William Hill has become the latest bookmaker to take the plunge and join a social network for sports betting following hot on the heels of Ladbrokes.
Launched last year Betfect provides a hub for anyone seeking a flutter to compare their bet with others before putting their money down on the bet itself and sharing it with others in an effort to bring a ‘social element’ back to betting.
Crucially this allows punters to manage bets from multiple bookmakers from one location, without being limited to any one provider.
Alex Rutherford, head of product innovation at William Hill, remarked: "We are delighted to boost innovation by helping and supporting startups like Betfect to increase the level of engagement amongst our customers and to bring new ideas to market."
Giacomo Alpago, Betfect's founder, added: "We are delighted to be the first social sports betting application to seamlessly integrate with both Ladbrokes and William Hill's APIs to provide an enhanced betting experience for our users.
"We aim to socialise the digital betting experience and do for the betting industry what eToro is doing for financial trading markets.”
Betfect is currently in the process of integrating further bookmakers to the site ahead of the release of iOS and Android apps.