Betby has become the latest firm to enter into an agreement with Groove, which will see it leverage the aggregator and platform’s services across igaming verticals.

By integrating Groove’s products, Betby aims to bolster the range of betting options available per event, and enable an ‘expanded market offering’ for its operator clients to provide to their customers.

Betby’s 2021 strategy has seen it launch the Betby.Games series and focus on delivering ‘extra functionality’ across its core business metrics and fully managed sportsbook solution, notably enlisting Digital Sports Tech (DST) in August to enhance its player prop markets and initiating an overhaul of its B2B esports operations with Oddin.gg in December.

The company has also detailed plans to the introduction of extra data feed integrations, further front-end layouts and ‘various other specific functionalities’.

Leonid Pertsovskiy, Betby CEO, said: “To extend our international reach by the end of 2022 we need partners like Groove, who have an established international network and presence. 

“Our goal in the sports betting industry is constant innovation and the flexibility to respond to operator needs, so having access to a cluster of over 70 operators with Groove takes us a step closer towards our goal.”

For Groove, the company has outlined an ambition to bring ‘more innovative content’ to the international market via its partnership with Betby, having so far secured content provision agreements with 70 betting and gaming companies. 

The provider’s offering includes a suite of casino games and aggregated content from slots, online and live casino, poker and table games, developed and supplied with the goal of driving player engagement and revenue.

Yahale Meltzer, COO at Groove, added: “We’re excited to be able to provide our operator cluster with this new sports betting technology developed by Betby, which will further help to enhance our relationships. 

“The team at Groove take great pride in delivering the best service possible, so tying up with Betby will give us greater service scope than ever before on the sports betting front.”