Smarkets Partners with Affinity Interactive to Bring Its SBK Sports App to Iowa
Affinity interactive is an omnichannel gaming provider, and as part of this deal, it will power the Smarkets SBK sports app. Affinity already has a strong presence in the state of Iowa, operating eight casinos and multiple online gaming platforms. It also has a customer base of nearly 1 million players from these operations.
Based in London, Smarkets was founded in 2008 and has grown into one of the leading betting exchanges in the world. It has also developed the SBK sports app, which has the look and feel of a traditional sportsbook but draws its prices from its betting exchange prices.
I'm incredibly excited about this deal. The potential for SBK is huge in America, so adding our third licensed state is key as we move to our next stage of growth. It is particularly meaningful for me as my family is from Iowa, and so I have always wanted the opportunity to launch there. I can't wait for bettors in Iowa to enjoy SBK's market-leading odds.
The SBK app will now be available to the large customer base of Affinity Interactive in Iowa. It should be popular with players because the SBK will have enhanced odds on most sports.
The SBK app has already been live in Colorado since 2020 and is due to be launched in Indiana imminently.
We are pleased to help Smarkets add SBK to another U.S. marketplace and look forward to welcoming them to Iowa.