Stockholm-listed casino games specialist NetEnt has rolled out a new addition to its live dealer product range that allows customers to simultaneously play casino games and bet on sports.

The NetEnt Live Sports Betting Widget uses streaming technology and content management tools to seamlessly combine operator-generated live odds on any sport, match or marketplace with live dealer action. Customers can bet on roulette and on sports from the same interface.

"This is a product unlike anything the market has seen before and we are releasing it at a very exciting time, with the start of the World Cup only a few weeks away," NetEnt chief product officer Henrik Fagerlund said.

"[The] Sports Betting Widget offers a new type of cross-sell opportunity, as operators will not have to worry about missing out on sports-betting revenue while gaining revenue on other products, as players can use both simultaneously," he explained.

The widget is the latest new feature launched by NetEnt as it looks to integrate sportsbook features into its live dealer offering. This has already seen the supplier roll out Live Sports Roulette, which features real-time action and score updates, and sees the roulette dealers commenting on the action as it happens.

These new features are powered by Chroma key technology – similar to the greenscreen used for special effects in cinema – which allows different backdrops or videos to be displayed behind people or items in the foreground.

Greek operator Stoiximan has already signed up to launch the Sports Betting Widget ahead of the World Cup, promoting its pre-match and in-play odds to players alongside the live roulette game.

"We always want to offer the ultimate user experience to our members," Stoiximan head of casino Ioannis Kalambokis said. "That's why we worked closely with NetEnt in order to create an innovative way of combining sports betting with live casino.

"With Sports Betting Widget our members can now play our live casino games without worrying about missing out on in-play betting during the World Cup action."

Shares in NetEnt AB (STO:NET-B) were trading down 1.84 per cent at SEK48.93 per share in Stockholm Friday afternoon.

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