UK bookmaker Coral and B2B software provider, Digital Sports Tech, have partnered to launch a new ‘Player Bets’ app that allows punters to bet on the individual performances of players.

Peter Drucker once said that the purpose of business is to create and keep a customer, meaning that the client is the start of the process, and this vital fact often goes missing when companies gather around the whiteboard to search for the next innovative project.

Thankfully, this didn’t happen when Digital Sports Tech got their Post-It Notes out and started scribbling.

We have been gambling since we climbed out of the primordial soup. I  imagine the first bet went something like this.