Lads, Paddy, Stan James, Victor Chandler ramp up in-play with Livelogic
Ladbrokes, Paddy Power, Stan James, Victor Chandler and UK sport radio station Talksport have in the last six weeks all signed up for the Livelogic in-play product ahead of the World Cup, EGRmagazine.com can reveal exclusively
LADBROKES, Paddy Power, Stan James, Victor Chandler and UK sport radio station Talksport have in the last six weeks all signed up for the Livelogic in-play product ahead of the World Cup, EGRmagazine.com can reveal exclusively.
Livelogic is developed by Bettorlogic, the form analysis business backed by Betfair-founder Andrew Black and former Sportingbet chief executive Nigel Payne, and offers bet prompts throughout the course of sports fixtures in response to match developments, with link to relevant markets. It is supported by its own affiliate advertising format.
The four operators and Talksport will integrate the technology in formats ranging from modules that embed in in-play pages to xml text streamed to landing areas, with an additional Livelogic service available throughout the Cup.
Bettorlogic chief executive Mike Falconer said: “We know from research that Bettorlogic tools are very effective at encouraging customers to bet and Livelogic extends this capability into the in-play environment. We think it’s a major sector innovation.”
In common with virtually all major sports betting providers, the four operators have all already made significant investments in in-play betting ahead of the Cup.
Ladbrokes, which already uses Bettorlogic’s Form Lab betting tool, re-launched its online sportsbook in January with plans to live stream over 30,000 sporting events this year; while Paddy Power launched the Orbis-developed Live Odds product in February; and Victor Chandler released its Zukido-developed Live in-play sports betting product the same month, and has reported in-play revenue up more than 300% since.
Other operators to have invested in in-play include Bet365 and Bwin, which have both developed HD-quality in-play technologies in-house and Betfred, which launched Boolabus’ Betstream product last year; while Coral re-designed its main sportsbook platform with ex-Orbis Technology staff at Geneity; William Hill launched Live Odds this month and Gaming VC-owned Betboo subscribed for Perform’s WatchAndBetTV live sports internet TV service in March.
Bettorlogic and Orbis have been shortlisted for awards including Sports betting supplier of the year at the eGaming Review B2B Awards, which take place on the first night of EGR Live, eGaming Review‘s free conference and exhibition next month. Boolabus, Geneity, Orbis and Zukido have been shortlisted for awards including Innovation in sports betting software.