Digital sports content provider Perform Group has made its first foray into the retail betting market, supplying Gala Coral subsidiary Coral with a retail-optimised version of its core Watch&Bet live streaming solution.

The deal sees Perform team up with Greek digital media solutions provider Vermantia to launch bespoke video content and match data, with the products to be integrated with Coral’s live odds in its retail estate.

Vermantia will take charge of content packaging, including live markets and the delivery of the service to Coral, while Perform’s RunningBall subsidiary to supply match data.

The deal marks Perform’s entry to the retail market ahead of a wider roll-out of the Watch&Bet Retail solution. It can be delivered via satellite or IP, and has the rights to stream over 4,000 video events each year across football, tennis, basketball and volleyball. The exact number of matches can be tailored to each customer’s needs and shop opening hours.

As part of the deal, RunningBall will provide in-match data and visualisations for over 80,000 matches each year.

Coral marketing director Olly Raeburn commented that he was excited to have partnered Perform to provide what he called the ultimate in-play retail betting solution.

“The quality and speed of RunningBall data, coupled with the fact that the solution uniquely enables us to integrate our own odds and choose the exact content we want to show, means Perform is an ideal partner as we look to further enhance the betting experience across our stores in the UK,” Raeburn continued. “No other content provider was able to offer such a flexible solution as Watch&Bet Retail and we look forward to a positive reaction from our customers.”

Perform’s managing director of content distribution Ross MacEacharn added that he was delighted to enter the retail market with what he called “a truly unique solution.”

“Following this deal, we are looking forward to wider international take-up of this engaging sports betting solution,” he said.

Shares in Perform Group plc (Co.Data) (LSE:PER) were trading up 0.72 per cent at 224.70 pence per share in London earlier this morning.