Natural Intelligence snaps up US-facing Sidelines

Natural Intelligence snaps up US-facing Sidelines

Israel-based Natural Intelligence has struck a deal to acquire Sidelines, the US-focused sports betting comparison platform.

Published 13th March 2019

The start-up’s employees will join Natural Intelligence’s employees in Tel Aviv following the takeover.

Natural Intelligence operates comparison websites, while Sidelines offers sports analysis, tips, odds comparison and news, as well as social features.

Sidelines has already forged relationships with all of the major sportsbooks in New Jersey and is expected to launch in Pennsylvania in the near future.

“As many states have legalised US online sports betting, and others are soon expected to follow, our hope is that will help operators drive high-value traffic,” Sidelines co-founder and CEO Or Lifshitz said.

“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.”

Natural Intelligence CEO Nir Greenberg added: “As part of our expansion into the recently legalised US sports-betting market, 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.”