Sports betting fans can expect a new product on the market in time for the next football season, as Dazn Group and Pragmatic Group have partnered to develop Dazn Bet. 

The new sports betting service, which includes the involvement of Pragmatic’s subsidiaries, Pragmatic Solutions and Pragmatic Play, will be developed and launched as part of a multi-year agreement with Dazn. 

A new company will be formed in Gibraltar to manage the brand, which is expected to be rolled out in multiple territories worldwide.  

A ‘soft launch’ of Dazn Bet is anticipated to coincide with the start of the next UK football season, which is scheduled for early August. 

Dazn Group CEO Shay Segev commented: “The convergence of sports media and betting is the future. This historic partnership brings together the leading sports media company and a technology partner which is committed to developing innovative experiences for fans.  

“It underscores Dazn’s commitment to revitalise the sports viewing experience by offering a broader spectrum of digital entertainment for fans.” 

Pragmatic Group will supply the underlying sports betting platform and will be responsible for the ongoing product development, while Dazn will licence its customer base and branding assets to the new company. 

Pragmatic Solutions CEO Ashley Lang said: “It's an honour for us to partner with Dazn. We know fans want more integrated, immersive, and interactive experiences, and through our exclusive partnership with Dazn, we can deliver this" 

While details of the service itself are still to be announced, it’s anticipated customers will be able to place wagers on their favourite sports while watching the events themselves, all through the same app ecosystem. 

Since its European launch in 2016, Dazn has amassed the streaming rights for several hundred sporting competitions across the world. 

The company appointed a new CEO, Shay Segev, in January 2022.