Following last week’s announcement of sports media and streaming business DAZN Group‘s entry into the sports betting market, the company has confirmed that outgoing BoyleSports CEO Mark Kemp will lead the new sportsbook brand as Chief Executive Officer of DAZN BET.
Kemp has served in leadership positions in Entain, where he led the UK digital business for both the Ladbrokes and Coral brands. He served as Managing Director of the UK Tote Group, and in April 2021 was appointed CEO of BoyleSports, starting in July. However, in February this year, the operator announced Kemp’s departure, to become effective at the end of July 2022.
DAZN, led by former Entain CEO Shay Segev, announced a new partnership with Pragmatic Group —parent of Pragmatic Solutions and Pragmatic Play— to develop a new sports betting platform. Under this exclusive, multi-year agreement, a new business headquartered in Gibraltar will launch and operate a new betting service under the DAZN BET brand, which is expected to soft launch a beta product to coincide with the start of the new NFL season in September.
DAZN BET will leverage the DAZN customer base and brand under a licensing agreement with DAZN Group. Pragmatic Group will supply the underlying platform and content and be responsible for the ongoing product development.
Earlier this month, sister company Pragmatic Play announced its product offering expansion with the debut of its brand-new sportsbook, the fifth vertical in which the supplier has a presence. It follows offerings for virtual sports, slots, live casino, and bingo.
Kemp commented: “I am delighted to be joining DAZN BET to launch such a new and exciting international brand. With the strength and expertise of DAZN in sports media, we will deliver something recreational and relevant to today’s audience. I am looking forward to working with the new team and DAZN to build an engaging and responsible new entertainment proposition for sports fans across the world.”
DAZN made its expansion plans for the betting industry clear last year, appointing former Entain executives Ian Turnball as EVP of Betting, and Sandeep Tiku as Chief Technology Officer (CTO) to coordinate its strategy.
Turnbull commented: “Sports betting partnerships are just one of the ways in which DAZN is going to deliver more exciting and richer content for its customers. We know that fans want more integrated, immersive, and interactive experiences as they enjoy long form content. DAZN is giving them that.”