Online betting is set to be transformed by groundbreaking software developed by a Warwickshire company.
Thousands of punters nationwide who place bets using Betfair will potentially be able to win more with the help of a system called the Betfair In Running Tool (BIRT).
BIRT has been developed for Sheffield company LSC Solutions by Rugby-based firm Zarr Internet Services and will enable people using Betfair to place more accurate bets by updating information on odds every half a second.
Mark Reynolds, technical director at Zarr, said: "Betfair's site updates information every 30 seconds but BIRT will slash that time down to every half a second. Also, you will be able to just click on the box what bet you want to make and it will be placed immediately without having to go through the confirmation process."
Zarr developed BIRT after being approached by Lee Keys who runs LSC Solutions. Lee has been involved in on-course betting for more than a decade, earning his living from horse racing by utilising his judgment and keen mathematical brain.
His profit target each week is £2,000 and from April, 2004 to April, 2005 his turnover from backing and laying on Betfair was in excess of £10 million, making him one of the biggest players in the country.
He came up with the idea for BIRT after becoming frustrated at the speed of placing bets and, having designed it, approached Zarr to programme and develop the system.
Mr Reynolds added: "The problem was that, although Betfair is quick, you can go from potentially winning to potentially losing in a matter of seconds in the time it takes to actually place your bet online as the odds can change during that timescale.
"When you place the bet using BIRT, whatever you see is potentially what you can make if you win. The split second timing can be the difference between making £1,000 or £5,000, for example.
"It's very dynamic. It takes less than a third of a second to get the bet information from wherever you are placing it to Betfair in London. The flipside of course is that you could lose a lot as well, but that's the nature of betting.
"You can also place bets after a race or event has started so if you were at a racecourse and had a laptop with internet connection you could see exactly what's happening during a race and place a bet, based on changes in events.
"It's so convenient - imagine the chaos in betting shops if the public wanted to place bets on the Grand National after it had started."
BIRT has taken about four months to develop and also represents a shift in direction for Zarr as it moves towards more software development.
Mr Reynolds said: "We've been going down the software development route for some time now, providing internetbased business solutions for companies throughout the UK. We started out in high-quality website development but I suppose we've been involved in software development from businesses. day one really, although not to the extent we are doing now.
"Pretty much all of the websites we have developed have required software to help with the day-to-day running of
"Our Zarr Retailer system for example is used by firms in various industry sectors to help with things like automatic invoice production and stock
control but it dovetails with company websites to offer a complete business solution.
"BIRT has been a very exciting project to work on with Lee and I'm sure it will prove to be incredibly popular with online punters.
"For Zarr, it has been yet another successful software development which we are looking to build on to help our company evolve."
Zarr Internet Services was set up five years ago and specialises in database-driven websites and software development.