Oslo-listed Gaming Innovation Group (GIG) rolled out its new sportsbook solution in time for the start of the FIFA World Cup.

The new sportsbook platform has been under development for the past 18 months and went live on Wednesday June 13th on GIG's own Rizk.com.

The company says that its aim is to disrupt the online sports betting industry by offering unique proprietary markets with no suspension of the most popular markets, such as the outright winner.

Following its deployment with Rizk.com, the company plans to offer the sportsbook platform to its B2B customers as a modular solution.

"Building on our experience from both the operator and platform perspectives, we have come up with what we believe is the ultimate sportsbook solution," GIG director of sports Endre Nesset said.

"We have created a highly flexible, scalable and significantly advanced platform. Operators will have the freedom to personalise their offering to optimise the user experience. This way they can focus on marketing their brands and driving revenue."

The GIG Sports Connect module provides in-house and aggregated odds and a data service that allows customers to choose odds for any event or market.

This can be supported by GIG Trader, which includes proprietary trading tools and a risk management platform, as well as GIG Goal, a mobile-first front end and middleware solution.

"We believe our trading tool is more responsive than anything out there," Nesset added. "We are poised to disrupt the market in a big way and are extremely confident that we will make a huge difference to the way sports betting is experienced today - and in the future."