Pragmatic Play Revamps Its Cricket Betting Products
iGaming studio Pragmatic Play has announced an update to its cricket betting options on its sports betting platform.
The update, which will be available to operators using the company’s betting product, aims to further broaden exposure to the world’s second most-watched sport.
It does so by providing enhanced viewing, data and wagering solutions, designed to elevate the user experience and engagement across cricket markets.
Pragmatic Play Sports Betting
Although best known for its online slot offerings, Pragmatic Play launched its sports betting platform to the B2B market in 2022.
The company described the new product as its fifth vertical, having already launched in the slots, live casino, bingo and virtual sports markets.
In 2023, it announced its first sportsbook deal, with DAZN Bet, in the Spanish market.
Gareth Crook, Pragmatic Play’s VP of Sports, said: “Pragmatic Play’s collaboration with DAZN Bet is something we’ve been incredibly excited about since we announced our intention to power its disruptive sports betting market entry.
"We’re now seeing the fruits of our labour come to life for the first time.”
The partnership also led to the company’s platform launching in the UK in September 2024, having launched in other European markets, including Germany.
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Crook said of the expansion: “Entering the UK market with a competitive sportsbook product was an early ambition of ours and we are proud to achieve this latest milestone hot on the heels of our horse racing launch.
"The UK is arguably the most competitive and mature sports betting market of them all.
"Extending Pragmatic Play’s partnership with Dazn Bet into new territories and with new product launches strengthens our respective growth plans.
"So far, the early signs for our UK launch are highly positive.”
Before its UK launch, the iGaming giant announced the introduction of horse racing to the platform, promising coverage of events across 30 different markets.
In a further bid to expand its sportsbook reach, Pragmatic Play has now updated its cricket offering.
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According to a press release from the organisation, the new product will offer bettors “10,000 live matches a year with over 200 in-play and pre-match betting markets across more than 150 competitions.”
Furthermore, the upgrade will provide scoreboard functionality as well as data integration and video streaming.
Estimates suggest that more than 2billion people watch televised cricket games at least once a year, making it the second most popular televised sport - football attracts 3.5bn annual viewers.
The England and Wales Cricket Board states that, in 2023, 2million more Brits enjoyed watching the game, with approximately 15m people in the country now being considered cricket viewers.
Crook especially pointed to the popularity of in-game cricket betting, describing it as “a staple of many global operators’ in-play offering.”
Pragmatic Play Verticals
While the company is expanding its sports betting platform, it continues to release and update products in its other verticals.
Recent slot launches have included Starlight Princess Super Scatter, notable for its 50,000x maximum jackpot.
They also include Bingo Mania, a slot that blends the British love of bingo with the popularity of online slots.
