Sports data and trading services supplier Betgenius has bolstered its offering with the launch of a new live streaming service for operators.

Leveraging its official rights partnerships with sports governing bodies, the new product features thousands of low latency streams, including content which has never before been available to sportsbooks, from sports competitions around the world.

Betgenius said that by focusing on fixtures played at off-peak times, the service allows operators to offer a more engaging experience around the clock, enhancing bet placement and customer retention during quiet scheduling periods.

Leading sports betting operator bet365 is among the first to go live with the product.

Jack Davison, chief commercial officer at Genius Sports Group, said: “Our close relationships with sports rights holders across the world have given us access to new, high quality streaming content which will significantly enhance our sportsbook partners’ in-play products.

“Combined with fast, accurate data on thousands of fixtures, this is a new and cost-effective way to attract more customers with a complete and immersive live betting experience.”