15th of August 2010 Author: Johnny Karp
The importance of in-play betting prompts betting firm to improve on its offering
The recent football World Cup illustrated yet again how popular the concept of in-play betting is with a wide range of punters, with some companies reporting that as much as 65 percent of their betting action came in via in-play facilities.
UK betting group Ladbrokes has clearly recognised this and is currently working on a new and improved technology product to better service the significant demand from gamblers.
This week the group's senior executive responsible for interactive operations, John O'Reilly, revealed that the new technology would be launched in a series of phases starting within the next eight weeks, and involved significant investment in new technology applications, automated event feeds and staff.
He noted that the new product would markedly increase the range and depth of betting markets on offer by the group, with a greater range of sports, matches and betting options.
Ladbrokes' experience with in-play technology has so far been encouraging, O'Reilly observed, saying that during the World Cup there was a greater volume of bets on wireless than was the case on telephone facilities, with mobile betting action doubling year-on-year.
The company is expanding internationally with partnerships in the newly liberalised French market and licence applications submitted in Spain and South Africa.
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