|Telewest, the UK broadband communication and media group is joining the interactive betting revolution set to take place in Britain. The company will be utilising ISWI’s SportXction ™ gaming system through it’s partnership with Global Interactive Gaming (GIG).|
The real-time betting system, that is operated by remote control and allows users to bet on key moments in game such as a penalty in football or a serve in tennis, is expected to help provide a cash injection into the UK digital service by tapping into the projected figure of £1.4 billion that the interactive gambling market is estimated to be worth by 2004.
The new technology is intended to attract a mass audience who are not regular bettors, but who will be attracted by the simplicity of the service. Telewest and GIG will be counting on their audience using wagers to increase their enjoyment of sports events by adding an ‘edge’ to the experience.
Cees Zwaard, CEO of GIG Ltd said, “I’m absolutely delighted that Telewest Communications shares our vision that consumers are ready to invest in interactive Digital TV services that provide genuinely enhanced enjoyment.”