Paddy Power launches first TV-activated betting app

Irish bookmaker Paddy Power has released its new Premier League iPhone App, which allows users to bet on matches they are watching on TV simply by pointing the phone’s camera at the screen.

The TV bet feature, developed with detection technology company TVTak, returns live odds on any live match when this feature is activated and the iPhone camera pointed at a live EPL match on TV. If inadvertently pointed at another type of TV programme, the app will quickly recognise what’s being watched and “give a cheeky message on the programme being viewed, before directing you to something with a little more balls”, said Paddy Power.

In addition to the second-screen technology, the free app also delivers live text commentary and scores on Premier League games, match and team stats, as well as the latest football news.

The latest mobile release comes on the back of Paddy Power announcing a 123% rise in turnover from its mobile channel to €365m in the half year to the end of June, with 55% of sportsbook customers transacting via mobile in June when the Euro 2012 football championships took place, generating 41% of sportsbook turnover.

The company was however forced to withdraw an augmented reality app which used Blippar technology to bring the Queen’s face to life on £10 notes, after the Bank of England claimed it breached the Forgery and Counterfeiting Act.

The app is available for download now from Apple’s iTunes store.


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