Mobile-focused sports betting start-up Bookee is aiming to attract casual bettors with an app that allows users to place bets by swiping their smartphone screen.
Replicating the popular feature from dating apps, Bookee presents players with a selection of low-stake bets on a range of sports and events, with players swiping left to reject the bet or right to accept.
It aims to offer users a more social, personalised betting experience by using mechanics made popular by dating app Tinder, helping attract those unfamiliar with traditional betting formats.
The company was founded by Adam Wilson and Adam Kalmanson, former affiliate managers for William Hill and 888 respectively.
"The popularity of apps like Tinder and Uber have shown that we are in an era of gamification, binary actions, and instant gratification," Kalmanson explained. "We are the first people to provide this type of service in the betting world and our strapline is 'Swipe. Bet. Done' because it really is that simple."
Bookee is now live on the Apple App Store with an Android version due to go live in early 2017.