In-play betting is set to have its profile further raised following a deal between Sportingbet and Global Interactive Gaming (GIG), which will provide the service on sites in time for the FIFA World Cup.
GIG is owned by New Jersey-based Interactive Systems Worldwide (ISW), which will give software and other services to Sportingbet’s player-to-player betting pages.
The deal is for an initial 18-month period. Kenny Alexander, managing director of Sportingbet Europe, said: “We have high expectations for this product for the World Cup. It will enable us to offer our customers a market leading in-running product and enhance our already comprehensive football product.
“This product will allow us to maximise the opportunity that exists in any new territory but also continue to expand in our existing markets in Europe.
“In-running betting is already popular and we are seeing more of our customers betting in-running on the various markets we offer. With increased coverage of televised sport and the improvement in the in-running product on offer and range of markets and sports available the popularity will only increase.”
Source : egr magazine
