Player Props product launched by Digital Sports Tech

Player Props sits on the world's first technology platform that enables sportsbook customers to create and customize their own proposition bets on any player and statistic for sports including football, American football, basketball, rugby league and Australian rules football.

Digital Sport Tech's proprietary and patent-pending technology platform and algorithms then instantaneously analyze each customized bet to generate accurate odds.

Examples of customizable player props include:

• · Statistic bet: Tom Brady will have at least 320 passing yards against Green Bay
• · Combined statistic bet: Wayne Rooney and David Silva combined will have at least four shots on target against Liverpool and Tottenham respectively
• · Head-to-head bet: LeBron James will score more points than Stephen Curry on 10 June

Ari Lewski, executive director at Digital Sports Tech, said: "We believe user generated betting on player props is the next frontier in sports betting and we're thrilled to have launched Player Props with MadBookie.com. The real power of the product is that it is a personalized betting experience that puts punters in control by allowing them, for the very first time, to bet on exactly what they want and are most interested in."

"We see it as the first legitimate bridge between fantasy and sports betting, as it appeals to recreational users and produces a far deeper level of fan engagement than other products. It is also inherently social, as users will want to share their customized bets with friends. We're hugely excited to be bringing Player Props to the market and believe it has the potential to be an absolute game-changer," he remarked.

Brett Luntz, founder of MadBookie.com, said: "There's huge potential in customized bets on players and we've been really impressed with Digital Sports Tech, both their products and the speed and simplicity of the integration, which took just over three weeks.The modern day punter quite rightly demands more and Player Props gives them the perfect opportunity to create interesting, personalized bets. We're expecting our customers to absolutely love this new product and we're delighted that we're the first operator in the world to be offering it."

A major attraction of Player Props for sportsbooks is the sheer number of player markets that can be made available to users without any extra trading manpower. When players factor in all the possible bet permutations and combinations, there are over 1.3 million unique markets available for users to create over a single round of English Premier League matches, and over 2.3 million in a weekend of NFL.