Gala Bingo betting product goes live
Bingo brand completes integration with OpenBet for launch of female-targeted 'Flutter' tab with mobile launch due in near future
Gala Bingo has completed the launch of its new female-targeted betting product ‘Flutter’ in partnership with sportsbook provider OpenBet with mobile integration planned for the near future.
The bingo brand’s sportsbook, exclusively revealed by eGaming Review last week, went live on GalaBingo.com yesterday in time for the FIFA World Cup and features a range of sports and entertainment markets.
Flutter was developed in partnership with sister company Coral and designed to appeal to Gala Bingo’s predominantly female player base as it looks to break down the barriers to the “macho and often impenetrable world of sports betting”.
eGR also understands that Flutter is set to be incorporated into Gala Bingo’s mobile app in the near future as part of its next phase of development.
Gala Bingo director Alison Digges said the company was pleased to partner with Openbet which fought off competition from rival sportsbook suppliers.
“With [OpenBet’s] unrivalled sportsbook software and Coral’s trading expertise, it has allowed us to launch Gala Flutter ahead of the 2014 World Cup and allow our thousands of customers to have a little Flutter on the biggest sporting event this year,” she said.
The deal will see OpenBet’s LivServ and LiveOdds publish price feeds provided by Coral for in-play betting.
“This demonstrates how open, flexible and scalable our betting platform can be, enabling a seamless integration between both B2B and B2C operators,” Nikos Kryvossidis, SVP Technology at Openbet, added.