Up close and personal with Bookee

Up close and personal with Bookee

Monday, November 21, 2016 Posted by Scott Longley
New app brings ‘swipe-to-bet’ functionality

A new app designed to bring the level of personalisation and consumer interaction apparent with such services as Uber and Tinder has been sprung upon the betting world.

Bookee is a new start-up mobile-first sports-betting app launched by a pair of lifelong friends who say their mobile-focused approach bypasses the old tried-and-tested ideas of desktop-bound spreadsheet-type sports-betting offerings.

Founders Adam Wilson and Adam Kalmanson came up with the ‘Tinder for bookmaking’ tag when they realised that the level of personalisation for casual bettors from the current array of sports-betting offering was poor.

They came up with what they call as 21st Century betting app with a unique swipe-to-bet feature that allows the punter to place or reject bets with a simple swipe of the finger. The basic interface offers a random deck of bets on offer for small stakes that over time and usage will increasingly offer bets based on personal preference and previous betting habits.

“My partner Adam came up with the idea,” Adam Wilson tells TotallyGaming.com. “maybe betting could suggest a personal bet.”

This was while the pair were working with 888 and William Hill, respectively, in Tel Aviv, largely on the affiliate side. Having got funding from investors with industry knowledge, the pair set about building the app in August 2015 and had a bet product available for soft launch at the time of the European Championships this summer.

Wilson says the soft launch immediately brought them into contact with their target audience. “There was no dry period,” he says. “Customers started coming through immediately and we are speaking to them all the time now.”

The initial contact has helped them to refine the product – a discovery tab was added quite swiftly after launch due to customer demand – and they will be adding in-play by the end of the year.

The backend is provided by FSB Technology – itself something of a scrapping market entrant in the sports-betting backend supply market – and Wilson says the two companies complement each other.

The choice of supplier means Bookee has been able to launch with a variety of features designed to capture the imagination of the more mass-market and casual punter. Users are presented with a full range of betting opportunities as well as bets tailored for specific leagues and matches.

They also have original betting categories such as a ‘Strike It Lucky’ option, ‘Game of Two Halves’ for those looking for half-time/fulltime results, an ‘Accas’ tab for multiple bets and a ‘Splitbet’ feature for when users wish to split a stake with a friend. There is also a back button for those that wish to reject a bet made by mistake.

The app will feature functionality that over time will learn a player’s preferences and will begin to provide more appropriate bets to the user. “Our strapline is ‘Swipe. Bet. Done’ because it really is that simple,” says Wilson.

The app is currently available for download on the Apple App Store and is poised for an Android presence in early 2017.

Totally Gaming says: The challenge for Bookee will be to gain traction in an incredibly competitive UK sports-betting market. There is room for the UK sports-betting scene to be given a shake and this type of personalised betting app is the likeliest route.


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