Betsson’s Betsafe gaming brand has launched a new social betting game for iOS and Android devices.

The new title, Emperor, sees players score points by predicting events in a live football match, competing against other players to win cash prizes that are pre-allocated from a prize pool.

“There is an increased demand for games that engage players during the games and therefore we are launching the football version of the Emperor for Euro 2016,” said Jesper Svensson, chief commercial officer of Betsson Malta. “I am confident that it will enhance the experience for our customers.”

Betsson CEO Ulrik Bengtsson added: “This initiative is in line with Betsson subsidiaries strategy to be at the forefront in providing great innovative mobile customer experiences. Our subsidiaries have now developed 24 unique mobile apps.”

The first version of the Emperor app takes in all the matches in the Euro 2016 tournament currently taking place in France, and will be scaled up with more leagues and features during the third quarter of this year.

Emperor is available to players in Betsafe's main markets, including the UK, Sweden, Norway and Finland.

Shares in Betsson AB (Co. Data) (STO:BETS-B) were trading up 2.13 per cent at SEK100.60 per share in Stockholm earlier Monday.