Including BtoBet sportsbook

Aspire Global to power UK's BoyleSports entry into new Dutch market

2022-01-25
Netherlands
Reading time 2:44 min

B2B provider of iGaming solutions Aspire Global has struck an agreement to provide its full turnkey platform solution, including managed services, to Irish and UK online operator BoyleSports for its planned entry in the Netherlands, the company announced on Tuesday.

The agreement is described by Aspire as a “key platform and managed services with a tier 1 operator.” BoyleSports is Ireland’s largest independent retail bookmaker, with over 350 retail branches throughout Ireland and the UK.

Under the newly-announced partnership, Aspire is set to provide BoyleSports full proprietary offering comprising the platform (PAM), casino games and sports betting through its BtoBet sportsbook. The agreement also includes Aspire Global’s full, localized managed-services offering with the CRM system AspireEngage.

Aspire is set to support BoyleSports with all Dutch-speaking customer support and fully-managed localized CRM promotions to its players, a press release states. The company will provide “all relevant tools” for the compliant onboarding of Dutch players, as well as integrated solutions with all main payment providers.

Bookmaker BoyleSports has plans in place to operate in the Dutch market through its own license, Aspire Global explains. The operator is today licensed in the UK, Ireland and Gibraltar, and plans to submit its Dutch license application “shortly.”

“While planning for our entry into the regulated Dutch market, we were in search of a partner who could provide us with a future-proof, high-quality, turnkey solution,” said Mark Kemp, BoyleSports CEO. “We have in Aspire Global found the perfect partner.”

According to Kemp, Aspire will support BoyleSports with “leading technology, exciting games and all the localized player support” the bookmaker needs. This is expected to enable the sportsbook “to focus on the player experience” and branding of the new business in the Netherlands.

“The partnership with BoyleSports is a significant confirmation of the strengths of Aspire Global’s complete iGaming offering,” said Tsachi Maimon, CEO of Aspire Global. “We are very excited about this opportunity to support BoyleSports – one of the industry’s most established brands – when planning to enter the newly regulated Dutch market.”

Last week, Aspire Global announced it obtained a betting license in Denmark. The awarding of the permit, by the Danish Gambling Authority (DGA), enables the business to continue its expansion plans.

Aspire Global’s subsidiary BtoBet’s platform has now been certified according to the requirements laid out by the DGA. The company is now ready to offer betting to Danish players, in addition to its current casino offering, through BtoBet’s sportsbook.

Earlier this month, iLottery solutions provider NeoGames announced that it had commenced a public offer to the shareholders of Aspire to acquire 100% of the outstanding shares of Aspire. NeoGames’ offer is for a total purchase price of approximately $480 million.

Aspire Global shareholders, who in the aggregate own 67.0% of Aspire Global’s outstanding shares, have irrevocably elected to accept the offer and will elect to receive up to 100% of the 7.6 million offered NeoGames shares. A committee of independent Aspire Global directors has unanimously recommended to Aspire shareholders to accept the offer.

The strategic transaction is set to combine the two companies to create a leading global provider in interactive content, proprietary technology and operations across all elements of iLottery, online sports betting and iGaming verticals, according to Moti Malul, Chief Executive of NeoGames.

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