FansUnite has entered into an Memorandum of Understanding (MoU) with Dragon Bet to supply its Chameleon iGaming platform to the Lovell Brothers Limited-owned Welsh sportsbook.

The MoU covers a long-term licensing agreement that will enable Dragon Bet to utilise the Canadian sportstech group’s white-label software, which is due for launch in the UK later this year.

FansUnite has been pursuing a strategy of expansion in the UK over the past two years, having acquired Scottish operator McBookie in 2020 and securing B2B technology and B2C betting and gaming licences from the UK Gambling Commission (UKGC) in 2021.

“We are pleased to announce this agreement with Dragon Bet and the Lovell family who have a rich betting history in Wales,” said Scott Burton, CEO of FansUnite.

“As we continue to grow our reputation globally as a tier one gambling technology supplier, we are attracting top operators away from competing platforms. This recognition has allowed us to partner with Dragon Bet where we will assist them with their plans to become the top Welsh bookmaker.”

Recognising the UK and its home nations as a well-established and profitable betting market, FansUnite expects strong returns from its operations in the country, pointing to how the British sector is predicted to generate £12.5 billion this year. 

Internationally, the group maintains a wider European presence via B2B and B2C licences in Malta and is listed on the Canadian Securities Exchange (CSE), whilst its UK focus has seen the firm work to bolster its brand visibility in the country via a previous partnership with Leicester City FC.

For Dragon Bet, meanwhile, the partnership poses an opportunity to build on its own expansion plans, as it seeks to become the preeminent sportsbook provider to Welsh consumers. 

The operator functions as the digital and online brand of Lovel Brothers Limited, built on the foundations of the family’s heritage John Lovel Racing on-course bookmaking business, which was the first in the UK to computerise its racecourse offering. 

“Dragon Bet is the digital rebranding of John Lovell Racing, a prominent Welsh bookmaker and we are excited to launch our new online wagering platform with FansUnite,” remarked David Lovell, DragonBet Director and Co-Founder.

“After months of research and interviews with gaming providers, we felt most excited and comfortable with the product and features that the Chameleon platform provides us to grow our business. 

“John Lovell Racing has built a deep connection with the local betting community in Wales and we plan to continue its legacy by growing our digital footprint where we can tailor our betting offerings to the needs of the modern bettor and maintain a strong sense of national pride and Welsh culture through Dragon Bet.”