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US – Huddle agrees technology partnership with Sporting Group

By - 22 November 2021

Huddle, the next generation iGaming technology provider, has signed terms to become an ongoing technology partner with the Sporting Group, one of the world’s leading betting and gaming operators, as it expands its B2B offerings in North America.

The partnership will see the disruptive AI and data-driven business work on a series of projects to further automate and drive more efficiencies and revenues across some of the Sporting Group’s main betting products and markets, with an emphasis on the US and Canada.

Huddle and its growing team of software engineering experts will focus on several of the Sporting Group’s US sports products and services as the operator expands its global reach into regulated and newly regulated states and provinces in 2022 and beyond.

Huddle represents one of the most forward-thinking and progressive companies in the rapidly changing betting and gaming industry, building advanced, proprietary technology solutions designed to unlock the true potential of data and create a wide range of automated products for iGaming operators.

Launched in late 2020, Huddle raised $3m in venture capital seed funding. The business is building a series of automated products leveraging a microservices model – developing and deploying components, the first of which are trading, odds feeds and risk technology.

Huddle’s software is powered by proprietary algorithms and based on reactive architecture to help operators to reduce their operational cost across multiple jurisdictions, manage and optimise risk and thereby increase the profitability of their operations.

Sporting Group, part of Groupe FDJ, is one of the world’s leading names in sports betting technology and trading, with two principal divisions – a B2C operation, the pre-eminent sports spread betting company, and a rapidly growing B2B operation which supplies real-time pricing and sports trading capabilities to sportsbooks around the globe.

Francesco Borgosano, CEO and Co-founder, Huddle, said: “This is our first major technology partnership, with many to come in the weeks and months ahead. We’re thrilled to be working with such an incredible brand that has led the way in the betting industry for so many years and continues to grow and expand under Andy’s leadership.

“North America is a huge focus for the sector, with more states and provinces coming online every month. We have some of the brightest minds in advanced AI and data-driven technology combined with many years’ experience within some of the biggest betting brands and suppliers. Together, we are developing intelligence-based automated products that we believe will unlock the true potential for both brands and providers and we can’t wait to get under way with the Sporting Group.”

Andy Wright, CEO, Sporting Group, said: “The Huddle team are some of the sharpest and most progressive brains in betting technology and we’re delighted to be working in partnership with them as we continue to expand our sophisticated Trading and Risk Management services into the global sports betting market.

“I’m confident they will add significant value to us, as Sporting Solutions continues to move into new territories focussing on new products and innovation. I look forward to seeing some great things happen next year.”

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