Platform provider FSB Technology (UK) Ltd has agreed a deal to supply BeanBagSports with a new fully-optimised sports betting service.

The deal will see FSB trade a number of different sports, both pre-match and in-play, for the operator who provide an innovative platform for sports fans to experience the best of major events.

FSB’s offering, which includes their market-leading horseracing product, will allow BeanBagSports to design their own front end, while utilising FSB’s APIs and UK betting licence.

BeanBagSports will also be given access to the supplier’s unique trading-led CRM tools that allow operators to tailor bonus offers and betting incentives to targeted customers.

FSB’s Business Development Director, Richard Thorp, said the service had gone live to coincide with the beginning of the National Hunt racing season.

He added: “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. 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: “We were very impressed with the quality of FSB’s service and their tailored approach. It is also great to have control over the look and feel of our website through a functional set of APIs.

“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.”

FSB Tech’s managed service includes a proprietary live sports betting platform, real-time algorithmic pricing models and CRM tools for player segmentation and bonusing.

BeanBagSports name a number of past and present sports stars as contributors to their platform including former World Snooker Champions Ken Doherty and Stephen Hendry, ex-Liverpool and Tottenham defender Neil Ruddock, rugby league star Eorl Crabtree and former England cricketers Phil Tufnell and Graeme Swann.