Ladbrokes Australia signs deal to roll out prop bets

The Australian division of UK bookmaker Ladbrokes Coral is about to go live with a customizable proposition bets solution.

Ladbrokes Australia confirmed that it has signed a deal with sports betting solutions provider Digital Sports Tech to integrate its “Player Props” offering, which allows players to create and customize their bets based on player performance in a wide array of statistics and sports, including football, American football, basketball, rugby league and Australian-rules football—all in real time, according to the company.

Digital Sports Tech said its software uses a “proprietary algorithm” to “instantaneously analyze each customized beat.” In the future, the company plans to integrate statistical bets, head-to-head bets and combined statistic bets in the product.

The Australia-facing subsidiary of Ladbrokes is the second bookmaker to install the “Player Props” product, following Digital Sports Tech’s first launch with Madbookie.com in June. Outside of Australia, Digital Sports Tech has also launched with Coral in the United Kingdom and Europe in November.