The new service will make it easier for developers to build transactional betting websites on top of Betfair's platform. The first customer is Manchester United.
Online gambling service Betfair is launching an “App Cloud” service intended to encourage developers to integrate transactional betting services into third-party websites and widgets. The first company to use the new service is Manchester United. Fans will be able to place bets on the club’s website without visiting Betfair.
Betfair already allows third parties to use its APIs to place bets. The company says that 70,000 customers make bets through third party applications. “Non Betfair-owned and non-Betfair built interfaces operating off Betfair’s API contribute approximately 20% of Betfair’s sports exchange revenues,” the company said in a statement.