Paddys looks to gain mobile edge with One Touch bets
Bookmaker says new innovation will âleave competitors behindâ when it comes to speed of in-running betting
 
Paddy Power has launched an innovative one-touch betting function which the operator says will reduce bet placement times and increase in-play turnover.
The firm said it developed One Touch, which was unveiled this week as part of its latest app update, after customer research showed a level of frustration at the occasional inability to get in-play bets accepted due to market suspensions and odds volatility.
âThe idea is just to make it as simple as possible for customers to place a bet,â John Campbell, One Touch product manager, told EGR.
When a logged-in user clicks onto the in-play screen, the customer can toggle the One Touch functionality to âonâ, and select their pre-set One Touch stake.
Once activated, customers simply click the selection odds they want, and the bet is placed for the predetermined stake.
Campbell said Amazonâs one-click purchasing capability was a useful yardstick in the one-touch development given that no other betting company has similar functionality, Campbell said.
âFirms do the âquick bet slipâ kind of thing at the minute but this leaves that stuff behind. If competitors want to keep up on in-play betting, weâd anticipate them following us with this.
âBut being first gives us a chance to own this space. Our marketing campaign will be centred around being the fastest place to bet in-play. Thatâs the message weâre sending to customers,â he added.
Campbell also dismissed concerns that the number of accidental bets would sky-rocket, pointing out that it had been the primary concern in the initial development of One Touch but there had been no such problems during consumer testing.
âIf youâre on the in-play page, scrolling-up and down looking at odds, youâre not adding everything to your betslip,â he said
âThese devices are deigned to interpret whatâs a gesture and whatâs a touch, so we feel confident that thatâs not a big risk,â he added.
The One Touch functionality was added to the Paddy Power app earlier this week as part of an update on iOS and Android.
Other upgrades include a new dedicated Cheltenham section ahead of the racing festival later this month, and live streaming of sports for the first time, including NBA, La Liga football and ATP and WTA tour tennis.
One Touch is expected to be extended to desktop should it prove to be a mobile success.