Betfair extends Betgenius partnership
Software supplier to provide 'near-live' video adverts for newly launched fixed-odds site.
Sports data software provider Betgenius has strengthened its ties with Betfair, extending its partnership to provide the operator with its Connextra software to run live video adverts.
The deal follows the announcement of an agreement which will see Betgenius supply sportsbook management software for Betfair’s fixed-odds service, which went live in the UK late last month.
Betgenius has developed the ads in partnership with live streaming provider Perform’s Watch&Bet service, allowing them to feature ‘near-live’ streaming from sporting events and alongside Betfair’s latest in-play odds.
Commenting on the deal, Betfair’s head of partnerships Oliver Scott said: “We’re delighted with the new, innovative live video adverts from Connextra and we’re confident they’ll further improve the all-round in-play experience on our site.”
The launch of a fixed odds offering in Betfair’s core UK market, ahead of this summer’s European football championships in Poland and Ukraine, was first announced by interim CEO Stephen Morana in February this year. The operator has described it as a move to attract a larger share of customer wallets, and part of the development of a ‘next generation sports site,’ which will allow customers to seamlessly switch between fixed odds and the exchange platform.