Sports streaming media company DAZN has announced the UK soft launch of its new gambling service.

DAZN Bet, the betting brand created via a strategic partnership with Pragmatic Solutions, is being billed as a social gambling experience for sports fans and the UK has now been confirmed as the first market to experience the new platform. DAZN Bet is slated to launch in Spain, other European markets, as well as Ontario, Canada, later this year.

DAZN says the market entry beta product is being rolled out so it can learn how subscribers like to interact with a betting offering, with the company extolling the virtues of ‘invaluable access’ to its existing customer base.