The launch of Rollcard is part of Grandstand’s wider diversification strategy.
Grandstand (formerly Gambling.com Group) has shown its first fintech play, unveiling Rollcard, a new comprehensive solution to help VIP audiences manage their bankroll.
The launch of Rollcard forms part of the wider diversification strategy of Grandstand under its new identity, leveraging the firm’s technology capabilities across new verticals including adtech, retention and data services.
Rollcard is described as a ‘fintech first’ for the igaming sector, providing an all-in-one bankroll management and cashback rewards service designed specifically for high-value consumers based in the US.
The service delivers day-to-day utility for its users as Rollcard operates as a dedicated bank account supported by the Visa debit network, allowing players to separate gambling funds from their everyday finances.
Targeting high rollers across sportsbooks, casinos and prediction markets, Rollcard offers transaction limits of up to $1m in daily card spend per business day, alongside tiered cashback rewards on qualifying transactions.
The product further incorporates player-control features, allowing customers to set customised spending limits and cooling-off periods directly through the card.
Available in the US only, Rollcard accounts are provided by Cross River Bank, with deposits eligible for Federal Deposit Insurance Corporation (FDIC) insurance of up to $250,000, while the card programme is managed by Rollcard LLC, a subsidiary of Grandstand.
Kevin McCrystle, chief executive of Grandstand, stated Rollcard is a long-awaited solution for igaming consumers which aims to fix a visible gap in how VIP and high veiled customers are treated.
“Serious players deserve a dedicated financial product built for how they play,” McCrystle said.
“We have spent two decades building the brands millions of consumers trust across sports and gaming, and that has shown us the friction they face. Financial tools have not kept up with the growth in sports trading and gaming, and Rollcard solves the problems players face managing their bankroll.”
Bringing Rollcard to market, Grandstand intends to leverage its existing sports, gaming and entertainment audience to acquire customers, arguing this gives the product an advantage over standalone fintech or card offerings.
McCrystle said the launch demonstrates Grandstand’s ambitions to develop services beyond its traditional affiliate and media operations established under the firm’s heritage identity of Gambling.com.
“Financial tools have not kept up with the growth in sports trading and gaming, and Rollcard solves the problems players face managing their bankroll,” McCrystle stated.
Data leading Grandstand’s growth
Amid tightening margins and greater cost controls, Grandstand is among a number of PLC-listed igaming media firms expanding its technology output to cover new services.
Recent H1 interim results showed data services as Grandstand’s fastest-growing commercial vertical, generating 12% of group income at $11m.
Management noted it was responding to the new economics of igaming and the exposure of its media network to short-term algorithmic changes impacting SEO visibility.
Grandstand stated it would “continue to change commercial gears”, with upcoming launches such as Rollcard demonstrating its push into proprietary technology and new revenue streams.
Competitors including Better Collective and Catena Media are similarly diversifying beyond traditional affiliate models into wider sports publishing, entertainment and other digital services. Meanwhile, deep-pocketed incumbents such as Sportradar and Genius Sports are expanding their media propositions through publishing, media rights and data services.
The make-up of the affiliate sector is changing amid an increasingly cutthroat environment. The underlying narrative is one of revenue diversification supported by proprietary technology, as affiliates can no longer afford to compete solely for SEO visibility and Google rankings.
