Elys Game Technology has struck a market access agreement with Caesars Entertainment in Colorado, in a deal that will mark its entrance into the North American mobile sports betting market.

Under the arrangement with Caesars, Elys will launch in Colorado via its new SportBet.com brand. Elys has not stated when it intends to go live in the state.

SportBet.com will run in Colorado using 5D by Elys technology and offer players access to a range of betting options. The Colorado launch remains subject to regulatory approvals in the state.

Elys plans to build on this initial roll out by launching the SportBet.com brand in other US states. This will also be done through market access partnerships, but Elys did not state which markets it could target.

Elys expects rapid adoption of new sports betting product

“We are focused on converting recent investments in technology and infrastructure into revenue-generating business in the US,” Elys executive chairman Mike Ciavarella said.

“Our meticulous market analysis, conducted before our entry into the US B2C online segment, has allowed us to create an effective go-to-market strategy along with a cutting-edge product that we believe will be rapidly adopted by North American sports bettors.

“We look forward to bringing our unique mobile sports betting experience to US customers through our agreement with Caesars Entertainment.”

SportBet.com – the future of Elys in the US?

Announced last month, SportBet.com is the first solo sports wagering launch by Elys in North America. A roll-out of an online sportsbook was mooted earlier this year, with a launch planned in Q3.

Elys is active in several US markets through partnership ventures, but the business is yet to go it alone. These include partnerships in New Jersey and Washington DC while it has also been powering the sportsbook at Ocean Casino in Atlantic City, New Jersey since March 2022.

In DC, Elys jointly operates three retail sports betting locations. These include the Grand Central Restaurant and Sportsbook and Cloakroom Gentlemen’s Club Over Under Sportsbook Lounge, while the Grand Central Sportsbook on H Street opened this week.

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