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Award winning provider adds to retail customer portfolio as omnichannel product continues to grow

Global B2B sports betting & iGaming supplier FSB has increased it’s growing retail footprint by securing a new partnership with independent UK bookmaker, Bet Central.

The new alignment will see FSB provide Bet Central with their award-winning SSBT technology across four key shops within their regional estate.

In a further boost to the omnichannel supplier, Bet Central have switched their complete SSBT technology from their existing provider to FSB’s award winning product.

The news comes just weeks after FSB’s retail product played a key part in the global provider winning the Multi-Channel Supplier of the Year at the EGR Awards earlier this summer.

Russell Colvin, Head of Retail at FSB, said: “Since our EGR Multi-Channel Supplier award win in June, interest in our retail product has been phenomenal. This new partnership with Bet Central is an example of this momentum we are experiencing.

We have collaborated closely with the outstanding team at Bet Central to carefully curate a retail offering for their player base that includes multi-language support, deep linking banners, early cash out and bet builder product. We’re confident our award-winning product will prove the perfect upgrade for their retail business and we look forward to a long and successful association.

Greg Harriott, Director at Bet Central, said: “As an organisation we are passionate about delivering first class experiences to our customers. FSB’s new innovative retail technology made a huge impression on us and after working closely with Russell and his team we were compelled to cement the partnership and upgrade our offering.”