Amaya to Launch Sports Betting in Europe Ahead of Euro 2016

Gambling and sports betting biggie Amaya Gaming is going head with its plans to expand its services to the European online sports wagering business. The company recently announced that it intends to launch sports betting services in Italy and France ahead of the UEFA Champions cup scheduled to be held in the months of June and July. The football world is in a fever of excitement on account of this championship which will take place between the 10th of June and the 10th of July in different cities in France.

Amaya intends to rake in the business that will undoubtedly take place during this major football event since Europeans (and people from different parts of the world) enjoy betting on sporting events. Betting is a great way to take ones participation in sports to a deeper level and bookmakers offer a wide range of products during important events. It is legal in many parts of Europe and therefore the business is well developed here. While the United Kingdom and Germany are the biggest sports being markets in Europe, they are closely followed by France and Italy.

There are plenty of sporting events taking place every year but Euro 2016 is one of biggest ones in the football calendar. Not only will large numbers of people tune into the action, but many will hope to make some money by betting on various outcomes. It therefore makes a great deal of sense for Amaya to want a piece of the action (as will many other online bookmakers). The company offers sports betting via its newly launched company called BetStars, an offshoot of PokerStars.

Interim chief executive officer of Amaya, Rafi Askenazi, spoke to investors and newspersons about the imminent launch of the sports betting product in two well-established jurisdictions. He indicated that while the service would be launched in Italy in the immediate future, the company was still working out details with the French gambling regulating body ARJEL. While the deal wasn’t yet closed, he said that efforts were on to finalise it ahead of the start of Euro 2016. It has to be pointed out, however, that Askenazi’s confidence seemed trifle forced given that the launch of the company’s sportsbook vertical has faced many delays and investors have voiced their disappointment on account of it.

Amaya, through PokerStars, has a strong presence in France where it is the second largest poker operator. It also has a strong presence in Italy. The company is sure to bring its customary aggressive approach to its product launches in Europe and it is sure to saturate the market with advertising campaigns and promotional activities. It seems very likely that the company will increase its revenues overall via this vertical. Amaya owned gaming sites operate in different jurisdictions all over the world and they feature a wide range of exciting games. The company’s gambling sites offer games made by leading developers such as Net Entertainment, and players can try their hand at games such as Tiki Island slot.

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