Betby has announced an agreement with Esports Entertainment Group in which it will support two of its partner’s betting brands.

The deal will see Betby power the SportNation and Viebet betting firms, building on previous collaborations between the two companies via EEG’s purchase of the Idefix platform. 

By powering the sportsbooks of both brands, Betby aims to ‘significantly expand its reach’ in MGA markets, whilst EEG looks to build on last year’s strong trading performance in 2022. 

Notable developments for EEG in 2021 saw the company purchase Bethard, Gameday Group’s B2C business unit, with the operator stating towards the end of the that it was “ideally positioned in igaming and esports’.

Michael Wilson, President of iGaming at Esports Entertainment Group, said: “We’re always looking to work with forward-looking, innovative companies that align with our own vision and Betby does just that.

“With an exciting product, excellent working relationship and strong track record of success, we look forward to this partnership.”

Betby recently initiated an overhaul of its esports offering, having entered into a strategic partnership with Oddin.gg to amplify the trading capacity of its B2B sportsbook platform specifically for this metric.

The company aims to offer its sports betting operator partners access to a comprehensive range of live esports markets, including CS:GO, DOTA2, FIFA, NBA2k, OverWatch and League of Legends.

Commenting on the expansion of the EEG relationship, Chris Nikolopoulos, Chief Commercial Officer at Betby, remarked: “Esports Entertainment Group is a major force in the space and we’re delighted to power two of its brands.

“We pride ourselves on creating best-in-class solutions for customers and look forward to working closely with them to bring fantastic sports betting experience to fans.”