With the new product, customers of ukbetting's sites, ukbetting.com and totalbet.com, are now able to place bets throughout the course of cricket matches in the World Cup being hosted by South Africa, Kenya and Zimbabwe. Examples of the types of bets which are available during the cricket World Cup include whether runs will be scored off a particular ball, whether a wicket will fall in a particular over and how the next man out will be dismissed.

Commenting on the launch, ukbetting plc's CEO, Eric Semel, said, "The new cricket product is really unique. We can now offer an even wider range of wagering markets that no other bookmaker is able to match, including bets about the outcome of individual deliveries and whether certain events will occur during an over or not." He added, "Cricket is the perfect sport for the in-run betting product. This World Cup is in a similar time zone as the UK, allowing our customers to access the Internet service at the same time they are likely to be in front of a computer screen. Once logged on, they can bet straight through the game if they wish, with any winnings instantly credited back to their accounts."

SportXction is a patented, real-time, software system, which allows a player to make play-by-play wagers on a sporting event while the event is in progress. Wagering may be conducted while viewing a live or televised sporting event, or listening to it on the radio. The wagers offered are mostly oriented to short-term action.

ukbetting the digital wagering operator, is the owner and operator of sports content sites sportinglife.com, sportal.com, bettingzone.co.uk and TEAMtalk.com, and the betting sites totalbet.com and ukbetting.com.

GIG was purchased by ISWI from international owners, principally the Kirch Group the German multimedia conglomerate in late July.