Playtech BGT Sports (PBS) has brought customised betting into the retail sector with the launch of its new MatchAcca tool.

MatchAcca is available to customers of the company's self-service betting terminals (SSBTs) in time for the start of the FIFA World Cup in Russia on Thursday (June 14th).

The product allows customers to create single-match accumulators, where they combine a number of bet selections into one bet.

This marks the first time that personalised betting functionality has been introduced to betting shops, the company said.

The development of MatchAcca was first announced in February this year, with Playtech partnering market creation and odds delivery specialist AlgoSport for the product. AlgoSport was responsible for developing the algorithms that allow a range of contingencies to be priced in real-time.

"MatchAcca is revolutionary for the retail space. We've delivered a product which once again brings the best of online betting into the shop, and we're sure it will appeal to new and existing retail bettors alike," PBS managing director for the UK, Ireland, Asia, and Australia John Pettit said.

"Our SSBTs are the perfect platform for a bet request tool, with large screens and extensive football content allowing customers to easily choose selections and activate MatchAcca.

"Operators will experience the higher margins associated with multiples betting, while also driving customer engagement as the industry rides a wave on the back of this style of product."

Shares in Playtech plc (LSE:PTEC) were trading up 0.62 per cent at 807.00 pence per share in London Wednesday morning.