Mr Green to roll out an updated sportsbook in the UK and Ireland

Mr Green, the Stockholm-based online gambling company, has announced it is to roll-out an updated and improved version of its sportsbook for its customers in the UK and Ireland.

Mr Green

Mr Green are rolling out a number of updates of late. © Wikipedia

The bookmaker claims the new sportsbook is ‘content rich’ and promises a number of new features, especially in regard to in-play betting. New features include improved AI and a Bet Assist prompt that the firm claims will help customers to make ‘smarter bets’. There’s also a new Combi Spin Football feature. Users can decide the odds they want to bet with and then spin to find fixtures that match their desired odds.

There are also updates to the platform’s tennis betting section, with speedier betting and improvements made to the in-game visuals. The new version of the sportsbook will still use a Kambi platform, while the new features have been developed together with BettorLogic, a market-leading betting analytics software provider. The new sportsbook will first be rolled out in the UK and Ireland over the next few months.

Commenting on the release, CEO, Per Norman, said:

The launch of our new Sportsbook embraces the five cornerstones of our business strategy Mr Green 2.0 – brand, user experience, product offering, geographic expansion and being the leader in Green Gaming.Per Norman, CEO of Mr Green Group

The partnership with Betterlogic is a smart move by Mr Green as they attempt to better engage both new and existing customers. BettorLogic will utilise customer betting records to provide unique and relevant content to users, which should improve engagement and the overall experience.

Green Gaming

The updated sportsbook is one of a number of modernizations to the Mr Green platform of late. Earlier in September, the company launched a tool designed to help users self-assess whether they are at risk of problem gambling. Named Green Gaming, the tool will first be released in the UK in late 2017.

The software is an innovation in responsible gaming at a time when bookmakers are under considerable pressure to improve on their social responsibilities. Along with the safeguards that the platform itself offers, Mr Green state that Green Gaming will further protect at risk players by allowing them to “put on the seat belt and set the controls” when it comes to the controlling gambling habits.

The tool works by comparing actual recorded customer betting behaviour with the customer’s own perspective on their betting. The software was developed in collabration with Sustainable Interaction. While the software is currently only available for the operator’s casino product, it will be rolled out on the sportsbook shortly.

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