As a free-to-play games developer, Play Globally combines sports betting and casino content to introduce a more social aspect to gambling. It operates the LuckyFans brand, a social sweepstake game, which can take any real-life sporting event and transform it into a casino-style game.
On the flip side, USG is a gambling affiliate, which promotes its range of sporting content, articles and odds recommendations to sports betting customers.
Play Globally President and CEO Stephen Dunham commented: “The ability to work in tandem with an affiliate partner that has grown 300% MoM since its inception and whose audience is growing in both existing and emerging sports betting markets is a major step for our growth plans across the US.
“This partnership underscores the massive growth potential of LuckyFans, and free-to-play gaming in general, offers the entire sports betting and iGaming industry. It’s exciting to see a brand like The US Gambler fully appreciate the value of what sophisticated contextual fan engagement through our LuckyFans platform provides.”
The upcoming LuckyFans content has been in development since late 2020, when Play Globally partnered with Tunity to provide the technology behind it. Four editions are currently under development, including baseball, football, motor racing and horseracing.
When it launches, USG customers will be able to start a LuckyFans sweepstake through the affiliate’s website, with users having the opportunity to claim prizes and rewards.
The partnership will see USG earn affiliate revenue for every customer it passes on to Play Globally, while the latter will grow revenue through new customer acquisition.
