Playmaker Capital has announced a strategic partnership with MetaBet, which aims to enhance affiliate revenue-generating capabilities and improve user experience through the contextual integration of sports betting information.   

MetaBet’s monetisation tools, which include affiliate tracking URLs and link outs to sportsbook event pages, will integrate into Playmaker’s sports content in the hope of increasing revenue generation through user connections to sports betting markets.  

MetaBet Co-Founder Benn Gurton has said: “Our contextual product integrations will provide Playmaker with a set of engagement and monetization tools to drive the highest interaction from its audiences, collect meaningful data, and convert in a financially efficient manner.  

"We’re thrilled to work closely with the Playmaker team and provide [audiences] with engaging, relevant betting content tools to make informed decisions.”  

The partnership will employ a hybrid of affiliate and direct advertising to increase Playmaker’s revenue generation with sports betting operators.   

Playmaker is a digital sports media group in Latin America and has over 85 million users across both North and South America. With a portfolio of sports media brands which includes Yardbarker, The Nation Network and Futbol Sites, Playmaker hopes that integrating MetaBet’s contextual sports betting information will allow it to enhance online engagement, and ramp up conversion at scale.  

Playmaker CEO Jordan Gnat said: “With MetaBet, we continue to execute against our strategy of becoming an affiliate leader in the sports betting and gaming industry. By implementing contextual tools that enable users to access sports betting markets more seamlessly, MetaBet is providing Playmaker with solutions that improve our capability to deliver our ecosystem of highly engaged sports fans to sports betting operators globally.”