Onionsack expands across Europe with RaceBets

Irish natural language betting platform to integrate with Betsson brands in Germany and Kenya 

·      Irish tech trailblazer inks new deal for natural-language processing platform

·      Customers bet more frequently via Onionsack platform

·      Germany move is part of wider deal with Betsson

Betting by sending simple messages in natural language is a proven winner in France, UK & Ireland. And now Germany is ready for a taste. Onionsack has inked a deal with the Swedish powerhouse operator Betsson, to integrate their betting service into RaceBets in Germany. Following this, the next step of the plan is to roll out the service into another one of Betsson’s global stable of brands in Kenya.

The only platform to understand and process bets written or spoken in a natural language, Onionsack lets a customer bet by sending a message using their preferred channel, it provides the fastest way for customers to place a bet.

And it’s not just the fastest way to make a bet. Customers who use this method place bets more frequently. A striking example is in France where Onionsack’s collaboration with the PMU sees punters place 160 bets each per month – a higher number than through any of their other channels. It’s no surprise that Onionsack has become one of PMU’s most trusted technology partners, this month announcing an extended three-year deal worth around €150m in stakes annually to the French horse racing authority. Close to 1.5m bets are placed through the platform each month.

Horse racing is a key acquisition and retention tool in many European markets, a market totalling an estimated €3.5bn, and this fuelled Betsson’s acquisition of RaceBets back in late 2016. The leading horse racing bookmaker in Germany since 2007, RaceBets holds licences in Ireland, Malta and Germany, and offers betting options on more than 250,000 races each year.

Onionsack’s CEO Jonathan Power says: “Onionsack’s peerless natural-language processing technology is a perfect partner for RaceBets’ world-class horse racing product, which is already powering engagement across Betsson’s core brands.”

Alexander Haig, Managing Director, RaceBets says: “Onionsack’s unique tools connect with all types of bettor, from the seasoned expert to the comparative novice, and aid RaceBets’s endeavours to increase the mediums and channels through which our customers can choose to bet.”

Onionsack’s platform is fast becoming an essential tool for betting operators in today’s messaging-app centred world. Thanks to the expertise developed from the machine-learning of millions of bets per month, through apps such as Viber and Telegram as well as SMS, Onionsack understands what a customer wants to bet on via messages written or spoken and then places the bet on behalf of the customer.