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.”