Sportsbook technology firm DATA.BET has integrated tennis into its ordering for global betting and gaming operators.

The addition of tennis forms part of a DATA.BET’s wider product development strategy, with the firm aiming to maintain player engagement and deliver a more consistent betting experience to its operator partners.

Tennis will play a ‘central role’ in DATA.BET’s plans to expand across different sports disciplines, the firm says. Based in Cyprus, DATA.BET has traditionally focused on esports but has been expanding into other verticals.

“Tennis is among the top five most popular sports for our clients, which makes expanding coverage in this discipline a clear priority for DATA.BET,” said Otto Bonning, Head of Sales at DATA.BET. 

“By expanding our tennis coverage, we provide operators with deeper, year-round tennis coverage.”

DATA.BET’s tennis integration has been enabled via a partnership with Infront, an official sports data and content provider. DATA.BET has stressed that it strives to ensure its data comes from the most trusted sources possible.

Diogo Almeida, Head of Sales at Infront Bettor, said: “Our collaboration with DATA.BET is part of our strategy to make sure that the whole betting market has access to official data, reaching as many sportsbooks as possible and making sure that their customers have a great offer in front of them, whilst also being protected by the usage of live fast-path official data from the umpire`s chair.”

The development comes just a week after DATA.BET made its entry into predictions via the launch of a new platform, having taken note of the various betting companies (Flutter Entertainment‘s FanDuel and Betfair, DraftKings, and Fanatics, for example) to have joined the rapidly growing craze.

As mentioned above, DATA.BET has been heavily invested in expanding into traditional sports verticals over the past year. The firm’s knowledge of the fast-paced esports landscape, as well as its use of AI, is a key source of confidence.

“The amount of markets we can offer is almost unlimited,” Thomas Donson, the firm’s Head of Trading, told SBC News at ICE earlier this year. “If a customer wants a specific bet, we can create it because the data exists. It’s not a generic product anymore. To retain players, you have to offer what they want.”