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A Bet A Technology, a leading supplier of EPOS, call centre, and online bookmaking services and technology to betting operators, is to add official data from leading sports betting supplier Sporting Solutions to the high quality content it provides to retail betting shops.

High integrity feeds for football will be the first to go live in early February across shops in the UK, Ireland and overseas.

Content from more sports will then become available to customers looking for pre-match and in-play betting opportunities at the counter and through high quality visual representation on self-service betting terminals.

It will also assist bookmakers with using A Bet A’s unrivalled Coupon Builder software to create bespoke football coupons that in turn help them tailor margins to their own requirements.

Standing alone from other offerings, this new solution links to the in-shop EPOS and provides one set of data and prices to ensure continuity and ease when placing bets.

Jason Hardman, Business Development Director at A Bet A, said: “We’re thrilled to be able to further our offering for partners through this new deal with Sporting Solutions as the appetite for innovative sports betting opportunities increase.

“By pairing our cutting-edge technology with good quality, affordable data and content we are confident they will see positive results through an enhanced customer experience.”

William Morris, Head of Business Development at Sporting Solutions said: “The importance of high integrity official data cannot be underestimated, no matter what size of the operation. Combining it with technology that both improves the customer experience and makes life easier for the operator is a winning one.”