ParlayBay to provide cricket content to 96.com

Supplier ParlayBay has announced a partnership with online gambling platform 96.com. 

Through this deal, ParlayBay will provide its cricket content portfolio to 96.com and will allow the provider to grow its presence across Asia. 

Included in the portfolio is the ball-by-ball microbetting offering, while ParlayBay can geo-localise its content to provide relevant offerings to all demographics. 

Cricket is becoming one of ParlayBay’s fastest-growing sports and last month produced a growth rate of over 1,000% month-on-month.

This deal comes ahead of the new Indian Premier League season in March, which ParlayBay will support the launch of with promotional and marketing tools. 

ParlayBay Executive Chairman, Fredrik Elmqvist, said: “We’re delighted to have reached an agreement with such a prominent Asian brand. The partnership allows us to deliver our cricket content to a large audience of cricket fans, as well as the wider portfolio of sports and game formats, with our content appealing to all levels of sports bettors. 

“With the upcoming IPL season due to start, we couldn’t have partnered at a better time, with cricket fans looking for new and exciting products to boost their engagement with the sport they love.” 

96.com Commercial Director, John Kay, added: “ParlayBay is an exciting provider that delivers engaging content and experiences for its partners. We are thrilled to integrate its industry-leading cricket portfolio onto our platform. 

“The integration of ParlayBay’s content complements our own offering and supports our vision to become a global brand. With ParlayBay’s built-in marketing tools, we can deliver customised and user-friendly promotions, including free bets. We are confident our customers will enjoy engaging with these unique games and experiences.” 

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Ciaran McLoughlin

Gambling Writer

Ciarán McLoughlin is a writer for Gambling Insider (and Gaming America), based in London, UK.
With a strong background in both sports and gambling journalism, Ciarán covers a wide array of industry topics — from regulatory shifts and market developments to operator news and sector analysis — delivering timely and informed content for a professional B2B audience.
His byline has appeared across multiple respected publications, reflecting his versatility and credibility across mainstream and specialist media.

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