Racing Post’s sports brand, Intellr, has launched its brand new in-play football product.

The product will provide customers with in-play analysis of football matches from start to finish.

As soon as a match kicks off, the product monitors different data points, producing bet prompts to provide customers with up-to-date, relevant content.

Intellr in-play covers over 90 leagues in 40 languages, with 35 different markets available.

The product is available for all major football leagues and Intellr is looking to replicate the product for tennis and basketball in the near future.

Intellr’s Head of Digital, Will Fyler, said: “There is a huge appetite for high-quality sports betting content, both in the UK and internationally. Our research shows insightful in-play content delivered in real-time will improve bet frequency and stake size.”

Andrew Synnott, Racing Post's B2B Marketing Manager, spoke exclusively to Gambling Insider.

He said: "The in-play market continues to grow; however, there is no content to help customers make informed decisions on live bets in the market.

"We see an opportunity for the in-play content market and if we are successful with football, we can then move into providing in-play content for other sports."