# Betfred to enhance sports betting product

Leading betting operator Betfred is to enhance its Sports Betting product after agreeing a deal to take Metric Gaming’s market-leading Golf Service.

Betfred Sportsbook customers will now be able to bet on exciting hole-by-hole markets as well as 18-hole and 72-hole markets, all simultaneously. This move will ensure relevant betting content is available across the four days of activity of Majors, PGA and European Tour events.

Metric’s Golf service uniquely allows operators to differentiate their product in an increasingly competitive marketplace with price differentiation facilitated through custom margins, limits, odds ladders and margin curves. Operators can also tailor the product through a configurable event and market offering and bespoke place and dead heat terms.

Martin de Knijff, CEO at Metric Gaming, said, "This is an exciting partnership for Metric Gaming and we’re delighted to partner with Betfred, one of the world’s largest gaming operators. Our leading product is a perfect match with their leading brand.

“Betfred will immediately gain a product advantage on Golf, one of the most popular recreational sports globally, through a service that provides an unparalleled product breadth and depth throughout the year.

“Through Betfred, golf fans will be able to access pioneering markets as we head towards the inaugural sponsorship of the Betfred Masters and the remaining Majors off the back of Tiger Woods winning the Masters at Augusta."

Craig Reid, Group Trading Director of Betfred, said, "We are always looking for new innovative products to help grow our portfolio of sports markets. The Metric golf product will differentiate Betfred from the marketplace offering our clients an exciting range of new fast moving in play markets. This week’s launch of the product could not be better timing as we ourselves launch sponsorship of the Betfred Masters."

Metric Gaming’s Golf, Racing and newly launched Soccer services, including a fully automated Create-A-Bet solution, are delivered through the supplier’s state-of-the-art Modulus Platform and are each available as a fully Managed Service or Price Feed.

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