Pragmatic Play Sportsbook launches in UK through DAZN Bet

Pragmatic Play has launched its sportsbook product in the UK for the first time, partnering with DAZN Bet to bring the offering to British customers.

The move follows earlier rollouts of Pragmatic Play Sportsbook in Spain last November and in Germany earlier this year, both also delivered through DAZN Bet, reflecting an expanding partnership between the two firms.

DAZN Bet UK integrated the sportsbook using the Player Account Management platform supplied by Pragmatic Solutions, which the companies said enabled a smooth technical rollout.

Product features

Through the new agreement, DAZN Bet UK customers gain access to pre-match and in-play betting data, player props and bet builders. The launch also coincides with the addition of a newly developed horse racing product to the Pragmatic Play Sportsbook offering.

The UK launch adds to Pragmatic Play’s presence as a multi-channel supplier across regulated betting and gaming markets worldwide, and represents a further step in the company’s sportsbook expansion strategy.

Executive comment

Gareth Crook, SVP of Sports at Pragmatic Play, said entering the UK market with a competitive sportsbook product had long been a goal for the company, noting it came shortly after the firm’s horse racing launch. He described the UK as one of the most competitive and mature sports betting markets globally, and said extending the DAZN Bet partnership into new territories with new products supported both companies’ growth plans, adding that early indicators from the UK launch had been positive.

Daniel Berthold, Managing Director for Germany, Austria, UK and New Markets at DAZN Bet, called the UK sportsbook launch a major milestone for the operator, saying it built on the foundations already established in Spain and Germany. He said the launch supported DAZN Bet’s ambitions for growth in a highly competitive market while delivering what he described as an innovative and engaging betting experience for UK customers.