Image recognition tech will give football fans real-time updates for the match they're viewing.
Paddy Power has developed a Premier League app that focuses on second-screen use. The second-screen is a surging market and Shazam's move to become a TV companion app supports that.
Of course, Paddy Power is a bookmaker which is entirely different, but the opportunities are just as rich, especially when you consider that the sport-based mobile gambling spend will hit £45bn in five years.
Users of the new app will receive live odds by pointing their iPhone camera at the TV screen when watching a match, making bets as they see fit based on the real-time action.
It will also come with stats, results, news, fixtures, and a calendar swipe feature that synchs with the device, which will enable users to determine whether they'll be sitting in front of the box at home, or down the boozer with Dave.
Sylvie McDermott, sportsbook mobile manager, Paddy Power, said: "We pride ourselves on pushing boundaries and this app is no exception as it introduces ‘second screen’ TV Bet functionality.
"This is a new and exciting technology developed with partners TVTak and is a first to market for betting in the UK and Ireland."