Sports betting technology provider Playtech BGT Sports (PBS) has hailed the success of its self-service betting terminals (SSBTs) during the FIFA World Cup.

With the tournament's semi-finals kicking off later today (July 10th), PBS said that its betting terminals have helped drive increased retail revenue for operator clients, taking a greater share of in-shop turnover than ever before.

During the tournament to date, Playtech's' SSBTs have processed more than 3.5m tickets, a 400 per cent increase on the 2014 World Cup.

This growth has been aided by PBS rolling out a range of new products and features such as new markets, an enhanced cash-out tool, goalscorer options and Match Accas.

An enhanced in-play football user experience has also been key to growth, PBS said, with live betting now accounting for 34 per cent of total World Cup turnover versus 12 per cent at the previous tournament.

"We are delighted with the numbers to date and are pleased to have helped generate so much extra revenue for our betting shop partners in the UK and Ireland," PBS managing director for the UK, Ireland, Asia and Australia John Pettit said.

"We have undoubtedly benefited from the live World Cup TV pictures available in every shop, which have encouraged in-play betting."

PBS also revealed that the highest in-play turnover of any match was generated by the round of 16 game between Croatia and Denmark, which had been considered a lower-profile game.

"Croatia versus Denmark smashed records and the message to operators is crystal clear: if you combine pictures with data at the right time the revenues will flow," Pettit said. "It's a simple message and one we're excited to be helping deliver as we continue to innovate in this space."

Shares in Playtech plc (LSE:PTEC) were trading down 1.86 per cent at 515.80 pence per share in London Tuesday morning.

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