Innovation and adaptability are the watchwords for Smarkets as it sets out to further disrupt the market-leading sports betting exchange.

SBK

IT’S nine years since Betfair set out its mission statement to transform the sports betting market through the introduction of a betting exchange.

Despite having become a household name, though, not least for the huge controversy it initially stoked from within bookmaker circles, the growth and development of its relatively low-margin exchange model does not appear to be a major priority for Flutter Entertainment as it consolidates with The Stars Group in seeking to crack the US.

Read the full article in the latest issue of iNTERGAMINGi