The acquisition is part of a wider partnership with TG Lab, an igaming technology provider and developer, aimed at enhancing Betsson’s sports-betting offerings. This agreement gives Betsson access to TG Lab’s player account management (PAM) system, which will support its launch in the US market. TG Lab has recently introduced Strive, a specialized entity focused on North America, incorporating PAM technology, intellectual property rights, and market expertise. As part of the acquisition deal, Betsson’s sportsbook will be integrated with the Strive PAM, making it the first of its kind. Betsson CEO, Pontus Lindwall, stated that this investment is a crucial step towards Betsson’s entry into the US market and will enable them to launch their Betsafe brand in Colorado while expanding their offering to the US market. The investment also addresses the limited availability of PAMs and sportsbooks that are tailored for the multi-state regulatory environment and scalable operations in the US. It brings together two high-quality independent iGaming technologies to cater to the US market.
Source: iGB North America
