Digital sports content and media group Perform has launched a new concept in odds provision. The RunningBall Odds Store has been created in partnership with William Hill, Sporting Solutions and Wettbuero.
This is an innovative new service which will provide operators in the sports betting market access to a range of in-play odds from multiple providers via one unified API. The proprietary software, created by RunningBall, will ensure the fastest possible delivery of the live odds feeds and allow operators to tailor their in-play offer to match their exact requirements.
Terry Pattinson, Group Trading Director at William Hill, said: “RunningBall has played an integral part in William Hill’s in-play trading for many years. When presented with the opportunity to provide our industry-leading prices to operators across the globe, we were very keen to become a launch partner of the Odds Store.”
Customers will benefit from the trading and risk management capabilities of sophisticated trading floors, driving more efficient pricing and higher margins. Free and simple to integrate, customers will have complete flexibility via a pay-as-you-go commercial model, and will be able to select different partners on a per competition or per match basis.
Ronnie Whelan, Business Development Director at Sporting Solutions, said: “The flexibility afforded by the Odds Store platform – combined with Sporting Solutions’ superior pricing solutions – will provide a compelling solution for partners looking to design a bespoke service or supplement their existing in-play solutions.”
Shane Gannon, Head of Trading Solutions at Perform Group, commented: “By partnering with some of our trusted RunningBall clients, we’ve created a solution whereby through one integration, a bookmaker will have choice and flexibility in choosing live odds from top quality odds providers.”
He added: “For smaller to medium sized operators, there is limited flexibility in the in-play price market, and we will be providing a unique service as we continue to drive innovative new products to the betting industry.”