Australian social sports betting operator Favourit has launched a real-money betting offering on the EveryMatrix platform, describing itself as offering a “brand new way” to bet on sports.

Operating under EveryMatrix’s Malta licence, Favourit will offer customers a wide range of markets, with over 10,000 pre-match and 5,000 live betting events per month.

The product is designed as a social approach to informing customers' betting behaviour rather than odds pricing, by allowing users to tap into a global network of betting experts, real-time data and analytics, as well as competitive real-money odds. It also gives users virtual currency to test and fine-tune betting strategies. 

Originally launching as a B2B product for Australian sportsbook brands such as Tabcorp’s Luxbet and the Paddy Power-owned Sportsbet, Favourit is available across multiple platforms and in multiple languages.

The company’s chief executive Toby Simmons said that over the past two years Favourit had developed an unique approach to betting, and was now looking to capitalise on this by adding to the experience through the EveryMatrix partnership.

“From our research, customers have told us that Favourit gives them a better online betting experience,” Simmons said. “We are out to prove we’re changing the game for the better. Following the trends of verticals such as social share trading and market innovators including eToro & StockTwits, Favourit will continue to become the number one brand in regards to a better user experience for punters around the world.”

“We are delighted to be able to launch such a fantastic new operator integrating our innovative platform,” EveryMatrix chief executive Ebbe Groes added. “I am thoroughly impressed with Favourit’s ambition, drive and genuine enthusiasm to change the user experience and I am delighted to announce this launch.”

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