The social media-focused betting tool was designed to “create a sense of community” and is available to Unibet customers only.

The betting tool will be launched in the majority of Unibet’s markets ahead of the European Championship; partners in these markets will be free to localise the tool “as they see fit."

BetShare will allow customers to access four customisation features, which include backgrounds, emojis, text and paint.

Unibet users can already access the tool and the brand says there are already plans to improve its accessibility.

Kindred Group Chief Product Officer, Erik Bäcklund, said: “Unibet is the first major sports betting brand to bring a sharing tool of this kind to market. The advantage of our players becoming content creators has become a fascinating topic of discussion at Kindred. 

“Our players are increasingly looking to share experiences and bets in our ever-expanding digital landscape, and we are glad to be able to offer them this tool right ahead of the Euros.”

Kindred Group Head of Sportsbook business development, Johannes Nijboer, added: “This is truly an innovative and exciting tool. We are rolling it out continuously and the acknowledgement so far has been fantastic.

“However, the product development journey does not stop here. We are incredibly excited to continue the development process with our players and to ultimately craft a tool that sets Unibet apart.”

Kindred has placed huge emphasis on its responsible gambling practices of late. It will be interesting to see how gambling critics react to this latest innovation.