London-listed gaming technology supplier Playtech has launched a built-in bet slip for Ladbrokes Coral's live casino, allowing players to follow live football action and place bets without leaving the casino tables.

Developed by the company's Playtech Live subsidiary, the launch marks the first time that a bet slip has been fully integrated into a live casino product.

The new offering features roulette operated by sports-trained dealers who will provide match commentary throughout the remaining games of the FIFA World Cup 2018, with a dedicated video wall displaying match highlights and statistics.

Playtech has deployed technology from marketing solutions provider Fresh8 to ensure that the most popular and optimised bets are delivered to each user.

The integrated bet slip is the latest sports betting and live casino crossover product developed by Playtech for Ladbrokes Coral. Last year the supplier created a Cheltenham Festival-themed live roulette product, featuring live streaming of all races.

"The new Ladbrokes Coral integrated bet slip is a significant step forward for the live casino experience," Playtech head of live casino innovation Kevin Kilminster said. "Sports fans no longer have to choose between playing roulette and keeping up-to-date with the big events. With everything they need to place sports bets fully incorporated into the Live studio, it's a more convenient and engaging experience for the players.

"This is the first time any provider has delivered a full solution to bring an operator sportsbook offering into the live casino client," he added. "Owing to our unique omni-channel capabilities, Playtech is best placed to deliver this type of premium experience for operators."

Ladbrokes Coral live casino product manager Antonio Ruggeri said he was delighted to follow the Cheltenham Roulette product with the bet slip launch.

"This technology adds a brand-new dimension to our live offering and is a great opportunity for players who enjoy sports betting to try out the live casino environment without missing out on any of the action. We're confident the new bet slip will get a great reaction from players during the World Cup and beyond."

Shares in Playtech plc (LSE:PTEC) were trading up 0.79 per cent at 533.20 pence per share in London Monday morning, ahead of their 52-week low of 524.20 pence per share set on July 2nd.