World leading digital sports content and media group, Perform Group, in partnership with William Hill, Sporting Solutions and Wettbuero as first sign-ups, has announced the launch of an innovative new service, the RunningBall Odds Store, which will see sports betting operators being provided with access to a vast range of best-in-class in-play odds from a number of providers via one unified API.
The proprietary software was created by RunningBall, a company that was acquired by Perform Group for £95 million in 2012 and will ensure the fastest possible delivery of the live odds feeds and give operators an opportunity to tailor their in-play offer so as to match their exact requirements.
The trading and risk management capabilities of sophisticated trading floors is bound to benefit customers and drive more efficient pricing and higher margins.
Customers can integrate the RunningBall Odds Store for free and in a simple manner giving them complete flexibility via a pay-as-you-go commercial model that will enable them to select different partners on a per competition or per match basis.
Shane Gannon, the Head of Trading Solutions at Perform Group, commented on the new launch by saying that by partnering with some of their trusted RunningBall clients, they have created a solution whereby through one integration, a bookmaker will have choice and flexibility in choosing live odds from top quality odds providers. Gannon added that there is limited flexibility in the in-play price market for smaller to medium sized operators and that they will be providing a unique service as they continue to drive innovative new products to the betting industry.