United Arab Emirates-based esports media company and tournament organizer YaLLa Esports announced Thursday a new partnership with sports and esports betting company Oddin.gg.
Financial terms of the deal were not disclosed.
While details on the partnership and all that it entails were not revealed at the time of writing (besides sharing Dota and Counter-Strike 2 related match data), Oddin said in its announcement that Yalla Esports’ recent success with its inaugural Compass event in Abu Dhabi, was a major factor in inking this deal.
“This deal represents another Oddin.gg’s step forward in integrating server data directly into the full suite of betting services, offering clear benefits to all stakeholders in the sector,” the company wrote in its announcement. The partnership is in line with Oddin.gg’s commitment to support the esports ecosystem by offering sustainable revenue streams.”
The deal is interesting in the context of betting, casinos, and national lotteries possibly becoming legal in the United Arab Emirates. In September 2023, the UAE government established the General Commercial Gaming Regulatory Authority (GCGRA), who are charged with creating regulatory frameworks for both a national lottery and commercial gaming. Though the government has not officially approved such activities yet, some companies are already building casinos in the country.
Oddin.gg is a B2B provider for esports betting, focusing on supporting sportsbooks and platform providers. The company is officially licensed in New Jersey, Colorado, Ontario, and is in the process of acquiring additional licenses in the U.S. The company currently has partnerships with Sportradar Group, Betway, Yolo Group, Stake, OpenBet, Altenar, Betby, and many others.
Launched in 2016, YaLLa Esports is a media company and tournament organizer based in the United Arab Emirates. The company works with partners, brands, governments, and global IPs to create events, promote brands through content creators, and market esports and gaming properties in the region.