UK Tote Group has signed an agreement with machine-learning technology platform, Voxbet, to introduce a direct betting functionality through the Viber messaging platform. 

The platform allows sports bettors to ‘securely and accurately’ bet via a text message, described as a ‘next-generation bet execution’, having already grown in Asia, LatAm and Eastern European territories.

The collaboration means that Voxbet Viber will go live in the UK and Ireland with UK Tote Group and Tote Ireland customers.

Voxbet Founder and CEO, Jonathan Power, commented: “We’ve discovered that moving customers from SMS (where users bet on average 80 times a month) to Viber doubled their frequency of activity and has seen revenues rise by around 17%. Logically, the ability to bet by voice should now take those engagement rates even higher and appeal to younger customers.

“We can’t think of a more apt partner with whom to explore this functionality than UK Tote Group – a brand, much like our own, which has flourished from its horse racing. It’s an exciting time to be expanding our collaboration and growing our global footprint with them.”

Voxbet has combined its software with Viber through French operator PMU which is historically intertwined with horse racing, similar to UK Tote Group.

The firm has stated that its players can back a horse ‘in seconds’ by speaking or typing its name, or can help build a bet with a predictive bet builder, where Voxbet predicts the most likely results as players type or speak.

“We’ve been enthusiastic proponents of Voxbet, ever since they first came on to the scene,” added Jamie Hart, Racing Director at UK Tote Group.

“UK Tote Group is all about adopting new technologies and ideas that improve the digital customer experience for our customers, so this Viber functionality will only enhance that experience by making betting more convenient, simpler and faster.

“Voxbet’s unique tools connect with all types of bettors. I believe voice and text engagement will be very popular.”