Casino and sportsbook software supplier Playtech and bookmaker Ladbrokes Coral have integrated a proprietary bet slip solution into their partnership Live Casino product.
The sportsbook offering, the first of its kind in an online casino setting, allows customers to follow live odds and action, as well as place bets, without leaving gameplay at the Live Casino tables.
“This is the first time any provider has delivered a full solution to bring an operator sportsbook offering into the Live Casino client,” said head of live casino innovation for Playtech Kevin Kilminster.
The new Live Casino offering represents a “significant step forward,” with Kilminster adding players will “no longer have to choose between playing Roulette and keeping up-to-date with the big events.”
Roulette tables on the Live Casino channels will be operated by sports-trained dealers, who will provide commentary through live sporting events, alongside automated sports betting content presented by marketing automation platform Fresh8.
The most popular and optimised bets will then be delivered to the player during table game play.
“This technology adds a brand-new dimension to our Live offering, and is a great opportunity for players who enjoy sports betting to try out the Live Casino environment without missing out on any of the action,” said live casino product manager for Ladbrokes Coral Antonio Ruggeri.
The new offering was launched to capitalise on the growing demand for sports betting following the popularity of this year’s Fifa World Cup, inspired by the 2017 collaboration between Playtech and Ladbrokes Coral to develop a Cheltenham Festival-themed live casino Roulette room.
The latest betting slip integration comes after Playtech finalised the relocation of its dedicated live casino studios in September 2017 to the 8,500 sq m facility in the Latvian city of Riga, a move first announced in 2016.