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ITV Sport website launches live betting service

ITV Sport have partnered with Ladbrokes to offer live betting opportunities on their website.

Visitors to the ITV Sport site will no longer need to leave the site to wager on events thanks to a new bespoke widget.

Developed in partnership with Fresh 8 Gaming and distributed via a deal with advertising agency Walker Media, the widget dynamically adapts across the ITV Sport site, offering would-be bettors live odds relevant to the page they are currently viewing.

A ‘Bet Now’ tab on the website’s navigation bar provides customers with more information about the service and also allows them to create a Ladbrokes account.

The widget, which was soft-launched for the start of Euro 2012, will also be in use on ITV Sport’s mobile site.

An ITV spokesperson said: “The commercial team look to create bespoke partnerships with clients wherever possible to suit both parties’ needs.

“This deal is a great example of how we are working with clients to explore and harness new possibilities presented by developing technologies.”
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