ESA Gaming signs distribution agreement with Betfair
The Flutter-owned sports betting exchange will now offer ESA’s gaming portfolio to players in the Italian market.
Key points:
– ESA Gaming has announced a new distribution partnership with Betfair
– This Italian-based collaboration also sees the release of ESA’s Game Aggregator System in Italy
Supplier ESA Gaming has announced a new agreement with Betfair, which will see the operator gain access to ESA’s full gaming portfolio and Game Aggregator System for distribution via its Italian platform.
As per this new arrangement, ESA’s full slot portfolio, including titles such as Chicken Bonanza and Santastic 4, will go live on the Betfair platform. Additionally, content from ESA’s third-party providers will also be integrated as part of the new deal.
Over the past 18 months, ESA Gaming has entered into a phase of expansion in the Italian market, initially entering a partnership with NetBet Italy in July 2023 – a move that was subsequently followed by an additional Italian-based collaborative effort with Microgame in September 2023.
This year also saw the supplier integrate its gaming content with Betpoint in the Italian market in June. Most recently, the company expanded its pre-existing arrangement with Betsson into the Italian market – launching its gaming portfolio on the Starcasino brand.
Good to know: Following Flutter’s Q3 2024 results, CEO Peter Jackson named Italy as a key region for expansion
Speaking on this most recent announcement, Thomas Smallwood, ESA Gaming Chief Commercial Officer, said: “Partnering with a major Flutter brand is an exciting moment for us as we further consolidate our position as a leading aggregator and supplier in Italy. With a wealth of top-performing content, it’s another milestone deal for us and we look forward to working closely together.”
For Betfair, this new partnership follows the announcement of Newcastle FC legend Alan Sherer as the company’s latest brand ambassador in May. More broadly, the brand’s parent company, Flutter, has had a busy month this November, recording its highest closing price on the New York Stock Exchange, as well as appointing a new UK & Ireland CEO in Kevin Harrington.
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