UK online gambling operator Sky Betting & Gaming has become the first operator to integrate Betgenius’ new eSports betting product.

This week, Sky Betting & Gaming launched its new eSports betting product thanks to a new partnership with Betgenius. Earlier this month, Betgenius claimed an industry first via the launch of its new comprehensive eSports betting product, which allows operators the ability to offer a multitude of pre-game and live betting markets on major eSports titles, including League of Legends, Counter Strike: Global Offensive and Dota 2.

On Wednesday, eGaming Review quoted Sky Betting & Gaming’s head of sports trading Ben Wright saying the company saw “great potential” in the burgeoning eSports market. Wright said the partnership with Betgenius was a key plank of Sky Betting & Gaming’s vision of “making better better.” Betgenius CEO Mark Locke logrolled back, calling Sky Betting & Gaming “a critical partner in our journey to success.”

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