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Sky Bet, the sports betting division of Sky Betting & Gaming acceded to further extend its already established and long-running partnership (since 2008), with Betgenius, the leading provider of sophisticated data-driven software to the regulated sports betting sector.

The deal will see Betgenius continuing as the primary trading provider for Sky Bet and backing up the operator with pre-match and in-play content, along with pricing, across all sports. Consequently, Sky Bet’s customers in the UK and Italy will also have access to the Betgenius ‘High Availability Cash Out’ service.

Ronnie Whelan, the Trading and Operations Director of Sky Betting & Gaming, the parent company of Sky Bet, said: “Betgenius has been a key partner of ours for over a decade. In-play betting, in particular, has been a major driver of growth for us and our high-quality live product is thanks to working with Betgenius towards our shared goal of giving customers the best possible experience.”

Matt Stephenson, the Managing Director of Betgenius, added: “We are extremely proud to agree on a long-term extension to our relationship with Sky Bet. Richard Flint and his team have created a phenomenal sports betting business and the fact that we are chosen, once again, to play such a crucial role is a testament to the quality of our technology and trading expertise.”

Source: European Gaming Media and Events