London-based online betting firm Betfair has launched the world's first betting application for internet-connected TVs at the Consumer Electronics Show in Las Vegas.
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The Betfair TV widget, based on Yahoo's TV widget, lets sports fans bet on events using their online television sets, where countries permit it.
Betfair TV CEO Simon Miller said the interactive TV set was an increasingly important entertainment medium. Europe will have more than 15 million online TV sets by the end of the year, according to industry analyst Futuresource Consulting.
Seeing this as an emerging interactive platform, Betfair created a specialist interactive TV team to lead innovation of this technology, Miller said.
"TVs are the centre of home entertainment and live sport on TV drives our business. The way people interact with their televisions is changing. Our investment in this exciting new platform ensures that Betfair is an integral part of the future of internet-connected TV," he said.
Betfair is the world's biggest online betting community and processes more than six million transactions a day from its two million registered customers around the world.