Punters urged to back broadband

Ukbetting hopes that online betting, games and gambling-related content will prove a draw for high-speed Internet services

Internet gambling company Ukbetting is moving into Britain's broadband market, the company announced on Monday, saying broadband naturally complements its online games business.

The firm is launching an ADSL product that will give subscribers a range of sporting and gambling-related content, as well as a high-speed Web connection. It will cost £27.99 per month -- the same as broadband from AOL and BT.

Ukbetting, which lets its users place bets on a range of sporting events, says it is launching a broadband service product because many of its customers want faster Web access in order to react faster to events, or to help them to compete at online card games.

"Sports and betting fans are amongst the most avid users of the Internet, and for them, speed is absolutely essential," explained David Annat, Ukbetting's content director, in a statement.

Although take-up of broadband is very strong in the UK at present, there is concern that there may not be enough compelling services to sustain this boom. By offering gamblers customised sports content, archived sports video footage and event previews, Ukbetting hopes to encourage more punters to move online.