Betfred signs InfoMedia partnership
Deal will see bookmaker's products integrated into InfoMedia's sporting content " online MD described deal as a "very exciting evolution" for the operator.
Betfred has announced a partnership with InfoMedia, which will see the Gibraltar-licensed bookmaker supply the mobile media agency with a full portfolio of integrated gaming services.
The deal will see Betfred insert its odds into all of InfoMedia coverage of major sporting events, as well as supplying mobile sports book, bingo and casino products for the iOS, Android, Blackberry and Windows platforms, with exclusive competitions and promotions available to punters. It will also see Betfred promoted through InfoMedia’s 247 Sport portal with banner ads and live odds.
Betfred.com’s managing director Chris Sheffield commented that the deal was “ground-breaking” for the mobile industry and a “very exciting evolution for the operator”, which provides access to a wide number of UK customers through its distribution deals with Orange and T-Mobile: “More customers will be able to access and enjoy our betting platform.
“We pride ourselves on giving the best value and unique bonuses which will now be available to the millions of customers available via InfoMedia’s approved operator channels such as Orange and T-Mobile,” he said.
InfoMedia CEO Michael Tomlins said that the decision to integrate betting odds into its current offering made “solid commercial sense,” explaining that his company would manage the relationship: “We will handle not only the customer-facing issues such as SMS communication and inserting the odds for given sports event or news story, but also the back end customer relationship management.”
“This is typical of the kind of proactive, fully integrated deal we are now brokering, adding tangible, incremental value to carriers, media companies and value added service providers alike. We have a strong track record in delivering the technical integrations these services require, and a reputation with leading sports and editorial content brands and the mobile networks,” Tomlins explained.
The deal comes after Betfred launched its first mobile betting app in February 2012, followed by the launch of a mobile lottery product in March this year.