Racing Post B2B launched the new business to business-specific sports brand Intellr at the Betting on Football Conference last month.

 

The sixth edition of SBC’s event had more than 2,000 industry leaders descending on the home of Chelsea Football Club, Stamford Bridge, for two days of sector discussion and debate.

 

Companies from around Europe showcased the latest in sports betting innovation, with Intellr launching its flagship in-play football product which provides customers with reliable, high-quality live tipping content.

 

The smart, responsive and agile API bridges the gap between real-time action and tipping content, by showing a bookmaker’s odds alongside bet-prompting information.

 

Racing Post experts featured heavily across the speaking panels throughout the week. B2B head of retail Alan Pepperell, B2B head of digital Will Fyler and B2B consultant Bruce Millington all discussed various key industry topics including the betting shop of the future.

 

Speaking about the launch of Intellr and Betting on Football as a whole, Fyler expressed his delight at the feedback for in-play football and the brand as a whole.

 

“Intellr is in its early stages however the feedback we’ve received this week has been really positive,” he said.

 

“There is a huge appetite for high-quality sports betting content, both in the UK and internationally. This appetite extends to live bet-prompting which is where a large percentage of football bets take place.’

 

“Across the two days at Stamford Bridge, it’s evident that most operators are looking for added value on their sites to engage customers and that is where we feel Intellr fits.”

 

Focus now turns to America for SBC, as they launch Betting on Sports America which takes place on April 23-25 in New Jersey.

 

New Jersey Governor Phil Murphy will make a keynote address to the conference, the bulk of which is taking place at the Meadowlands Exposition Center.

 

Murphy said: “New Jersey has been a sports betting success story and we hope that other states seeking to go legal will replicate that positive experience.”