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Comtrade to power G3 Esports’ betting platform


Comtrade Gaming is to enter the US for the first time through a deal that will see it power G3 Esports’ upcoming esports wagering platform.

Comtrade will debut its iCore iGaming platform in the US to provide player account management and backend infrastructure for G3 in New Jersey, where widespread esports betting has recently been legalised.

G3, the esports, gaming and entertainment agency, said it selected Comtrade to ensure high standards of player protection ahead of its market entry.

“When choosing partners for our forthcoming esports wagering platform, it is critical to find organizations that understand what is required to safely and responsibly operate a regulatory-compliant online gaming platform,” said Anthony Gaud, G3’s chief executive.

“G3 considers player protections the No.1 priority. We have engaged in extensive discussions with regulators and legislators in multiple states to ensure we create the most robust technology possible to protect problem gamblers and prevent underage gamers from gaining access.

“Comtrade’s expertise in the online gaming industry is unmatched and we’re very excited to work with them to build a first-of-its-class offering for esports wagering.”

Slovenia-headquartered Comtrade works with casino operators and other large-scale enterprises around the globe to provide omni-channel and multi-product gaming environments and services. It has partnered with groups such as ALOT Solutions and Mansion88 in recent years.

Comtrade said G3’s betting service will enhance engagement among its users.

“We are absolutely thrilled to be working with G3 Esports and providing their igaming platform,” said Steven Valentine, chief commercial officer at Comtrade.

“It’s very rare to find something truly new and unique in the gambling space but the proprietary esports content that G3 are creating combined with how it will engage with players is absolutely breaking new ground. They have assembled a team of leading experts in many fields and we are very proud this is our first platform partnership in the USA.

“We look forward to the launch in New Jersey and then rolling it out across additional states.”

The legislation (Bill A637) allowing legal esports betting in New Jersey was approved by the state legislature in July. Previous legislation permitted New Jersey sportsbooks to accept wagers on esports, but only with state regulatory approval on a case-by-case basis. In 2020, G3 helped facilitate the first legal esports betting event in New Jersey in conjunction with Allied Esports. The Counter-Strike: Global Offensive Legend Series tournament ran September 1 through September 13 and drew 1.7 million unique viewers.