CMS platform provider Sportal365 has extended its collaboration with efbet, the largest sportsbook and casino operator in Bulgaria, to reach a broader variety of sports viewers and improve player conversion through editorial content.
Efbet CEO and founder Tzvetomir Naydenov, already deployed in Bulgaria, announced that it plans to use the Sportal365 platform as a lead generation tool in markets where more stringent direct advertising legislation is in effect.
Naydenov added: “The online betting industry may be incredibly fast-paced in terms of technology, but at its core the main products still remain commoditised in the eyes of the customers. For us at efbet, editorial content is an extremely valuable differentiator. It gives us the ability to leverage our sponsorships, showcase our in-depth sports expertise, and ultimately build our brand.
“Besides cutting-edge CMS technology, Sportal365 gives us a decade of publishing know-how incorporated into a single out-of-the-box product. It has already been deployed in Bulgaria here, and we are planning to use it also as a lead generation tool on markets with more restricted legislation on direct advertising.”
Stilian Shishkov, CEO and Founder of Sportal365 said: “We are glad to have earned the trust of efbet for powering their content capabilities. A very innovative and entrepreneurial driven company that never settled for anything but the best. We share the same passion for sports and fan engagement.
“Content has become a hot trend for many bookmakers only recently. But when it comes to efbet, they were going in this direction even before we decided to partner. The focus of our project will be to boost what they were already doing well in terms of editorial features.”
News of the expanded efbet contract came just two days after Sportal365 entered into a similar agreement with Romania’s leading bookmaker Superbet.