Betgenius acquires in-play developer Boolabus
Back-end sports data software company buys front-end in-play developer - deal will "enhance product offering" for new and existing clients, says Betgenius CEO.
Sports data software business Betgenius has acquired in-play application developer Boolabus for an undisclosed amount, eGaming Review can reveal.
After working closely together on a number of sportsbook projects including SkyBet, ToteSport and Betfred for three years Betgenius CEO Mark Locke and Boolabus founder Brian MacSweeney struck a deal in April this year for the business to be acquired by its larger counterpart.
MacSweeney (pictured), founder and managing director of Boolabus and former Endemol Gaming creative director, has joined the Betgenius board as a director and heads up a new user experience products team.
Refusing to name the companies in question, MacSweeney told eGaming Review that the next four to six weeks would see the combined entities reveal a series of deals with leading operators. eGaming Review understands that one of the deals is thought to be to supply its Sportsbook Manager product to a leading UK operator in order to power its latest third party betting platform. This will enable the operator to automatically manage its website content from event creation through to market settlement.
Founded 11 years ago Betgenius collects and aggregates schedules, lines, odds and results data for thousands of sporting events every week across more than 50 sports in more than 90 countries. This data repository is combined with sophisticated software to provide tailored and accurate content and marketing solutions for operators such as SkyBet. It now has more than 350 employees.
Locke told eGaming Review the acquisition would significantly enhance Betgenius’s product offering and highlights the importance of user experience for bookmaker success.
“This combination enables sportsbook and lottery operators to increase revenues and manage costs by improving the efficiency intelligence, and usability of their sportsbooks,” he explained.
“We’ve done some measurability work and, with one client, seen 180% increase in turnover by using our product combined with Bollabus’s Betstream framework.
“We help bookmakers better leverage a product set we’ve given them. It gives them visibility and all points to eking out margin increase. Boolabus allows us to better present that and has shown how operators can significantly increase their turnover and margin. It gives a better presentation of data to customers,” he added.
Founded in 2008, Boolabus’s flagship Betstream framework is used on operator sites such as SkyBet and uses rich media feeds and price data from its sportsbook offering SkySports-style breaking news alerts on major events from live games. It is best known for its work in live betting application development, delivering real-time commentary, statistics and bet suggestions based on live pricing data for some of the leading sportsbooks including Totesport, Betfred and Sportingbet.
Betgenius also relaunched its website this morning.