03/05/2012 : BETFAIR EVERYWHERE
Betfair odds viewed on competitor’s website
In an interesting new development, a web tool launched by UK online betting exchange Betfair will show punters, who are browsing on competitors websites, Betfair's own odds.
Betfair Everywhere is a Google Chrome add-on using keyword technology that will overlay Betfair's odds on other selected sports content websites. The add-on not only allows customers to view Betfair's odds but to also place bets.
The add-on was conceptualised in-house by three Betfair engineers during an internal 24-hour ‘Hack Day' held at the company's tech centre in Romania. The challenge, to come up with new, innovative ideas and solutions for Betfair and its customers, certainly yielded what initially looks to be a winner – that is until Betfair competitors can figure a way to block it or launch their own.
Betfair's group operations director, Ian Chuter said: “The Betfair Everywhere add-on is a cheeky, innovative, and powerful tool which we can now call upon to further reinforce our value proposition.
"We're constantly looking at ways to make it easier for our customers to recognise the value we offer and then act upon it. The Everywhere tool is a simple yet ingenious use of technology that highlights our willingness to think differently when it comes to keeping one step ahead of the competition."
The launch of the tool is the latest initiative in Betfair’s new marketing campaign, Don’t Settle for Less, currently running via multiple marketing channels across the UK and Europe including TV, radio, and online.