Betfred launches automated PickYourPunt markets
UK operator partners with Betgenius and Sportcast to integrate Bet Builder product
Betfred has automated its user-generated PickYourPunt markets ahead of the World Cup thanks to a new partnership with Betgenius and SportCast.
The automated version of the product soft-launched on Friday, with the firm planning to start direct marketing to customers on Tuesday and Wednesday before advertising on TV on Thursday.
The firm said its main priorities were ease of access and speed of use, with customers now able to build their own PickYourPunt bets instantly rather than wait for traders to price them up via Twitter.
The automated service will initially focus on football, but Betfred said it was working with Betgenius and Sportcast to eventually expand to other sports.
“We’re extremely happy to have delivered our PickYourPunt Builder product to our patrons in time for the 2018 World Cup,” said Lewis McMillan, head of digital product and promotion at Betfred.
“This gives customers the opportunity to build the bet they want, on any World Cup match, with thousands of possible combinations available to them. But the crucial factor here is that they get their odds instantly! We believe that this product, coupled with our extensive Racing Post Football Data package across football markets, will capture the needs of customers in this demanding digital age where immediacy and information are fast becoming basic expectations.”
The product is initally available only on mobile, as Betfred seeks to target a younger audience.
“We’re seeing the end of the patriotic punter who just backs England,” said Betfred spokesperson Peter Spencer. “Our younger customers nowadays know every team and who plays left-back for Belgium, so we want to give them the opportunity to make the most of that knowledge.”
The launch continues a growing focus on user-generated markets ahead of the World Cup, after BetVictor made its #PriceItUp product the center of its World Cup marketing campaign.
GVC sportsbook bwin has also integrated the Sportcast BetBuilder product, hailing its ability to “drive good margin and bring excitement to our customers”.