Through this partnership, the betting operator will be able to use PandaScore's product offering, which offers 308 markets, over 32,000 events annually and average annual growth in turnover for operators of 33%.

The collaboration is expected to go live later this year and will give Betfred extended esports markets across its online sportsbook.

Dasha Kirilishina, PandaScore Senior Sales Manager, said: “We’re incredibly pleased to partner with Betfred to help grow their esports product.

“We can’t wait to launch our product, delivering richer experiences for players and strong, sustainable growth for Betfred’s esports vertical. At PandaScore, the real work begins after the client has signed, as we focus on the success of our partners and our customer success team works tirelessly to guarantee that.”

Craig Reid, Betfred Trading Director, said: “We’re looking forward to what this partnership will yield for our online product, particularly as we look to engage a wider audience.

“There’s a strong appetite for esports betting in the UK, so it made sense to partner with a data and odds supplier like PandaScore to give our customers more of what they love.”

International Gaming Technologies (IGT) and Betfred signed a multi-year contract in February 2022. Through this partnership, the Mohegan Sun Sportsbook inside Virgin Hotels Las Vegas, a member of Hilton's Curio Collection, will be the first sportsbook to utilise IGT's PlaySports technology.

Bryan Bennett, COO of Betfred USA Sports, said of that deal: "IGT PlaySports' remarkable reputation and influence in the US sports betting market, coupled with their ability to navigate complex regulatory environments, give Betfred supreme confidence in our choice to partner with IGT in Nevada."