Igaming technology provider Huddle has signed terms to become an ongoing technology partner with betting and gaming operator Sporting Group as it expands its B2B offerings in North America.

In this partnership, AI and data-driven businesses will work on a series of projects with a focus on the US and Canada to further automate and drive efficiency and revenue in some of Sporting Group’s key betting products and markets.

Huddle and its growing team of software engineering experts will focus on several of the Sporting Group’s US sports products and services as the operator expands its global reach into regulated and newly regulated states and provinces in 2022 and beyond.

Huddle unleashes the true potential of data and builds highly proprietary technology solutions designed to create a wide range of automation products for gaming operators.

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Launched in late 2020, the firm raised $3m in venture capital seed funding. The business is building a series of automated products leveraging a microservices model – developing and deploying components, the first of which are trading, odds feeds and risk technology.

Sporting Group, part of Groupe FDJ, is one of the world’s leading names in sports betting technology and trading, with two principal divisions – a B2C operation, the pre-eminent sports spread betting company, and a rapidly growing B2B operation which supplies real-time pricing and sports trading capabilities to sportsbooks around the world.

Francesco Borgosano, CEO and co-founder of Huddle, said: We are excited to work with such a great brand that has been a leader in the betting industry for many years and continues to grow and expand under Andy’s leadership.

“North America is a major focus in this sector, with more states and states going online every month. We are familiar with advanced AI and data-driven technology and are the largest betting brands and suppliers. With some years of experience, together we are developing intelligence-based automated products that we believe unleash the true potential of both brands and providers.”

Andy Wright, CEO of Sporting Group, said: “The Huddle team are some of the sharpest and most progressive brains in betting technology and we’re delighted to be working in partnership with them as we continue to expand our sophisticated Trading and Risk Management services into the global sports betting market.

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“I’m confident they will add significant value to us, as Sporting Solutions continues to move into new territories focusing on new products and innovation. I look forward to seeing some great things happen next year.”