Software developer Commologic has added a new feature to its BetUP in-play sports betting product which allows players to place instant bets.

Already live with Unibet, BetUP Instant builds on the success of the initial pool betting game, combining in-play tournaments with an instant win moment.

The new feature creates up to 30 additional betting opportunities per football match, according to Unibet, as well as a fun way to engage new players.

“BetUP Instant satisfies customer demand for an instant gaming experience within the longer engagement of the game,” said Unibet head of sports Erik Bäcklund. “We have seen BetUP work well in parallel to our in-play product and we hope BetUP Instant should make the product stickier, increase revenues, and educate the more casual customers to bet in-play."

Tamir Berler, CEO of Commologic, added: "We are always trying to innovate the in-play experience for sports fans. BetUP Instant now allows for a fan engagement experience at any time of the game.

“We are learning together with our partners and delighted they are backing the evolutions of our products. We are looking forward to rolling out more innovations together."

BetUP Instant is now available to all operating partners on the Commologic B2B network, including on mobile, tablet and desktop for all of Unibet's core markets.