NeoGames is expanding in Ethiopia through a partnership with UtopBet. The partnership is facilitated by NeoGames’ own brand, BtoBet, a sports betting supplier. As a result, BtoBet will move forward with providing its proprietary sportsbook solutions and betting services, along with risk management options for UtopBet.

Doubling Down on New Market Expansion

UtopBet will offer sports betting that covers domestic as well as international markets, with esports also becoming a part of the offer, NeoGames confirmed in a press release. Company CEO Moti Malul welcomed the opportunity to launch BtoBet’s products with UtopBet.

Malul noted that the latest tie-up will enable BtoBet to continue growing its footprint in the African market. The executive added:

UtopBet is one of the more well-known brands in the local market and I am pleased that the choice to power their retail and online channels fell on our flexible solutions and services.

NeoGames CEO Moti Malul

The partnership comes in the context of a broader expansion for BtoBet. The company has also partnered up with SOJOGO, a betting company based in Mozambique, defining a clear commitment to the African market.

African Growth on BtoBet’s Mind

BtoBet managing director Dima Reiderman welcomed the opportunity to work with SOJOGO as the company continues to grow across the region. He added:

SOJOGO has ambitious plans to grow its footprint in the local market, and we look forward to helping to unlock those ambitions with the power and flexibility of our premium betting product.

BtoBet managing director Dima Reiderman

The recent deals follow previous expansion efforts by the company in Africa when BtoBet teamed up with Bet237 back in May. BtoBet is now present in 28 jurisdictions that have legalized or authorized sports betting in some form.

Previously, BtoBet teamed up with Ngnatat Sarl Trading in Cameroon. The company remains committed to building sound partnerships with local players and companies.