Multi-million sterling investment will enhance customer experience across its retail, online and telebetting channels.
 
The land and online gambling group Gala Coral’s sports betting division is partnering with   software specialist, Geneity, as part of a multi-million sterling investment to enhance the players’ experience across retail, online and telebetting channels.
 
Geneity’s ‘GenBet’ sports betting platform has successfully been integrated into Coral’s existing account management system, allowing its customers to use a single account across all channels.
 
Coral’s recently relaunched website, Coral.co.uk now features enhanced Live Betting functionality allowing the bookmaker to manage live events more efficiently while offering customers both a richer experience and more in-play betting options. Detailed customisation of the players’ preferred markets is an additional key feature.
 
Damian Cope, chief information officer of Gala Coral, said: “Our objective was to replace our previous system with a solution that provided our customers with a first class, multi-channel, sports betting product.
 
“We also needed to ensure that the new product provided the necessary flexibility to allow Gala Coral’s expert internal odds compilers and trading team to rapidly react to events and create new betting opportunities across our 1 600 betting shops, via telebetting and online/mobile.
 
“We have already received significant positive feedback from our customers regarding the specific enhancements that are now being offered on Coral.co.uk.”