Stockholm-listed betting and gaming operator Mr Green has launched an enhanced sportsbook developed in partnership with analytics specialist Bettorlogic.

The Kambi-powered Sportsbook 2.0 leverages Bettorlogic's analytics and modelling solutions to offer customers bespoke bet types tailored to individual preferences.

It is said to offer more than 15,000 prompts to customers each week, presenting bets on football, tennis and other major sporting events.

It also features a new Football Combi Spin feature, which allows players to set their odds, then spin reels to find preferred selections that can generate big wins. 

"Bettorlogic are very grateful that Mr Green shares our vision that bettors should be assisted in what is predominantly an experience to be enjoyed," Bettorlogic chief executive Andrew Dagnall said. "We are seeing the benefits of investment in our own IT team in India as it enables us to be far more responsive and cost efficient to the needs and vision of Mr Green."

Development will continue in the coming months, with Bettorlogic planning to use customer betting history to boost engagement, helping improve the Green Gaming tool, as well as assisting the CRM and marketing teams.

"Our business strategy Mr Green 2.0 is comprised of five cornerstones –brand, user experience, product offering, geographic expansion and being the leader in Green Gaming," Mr Green chief executive Jesper Kärrbrink said.

"The launch of our new sportsbook embraces all five of these cornerstones and particularly so from a Green Gaming aspect by helping the player make informed betting decisions based on the expert insight as provided by Bettorlogic. I think we are the first sportsbook really trying to help our customers bet smarter."

Shares in Mr Green & Co AB (Co.Data) (STO:MRG) closed in Stockholm Wednesday up 1 per cent at SEK51.25 per share.