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FairPlay Sports Media (FPSM) has launched a new bet builder comparison tool across its UK-facing Oddschecker brand.

The upgraded product will allow users to find the best prices and offers for same-game multiple bets, instead of the standard pre-match markets.

FPSM believes this is an “industry-first” innovation, with same-game multis – or parlays as they are called in the US – often difficult to compare across different operators.

Punters will be able to compare bet builder odds from bet365, BetMGM, Sky Bet, Paddy Power and Spreadex when the product first goes live in March.

Further UK-licensed operators are expected to be added over time, as well as real-time predictions and AI integrations.

The product will initially be rolled out across FairPlay’s internal brands before being broadened to include external partnerships.

FPSM said the tool was created in response to the “insatiable demand” for bet builder-type products over recent years as customers seek to personalise their experience.  

Oddschecker’s traditional odds comparison grid has been adapted for the launch, with the complexity of bet builders requiring a new user interface.

FPSM insists operators will also benefit from the launch, by showcasing price differentiation to customers and using comparison data to improve trading strategy.

FPSM CEO Stuart Simms (pictured) said: “We’re excited by a product that will galvanise bet builder users with a simple way to maximise their value, while also providing yet another bridge to operators looking for more traffic to their bet builder products which continue to be significant margin-boosters for them.

“Bet builders, by their very nature, favour the brave. The bravest bettors will win from significantly enhanced prices as we expose those hiding behind odds obfuscation, while those operators who have true trading expertise and back themselves in this competitive marketplace will win out in the long run,” he added.

FPSM – which rebranded from Oddschecker Global Media at the turn of the year – is owned by US private equity fund Bruin Capital.

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