Cameron Murphy10.11.2016

Irish retail bookmaker, Bruce Betting, and UK-based platform provider, FSB Technology, have signed a partnership agreement that will allow Bruce Betting to enter the online sports betting sector.

FSB will design a bespoke online and mobile sports betting service for Bruce Betting which currently has retail betting shops throughout Ireland. The online platform will handle pre-match and in-play odds for a number of sports, as well as their market-leading horse racing product, while the bookmaker will maintain control over the design of the website. The platform includes a content management system for making adjustments to the site, as well as customer relationship management tools and the ability to tailor bonus offers and betting incentives to individual punters.

The online and mobile platforms will also benefit from FSB’s casino platform which features a selection of casino table games and slots games from top software providers, such as Microgaming and Realistic Games.

“We’re very pleased to work with Bruce Betting,” announced Richard Thorp, business development director at FSB. “Our managed solution will enable them to refine their online offer, whilst maintaining the customer-friendly approach that has made them popular.”

Bruce Betting was established in 1977 with headquarters in County Kildare. It operates a telephone betting service, alongside seventeen licensed retail betting shops throughout the Republic of Ireland.

“We’re very excited about the prospect of the new site and the app that goes with it and believe FSB’s tailored approach will go down well with our customers,” stated Eamon Byrne, director at Bruce Betting.

“We now have the right tools to deliver a top class betting experience across all channels and are very confident we’ll be able to offer a competitive product alongside the larger brands.”