William Hill has gone live with Orbis' LiveOdds technology ahead of the 2010 World Cup.
"In-running betting is set to be the future of the egaming industry," commented David Loveday, CEO of Orbis Technology.
The latest step in the evolution of in-running betting, LiveOdds enables William Hill to stream data directly to the customer’s screen, thus allowing them to see the opportunities and prices update in real time.
Launched in November 2009, LiveOdds allows in-running betting on sporting and non-sporting events. Price changes are delivered instantly from the trader to the customer making for a truly dynamic and live betting experience.
Henry Birch, CEO of William Hill Online, said: "We’ve made a significant investment in building our in-running betting product to date."
