Affiliate XLMedia and operator bet365 have partnered in a revenue-share contract with an aim to promote responsible gambling in North America.

XLMedia and bet365 have extended their commercial relationship to include a new agreement in North America. The multi-year partnership aims to expand the two further into North America while also advocating for responsible gambling.

The agreement aims to educate players with the knowledge and tools necessary, via collaborative content, to gamble responsibly with bet365.

The agreement will aim to combine customer acquisition with longer-term retention to deepen the commitment both XLMedia and bet365 have made to North American expansion. 

Kevin Duffey, President of XLMedia North America, spoke on the new contract: “We are thrilled to sign a deal with bet365 that moves our business towards the strategic direction and extends our relationship with one of the most prominent Sports Betting operators.

"This hybrid agreement marks the start of XLMedia building a new, sustainable revenue stream in North America.”  

A bet365 spokesperson said: “As we grow bet365’s presence in North America, we are delighted to extend our commercial partnership with XLMedia. XLMedia’s proven ability to activate audiences in key markets is incredibly important as we continue to expand across the US. 

“From sign-up to first bet and beyond, our commitment to providing customers with the best user experience will only be enhanced through this relationship.”

Earlier today, Pragmatic Play partnered with bet365 in Ontario.