By Alan Fein

(AXcess News) New York - Play LA, Inc. (OTCBB: PLLAF) appears to be in line for more online ad revenue after Betfair announced a second deal to provide para-mutual wagering outside the U.S. with the New York Racing Association (NYRA) since signing with the US Breeders' Cup last week.

Play LA had announced Friday, October 30th that it would be Betfair's "primary advertising partner" for the 2009 Breeders Cup coverage published on their UK flagship website, www.bettingchoice.co.uk.  Play LA CEO David Hallonquist was interviewed in a feature story Friday in which he hinted at a more extensive online advertising deal with Betfair, the world's largest online sports betting provider.  Today, that became a reality and according to a story in eGaming Review Magazine, Betfair isn't the only non-U.S. betting operator to cut a deal.

Webis Holdings (LSE-AIM: WEB) para-mutual operation, European Wagering Services, will also offer wagering direct into the Breeders’ Cup pools this Friday and Saturday through its Link2Bet.com website, though in a telephone interview with Play LA's Hallonquist, his company is not representing WEB's online properties at this time.

When asked if the Breeders Cup advertising Play LA was providing for Betfair was generating a noticeable increase in traffic Hallonquist stated, "yes, absolutely", though he would not release details.

While Hallonquist's Play LA has leaped to the front lines in European online sports betting advertising, an underlying value the Company has is its sports content, which is catching eyeballs from U.S. website operators more interested in the content itself than its bet-oriented writing style.

But in the world of online advertising, Play LA stands alone in a niche market others serve but not as their core focus - online sports advertising.  While online advertising has jumped ahead of TV in the UK for the first time ever, that growth has not "crossed the pond" - but pioneers like Hallonquist aren't waiting to find new markets in the United States or Canada.  Play LA's online advertising deal with Betfair has placed Hallonquist's Company on the radar screen of ad buyers and content-thirsty sports site owners alike.  Even Google News carries the company's sports content.

Play LA is the only publicly held sports betting online advertising agency in the United States, which may be why its CEO was so tight-lipped about sales and what companies they're contracting with next.