ators Blue Square Bet have extended their relationship with OpenBet by signing up to the supplier’s Online Product Roadmap.

The online betting firm have signed a multi-year contract with the sportsbook and gaming software providers, continuing a partnership that dates back to 1999 when Blue Square were OpenBet’s first ever customers.

The Online Product Roadmap brings together various products and is designed to allow Blue Square Bet to keep improving their overall online sportsbook performance, as well as increasing scalability across a number of channels.

The roadmap will also deliver improved liability management, enhanced bet placement and more sophisticated promotions.

OpenBet chief executive officer David Loveday said: “We have had a very long and close relationship with Blue Square Bet that has seen both companies grow to become established brands in the gaming sector.”

By signing up to our Online Product Roadmap, we look forward to continuing to provide the platform for their continued success and many more years working together.”

Mark Jones, managing director of Rank Interactive, owners of Blue Square Bet, added: “Over the years we have built a relationship with OpenBet that is based on trust and delivery.

“The dynamic of the relationship has meant that Blue Square Bet has been able to compete with the rest of the industry, sound in the knowledge that the platform on which we are built provides us with the best opportunity.”