The agreement sees Cipher STG’s predictive analytics tools and content integrated into Advance Local’s PennLive.com, LehighValleyLive.com and GulfLive.com platforms. Such tools and content will provide users with information to help them make more informed sports betting decisions.

“We are really grateful for the opportunity to partner with several of Advance Local’s leading websites,” said Cipher Sports Technology Group CEO Adam Fiske. “There's no doubt Advance Local is one of North America's most trusted publishers, so for them to engage us at this stage of our journey is a huge shot in the arm for our business.

“Our flagship brand, Dimers.com, has been operating across the United States, including Pennsylvania, for a number of years now, so the opportunity to get some of our sophisticated sports betting products, tools and content in front of Advance Local’s audience has already produced some great results.”

Cipher STG aims to help position Penn Live, Lehigh Valley Live, and Gulf Live as platforms of choice for sportsbooks seeking to reach an educated and broader audience of sports fans.

Advance Local VP of Sports Betting & iGaming Howard Kamen commented: “The international experience that Cipher Sports Technology Group brings to the table was very interesting to us.

“Their knowledge of the sports betting industry, and how to create new revenue streams from it, made them the ideal partner for Penn Live, Lehigh Valley Live and Gulf Live as we look to add complementary content to what are already highly respected and trusted platforms.”