Bwin integrates live odds into pitch-side ad boards

Bwin has built on its betting partnership with Inter Milan by offering contextual live in-play odds on electronic sponsor boards during the Italian team’s matches.

The GVC-owned sportsbook initially displayed basic 1X2 odds on the sponsor boards during Inter’s first Serie A match of the season against Fiorentina, before taking things a step further with a next team to score market.

Now the operator has introduced contextual betting sponsor boards behind each goal.

During the Milan derby on Sunday, the electronic hoarding behind each goal showed supporters the odds on the attacking team to score, as well as a total goals market for the team that was playing in that direction.

Head of marketing and communications at bwin, Giuliano Mario Benaglio, said in a blog post on LinkedIn: “Finally live betting communication has reached a new level as you can follow both teams for real while they’re playing – a fully integrated experience!

“Dynamic and contextual odds gain increasingly more editorial value and consolidate their presence as an integrated communication tool in the field of sports.”