2,700 terminals.
The agreement bolsters OpenBet’s portfolio of European partners, marking its first commercial development on the continent since securing the partnership of pan-continental firm Allwyn – the new rights holder of the UK’s National Lottery – in July.
Nikos Konstakis, Chief Product Officer at OpenBet, said: “We are delighted that our long-term partner, Danske Spil, has shown its commitment to our platform technology, content and services.
“Denmark is one of the most competitive regulated markets in Europe and we will continue working closely with Danske Spil, the market leading lottery and gaming operator to ensure it has all the products required to differentiate itself, as well as become the operator of choice for bettors as they seek world-class betting experiences.
“Crucially, Danske Spil’s decision to trust OpenBet for a further three years reiterates why we are the leading sportsbook provider for WLA members. We are more determined than ever to work alongside lotteries to deliver quality and robust sports betting products and services.”
Provisions of the updated deal will include development of ‘match-winning strategies’ for the Danish market as well as FIFA World Cup preparation, with OpenBet working on customer acquisition features.
The group will also utilise its ‘premium content proposition’ powered by the SportCast platform, including its BetBuilder product and pre-canned version.
Karsten Fogh Holanng, Danske Spil CEO, added: “OpenBet has been a valued partner of Danske Spil since 2013, and we remain extremely impressed by the company’s continued ambitions to elevate the sports betting experience.
“With this contract extension, we are in a stronger position to further evolve our online and retail offering, bringing the safest and most exciting products for bettors to enjoy.
“OpenBet has raised the game and we are looking forward to offering the widest range of products and markets to our loyal customer base.”