Online gambling firm Betfair is inviting software developers to build apps that work with its sports betting exchange through a cloud-based development environment known as App Cloud.
Manchester United Football Club was the first company to use the App Cloud when it developed a betting service on its Manutd.com website, which is hosted by Betfair. The service will be available to developers on 18 April.
Betfair’s application programming interface (API) gives a data feed to developers to use in their own apps. The firm hopes to increase revenues derived from non-Betfair interfaces.
Currently 70,000 Betfair customers use third-party applications when betting.
Carel Vosloo, App Cloud director at Betfair, said by opening up the technology to developers the company is gaining access to a wider resource for product innovation: "A vibrant developer community enables Betfair to outsource ingenuity and facilitate further innovation in its product range."