Established odds comparison platform Oddschecker has inked an extension to its standing agreement with Be365 that is expected to help both platforms continue to be strong players in the gambling market. Bet365 has agreed to continue to give its data to Oddschecker through a multi-year partnership, building on a relationship that was one of the first ever formed between the two entities. As Bet365 continues to be a heavy-hitter in the UK and looks to US expansion, it will be able to capitalize on significant exposure that will help its marketing efforts.

Bet365 has been a “core part of the Oddschecker grid position” for more than 20 years, according to a statement by the odds platform. It also holds the “position one status” on the platform, where it has remained since 2006. Bet365 has a massive presence in the UK and is also found in countries around the world.

As soon as the US opened its sports gambling market following the death of PASPA, it was ready to jump in and join the party. It teamed up with Century Casinos this past May on a ten-year deal that sees the sportsbook provide digital sports gambling services to the casino operator and, previously, had already joined forces with casino operators out of New Jersey.

Being able to compare odds from different sportsbooks is a great service to gamblers. It allows them to maximize their investment and get the biggest bang for their buck, and also has implications on how gaming operators interact with users. By putting as much data about sportsbooks out there, it forces the operators to continue to innovate and work harder to attract customers, giving the users additional benefits and rewards to keep them happy.