SG Extends Collaboration With Betfred To Fire Colorado Ops

Scientific Games (SG), a US gaming tech firm, has extended its ongoing sports betting collaboration with Betfred after the latter rolled out its digital and retail solutions in Colorado.

When the company chose Scientific Games to include OpenSports in Pennsylvania earlier this year, the two subsequently expanded their partnership with the Saratoga Casino Black Hawk in Colorado to provide streaming and retail sportsbooks services.

This follows from a recent confirmation by Betfred USA Sports that it will open the doors at the entity to its new sportsbook. For the Manchester-based bookmaker, the sportsbook will be the second US property to boost the operator’s reach in the industry.

Keith O’Loughlin, SVP for Sportsbook and Scientific Games Digital explained: “Betfred are a well-respected and successful UK operator and we are excited to partner with them as they build their expansion plans in the US.

“Hot on the heels of our Pennsylvania announcement with Betfred, this is another huge vote of confidence in our OpenSports platform. We are committed to set our customers up for long term success in regulated markets, and we’re excited to showcase our product and service capabilities in two US states with Betfred.”

Betfred has now launched full retail solutions for OpenSports, including self-service betting terminals at Saratoga Casino Black Hawk, with the company’s digital services set to follow in time for the NFL season 2020-2021. Furthermore, Scientific Games will include OpenPlatform, the player account management platform, for Betfred ‘s operations in Colorado.

Betfred also announced earlier this week the signature of a multi-year sponsorship agreement to become Denver Broncos’ official partner.

Through the partnership, Betfred aims to provide an unprecedented game day experience outside Mile High’s Empower Field with a sports betting lounge – giving fans the ability to engage in pre-game activities as well as connect with the Betfred team to learn about the Betfred digital app and see live odds.

Betfred Group COO Mark Stebbings added: “OpenSports remains a core component of our US sports betting strategy. As we extend our presence across the US, the team at Scientific Games plays an important role in helping us to deliver match-winning experiences for players through its reliable and flexible technology. We look forward to working with Scientific Games to bring exciting sports betting experiences to players in Colorado.”