For reasons unknown at present, a Danish website that described its function as scientific sports betting predictions is to change its branding this week.
Founded in Copenhagen earlier this year by Oscar Lashley the unusually named Bettii pitted scientific predictions based on real statistics against those from more conventional bookmakers. Information was displayed on the website in an innovative punter interface adjustable by users, allowing them to see all the variables feeding into each predicted outcome and increase the influence of individual variables, a capability that extended to betting on in-running games.
At the time, Lashley explained the thinking behind the site as: “When you have 50 different types of statistics, you can decide that only 12 of these are important for the outcome and our algorithm then gives you another set of odds. For example if Arsenal has scored 65 percent of their goals in the last 15 minutes and you think that is significant, that information can be emphasised by the user.”
Bettii initially focused on the UK's football Premier League, looking forward to the start of the English season in August 2009, with plans to cover other football leagues once the business was established.
That appears to remain the objective, although the website and identity of the comany is now being changed to Get In Live.com.