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ClutchBet, the US-facing brand of ASX-listed betting operator BlueBet, has launched a unique new product exclusively for customers in Iowa.

ClutchClash is a head-to-head player parlay game which allows bettors to pit athletes against one another using player prop markets in any eligible NFL or NBA game.

For NFL betting, players will be able to create a parlay bet around self-curated head-to-head player match-ups – even if the players in question are not competing against each other in the same game.

For NBA games, ClutchClash player match-up bets will be available only within a single game, but the match-ups can be created between two players on the same team and added to a same-game parlay.

“ClutchClash is yet another example of ClutchBet’s commitment to product innovation and providing Iowans with a world-class wagering experience,” said ClutchBet SVP of marketing Sean Phinney.

“ClutchBet players in Iowa now have a world exclusive sports betting product to enjoy, along with unique and locally focused promotions and offers.”

ClutchBet SVP of marketing Sean Phinney: “ClutchClash is yet another example of ClutchBet’s commitment to product innovation and providing Iowans with a world-class wagering experience.” 

Earlier this week, ClutchBet operator BlueBet announced a strategic investment worth $500,000 in free-to-play sports gamification platform provider Low6.

UK-based Low6 produces free-to-play and fantasy games to help engage audiences for sports franchises, betting operators and media outlets. It is the operator of the UltimateFan fantasy app and other titles including partner-branded Pick ’Em-style games.

BlueBet’s investment in the firm was further evidence of its commitment to adding new and innovative products to its portfolio, the operator said.

ClutchBet has been live in Iowa since August this year, and is currently working towards additional state launches in Colorado, Louisiana and Indiana.

In Q3, the operator derived the vast majority of its revenue from thoroughbred, greyhound and harness racing, with around 15% of revenue coming from other sports.

The brand is live in Iowa in partnership with the Q Casino and its owner, the Dubuque Racing Association.

Iowa is home to a highly competitive online sports betting market, with more active operators than any other state, except for Colorado and New Jersey.

Last week, Kindred Group announced it would withdraw its Unibet brand from the market having failed to carve out significant market share. Of the more than $200m wagered by Iowans in September, Kindred handled just $166,000 of that total. 

Developments in the state may serve as a precursor of what is to come in the future of US online sports betting, with the so-called “big four” operators dominating proceedings and the smaller, more focused brands fighting to secure a slice of the remaining action.

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