Operator BetVictor has teamed up with digital innovation agency Skylab to create a new broadcasting feature on its website.
BetVictor TV (BVTV) will use Skylab's online video platform MediaTank to transmit content such as interviews, tips and betting advice, events including the Cheltenham Festival and BetVictor television advertisements, all in HD quality from the operator's website.
Michael Carlton, CEO of BetVictor, said video advertising will increase their response rates and that the operators have already seen "firm results with increased site visits alongside strong social media integration".
He continued: "In the future we are aiming to stream live events, allowing customers to watch and bet from the video page. Skylab has pioneered this technology for BetVictor, coping with high demands and 24/7 support. We hope this added advantage will help build our business further and keep us on top of game-changing technologies."
Nigel Collier, managing director of Skylab, added: "This is just the beginning of a journey to explore the full potential of online video within the gaming industry."