Betegy has strengthened its position in central Europe by entering into an agreement with German sports betting operator Tipico, launching its full-service marketing service across the company’s retail suite.

Under the terms of the deal, the sports data and automated content provider will deliver its services in Tipico retail outlets in Germany and Austria, focusing on content generation.

Tipico will be able to use a platform constructed by Betegy to generate and adjust visual content to strengthen engagement with customers. This will include delivery at German and Austrian self-service betting terminals, display screens among other retail centred ‘marketing points’ and customer ‘contact points’ throughout the two countries. 

Alex Komilov, Betegy CEO, said: “Tipico is a huge operator in Germany, and we’re thrilled to sign this agreement that will see us provide our leading marketing solution across its entire German and Austrian estates.

“It is a hugely exciting project as we look to bring tangible value to bettors in every corner of the country, as well as further strengthening our ties with our long-standing partner – we can’t wait to start showing just how much is possible.”

All displays will be controlled via a singular Betegy-constructed platform, which allows Tipico to instantly generate and adjust all visual content and therefore engage players more than ever before.

The deal builds on a ‘series of partnerships’ between Betegy and Tipico in recent years – including a social media content generation agreement inked in 2019 – as the latter company works to strengthen its marketing operations across its German and Austrian betting shops, of which it operates over 1,200.

Tipico’s interest in enhancing its retail offering saw it throw its hat into the ring to acquire William Hill’s UK and European assets, put up for sale by the former FTSE250 firm’s new owner Caesars Entertainment. 

888 Holdings was ultimately successful in beating out its competitors in the contest to secure William Hill’s international non-US divisions, but the possibility of a retail sell-off remains.

“Betegy’s impressive products have allowed us to increase the speed and scope of our retail marketing efforts,” added Tipico Head of Acquisition Marketing Kajetan Strini-Brown.

“Having this throughout every retail betting point in Germany and Austria is an amazing improvement in our retail customer experience, and we’re excited to see the results.”

For Betegy, the agreement represents an enhancement of its European-focused operations, following on from an expansion of its Russia-facing partnership with Parimatch Tech ahead of the UEFA 2020 European Championship.

Speaking to SBC News earlier this year, Alex Komilov explained his belief in the importance of a multichannel approach to content generation to maintain and strengthen engagement between both sports fans and bettors during major events.

“At the end of the day, if people want to bet then they will – whether that’s in shops, online and or via mobile – and I hope that the production team behind Euro 2020 do a great job to generate excitement and get people entertained,” he explained.