|Interactive agency Victoria Real has developed Ladbrokes new live betting service that lets punters bet on multiple live events as they happen.|
Bet in Play was launched on Ladbrokes.com at the start of the second Ashes test in September 2005.
Ladbrokes said the service was developed in response to the demand from customers wanting an interactive live betting format and to compliment the increase in live sports coverage on TV.
Bet in Play features a statistics centre, live news and scores, text commentary and dynamic highlighting of price movements.
The service now looks likely to be expanded after the initial success of the venture.