Tel Aviv-based digital marketing specialist Natural Intelligence has made its first move into the US market with the acquisition of sports betting comparison site Sidelines.

Founded by Or Lifshitz and Rotem Haber, California-based Sidelines has launched operations in New Jersey and is soon expected to launch in Pennsylvania new regulated iGaming market.

Sidelines develops technological tools for the comparison of odds, tips and legal US sportsbooks, providing custom algorithmic sports analysis, as well as projections, real time odds comparison, injury reports, news feeds, and an online social platform.

Sidelines’ employees will work with Natural Intelligence's more than 300 employees in Tel Aviv, where they will oversee the company's US sports activities.

"As many states have legalized US online sports betting, and others are soon expected to follow, our hope is that Sidelines.io will help operators drive high-value traffic," said Lifshitz, co-founder and CEO of Sidelines. "Since our launch in October 2017, we've added new features based on user feedback and look forward to becoming a key part of the game-plan for today’s sports bettors” Lifshitz explained.

Natural Intelligence CEO Nir Greenberg commented: "As part of our expansion into the recently legalized US sports-betting market (which has the potential to become the largest betting market in the world), we acquired Sidelines to help us secure our foothold in this market.

“The Sidelines team have developed some of the leading platforms in the current legal sports betting markets in the US. In line with Natural Intelligence’s goals and aspirations, these tools offer unique odds-comparison charts including a social fans hub, useful sports betting tips, great UGC and tons of statistics.”

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