Online bookmaker Betfair is launching a service that allows software developers to build their own transactional betting websites and widgets based on its sports exchange platform.
Through the new App Cloud service, software developers will be able to access for free Betfair's API (Application Programming Interface), which provides live data from the Betfair Exchange. The company is making the access more open to developers than in the past, when data was made available only to thise on its Developers Program.
The App Cloud service will enable developers to use the API to build Betfair interfaces and products - which may include a website or a web page, a mobile app or widget embedded in their own websites - hosted on Betfair's private Hosting Cloud.
Developers can make money from their bespoke creations either by joining the Betfair Affiliate Programme and earning a revenue share for any customers who sign up through their app, or by charging users of the app a subscription fee.
At present, approximately 20 percent of Betfair's sports exchange revenues come from interfaces and applications owned or built by third-party software developers using the bookmaker's API. The company expects this to increase following the launch of the new service.
The bookmaker claims to be the only company in its industry to offer the service.
Carel Vosloo, Betfair's App Cloud director, said: "Our App Cloud will further enhance the dynamism and productivity of Betfair's developer community and in turn make more Betfair products accessible to more customers.
"Having a vibrant developer community enables Betfair to outsource ingenuity and facilitate further innovation in its product range."
A list of third-party applications built using Betfair's API can be viewed in the Betfair App Directory.
Manchester United Football Club, under its official partnership with Betfair, is the first organisation to go live with an App Cloud-based betting service. Using the bookmaker's API, it offers visitors to manutd.com the opportunity to register, login and bet with the club's bespoke, on-site betting product.
Other products based on the App Cloud are also due to be launched, including a betting widget on odds comparison website OddsChecker.
The Betfair App Cloud will go live on 18 April, and can be found here.