Interactive Systems Worldwide (ISWI) has announced the completion of the development of the interactive television version of its SportXction
play-by-play betting system.

The new software system enables interface between SportXction and the satellite television broadcast of its first interactive television partner. This version was recently been delivered to the customer and is presently undergoing its pre-live system tests, which are to be followed directly by the live broadcast test required to gain approval for use of the product in television broadcasting.

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 like the penalty kick, whether the next play will be a run or a pass.

The wagers have odds associated with them, which relate to the probable outcome of the proposition being wagered upon, and the odds are adjusted in real time to balance the pool using proprietary artificial intelligence software to reflect player sentiment, as derived from the betting patterns. The system can be used with virtually any sport.

The potential of the interactive television gambling market was highlighted in the September 2004 issue of International Gaming and Wagering Business (IGWB). An article tnoted the pivotal role that interactive television plays not only in expanding gambling through the rapid consumer adoption of interactive television, but also its naturalness and ease of use.

Another KPMG and Screen Digest Report estimate that by 2007 iTV will generate approximately one half of the $5 billion in online revenues.