Sports entertainment group DAZN Group is intending to launch a DAZN BET brand in multiple jurisdictions including Ontario later in 2022.

In partnership with Pragmatic Group, DAZN BET will be launched and operated by a new Gibraltar-based company created especially for the strategic partnership.

A press release states that DAZN BET aims to revolutionize the sports betting experience with “the world’s first ​​truly immersive sports entertainment ecosystem” in which fans can watch live and non-live content, access sports and betting news and highlights, socialize, and bet as part of the “the trend towards recreational in-play betting”.

The move is the culmination of a targeted plan which followed Shay Segev, former CEO of Entain — the company which owns numerous prominent betting brands such as BetMGM, bwin, the Party network, Ladbrokes, and Coral — took over at DAZN in January 2021.

The company is expected to soft launch a beta product to coincide with the start of the new European soccer season in August 2022 and hopes to be operational in Ontario by the end of 2022 Q3.

Legal Sports Report adds that the Ontario product will be powered initially by Sportradar’s Optima sportsbook engine, and DAZN is also working on building its own player account management platform (PAM) in partnership with Pragmatic.

Pragmatic only launched its sportsbook product earlier in April and said at the time of launch that operators had already shown interest.