Paddy Power offers 'Alternative News' with Amazon Echo tie-up

Paddy Power's feature on Amazon Echo adopts a new spin on the top news stories

Paddy Power has become the first bookmaker to launch a skill for the Amazon Echo and, in a typical fashion for the brand, has adopted a humorous approach to the initiative with an alternative take on the news headlines.

The betting firm’s skill, a feature which allows Amazon Echo users to interact with a specific brand in a more intuitive way, takes the form of a flash briefing offering alternative news headlines in an Irish accent.

The new feature is activated when users ask “Alexa, what’s my Flash Briefing?”. They will then be serviced with Paddy Power’s daily news round-up. So far, news headlines have included the revelation that Juan Mata hates fish and chips, a theory for Facebook’s new fake news filter and Snoop Dogg’s golfing exploits.

Commenting on the integration with Amazon Echo Paddy Power’s new product researcher, Stephen McMeel, said: “Of course, using your voice to interact with technology is nothing new – Apple’s Siri has been around for more than five years – but people are generally too self-conscious to stroll around in public while barking orders into their smartphone.

“Those clever sausages at Amazon have realised this, and are betting that people will feel more liberated when using devices within the comfort of their own homes – where strangers and neighbours can’t witness their deviant tendencies.

“I’m certainly a convert. Being able to set a timer with just your voice, when your hands are covered in raw chicken, is surprisingly satisfying.”

The daily news bulletin will work across all Alexa-enabled devices- Amazon Echo/Tap/Dot- and will also include betting tips from Paddy Power.

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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