Betfair to offer fixed odds betting

Industry observers focused on a note from analysts at Numis Securities earlier this week which revealed that online betting exchange Betfair plc is planning to introduce a fixed odds betting facility in the second quarter of 2012. The new product will run alongside the company’s traditional exchange product, giving punters a wider choice.
The note opined: “If Betfair came to dominate fixed odds sports betting, in the same way it currently dominates overall sports betting, then it has the potential to more than double group profits.
”The calculations are highly speculative. The new system could let Betfair tap into the advantages offered by fixed-odds betting, such as greater selection, earlier bets and more multiple wagers.”
The move follows an announcement by the company back in April this year that it had launched live dealer gambling to its internet casino operation, using Playtech technology and beamed in real time from studios in Riga, Latvia .

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