Stats Perform and Sporting Solutions will work together to explore and develop new B2B products with the launch of the “Betting Innovation Centre”.

The two companies believe that the new Betting Innovation Centre will connect pricing and content at scale, allowing partners to “unlock the true potential of popular betting experiences like player propositions and bet builders”.

Shane Gannon, SVP of Partnerships at Stats Perform, said: “The Betting Innovation Centre’s ingredients are truly world-class. Sporting Solutions is renowned for its superior pricing, sharp models and traders and access to Sporting Index to fine-tune product performance.

“Stats Perform brings the trust and quality of Opta and RunningBall data, seen by fans across sports broadcasters and publishers globally, a legacy of building outstanding front-end experiences to inform and engage bettors, and the sports industry’s largest data science team.”

The Betting Innovation Centre will bring together “elite modelling, trading, data science and sports data expertise” under the same roof for the first time.

As a result, Stats Perform and Sporting Solutions noted that partners will benefit from access to a new range of market and product options, including contextual bet engagement content, such as singles and bet builder markets, as well as pre-match and in-play markets.

Gannon added: “Together, this means trusted, unique, connected betting products, pre-match and in-play, singles and bet-builders, down to player level, with insightful contextual content for every selection, deployed more intuitively, in more places, for more events and sports.

“Significant work is already underway on our first product and we can’t wait to launch a series of unbeatable propositions for sportsbooks and bettors alike.”

The commercial launch of the Betting Innovation Centre is expected to take place ahead of the Qatar World Cup in November.

Andy Wright, Sporting Solutions CEO, added: “We share a joint belief with Stats Perform that betting has enormous untapped ‘game-play’ potential. Dynamic pricing at scale is extremely difficult, which has held back product and market options.

“The industry also needs innovative, engaging products, that are easy and entertaining for bettors to use and don’t involve lengthy development times for operators. That’s the future we will unlock with our Betting Innovation Centre.

“It’s an amazing opportunity for two uniquely compatible businesses to join forces and create a new and enduring high-water mark for immersive betting experiences.”