Partnership with Infomedia will deliver odds on sporting fixtures, TV celebrity and novelty bets.
Infomedia specialises in mobile site builds for clients including Tesco, Virgin Media and Manchester United. In addition to betting, its new integrated services with Betfred.com will deliver social media activity around sports, contextual promotions and banner inventory through the InfoMedia 247 Sport portal.
Michael Tomlins, CEO for Infomedia, said: “Given the sports and editorial pedigree we have developed, adding the betting facilities under a strong brand like Betfred makes solid commercial sense.
"We will handle not only the customer-facing issues such as SMS communication and inserting the odds for given sports event or news story, but also the back end customer relationship management.”