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FansUnite Entertainment has announced that it has entered into a definitive licensing agreement dated July 11, 2022 with prominent Welsh bookmaking services provider Lovell Brothers Limited, owners of Dragon Bet, to launch a new online sports betting platform, dragonbet.co.uk, powered by FansUnite’s Chameleon iGaming solution. The term of the agreement is three years.

Dragon Bet serves as the digital brand of John Lovell Racing, a prominent bookmaker in Welsh racing and gambling that began operations over 50 years ago and is currently active in 16 racecourses across Wales and the south of England.

As previously announced in April 2022, FansUnite will license its Chameleon white-label betting software to Dragon Bet for a new digital wagering portal that will include betting products that are customised for Welsh sports betting fans. Dragon Bet plans to grow a strong digital footprint in Wales and become the leading bookmaker within the region. And with Wales reaching the World Cup for the first time since 1958, the excitement around local sports is at an all-time high.

“We are pleased to enter into a licensing agreement with the Lovell family to build the online wagering platform for Dragon Bet. Given the growing popularity of online betting, the Lovells have created a new digital brand to deliver a tailored array of iGaming solutions, powered by our robust technology. Their rich history within the Welsh racing and betting community, coupled with their large customer network makes them a perfect fit for our Chameleon iGaming platform and we look forward to working with them,” Scott Burton, CEO of FansUnite, said.

“Our goal is to provide Welsh customers with seamless digital access to our flagship products. Throughout multiple decades, we have built a loyal customer base in Wales and we intend to deliver a comprehensive betting platform that is tailored to our customers’ preferences and engrained with our longstanding identity and culture. We are excited to see our brand launch on FansUnite’s platform,” David Lovell, Director and Co-Founder of Dragon Bet, said.