Unibet has become the first operator to launch BetUP, a new in-play sports betting product designed by UK and Malta-licensed software developer Commologic.

BetUP is described as an acquisition tool for casual sports fans, designed to engage players by creating an in-game experience that simultaneously educates users about live betting.

The product puts players into pools to offer big jackpots for customers who can successfully predict a series of in-play propositions, such as next corner or next goal, during a live sporting event.

It has been developed by Commologic, a supplier that develops second screen experiences to enhance the enjoyment of sports betting customers and better monetise these users. It has been licensed by the UK Gambling Commission and the Malta Gaming Authority.

BetUP has now gone live for Unibet’s desktop, mobile and tablet channels in six markets including the UK and Sweden, both as part of the operator’s sportsbook and as a stand-alone native application.

It has already seen more than 7,000 users register to play games during last week’s Champions League quarter final second leg.

“We understand that every sports betting operator wants to improve engagement and reach new demographics, so we are delighted to have gone live with BetUP, an innovative new product which does exactly that,” Commologic chief executive and founder Tamir Berler said.

“As one of the industry’s most forward thinking operators, Unibet is the perfect partner to launch BetUP. They obviously see the value in the product and we are certain their customers are going to enjoy it.”

Unibet’s head of sportsbook Erik Bäcklund added: “We are now live with BetUp in six markets, with more planned to be rolled out before the Euros. So far we are seeing a big interest across markets and have received very positive feedback around engagement and second screen experience.”

“We evaluate new opportunities and products on a regular basis, with BetUp really standing out from the beginning,” he continued. “We are very excited over the potential BetUP gives to our Sportsbook product mix.”