Betdaq has introduced a 0% commission on the majority of its offered sports on its exchange platform.
The gobal betting exchange, which allows players to bet against each other, currently charges a 2% commission on all sports markets and matches more than £75m ($99.1m) worth of bets per week.
But after a successful trial period, which included offering 0% commission on the final three Grand Slam tennis tournaments of the year, the operator has chosen to continue with the approach full-time.
The new commission will be carried out on all sport apart from football, horseracing, greyhound racing and cricket.
Betdaq Managing Director Shane McLaughlin said: "Having trialled a 0% commission structure on several occasions earlier this year and seeing how successful it was in terms of liquidity generation and customer retention, we’ve decided to roll it out permanently on the majority of sports.
"We have seen really impressive growth in tennis markets over the past 12 months and by introducing this new commission structure we continue to reward customers with a fantastic betting experience whilst our new commission-free initiative means they will increase liquidity and have access to the best price on tennis in the industry.”
In the summer, the GVC-owned exchange expanded its offering by launching a fixed-odds sportsbook for the first time, to coincide with its exchange and casino games, as part of a "key strategic aim."