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Philadelphia-based sports betting operator Sporttrade has gone live in its second US state after launching in Colorado.

Sporttrade, which is also live in New Jersey, describes itself as America’s only regulated sports trading platform with technology modelled on financial market trading.

Like stocks, Sporttrade users can trade in and out of their sports bets at any time.

The business believes it can offer a differentiated betting experience to players with a fairer product based on price transparency, greater liquidity and reduced transaction costs.

Sporttrade founder and CEO Alex Kane said: “Our launch today proves that Sporttrade can operate in any jurisdiction, with the same great features our customers have come to know us for; instant in-play betting, great prices, awesome liquidity, and the ability to always trade in and out of bets at fair value.

“Thank you to the wonderful folks at the Colorado Division of Gaming, thank you to our growing family of customers, and most of all, I want to thank the fantastic Sporttrade team of employees, advisors, and investors,” he added.

The launch in Colorado was facilitated alongside strategic partner GF Gaming. Centennial State bettors have bet more than $12bn in handle since 2020.

“Having seen what Sporttrade has already achieved with its innovative and successful launch in New Jersey, we firmly believe that the brand and platform make for an ideal partnership for us in Colorado,” said Roger Brown, general manager of GF Gaming and Easy Street Casino.

“Providing a better odds experience for the player is what GF Gaming has always been about, and Sporttrade brings that same priority to the sports betting market in Colorado.”

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