MoPlay unveils new MyPlay build-a-bet feature

Addison Global’s sports betting brand MoPlay has integrated a new bet-building feature called MyPlay in a bid to appeal to its target millennial audience.

The MyPlay product is built on an existing SBTech engine that has been combined with MoPlay’s branding and pricing mechanics, according to Addison Global CEO Juergen Reutter.

MoPlay customers can now “flick a switch” while on the mobile app, allowing them to build their own bets from multiple selections as featured in the video below.

“We’re very excited about our new MyPlay feature,” said Reutter. “We are witnessing an industry-wide movement towards build-a-bet functionality, and we believe MyPlay is a market-leading new feature in this space, spanning not only football but NBA basketball as well.

“Millennials love the flexibility and personalisation of MyPlay and we see this reflected in our stats. It is an SBTech feature at its core, but with our own branding and pricing.

“This combination brings a slick, user-friendly experience that MoPlay customers are enjoying, and we will emphasise MyPlay as a key component of our wider promotional approach across all of our markets,” he added.

MoPlay has signed several major sponsorship deals since it launched, pledging to build a brand and identity to appeal to millennial consumers.