BSkyB has launched an interactive play-by-play betting service on the UK satellite television platform through its SkyBet subsidiary.

The betting service was first used during three simultaneous UEFA Champions League football matches and will be used for broadcasts of soccer, cricket, golf, rugby, tennis and snooker on Sky Sports.

Viewers will be able to see possible bets and odds displayed on screen alongside the sporting action and wagers using their television remote control while watching the event.

While interactive betting has been a significant revenue stream for Sky, the majority of bets have been on the outcome of sporting events. The new system automatically calculates the odds for play-by-play action.

“If you’re able to offer live betting opportunities, that enhances the experience for viewers,” said Robert Fraser of Sky.

Based on the SportXction real-time play-by-play betting system from Interactive Systems Worldwide Inc, the service will be operated by UK subsidiary Global Interactive Gaming in conjunction with SkyBet on a profit-share basis for a trial period of a year.

Barry Mindes, the chairman of ISWI and GIG said it was the culmination of several years of hard work and planning along with millions of dollars in development costs. “SkyBet has been tremendously successful and a pioneer in the iTV betting market,” he said. “This product will set a new standard for interactive gaming.”

Application design, development, deployment and backend integration were provided by interactive TV company Mindhouse.