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Scientific Games acquires BetBuilder pioneer SportCast


Scientific Games has announced the acquisition of player engagement technology supplier SportCast, developer of the first BetBuilder product.

SportCast offers various engagement tools, but has become best known for BetBuilder, which allows for players to bet on multiple markets within the same game, created in 2017. Scientific Games has noted that single-game multiples have grown rapidly across North America as legal betting has spread across the country.

“For sports fans, the ability to define the story of the game, bet on it and watch it live has become a thrilling way to engage in the action,” Keith O’Loughlin, executive vice president for Sports at Scientific Games, said. “SportCast’s technology and platforms will help us fuel the next wave of our data-driven, global sports expansion. 

“The award-winning BetBuilder product is just the first of many innovative products that can be powered by the underlying platform for the benefit of our customers and we’re thrilled to be able to roll these out.”

Its clients include BetMGM, PointsBet, SkyBet, Tabcorp, Entain, 888, Betsson, Danske Spil, Nederlandse Loterij and the British Columbia Lottery Corporation (BCLC).

“We’re excited to welcome Ryan Coombs and his incredible team of product experts, data scientists, statisticians and developers to the home of global sports technology,” Jordan Levin, Scientific Games digital group chief executive said.

“The team at SportCast shares our focus on performance-at-scale and fan engagement, and the integration of their impressive platform and innovative approach will set Scientific Games apart as we build on our market leadership.”

SportCast managing director Ryan Coombs said Scientific Games’ resources would help SportCast continue to grow.

“Choosing the right partner to accelerate our vision was the key focus for our management team,” Coombs said. “Scientific Games’ position in the global market and the profile of their customer base are second to none. We set out to re-imagine the sportsbook of the future – smart, high-margin and simple for operators – whilst offering unparalleled next generation experiences for players.

“With Scientific Games’ fire power, we’re set to move faster and drive deeper innovation on our journey to power the future of sports betting.”

Earlier this month, Scientific Games reported its financial results for the first quarter of 2021. Revenue ticked slightly upwards and losses dropped by more than 90% as growth in its lottery and digital segments offset low gaming machine sales.