GameplAI, an emerging supplier of automated trading products for global sportsbooks, has entered into a partnership with tier-one operator Betsson. This collaboration will see GameplAI provide innovative localised betting content across Betsson Group’s international brand portfolio.

GameplAI’s ability to deliver engaging pre-game and in-play player prop and micro-markets across a variety of sports will enable Betsson to supplement its global scale with localised content. GameplAI has tailored its product to specific market and customer preferences, including the broadest array of player markets available for global football leagues including Spanish La Liga, Italian Serie A, German Bundesliga, English Premier League, and Brazilian Série A.

In conjunction with Opta, GameplAI has launched its innovative player prop service and contextual market offerings, both of which achieved strong engagement and robust margin performance during last summer’s Copa America and Euro 2024 tournaments, as well as across the top six European leagues this season. Betsson now plans to utilise this unique product in relevant markets to deliver highly personalised betting experiences to its customers.

GameplAI’s cross-league, head-to-head markets will allow bettors to consistently bet on the performance of star players across various leagues. As an instructive example, when the Brazilian league resumes in March, fans of Flamengo will be able to bet on Pedro to outperform the leading European attacking talent – from Erling Haaland to Kylian Mbappé and Vinicius Junior – on a weekly basis.

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Graham Savage, Co-Founder of GameplAI, said: “Betsson represents the calibre of operator that GameplAI is designed to support, equipping them with flexible trading products that enhance both customer engagement and bottom-line performance.

“We’re excited to work with Betsson on refining their international sports product offerings for their diverse market environments. With new league coverage regularly added alongside recent new-product launches, we’re confident this partnership will validate the localised impact of GameplAI’s solutions for global operators.”

Joakim Thor, Director of Sportsbook Product at Betsson Group, said: “GameplAI has demonstrated an exceptional ability to deliver innovative trading products tailored to the needs of multi-market sportsbook operators. We are sure that their micro-market and player prop offerings will resonate strongly with local audiences across our diverse markets. Importantly, their dedicated team provide outstanding support and remain highly receptive to our feedback, further enhancing the product’s value for our customers.”