UK-licensed Argyll Entertainment has launched SBTech’s new mobile-first feature Action Betting across its brands.

Action Betting boosts operators’ in-play sports offering by suggesting markets of interest to players through contextual alerts and call-to-action betting options. It has gone live with Argyll’s SportNation and RedZoneSports brands, which were migrated to SBTech’s platform last year.

Powered by SBTech’s machine learning algorithm, Action Betting creates instant notifications when a specific incident occurs in a match, whether a free kick, red or yellow card, corner or dangerous attack.

A dynamic market is then displayed on-screen, enabling players to ‘quickbet’ on outcomes directly from the widget, with the selection added to the bet slip instantaneously.

“We’re continually striving to add value to our online offering to ensure our customers’ interaction with us is an enjoyable, entertaining and rewarding one,” said Stuart Tilly, CEO of Argyll Entertainment. “The release of Action Betting provides our customers with a unique, intuitive and easy to use in-play feature designed to enhance their mobile betting experience.

“We’re delighted to be one of the first UK facing operators on the SBTech platform to go live with Action Betting and look forward to working with SBTech going forward in rolling out many more market leading features throughout 2018.”

SBTech chief product officer Ian Bradley commented: “We’re very excited to see one the most innovative betting operators in the UK go live with our latest feature.

“These innovations are part of SBTech’s continuous drive to offer differentiation points to its clients which can then be passed on to players. We’re delighted to see Argyll Entertainment display such speed to market and look forward to more new features and growth in 2018.”