Betfair boosts Italian offering with ESA Gaming partnership

Anchal Verma November 22, 2024

SiGMA news

Betfair boosts Italian offering with ESA Gaming partnership

ESA Gaming has announced a partnership with Betfair, one of Flutter Entertainment’s flagship brands. This collaboration grants Betfair’s Italian platform access to ESA’s full suite of gaming content, including popular slots like Chicken Bonanza and Santastic 4. Additionally, third-party titles integrated via ESA’s Game Aggregator System will further enhance the offering, solidifying both companies’ foothold in the competitive Italian market.

Expanding ESA Gaming’s Italian footprint

Over the past 18 months, ESA Gaming has been busy strengthening its presence in Italy. In July 2023, ESA partnered with NetBet Italy, followed by a deal with Microgame in September 2023. June of this year saw the company integrate its portfolio with Betpoint, and more recently, ESA extended its collaboration with Betsson Group, bringing its content to Starcasino’s Italian platform.

Thomas Smallwood, ESA Gaming’s Chief Commercial Officer, while taking about the latest development said, “Partnering with a major Flutter brand is an exciting moment for us as we further consolidate our position as a leading aggregator and supplier in Italy. With a wealth of top-performing content, it’s another milestone deal for us and we look forward to working closely together.”

Betfair strengthens its portfolio

For Betfair, this deal aligns with its mission to deliver a robust and engaging experience for its Italian users. By incorporating ESA’s premium slots and third-party titles, Betfair is set to provide a more diverse and exciting portfolio.

The announcement follows a series of positive developments for Betfair’s parent company, Flutter Entertainment. November has been a landmark month, with Flutter recording its highest-ever closing price on the New York Stock Exchange. Additionally, Flutter appointed Kevin Harrington as its new UK and Ireland CEO, further demonstrating its drive for growth and innovation.

Focus on Italian market

Italy’s regulated gaming sector has proven to be a lucrative and expanding market, attracting top players like ESA Gaming and Betfair. With this collaboration, ESA Gaming continues to solidify its position as a trusted content provider, while Betfair gains access to fresh and engaging gaming options to attract and retain Italian players.