BetConnect has introduced a new platform which allows users to bet on odds from all major bookmakers through one account.

BetConnect says the new platform will make its site “more accessible to the everyday player by providing a simpler and faster betting experience.”

In addition, the betting exchange operator also feels it will provide “complete transparency” by allowing users to access the best odds from across the market.

BetConnect will remain as an exchange, although users are free to place a bet at the best price without having to understand exchange betting.

Customers will be able to bet on all major sports, covering key markets like football, horseracing and boxing. A variety of sports will be added this year, as esports is set to be included in the second half.

Daniel Schreiber, BetConnect Founder and CEO, said: “We believe the industry needs to be opened up and far more transparent for everyday punters and professional gamblers alike.

"Our new platform is built to deliver this, ensuring the proposition is accessible and far easier to use for the mass market whilst also enabling pros to get their bets matched.

"This marks an exciting new phase for BetConnect and we look forward to bringing transparency, choice and fairness to more and more punters in the years ahead.”

Smarkets CEO Jason Trost recently spoke to Gambling Insider about sports betting exchanges, suggesting the concept is not all that different from traditional sports betting.