SBTech has announced the launch of its newest ‘cutting edge’ live betting feature, Add2Bet, with a design based around simplicity and ease of use.
The sports betting solutions provider’s most recent mobile focussed enhancement is to be presented at the EiG expo in Berlin, on Tuesday October 31.
Add2Bet will enable players to immediately use the ‘cash out’ value of an open bet, to create a new double, treble or acca by combining it with new selections.
It’s hoped the new feature, which affords players added control over their betting, will appeal more to millennials, and in turn have a positive impact on SBTech operators’ turnover.
Tom Light, SBTech Senior Vice-President of Business Development, said: “Add2Bet is the latest example of a key sportsbook feature designed to benefit both players and betting operators, and we believe it is the fastest and most ergonomic innovation produced by any betting solutions provider thus far.
“I look forward to presenting the product and discussing it in depth with our clients and contacts.”
The launch of Add2Bet follows a period of in depth research and development, which included extensive A/B testing, focus groups and practical scenario implementation in a live environment.
Key findings of the new feature were that nearly 70% of players who use cash out for an average of 40% of their betting activity placed a bet using the new feature.
Also, of all total bets generated by the sample group, 7% of English Premier League live bets were placed using Add2Bet to change an existing live bet.
Finally, under-35s proved to be the early adopters, with users from this age group using Add2Bet after seeing it twice on average, compared to two and a half times that for the older demographic.
This research carried out by SBTech used a sample of 200 players, against a control group of 50 users from the same segments with the feature disabled.
Each player used their own betting account, which SBTech credited with £200, in September 2017.