FSB has deployed its best-in-breed platform and trading tools for one the UK’s foremost indie operators, who have been at the heart of high street and private-client betting for almost 60 years, with more than 100 shops throughout Britain.

The sportsbook will run off FSB’s unique pricing models, meaning customers can enjoy sophisticated and reactive in-play odds, with competitive pricing on all sports arriving in perfect time for the climax of the domestic football season, with March’s Cheltenham Festival just around the corner.

FSB’s proprietary platform, which features real-time algorithmic pricing models together with CRM tools for player segmentation and bonusing, will also add a live casino and a full suite of casino games from leading industry suppliers to further enhance the proposition.

Richard Thorp, FSB’s Business Development Director, said: “We’re delighted to join forces with JenningsBet, one of the most trusted and revered names in UK betting. Our platform is now setting the tone for online sports betting, driving the sector forward via innovative features for online, mobile and retail. After a rewarding trip to ICE, it’s great to hit the ground running with the first in a suite of new deals.”

Greg Knight, Managing Director of JenningsBet, added: “After a tough 2018, retail betting is necessarily evolving, but the betting shop still has a key role to play for JenningsBet. So, while we were keen to make this digital upgrade, finding the right partner who could join up our customers’ diverse needs across all channels was crucial.

“FSB’s proven track record for delivering a flexible-yet-reliable platform with effortless speed across all sporting events set them apart. And their peerless in-play service allows our customers the chance to harness the best product on the UK’s sophisticated igaming landscape. With this state-of-the-art sportsbook, we aim to capitalise on the ramping demand for a mobile-first solution.”

FSB was recently crowned Sportsbook Supplier of the Year at the SBC Awards 2018.