Gaming group Betfred revealed this week that they've signed an agreement with Metric Gaming and will work to use the company's Golf Service with their sportsbook.
The agreement will see Betfred adding the ability to bet on individual hole results as well as single round and full tournament activities at the same time. Metric has developed a golf platform that includes customized betting services, including limits, odds, margins, and curves. The company also has a football and racing service, but those aren't part of the content agreement at this time.
Commenting on the deal Betfred's Craig Reid 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 CEO Martin de Knijff added: "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."