Betfect, a sports betting-focused social networking start-up, has signed up William Hill as the second major operator to launch on its platform after Ladbrokes went live last year.
The Betfect product is designed to bring a social element into placing a bet via its social network, enabling users to compare, place and share bets.
It aims to establish itself as a one-stop destination site for the betting community to share and copy bets, acting as a hub for users to interact, compete, track performance and share knowledge with others.
Betfect also looks to simplify the learning process for novice bettors by allowing them to seek advice and copy other players' bet slips with the click of a button. More experienced tipsters can compete against one another to climb a leaderboard and enter competitions to win prizes such as free bets or tickets to sporting events.
The company is looking to sign up multiple bookmaker partners to allow users to bet directly through their site, with Ladbrokes and William Hill the first major operators to join. The Betfect platform facilitates the entire betting process from the registration for new users to selecting bets and making deposits and withdrawals.
"Creating a social network for the sports betting community, allowing users to stay connected while using our services is a great idea," William Hill head of product innovation Alex Rutherford said.
"We are delighted to boost innovation by helping and supporting start-ups like Betfect to increase the level of engagement amongst our customers and to bring new ideas to market."
"We are delighted to be the first social sports betting application to fully and seamlessly integrate with both Ladbrokes and William Hill's APIs to provide an enhanced betting experience for our users," Betfect founder Giacomo Alpago said. "We aim to socialise the digital betting experience and do for the betting industry what eToro is doing for the financial trading markets.
"It is a major coup for Betfect that major operators like William Hill and Ladbrokes are keen to work with us to drive innovation in this sector in order to give punters the best betting experience possible," he added.
The company will now look to integrate additional bookmakers and sports data providers, as well as releasing iOS and Android apps.