Elys Announces Branding For Online Sportsbook Amid Continued Expansion

Written By Derek Helling on October 13, 2023
computer mouse next to soccer balls and elys game technology logo

Elys Game Technology has been expanding its presence among regulated sports betting markets in the United States. The company’s latest move in that regard might represent the most aggressive development.

Elys has announced the branding for its online sportsbook for US markets, SportBet.com. While details are scant about which markets Elys is targeting with the book and on what timeline, the company has a foothold in a growing number of US jurisdictions.

Elys’ footprint among US sportsbook operations

Many US residents may have already bet using Elys systems and not realized it. Elys handles brick-and-mortar sportsbook operations for retail partners in several US jurisdictions. Most of them are local brands. A couple of examples include Top Hat Sports Bar in Maryland and The Ugly Mug in Washington, DC.

Elys also handles in-person wagering systems for tribal casinos in North Dakota and offers sports wagering kiosk management for licensees in Ohio. Perhaps the most prominent of Elys’ customers for sports betting services is Ocean Casino in Atlantic City.

Those partnerships have been part of a serious expansion focus on US markets. The online sportsbook is the next step in that process. Exactly what that step will look like is still uncertain at this time.

SportBet.com is coming, but where?

A Thursday news release from Elys lays out some details of Elys’ online sportsbook for US markets. Elys says it “expects to expand its online sports betting footprint into multiple US jurisdictions under direct licensing and through market access partnerships in Q4 2023.”

The release does not specify which jurisdictions that plan includes. It only mentions Elys “has previously announced new sportsbook operations in New Jersey and Washington, DC.” The current landscape of legal US sports betting offers myriad opportunities.

Washington, DC, has been an area of emphasis for Elys. This week, it announced an expansion of its existing partnership with Grand Central to a second location. Online sports betting is legal via such partnerships but only on licensees’ premises.

Other jurisdictions could offer more potential for SportBet.com. Maryland and Ohio could be such markets although Elys would need to acquire additional licenses in both cases. That would fit within Elys’ stated plans, though.

At some point later this year, sports bettors in some US jurisdictions will have access to SportBet.com. Elys should announce exactly which places will be among the first to try the book in the near future.

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Derek Helling

Derek Helling is the assistant managing editor of PlayUSA. Helling focuses on breaking news, including finance, regulation, and technology in the gaming industry. Helling completed his journalism degree at the University of Iowa and resides in Chicago

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