Coral, the sports betting brand of Gala Coral Group, has joined forces with online betting and gaming software specialist, Geneity, as part of a multi-million pound investment to further enhance customer experience across its retail, online and telebetting channels.

Geneity’s cutting-edge ‘GenBet’ sportsbetting platform has successfully been integrated into Coral’s existing account management system allowing its customers the possibility to use a single account, across online, mobile, retail and telebet channels. GenBet’s ‘single point of data receipt’ allows Coral to offer consistent betting opportunities across all channels so customers can use whichever channel they prefer for each sport or event, making their Coral experience a seamless and enjoyable one.

Geneity’s software also powers Coral’s recently relaunched website, which now features enhanced Live Betting functionality allowing the bookmaker to manage live events more efficiently while offering customers both a richer experience and more in-play betting options. Unique personalisation of preferred markets is an additional key feature.

Damian Cope, Chief Information Officer of Gala Coral Group, said: "Our objective was to replace our previous system with a solution that provided our customers with a first class, multi-channel, sports betting product. We also needed to ensure that the new product provided the necessary flexibility to allow Gala Coral’s expert internal odds compilers and trading team to rapidly react to events and create new betting opportunities across our 1,600 betting shops, via telebetting and online/mobile. Working closely with the hugely experienced team from Geneity we succeeded in creating a solution that was right for both our customers and our employees alike."

He added: "We have already received significant positive feedback from our customers regarding the specific enhancements that are now being offered on Coral.co.uk thanks to the new GenBet Platform. We’re looking forward to working closer with Geneity in the future on further enhancing the betting experience of our customers."

Will Slater, Managing Director of Geneity said: "We’re proud Coral chose GenBet as the basis for their next generation multi-channel betting platform. The success of the project was made possible by close collaboration and making use of the significant expertise residing in both companies, we look forward to the continued growth of this relationship and the ongoing development of the GenBet platform"