AFC extends and expands partnership with Sportradar

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ParlayBay, the provider of innovative sports betting titles, has signed an agreement to provide its leading cricket content to 96 .com.

The deal will see the provider elevate its presence across Asia, with 96 .com integrating ParlayBay’s highly popular cricket portfolio into its offering.

Within the cricket portfolio will be the industry’s first ball-by-ball micro betting offering, which is in ParlayBay’s STACK’EM bet builder format, providing an immersive user experience for both live and virtual betting.

ParlayBay can geo-localise its content to offer a relevant offering to all demographics via a single integration, with its Cricket 2.0 product proving to be a hit across the Asian market.

Since the recent launch of Cricket 2.0, ParlayBay has seen great engagement from bettors, with cricket quickly becoming its fastest-growing sport and last month producing a growth rate of over 1000% MOM.

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The agreement with 96 .com ties in with the imminent start of the new Indian Premier League season in March, with ParlayBay set to support the launch with a vast array of promotional and marketing tools.

Fredrik Elmqvist, Executive Chairman at ParlayBay, said: “We’re delighted to have reached an agreement with such a prominent Asian brand. The partnership allows us to deliver our cricket content to a large audience of cricket fans, as well as the wider portfolio of sports and game formats, with our content appealing to all levels of sports bettors.

“With the upcoming IPL season due to start, we couldn’t have partnered at a better time, with cricket fans looking for new and exciting products to boost their engagement with the sport they love.”

John Kay, Commercial Director at 96 .com, added: “ParlayBay is an exciting provider that delivers engaging content and experiences for its partners. We are thrilled to integrate its industry-leading cricket portfolio onto our platform.

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“The integration of ParlayBay’s content complements our own offering and supports our vision to become a global brand. With ParlayBay’s built-in marketing tools, we can deliver customised and user-friendly promotions, including free bets. We are confident our customers will enjoy engaging with these unique games and experiences.”

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