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Football Pools launches full sportsbook service for first time

| By iGB Editorial Team
Iconic firm seeks ‘relevance’ in UK market following mobile-first overhaul

The Football Pools is targeting a whole new generation of customers after adding a full sportsbook to its offering for the first time.

The famous operator, which was founded in 1923, has launched its FSB-powered platform this week, adding a full portfolio of sports markets along with casino, live casino and its classic pools games.

The enhancement to its service comes after London private equity firm OpCapita bought what was The New Football Pools brand from Sportech via its FP Acquisition division last year for £83m. The Football Pools, the world's oldest football gaming company, was created when Littlewoods and Vernons Pools combined in 2008.

Since last year’s acquisition the company – “one of the most trusted and respected names in football betting” according to FSB’s Richard Thorp – has been considering how to attract the mobile betting and gaming generation, and conducted extensive research and testing ahead of this week’s launch.

“We’ve been working diligently to grow the business digitally, creating new content for new audiences while also remaining true to our heritage,” Football Pools CEO Derek Lloyd told iGamingBusiness.com.

“In short, we’re reimagining and reinvigorating The Pools for the modern customer, not only better serving our loyal client base, but also appealing to a fresh one.

“Sports betting is obviously central to this changing landscape, so we were certain that we had to branch into a domain which speaks directly to consumer demand.”

The FSB platform will integrate the core Classic Pools football score prediction game as well as products such as ‘Footie5’, a free-to-play, five-match predictor game “specifically designed to attract and engage a football loving, betting-savvy audience”.

Lloyd explained that the company has opened its ears to its customers who have been crying out for an expanded service beyond football for some time.

He added: “Sports betting was never previously incorporated amongst our portfolio, despite our customers telling us they wanted to play with us. Now we’re taking the opportunity to give play to their enthusiasms across a selection of their preferred sports.”

While Lloyd said that The Football Pools for now is focusing on its mobile offering, new games and “unrivalled” service, he added that the company was keen to work with a partner whose tech would allow it to enhance the product further in the coming years.

“We are coming back to the Great British public with an offering that is going to be more relevant to people who like to play with mobile devices,” he told iGamingBusiness.com.

“FSB’s sportsbook solution allows us to do all this, and evolve the complexity of our offering over time anytime we see fit. Therefore, The Football Pools now runs off an engine which can go through the gears as our customers’ needs require.”

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