The Football Pools, owned and operated by Sportech, has launched a new innovative pools product through its partnership with New York-based technology firm Longitude.

MatchXtra offers competitive odds on Premier League and other matches throughout the world, with customers able to bet on fixed odds-type markets such as, home/draw/away, correct score and both teams to score, with a growing range of additional markets becoming available.  

The Football Pools said that these new pools-based bets offer “popular betting options, unparalleled value and, importantly, the ability to bet without being knocked back or having your stakes restricted.” It follows a soft-launch on in October.

“The benefit to customers is that it’s a pool mechanism, not fixed odds and therefore the prices become market-driven at low betting margins,” said Conleth Byrne, managing director of The Football Pools. “Working alongside Longitude to develop this new concept has been a really positive experience and an important step for The Football Pools.”

The Football Pools said that the development of MatchXtra was a “revolutionary step” for the company and signals the start of “more exciting developments to come.”

In the coming months MatchXtra will be expanded to cover a greater range of betting opportunities across a growing number of matches. New offerings will include ‘Price Match’, the ability for customers to choose the odds at which they want their bet placed, lay betting and multi-game betting, all powered by Longitude.

Longitude CEO Tom Ascher said: “The launch of MatchXtra is a significant milestone for Longitude as is the partnership we have created with The Football Pools. We are thrilled that our technology was selected by The Football Pools for this important expansion, and we look forward to ongoing collaboration and future enhancements to the MatchXtra offering.”