Friday September 9, 2011 : Commercial cooperation leads to closer ties
 
Betgenius Ltd, a provider of software solutions to the global sportsbetting industry, has announced the acquisition for an undisclosed consideration of user experience and front-end specialist, Boolabus.
 
Founded in 2008, the Boolabus team of designers and developers have produced a suite of products which increase bookmaker revenues across multiple web, mobile and touchscreen products by enhancing the user experience through multi-platform user interfaces. The company's flagship ‘Betstream’ products offer bookmakers an easy to integrate, content-rich experience that increases customer engagement and turnover.
 
Boolabus is probably best known for its work in live betting application development, delivering real-time commentary, statistics and bet suggestions based on live pricing data for some of the industry's top sportsbooks, including Skybet, Totesport, Betfred and Sportingbet.
 
Brian MacSweeney, founder and managing director of Boolabus, has joined Betgenius as a director with a focus on the user experience. In this role, he will champion development of user-focused products across the wider business and head up a newly formed team.
 
This acquisition enhances the Betgenius product offering and highlights the importance of the user experience for Bookmaker success, said CEO, Mark Locke: “Having worked closely with Boolabus for many years we are delighted to welcome Brian and his team to Betgenius. Betstream will be a valued addition to our portfolio of products, allowing us to provide our client base with a turnkey end-to-end solution for their betting needs.”
 
Speaking about the Boolabus relationship with Betgenius, MacSweeney commented: “We’ve already jointly delivered successful products that have harnessed [both] power and experience. Boolabus has been focused on making the user experience realtime, engaging, measurable and on increasing usage and turnover.
 
"As a result of the acquisition, we’ve accelerated development of our user experience offering to deliver the multi-platform, data-driven realtime sportsbook that operators want.”
 
McSweeney's input on the board will be particularly valuable, based on his experience at Boolabus and prior to that in an impressive career that has included setting-up and managing Endemol Gaming, creating the Deal or No Deal gaming product range and working with many global leaders in the fields of internet lottery, poker and live betting.