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Meridianbet, one of the leading sports betting and gaming operators, as well as a subsidiary of the Golden Matrix Group, announced the signing of a distribution agreement with BETER, the acclaimed fast-betting content, data, and odds provider, which represents a key move in Meridianbet’s strategy of expanding its offer with high-frequency esports and sports tournaments. The move also aims to penetrate regulated markets in Europe, Africa, and South America.
With this partnership, Meridianbet will offer BETER’s ESportsBattle prop events and Setka Cup table tennis on its sportsbook offerings. The content will be launched on Meridianbet in 18 regulated markets where Meridianbet currently operates its online and physical sportsbook offerings, including, but not limited to, Serbia, Bosnia & Herzegovina, Montenegro, Peru, and more.
Fast Betting as a Growth Engine
Fast betting has emerged as one of the fastest-growing categories in sports betting. This is because it is characterized by events that last no more than 15 minutes, and it provides more frequent betting events and shorter play sessions compared to pre-match bets.
Through the integration with BETER’s fast betting product portfolio, Meridianbet has been able to go beyond traditional sports betting markets to meet new demands from players. Modern players, especially younger ones, tend to be drawn to fast and continuous action rather than traditional matches with longer duration. This has led fast betting content to take center stage in engaging and retaining players in sports betting sites.
BETER’s Content Portfolio and Scale
BETER provides a full-rounded fast-betting product that includes 24/7 live streaming and access to real-time data and odds for about 700,000 dynamic events on an annual basis. There are up to 50 betting options for each event with average margins of 7.5% or higher.
The esports offerings and other sports offerings within the provider’s portfolio include eFootball, eBasketball, eHockey, and eTennis esports competitions, as well as the short-form sports events comprising the Setka Cup table tennis tournaments, the BSKT Cup basketball tournaments, the GTR Cup tennis events, padel championships, and cricket offerings. This variety enables the operator to offer continuous action to its players throughout the year, including when the traditional sports are not in season.
Omnichannel Integration Across Three Continents
An integral part of this partnership is its omnichannel nature. BETER’s tournaments would be accessible through all of Meridianbet’s retail outlets, as well as its desktop and mobile apps. This would ensure consistency in service delivery regardless of which platform is used. This would enable Meridianbet to benefit from its content library regardless of the number of touchpoints it offers its clients.
The uniqueness of BETER’s tournament offering is indeed an edge for the company as well because, unlike regular data feeds where the data is supplied from an outside source, BETER is in complete control of event creation, live streaming, and data distribution end-to-end. Thus, they have some exclusive content for themselves, and this sets MeridianBet apart in highly competitive markets, as they have sports data unlike anyone else in the markets they operate in.
Global Reach and Long-Term Positioning
With operations in 18 countries spread out across the European continent, the continent of Africa, and South America, Meridianbet will leverage the collaborations for the greatest benefit to the business. Established European markets like Serbia, Bosnia and Herzegovina, and Montenegro operate alongside the new Latin American territories like Peru.
By adopting BETER’s content on a large scale and not only focusing on specific regions, Meridianbet is also able to create a competitive advantage across its global presence. This also complements the overall strategy of Golden Matrix Group, which is steadily increasing the reach of Meridianbet while focusing on technology-driven differentiation, regulatory compliance, and sustainability.
Companies Background
Established in 2001, the Meridianbet Group is an internationally recognized sports betting and online gaming operator with licenses in 18 countries worldwide. Its business strategy is based on proprietary technology, scalable platforms, and an omnichannel betting concept.
Golden Matrix Group is a Las Vegas-based global company, operating both in the B2B gaming and B2C gaming sectors. Its business includes platform development, gaming studios, and consumer-facing brands such as RKings, Mexplay, and Meridianbet. The alliance with BETER further emphasizes their commitment to innovation and content-centric growth in regulated betting markets around the world.
Source: GMB
