Stockholm-listed sports betting provider Kambi has launched a new online sportsbook for Mexican media giant Televisa and its PlayCity brand.

The launch of PlayCityApuestas.com follows last year’s deal between Kambi and Televisa which saw sixteen PlayCity land-based casinos furnished with Kambi’s retail product suite.

Following the retail betting roll-out, Kambi has integrated its sportsbook solution into PlayCity’s platform, enabling the product to be offered via online and mobile channels.

PlayCity will support the launch with a social and digital marketing campaign, while TV and other marketing channels are expected to be deployed from next week.

“I’m delighted that PlayCity is now live with Kambi’s online sports betting solution,” said Kambi CEO Kristian Nylen. “The response to Kambi’s retail product has illustrated a real thirst among PlayCity players for a high-quality sportsbook offer and we are confident that, together with PlayCity, we can make the online sportsbook an even greater success.”

The PlayCity launch is the latest step in Kambi’s expansion into the Latin American market, with the supplier recently selected to provide its sportsbook product to licensed Colombian operator Corredor Empresarial and its BetPlay brand.

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