Amazon Alexa Skill, released through the ClubCall brand, is designed to offer expert betting tips to users in exchange for the simple instruction “Open Clubcall.”

The new product will also provide team news and league updates, as well as audio blasts for key events during matches.

Ian Holding, Director at ICS, said: “Amazon Alexa and other voice services are becoming increasingly popular in households all over the world. The platform provides such an easy and effective way to access meaningful content without being crouched over a screen.

“Our Clubcall Alexa Skill has been well received during its beta-test, and we look forward to rolling it out with online bookmakers and other partners in the coming months.”

Paddy Power had already experimented with Alexa-related innovation in 2017 but ICS’ latest development is a concrete step towards simplifying the betting process even further.

ICS is an international content and digital media specialist, supplying written and audio content in over 65 languages.