The new custom-built betting exchange will be managed by Betfair and will be fully integrated with the main Betfair exchange platform.
Yahoo! Betting is the first move for Yahoo! UK into the betting arena and is in marked contrast to its US parent, which has banned all gambling ads on its search engine there.
The new exchange, described as “consumer friendly”, will be a simplified model of the existing Betfair\’s site. The service will be restricted to the UK and Ireland and it will be accessible throughout the Sport and Finance sections of Yahoo!.
Users will be able to accept bets but not offer them. The prices will come from the main Betfair exchange with the commission already added into the price. Bets will be shown in the fractions odds format instead of Betfair\’s usual decimal odds format.
Betfair described the deal as bringing the betting exchange model to the masses.
Calculators
