UK bookmaker, Ladbrokes has launched the ‘Edit My Acca’ function which is expected to be a game-changer in the online sports betting industry. The function, which allows customers to make changes to their football accumulators during match play, has been launched in an effort to strengthen the company’s football betting inventory in the lead-up to the Euro 2016 Football Championship.
Edit My Acca was developed in partnership with gaming technology providers, Playtech and OpenBet, who developed the function in close consultation with Ladbrokes and in a way that aims to enhance the betting experience of Ladbrokes’ customers.
“Football accumulators are by far the most popular sports multiple,” stated head of digital products at Ladbrokes, Dipen Nagda. “We already offer an industry leading insurance offer and acca tracking service. By launching Edit my Acca, we are providing customers with another unique and highly engaging feature, giving them more control.”
Using the function, customers will be able to track the progress of their selections during the match, cash out and check potential winnings in real-time and delete any unsettled legs from their football accumulators, removing these selections from their overall bets.
“OpenBet is committed to leading the way in sports betting innovation and Edit My Acca is the latest exciting new product to be seamlessly integrated via our platform,” commented Jeremy Thompson-Hill, CEO of OpenBet.
“Ladbrokes’ customers will love the new feature, which gives them greater flexibility on their accas and we look forward to working alongside our partners on more innovative sportsbook products in the future.”
Playtech Sports’ strategic advisor, Ian Chuter commented: “This is a real game changer. If one or two legs of your acca aren’t doing so well, you can remove them and extend your chances of winning, all while matches are in progress.”