International Game Technology has unveiled an expansion of its PlaySports offering for the US sports betting market with the formation of its own full-service trading team based in Las Vegas.

Adding the US-based team comes as IGT aims to enhance the appeal of the full PlaySports offering as well as building upon a current base of deployment in 40 gaming outlets across 14 states.

PlaySports is currently powering sportsbooks run by casinos, lotteries and racetracks in venues and via mobile apps spanning Nevada, Illinois, Colorado, Michigan, New Jersey, New York, Pennsylvania, Arkansas, Oregon, Indiana, Iowa, West Virginia, Mississippi and Rhode Island.

“IGT’s in-house, US-based trading team enhances the appeal of the entire PlaySports offering and enables us to deliver an ‘all-in-one’ solution for operators seeking a single sports betting service provider,” explained Enrico Drago, IGT PlayDigital senior vice president

“IGT PlaySports’ pure B2B focus, the trading team’s in-depth knowledge of regional and local betting preferences and trends, and the company’s favourable regulatory standings in tribal and state-governed jurisdictions across the US continue to create opportunities for our customers and drive our nationwide sports betting leadership.”

The team will provide around-the-clock oddsmaking with localised pricing for pre-game and in-play bets, continual offer monitoring and optimisation, and on-call expertise in every aspect of day-to-day sportsbook operations. 

IGT also says that its PlaySports customers will benefit from original promotional bets, exclusive parlay and combination wagering and player retention and acquisition strategies designed by the team’s content managers.

“The flexibility and reliability of the IGT PlaySports platform has long been one of its greatest attributes, and adding services such as those provided by our trading team completes the solution,” added Drago.

“Now, retail and online sportsbooks, from the smallest to the largest, in any sports betting-legal state in the US, can confidently take advantage of a fully integrated, truly world-class trading service that is built on the leading betting technology and backed by IGT, the most trusted name in gaming.”