Bookmaker Coral has partnered with sports betting solutions provider Digital Sports Tech to roll out a proposition betting product for customers in the UK.
Available under the Player Bets brand, the proposition betting product allows bettors to create and customise their own bets on any player and statistic across a range of sports.
Powered by Digital Sports Tech's platform, the solution uses a range of algorithms to analyse each customised bet, generating accurate odds for the customer. The supplier estimates that there are more than 1.3m unique markets created by users over a single round of English Premier League matches alone.
This means users can bet on the minimum number of passes a player makes in a game (single player bet); the total number of shots on target hit by two strikers during a match (combined player bet), or whether one player can make more tackles than another (head-to-head bet).
The product was first rolled out by Australian operator MadBookie.com in June this year.
"Player-based betting is an untapped and therefore major growth area for the industry. There is huge demand for player related betting opportunities from punters, which you could argue has evolved from the growing popularity of fantasy sports," Digital Sports Tech executive director Ari Lewski said.
"Giving users the power to create and personalise their own player bets will change the actual experience of betting for many fans and will also provide them with a far deeper level of engagement with the sport," he continued. "We've had a tremendous reaction to the product since we launched this summer and we're now looking forward to a long and successful association with Coral."
Coral will be able to offer the Player Bets product exclusively to UK and Irish customers for an unspecified period, covering football, American football, basketball and rugby league.
The operator's sportsbook director Keith O'Loughlin described Digital Sports Tech's product as "something genuinely different," that would help ramp up player engagement.
"We're committed to providing Coral customers with the very best experience and we’re really excited about the potential of Player Bets," O'Loughlin explained. "It is a really engaging and fun addition to our customer proposition.
"The customer groups we've shown it to so far have absolutely loved it and we'll be promoting it heavily through all channels."