BUSINESS

Mybet pulls UK sportsbook, inks Bundesliga betting partnership with Bild

TAGs: bild, Bundesliga, Germany, myBet, UK Gambling Commission

mybet-bundesliga-uk-sportsbookOnline gambling operator Mybet has struck a deal with German tabloid newspaper Bild to act as official betting partner for Bundesliga football matches. The one-year deal covers the 2014-15 Bundesliga campaign and will see Mybet integrate various betting promos into Bild’s website and mobile apps. Mybet will also enjoy prominent advertising space in Bild’s Sunday print edition.

Mybet marketing director Florian Güde said the deal would “give our attractive bets and odds a much greater reach and we are confident of substantially increasing our market shares in the German-speaking world.” Mybet was one of the 20 lucky recipients of a federal online sports betting license earlier this month, but the validity of those German licenses has been challenged by a host of operators whose applications were rejected following the occasionally shambolic licensing process.

Meanwhile, Mybet has joined the horde of operators reducing their exposure to the UK online gambling market. A Mybet spokesperson told eGaming Review that the company was yanking its UK-facing online sportsbook over concerns that the market was too competitive. Mybet has no plans to apply for a new UK Gambling Commission (UKGC) sports betting license but has submitted an application for a UK online casino license.

Mybet’s decision to focus on casino-only in the UK mirrors that of a number of operators who have adjusted their UK-facing business in recent weeks. Both Mansion and 12Bet have yanked their UK-facing sportsbooks while retaining their UK casino operations. Other operators, including Pinnacle Sports, SBOBET, Cherry and Winamax have opted to make a total break with the UK ahead of the implementation of the UK’s new licensing regime which has now been delayed to Nov. 1.

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