SBC News Voice of the Sports Betting Industry
Independent online bookmaker bet365 has released its new ‘Edit Bet’ feature, which enables customers to ‘add, swap and remove selections’ from their wagers in both pre-match and in-play markets.
Seeking to boost its market choices, the Edit Bet feature will be made visible within the bookmaker’s betslip functionality once its ‘Cash-Out’ option is live, thus allowing bet365 customers to ‘change bets in any way they want’ (Click Here to View full bet365 description).
The bookmaker informs that the Edit Bet feature can be used by its customers to ‘unsettle straight accumulators’ before matches have started or whilst they are in-play. Furthermore, the new feature can be used for single wagers, where players can ‘additionally swap or enhance selections’.
Once activated, customers that utilise the Edit Bet feature will be given a new betslip valued at bet365’s Cash-Out price in order to reflect live market/game odds.
Releasing the new feature within its sports betting product, bet365 governance continues to focus on in-house development as the bookmaker seeks to differentiate within the highly saturated online betting market.
Improving customer in-play choices and boosting user flexibility within markets appears to be a point of action for industry operators. In May 2016 Ladbrokes in partnership with Playtech and Openbet technologies launched its ‘Edit My Acca’ feature allowing customers to change or enhance accumulator bets.
At the time Ladbrokes would label the new feature as an ‘industry game changer’.
