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Tipico puts faith in proprietary tech ahead of US debut


Tipico believes its technological prowess can lead it to US success ahead of its planned debut in New Jersey in the autumn.

The operator, one of the biggest brands in Germany, is in the process of obtaining a licence in New Jersey to offer sports betting and online casino, having partnered with Atlantic City’s Ocean Casino Resort.

It has already set up a base in Hoboken, New Jersey, and this week announced that digital advertising specialist Digilant will devise its go-to-market launch strategy for the state.

Adrian Vella, Tipico’s US managing director, told iGB North America that its platform partners will be announced in the coming weeks, but explained that its own technology puts it an advantage compared to others who have already joined the online betting market in the state over the last two years.

“With nearly 15 years of European sportsbook experience, Tipico is one of the few on the B2C side of the industry using its own proprietary technology,” said Vella. “We are very excited to debut the new product our hardworking developers have put together for the US market.

“New Jersey is the perfect state for Tipico to kick-start its business in the US because of its sophisticated mobile sports betting audience and mature regulatory and licensing environment.”

Vella added that the operator is also “actively exploring new market opportunities in similarly regulated states throughout the US”.

More than two years after the first sports bets were taken in New Jersey, Tipico is playing catch-up, with operators such as DraftKings and FanDuel already well established across much of the US. Tipico has therefore turned to Digilant, which specialises in social media campaigns, to assist its development in New Jersey.

“Digilant’s unique ability to bring together a best in class team across digital media buying, analytics and marketing technology made them the perfect agency to support our go-to-market launch strategy,” said Keith Gormley, Tipico’s head of US marketing.

“This omnichannel expertise and multifaceted approach to growing our business will be paramount as we reach sports fans and bettors across the US.”

Malta-headqurtered Tipico has offices in Germany, Austria, Croatia, Gibraltar and Colombia. It is an official partner of Germany’s Bundesliga top-tier football competition, a platinum sponsor of FC Bayern Munich and is the title sponsor of Austria’s top-tier Bundesliga.