Gala Bingo, a subsidiary of gaming operator Gala Coral, has partnered sports betting platform provider OpenBet to launch Gala Bingo Flutter, a sportsbook product targeting the operator’s female customers.

The product has gone live via ahead of this summer’s football World Cup, and has been developed in conjunction with Coral, another subsidiary of the operator which focuses more on sports betting.

Flutter focuses on high-profile sporting and entertainment events that appeal to Gala Bingo’s predominantly female player base. It has been developed with a dynamic interface and to offer the same user experience as the bingo product, and will also offer lottery games that have been supplied via the OpenBet platform.

Coral will supply its trading technology and price feeds directly into the system, which will be published in real-time through OpenBet’s LiveServ and Live Odds solutions, allowing Flutter to feature in-play betting.

Gala Bingo director Alison Digges said that choosing the supplier to power Flutter was an easy decision.

“With their unrivalled sportsbook software and Coral’s trading expertise, it has allowed us to launch Gala Flutter ahead of the 2014 World Cup and allow our thousands of customers to have a little Flutter on the biggest sporting event this year,” Digges explained.

OpenBet senior vice president of technology Nikos Kryvossidis said the partnership showed how open, flexible and scalable its betting platform can be, allowing for seamless integration between both B2B and B2C operators.

“We are delighted that Gala Bingo has chosen our platform for their exciting newbetting channel,” Kyrvossidis added.