New Sportsbook in USA Gets Cozy With Established Players

A new US-licensed sportsbook plans to focus heavily on value.  Vigtory announced its new partnership with data and digital content provider Sportradar.

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New sportsbook @betvigtory announces partnership with @Sportradar. Vigtory, with co-CEO Scott Butera, the former commissioner of the Arena Football League, is aiming to win market share with "price, product and customer experience."

— David Payne Purdum (@DavidPurdum) September 22, 2020

Vigtory is looking to introduce a discount model in the US market that has been employed in niche form offshore for the better part of two decades.

The company will advertise itself as a "low juice" sportsbook.  Juice is another name for vig, which is the cut a sportsbook for taking a bet. The sportsbook only collects the juice if the bettor loses the wager.

Founder Sam Rattner said if competitors are at -110 on an NFL point spread, Vigtory would be at -105 or better. That means you’re paying at least $5 less for every $100 wagered.  This type of model is especially popular with professional sports bettors, many of whom have found themselves kicked to the curb within days of a new book opening in the States.

One popular pro gambler, Spanky Kyrollos, has even posted video of his personal experience getting the boot.

Collection of videos of me being limited and/or thrown out of NJ sports books.

Being a pro sports bettor ain't easy.

Harrahs/Caesars:https://t.co/yeD66swGwl

Draftkings:https://t.co/qBHF02aXIz

Golden Nugget AC:https://t.co/WwWw4IazEJ

WilliamHill:https://t.co/IZBYtH240j

— spanky (@spanky) April 12, 2020

Vigtory plans to launch this fall with former MGM Interactive president Scott Butera as co-CEO at the helm.

“I am incredibly excited to be joining Vigtory. While US sports betting and interactive gaming is off to a tremendous start, there are countless opportunities in underserved sectors," Butera commented. "Sam and I share a common vision to create a state-of-the-art customer experience, bringing unique sports betting products and a level of sophistication to a market that’s ripe for disruption.” 

Rattner commented: “My blueprint for building Vigtory has always been to arm the company with specific knowledge, domain expertise and thought-leadership. For 30 years, Scott has helped successfully build and scale some of the most prominent companies in sports and gambling across the United States. I couldn’t be more excited for Scott to be on board.”

Last week, the company partnered with The Action Network in an effort to deliver a wide range of new premium betting products available to investors.  Sportradar and The Action Network entered into a multi-year deal.

“Sportradar, like The Action Network, sits at the center of sports, media and betting,” said Dave Abbott, MD of US Media, Sportradar. “As such, we are always looking to align ourselves with like-minded brands that understand the shifting nature of the fan experience and how to create engaging, bespoke products for sports fans. We are excited to work with The Action Network to fully unlock the potential of its growing audience.”

- Aaron Goldstein, Gambling911.com