Argyll Entertainment links up with SBTech to offer Action Betting

Argyll Entertainment links up with SBTech to offer Action Betting

Monday, February 5, 2018 Posted by Michael Lawson
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The technology is a mobile first.

Argyll Entertainment, the operator behind and, has bolstered its in-play sports offering with the launch of Action Betting in the UK - a mobile-first feature that suggests markets of interest to players through contextual alerts and call-to-action betting options.

Powered by SBTech’s machine learning algorithm, Action Betting creates instant notifications when a specific incident occurs in a match, whether a free kick, red or yellow card, corner or dangerous attack. A dynamic market is then displayed on-screen, enabling players to ‘quickbet’ on outcomes directly from the widget, with the selection added to the bet slip instantaneously.

Discussing the impact the SBTech launch will have on his company’s sportsbooks, Argyll Entertainment CEO Stuart Tilly told “The action betting feature provides our mobile customers with relevant, real-time betting markets and a quick and seamless route to placing their bet.

“The action betting algorithm is able to track the action on the pitch and present the user with a concurrent and relevant betting opportunity as a result. For example, it may present a “Next To Score” market if one team is in a dangerous attacking position on the pitch. And instead of having to navigate to the particular market on the page to place their bet, they can simply add to betslip with a single tap on the pop up notification.

“From a business perspective, we anticipate that the feature will prompt customers to participate in more in-play activity and also bet on new markets they hadn’t traditionally bet on before.

“With such competition for a player’s attention, we recognise the importance of making every minute our players spend online with us a rewarding one and we hope that this easy to use and intuitive feature will heighten our players’ enjoyment of our mobile product. Of course, if they do find it evasive or simply have no interest in using the feature, they can switch off the action betting alerts, again, with a single tap on the notification.”

Ian Bradley, Chief Product Officer at SBTech, added: “We’re very excited to see one of the most innovative betting operators in the UK go live with our latest feature. These innovations are part of SBTech’s continuous drive to offer differentiation points to its clients which can then be passed on to players. We’re delighted to see Argyll Entertainment display such speed to market and look forward to more new features and growth in 2018.”

Totally Gaming says: This is an interesting development in the world of igaming, and Argyll Entertainment will be the first operator to offer Action Betting in the UK. If it takes off, there could be many more operators jostling to have it on their sites.


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