Perform Group, a world leading digital sports content and media group, today announces the launch of the RunningBall Odds Store in partnership with William Hill, Sporting Solutions and Wettbuero.

The RunningBall Odds Store is an innovative new service which will provide sports betting operators with access to a range of best-in-class in-play odds from multiple providers via one unified API. The proprietary software, created by RunningBall, will ensure the fastest possible delivery of the live odds feeds and allow operators to tailor their in-play offer to match their exact requirements.

Customers will benefit from the trading and risk management capabilities of sophisticated trading floors, driving more efficient pricing and higher margins.

Free and simple to integrate, customers will have complete flexibility via a pay-as-you-go commercial model, and will be able to select different partners on a per competition or even per match basis.