Superbet doubles down on Lucky7’s challenger investment July 27, 2020 StumbleUpon Submit LiveScore enhances content offering with Sportal365 deal June 25, 2020 Related Articles Superbet highlights integrity commitment with IBIA membership July 9, 2020 Share Share CMS platform provider Sportal365 has expanded its partnership with efbet, Bulgaria’s largest sportsbook and casino operator, to engage a wider set of sports audiences and increase player conversion through editorial content.Already deployed in Bulgaria, efbet CEO and founder Tzvetomir Naydenov confirmed that it is planning to use the Sportal365 platform as a lead generation tool in markets where there is more restrictive legislation on direct advertising.Naydenov added: “The online betting industry may be incredibly fast-paced in terms of technology, but at its core the main products still remain commoditized in the eyes of the customers. For us at efbet, editorial content is an extremely valuable differentiator. It gives us the ability to leverage our sponsorships, showcase our in-depth sports expertise, and ultimately build our brand. “Besides cutting-edge CMS technology, Sportal365 gives us a decade of publishing know-how incorporated into a single out-of-the-box product. It has already been deployed in Bulgaria here, and we are planning to use it also as a lead generation tool on markets with more restricted legislation on direct advertising.”“We are glad to have earned the trust of efbet for powering their content capabilities,” said Stilian Shishkov, CEO and Founder of Sportal365. “A very innovative and entrepreneurial driven company that never settled for anything but the best. We share the same passion for sports and fan engagement. “Content has become a hot trend for many bookmakers only recently. But when it comes to efbet, they were going in this direction even before we decided to partner. The focus of our project will be to boost what they were already doing well in terms of editorial features.”News of the expanded efbet deal came just two days after Sportal365 entered a similar agreement with Superbet, Romania’s leading bookmaker.