FairPlay Sports Media has launched a bet builder comparison tool through its Oddschecker brand in the UK.
The tool will allow users to find the best prices and offers for complex same-game multiple bets, according to the affiliate.
At launch bet builder prices from Bet365, BetMGM, Sky Bet, Paddy Power and Speadex will be available to users with further operators and features to be added over time. The tool will be first rolled out across the affiliate’s internal brands before eventually being offered in external partnerships.
FairPlay highlighted customer feedback of wanting personalised storylines around sports events as a reason for the tool’s development. The tool’s interface is adapted from Oddschecker’s traditional comparison grid with a “parlay engine” that improves engagement through signposted potential payouts alongside operator offerings.
Stuart Simms, FairPlay Sports Media Group CEO, said that the launch is another example of how the company has listened to its customers “in order to level the betting playing field for them”.
“We’re excited by a product that will galvanise bet builder users with a simple way to maximise their value, while also providing yet another bridge to operators looking for more traffic to their bet builder products which continue to be significant margin-boosters for them,” added the CEO.
Simms continued by noting that bet builders, by their very nature, favour the brave. “The bravest bettors will win from significantly enhanced prices as we expose those hiding behind odds obfuscation, while those operators who have true trading expertise and back themselves in this competitive marketplace will win out in the long run.”
The newly rebranded affiliate recently acquired deep-learning neural network platform Quarter4 (Q4) for an undisclosed amount.