iPro, a new fantasy sports business co-founded by former IGT executive vice president of interactive Robert Melendres, has launched its first product, with the mobile-focused predictions game ringit! now live.

Designed to enhance the viewing experience, ringit! sees players make play-by-play predictions, based on dynamic odds on National Football League (NFL) matches.

The company has been established by an experienced leadership team, led by IGT veteran Melendres, who was instrumental in the supplier's acquisition of DoubleDown Interactive, and also served as IGT's chief legal officer and corporate secretary.

He is joined by chief product officer David Ortiz, who previously served as senior producer and project lead for Electronic Arts’ EA Sports Madden NFL franchise, and a team comprising technical, product and marketing veterans from leading companies such as EA Sports, Microsoft, IGT, and DoubleDown Interactive.

Using iPro’s patented technology, players can compete against friends to win virtual chips, with more than 15,000 pick opportunities in each NFL game. The free-to-play product will be followed by the roll-out of a real-money variant.

“Real-time, play-by-play predictions with dynamic odds have never been achieved before, but I'm just as excited about the flexibility of this platform,” iPro founder and chief executive Melendres said.

“Our platform is designed to offer social, fantasy and sports betting gameplay within a single app and with the ability to switch modes automatically based on the user's location and the laws of that jurisdiction,” he explained. “This is a monumental accomplishment, and the platform has been awarded a United States patent on this real time interactive prediction with several more pending that protect that achievement.”

Ortiz added that he is aiming to change the way in which people watch and enjoy American football, claiming that ringit! brings “a rapid-fire intensity to the game that you just don't get from other fantasy sports, and as a result, makes watching the game a competition itself."

“Whether making simple pass or run predictions, or going deep choosing from thousands of picks with odds that change dynamically as the game happens, ringit! brings a never-seen-before level of engagement for casual and hardcore fans alike," he said.

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