DAZN Group Enter the Sports Betting Market

The microphone of broadcaster DAZN during an interview. (Photo by Ina FASSBENDER / AFP)

Formerly known as Perform Group, DAZN Group Limited is a sports entertainment business most known for its broadcasting venture in the boxing stratosphere. However, last week, DAZN announced their plans to enter the sports betting market.

In coalition with Pragmatic Group, DAZN is planning to cultivate and deliver a product that will challenge the current landscape of sports betting that they believe is limited and out-of-touch with sports fans.

Labeled DAZN Bet, the well-established sports company based in the UK, will operate its new brand from Gibraltar under Pragmatic Group’s guidance, known as a leading pioneer for technology advancements in the gaming industry.

A multi-year contract has been signed between the two companies who’ll work towards pushing DAZN Bet as a significant player in a highly competitive sports betting industry.

In paying attention to their DAZN customer base, the company has listened to the needs of consumers. It will focus on in-play better by creating an exciting, simple, and unified experience for casual bettors to enjoy parallel to DAZN’s live streaming events.

“The convergence of sports media and betting is the future. This historic partnership brings together the leading sports media company and a technology partner who is committed to developing innovative experiences for fans,” said Shay Segev, the CEO of DAZN Group. “It underscores DAZN’s commitment to revitalizing the sports viewing experience by offering a broader spectrum of digital entertainment for fans.”

“It’s an honor for us to partner with DAZN.” Commented Ashley Lang, CEO of Pragmatic Solutions. “We know that fans want more integrated, immersive, and interactive experiences, and through our exclusive partnership with DAZN, we can deliver this.”

Employing Experience to Disrupt Sportsbook Markets

DAZN has already announced a handful of their early-market moves in the sports betting world, and the employment of Mark Kemp as Chief Executive of DAZN Bet is a crucial play.

Having decades of experience working for some of the most prominent betting companies globally, such as Ladbrokes and Coral, Kemp is the idealistic hire to assist DAZN in developing a respectable product.

“I am delighted to be joining DAZN Bet to launch such a new and exciting international brand. With the strength and expertise of DAZN in sports media, we will deliver something recreational and relevant to today’s audience.” Kemp said.

“I am looking forward to working with the new team and DAZN to build an engaging and responsible new entertainment proposition for sports fans worldwide.”

The launch of DAZN Bet isn’t a surprise as the company has been public about their plans since 2021.

They’ve hired multiple sportsbook execs to reinforce a solid strategy, and with such a vast subscriber base, they possess great potential to launch a globally dominant sportsbook.