The Football Pools will offer customers in-play betting for the first time in its history through a new partnership with sports betting solutions provider Commologic.
Through the deal Commologic will roll out its in-play pool betting product BetUP ahead of the 2016-17 Premier League season, which begins August 13th.
The BetUP product will cover all major UK games, as well as leading European competitions such as the UEFA Champions League and Europa League, via desktop and mobile web, with an dedicated app to follow.
The Football Pools joins Unibet in rolling out the BetUP product for UK customers.
Developed by the UK and Malta-licensed Commologic, BetUP is described as an acquisition tool for casual sports fans that offers a second screen, in-game experience which gives users a greater understanding of in-play betting.
The product puts players into pools to offer big jackpots for customers who can successfully predict a series of in-play propositions, such as next corner or next goal, during a live sporting event.
"The Football Pools is always looking to innovate and adding in-play betting is a natural evolution for us," said Conleth Byrne, managing director of the Sportech-owned business. "BetUp brings an exciting, engaging, and live game that we are sure this will prove popular with our 200,000+ weekly customers."
Commologic managing director Tamir Berler added that partnering an "iconic brand" in The Football Pools was exciting for his company as it expanded the BetUP network.
"BetUp will engage the Football Pools audience with live moments of entertainment for the first time," he said.