ParlayBay debuts ground-breaking content with Ellmount Group

ParlayBay, the newly-launched provider of sports betting games, has announced its first operator partnership, reaching an agreement with Ellmount Group.

Egypt’s forward Mohamed Salah is marked by South Africa’s midfielder Dean Furman (R) during the 2019 Africa Cup of Nations (CAN) Round of 16 football match between Egypt and South Africa at the Cairo International Stadium in the Egyptian Capital on July 6, 2019. (Photo by Khaled DESOUKI / AFP)


Startup sports betting game provider ParlayBay has inked a new partnership deal with Genius Sports to power its new in-game accumulator solutions with official sports data.

ParlayBay is driven by a group of igaming industry veterans with the stated ambition to create “game-changing immersive live sports betting experiences through pioneering new real-money betting games”. 

Its current games are founded on parlay bets, enabling customers to build quick-fire, unique and in-play accumulators.

As a trusted partner to over 400 sports organizations, Genius Sports will help to power ParlayBay’s products with the highest quality official data from its leading portfolio of competitions including the English Premier League, NFL, AFA, Liga MX, EuroLeague Basketball and more.

William Lövqvist, Commercial Manager at ParlayBay, said: “We are thrilled to introduce our company to the market as we set out on an exciting journey as a UX focused innovator of sports betting.”

“To hit the ground running, we needed to find a big, reliable partner supplying trustworthy sports data on a global scale. After thorough evaluations we found Genius Sports to be the perfect match for our needs. 

“We are looking forward to establishing our product portfolio including some new types of sports models and betting markets, building the network of operator partners and generally growing in the market in cooperation with Genius.”

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New deal

Unveiled in September this year, ParlayBay will supply its entire game portfolio – STREAK, BOSS, GEKKO, CUT and RUSH – which will go live in the several regulated markets operated in by Ellmount brands, such as its popular Casinoroom.

Set to transform the sports betting market by creating a game-changing experience for players, ParlayBay’s contemporary and engaging titles feature designs that enable a fantastic player-centric experience, going beyond simple gamification.

ParlayBay’s games take the key aspects of casino, social gaming and sports betting and deliver it to players in a refined, modern package that features a slick UI to accentuate the experience.

All products in ParlayBay’s portfolio offers fast gameplay, consisting of short rounds, with players able to enjoy re-buy, cash-out, leaderboards and other engagement and social tools.

To make acquisition and engagement as seamless as possible, barriers to play are removed by its appeal to the broadest possible customer base – meaning that expert knowledge of sports betting stats is not required for players.

William Lövqvist, Commercial Manager at ParlayBay, said: “Ellmount Group is a renowned and respected operator that shares our vision for the future of sports betting and entertainment. We couldn’t think of a better partner to make our debut with and to show their players an innovative, fun and engaging sports betting games product.

“We are extremely proud of our games – they bring added value to bettors in a package that hasn’t been seen before. Next year will see us introduce more content and just like our launch titles, they will offer players a remarkable gaming experience. We can’t wait to see how they and the industry react.”

Claës af Burén, CEO at Ellmount group, said: “There has been a lot of buzz globally around sports betting lately but honestly, there hasn’t been a whole lot of innovation going on. This is why I was super excited to see what ParlayBay had in the pipeline. I say it’s time for some serious change in what we offer our customers.

“Online casino, and even more so sports betting, are in desperate need of innovation. Our customers deserve it, and we all need to find new and improved ways to engage with our customers. ParlayBay games do just that. They offer the perfect bridge between sports betting, casino and social gaming – all in a fun, fast, and very easy-to-use package. This is the key to continued success.

“We are very happy to be the first operator partner for ParlayBay and we look forward to disrupting the world of online light entertainment together, as ParlayBay steps up to the plate and delivers a much-needed game-changing experience.”

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