Sportsbook solutions firm Betby has signed yet another deal with a fellow B2B company, partnering with Abelson Sports.

Betby will leverage Abelson’s player statistics and prop markets data to expand and add more depth to its own coverage of football.

This will include first and anytime goalscorer datafeeds, card markets, and stats covering the world’s top football leagues and tournaments.

Simon Temple, Chief Operations Officer at Abelson Sports, commented: “BETBY is one of the few suppliers truly pushing the boundaries of sportsbook innovation, so aligning with them was an obvious move.

“They recognised the value of our player markets immediately, and we’re excited to see how they elevate them within their product ecosystem.”

Betby has been embarking on an expansion of its footprint in both traditional sports and esports over the past year, having built up a considerable presence in both.

Its H1 accounts saw the Betby Games esports division account for 14% of gross gaming revenue, having risen 153% year-over-year to become an even more important business segment.

It has been looking for ways to join the dots between its esports division, Betby Games, and its coverage of traditional sports, leveraging its partnership with chess legend and Grand Master, Magnus Carlsen to support this.

By integrating Ableson’s solutions, the firm hopes to deliver a wider range of betting markets to its B2C clients and cater more to modern user preferences.

Sergey Tsukanov, Chief Sportsbook Officer at BETBY, said: “We’re thrilled to partner with Abelson, a company widely recognised for its expertise in player data and soccer markets. Today’s fans follow players as closely as they follow teams, they understand the game at an individual level.

“By integrating Abelson’s player props, we’re enabling our partners to tap into that engagement and offer markets that reflect how users actually watch and enjoy soccer. It’s a crucial step in making the sportsbook experience more personal, interactive, and aligned with modern betting behaviour.”