SBTech, the industry-leading provider of online sports betting solutions, management services and iGaming platforms, has been announced as the software provider for Betser, the new gamified sportsbook from Hero Gaming.

Betser, powered by SBTech’s bespoke technology, includes a new twin-track loyalty scheme devised by the fast-growing Malta-based operator, which is also responsible for the hugely successful Casino Heroes. Inspired by the success of fantasy football, private betting leagues and social betting, Betser has applied the same principles to fixed odds real sports betting, creating unified betting journeys for all players, in which they build on their own accomplishments and compete directly with other bettors.

The system, described as the world’s first sports betting adventure, enables players to earn points from all their sports bets and exchange them for Free Bets in the “locker room”. Known as “Balls and Brains”, the program awards points for both low-risk (brainy) bets and high-risk (ballsy) bets, as an integrated feature shown on the player’s bet slip. In parallel, Betser’s League Points program allows players to compete against each other, earning achievements and moving up through various divisions in a social leaderboard format.

Hero Gaming CEO Magnus Alebo said: “We don´t aim just to please players with good products - our strategy is to WOW! them by pushing the boundaries of the industry. With Casino Heroes we redefined the online casino experience by putting gaming and adventure at the core of the product offering. Betser likewise offers players a much more engaging betting journey by rewarding both their courage and skills, and by allowing them to measure themselves, compete, and interact with other players. SBTech’s knowledge, technical prowess and all-round professionalism made the process of realising our vision fast, smooth and highly enjoyable.”

Richard Carter, CEO of SBTech said: “Working with like-minded partners who are pushing the boundaries of online sports betting is at the heart of our corporate mission. As leaders in the fields of Live Betting and data-driven personalisation, we are delighted to have been chosen to provide the software supporting Betser, a product which we believe defines the emerging reality of gamified online betting.”