An international agreement will see Betby supply Hero Gaming with its full solution across a number of jurisdictions, with a focus on ‘key emerging markets’.

Under the terms of the partnership, Betby will provide the firm with its full AI-powered end-to-end sportsbook solution, covering 900,000 live events a year, as well as its Betby Games suite of esports titles.

Brazil, India and Japan are some of the key emerging markets highlighted by the sportsbook supplier as being targeted by the partnership, where Hero Gaming’s Simple Casino and Boom Casino will leverage Betby’s products. 

Sam Brown, Hero Gaming Chief Commercial Officer, said: “Continuing our impressive growth trajectory is a crucial goal for us in the year ahead, and expanding into sportsbook is one way that we can achieve this.

“The inclusion of Betby esports and virtual titles adds an entirely new dynamic to our portfolio, and we can’t wait to see how our customers react to these products.”

The agreement follows on from several major deals signed by Betby in 2021, as the company looks to further strengthen its strategy and international scope for the next 12 months. 

Notably, the firm entered into an agreement with Groove Gaming towards the end of last year, to leverage the aggregator and platform’s services across igaming verticals in line with its own 2022 strategic goals.

Meanwhile, Betby has also pursued an overhaul of its aforementioned esports betting operations by enlisting Oddin.gg, with the latter company functioning as the lead esports wagering solutions and data API provider for its global customer base.

Commenting on the Hero Gaming deal, Chris Nikolopoulos, Chief Commercial Officer at Betby, remarked: “We’re delighted to enter this agreement with Hero Gaming, one of the industry’s most exciting operators whose passion for creating great betting experiences is clear to see, and we look forward to rolling out our full solution with them.”