Sports betting solutions provider FSB Technology has expanded its client base after sealing a deal with BeanBagSports, a Dublin-based operator that combines social interaction with betting functionality.

FSB is supplying BeanBagSports with a full sports betting service, trading both pre-match and in-play on a range of sports, as well as its trading-driven CRM tools which allow companies to tailor bonuses and incentives to targeted customers.

BeanBagSports takes a different approach to other sports betting sites with a blog-like look and focus on content, such as exclusive contributions from sports stars including snooker legend Stephen Hendry, cricketer Phil Tufnell and footballer Neil Ruddock.

The launch has been timed to coincide with the beginning of the National Hunt racing season, which runs until late April, FSB business development director Richard Thorpe commented.

“We’re delighted to have concluded a deal with BeanBagSports, who provide a unique service to their customers and need a bespoke service as a result,” he said. “Our managed solution will enable them to deliver on their strategy around the live sports event experience.

“As well as a diverse range of data feeds, a top trading team and a wide variety of sports, they will also have our modern CRM tools at their disposal.”

Head of BeanBagSports Jessica Sachs said she had been impressed with the quality of FSB’s service and tailored approach to its customers.

“It is also great to have control over the look and feel of our website through a functional set of APIs,” she explained.

“We need the right sports markets on the right devices for the modern day tech-savvy consumer and are confident that our new partner provides us with the right tools to deliver a top class betting experience, particularly in-play.”

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