Scientific Games Corporation (SGMS) gaming software provider has forged a new sports betting alliance with the Netherlands ‘ state-owned lottery ahead of the country’s liberalised online market launch.
SGMS reported on Thursday that it had reached an agreement with the Nederlandse Loterij (NLO) to offer a solution for online sports betting for both mobile and desktop platforms. NLO currently holds a Dutch sports betting monopoly, but the firm is conscious that a whole raft of online gambling rivals are looking for a confrontation.
The liberalised market for online gambling in the Netherlands is set to begin on January 1, 2021. The Kansspelautoriteit gaming regulatory body is expected to start the licensing process next summer, after the necessary legislation was approved by the government earlier this year.
In preparation for that magical day, SGMS, which already provides NLO with its OpenPlatform account player software and a range of instant lottery items, said on Thursday that it will begin building NLO a virtual betting offering based on the SGMS OpenSports technology platform and using the trading system operated by OpenTrade.
NLO sportsbook manager Sam Deporteere said the new “seamlessly linked” online wagering app would help the lottery “gain new players and keep our existing bettors engaged.” SGMS digital sportsbook and network VP Keith O’Loughlin said sports betting is “currently positioned at the core of global growth for the lottery and gaming industry” and called OpenSports “a natural fit” for NLO.
This spring, SGMS launched its OpenSports software package, putting together its famous OpenBet wagering platform with OpenPlatform, OpenTrade (powered by the Don Best Sports SGMS offshoot), OpenEngage virtual interface and OpenAccelerate day-to-day player recruitment, retention and interaction management tool.
SGMS is having a decent year on the new signing front, having just recently unveiled digital and land-based sports betting software as part of a joint venture with a regional conglomerate partner Demirören Holding for the state-run national lottery operation in Turkey.
Since announcing decreases in both sales and earnings in the first half of 2019, SGMS is having less progress in impressing stock analysts. The business blamed the slowdown on slower than expected sales of gaming machines to commercial casino operators in North America.