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The Unit, the leader in nearshore product development and marketing for sports betting and igaming, has announced its latest digital-marketing partnership with U.S. affiliate brand ParlayMax.

The agreement sees The Unit provide strategy for key marketing processes, like SEO, Paid Media Management, in addition to offering its development expertise around overall user experience.

ParlayMax currently operates in 10 U.S. states, where its easy-to-use Calculator and Parlay Builder tools enhance the sports betting experience for its growing userbase.

Bringing its experience of building world-class, scalable and efficient products for the betting, igaming and sports industries, The Unit has already established an emerging footprint in North American markets, via similar ongoing collaborations with operators such as NorthStar Gaming and BetRegal.

Paddy Casey, Co-Founder at The Unit, said: “We are delighted to expand our growing influence and portfolio in North America by working with a well-established and highly trusted affiliate in ParlayMax.


“Software development is a core part of our business and our industry-leading marketing team will enhance ParlayMax’s visibility and positioning via SEO, PPC, social media, UX, and UI optimization.”Jimmy Zalcman, Founder at ParlayMax, said: “It’s our mission to bring our customers the best tools possible to make smarter and more informed betting decisions. The enhancements that The Unit will provide will ensure our cutting-edge platform delivers the best possible experience.” Zaire Williams, Manager at ParlayMax, said: “The Unit’s reputation within the igaming space precedes itself, so we’re delighted to partner with their marketing team as we seek to elevate existing techniques in fan engagement through sports betting.

“We’re looking forward to seeing The Unit spotlight our strengths and unique selling points, including our highly innovative Parlay Calculator, which helps users determine the best payouts across all sports betting operators.”

With offices in Ireland, Ukraine and Moldova, The Unit has fostered a reputation as a world-class service provider for the sports betting and igaming sector over the past six years. The team has solidified its strong track record of building world-class, scalable and efficient products in North American markets with recent partners including Canada’s BetRegal, New Jersey’s PlayStar and Ohio Valley Wrestling.

With a broad range of existing international clients, The Unit is pitching its best-in-class product development capabilities across the globe, while helping its partners build betting platforms, develop marketing strategy and integrate marketing technology to achieve optimal performance.



CFL and Genius Sports: Delivering the Next Generation of Interactive Fan Experiences




The Canadian Football League (CFL) and Genius Sports have launched the initial phase of their new strategy to build rich, meaningful connections with CFL fans.

In December 2021, the CFL signed a transformative official data, marketing, and fan engagement partnership with Genius Sports to revolutionize the league’s entire digital offering. Now, this vision is starting to come to life, with the launch of the new CFL GameZone and an interactive CFL Preseason Futures game, presented by BetRegal.

The new CFL GameZone will be the central hub for fans to engage with exclusive CFL products and contests. CFL GameZone will be the official home of all free-to-play games including CFL Fantasy, the new CFL Preseason Futures predictor, CFL Pick ‘Em, and other games.

The CFL Preseason Futures game will allow CFL fans, for the first time, to test their knowledge by predicting multiple season-long outcomes. Available for play in both English and French until June 19, the game will test fans on everything from the number of regular season wins the Toronto Argonauts will chalk up to the number of touchdown passes Bo Levi Mitchell will throw.


These initial product launches are just the start of the new era of CFL fan engagement. Throughout different stages of the 2022 season, Genius and the CFL will also launch a new Polling tool, the official Trivia challenge, an All-Star voting mechanism as well as new games to enhance the regular season, CFL Playoffs, and the 109th Grey Cup.

Dynamic betting widgets, including live scores, odds, and offers will also help activate the CFL’s BetRegal partnership, while Genius’ data-driven ticketing service will run highly personalized campaigns for CFL teams.

“It’s exciting to see our new partnership coming to life with the creation and launch of new products that will engage and energize fans. This is just the beginning. By tailoring offerings to individual tastes, interests and passions, we can serve CFL fans better than ever before, and attract a new wave of fans to the CFL,” Tyler Mazereeuw, Chief Revenue and Marketing Officer for the CFL, said.

“In December 2021, when the CFL and Genius Sports first announced our partnership, we shared our commitment to revolutionize the entire CFL digital infrastructure through a range of highly innovative, immersive and personalized fan products. As a first step in realizing this vision, we’re delighted to launch the bespoke free-to-play tools that gamify the fan experience while capturing valuable insights and unique information that help the CFL to better understand and engage their audience,” Josh Linforth, Managing Director of Media & Engagement at Genius Sports, said.

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