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Teaming Up for Betting

Gamblers across the UK will have a new choice when it comes to in-game betting thanks to a joint venture between Global Interactive Gaming (GIG) and Sunderlands Online Limited. The two companies will offer online casino bettors the option of betting on the major sporting events through the Sunderlands Web site in real-time. Sunderlands is already a hot-spot for online bookmaking, but the new deal with GIG will allow the online casino betting to group offer in-run wagering.

Sunderlands primarily operates in the European online casino gambling market, but laso has interests in the Asian gambling market. The two companies will offer internet gamblers SportXction gaming during all of the major international sporting events. And according to the deal, GIG is primarily responsible for integrating the technology into the site while Sunderlands will head up the promotional aspects of launching the new online casino betting product.

Sunderlands is a growing name in the international sportsbetting industry, and the association with GIG’s main SportXction product will go a long way toward boosting the site’s registered users and profit margins. The CEO at Sunderlands, Dave Grogan, remarked on the new deal, “SportXction provides Sunderlands Online with a tremendous platform for in-run betting and a first class partner. As one of Europe's fastest growing bookmakers, we are driven by meeting the needs and expectations of our customers. We are sure they will be delighted with this service.”

The new product will launch in the coming weeks and players can expect a marketing blitz by Sunderlands once the SportXction software is fully up and running. And as is traditional in the online casinos industry, Sunderlands will undoubtedly offer some great signup incentives as a part of the SportXction promotion.