MANCHESTER, England, April 18, 2013 /PRNewswire/ -- Betfred Mobile have announced the launch of their in-house sportsbook, greatly enhancing their existing mobile offering. Developed 100% in-house, Betfred's new mobile sportsbook is the product of 18-months of work from the 25-strong mobile development team located at Manchester's Sharp Project. The addition of a bespoke sportsbook product distinguishes Betfred from their competitors, offering them an advantage in the mobile marketplace. Betfred's new mobile sportsbook hosts a number of new features, including an enhanced in-play product, improved navigation, live events and betting highlights. Head of Mobile Development Andrew Daniels said, "It's an exciting time for all of us, but most importantly our customers will see a real difference." "Having our own platform will enable us to develop new products in-house and have the best mobile product in the market. We will be no longer reliant on a third party, meaning we can drive the product and give customers what they want." Betfred Mobile gained industry-wide recognition for innovation in 2012 when they were crowned winners of the 'Innovation in Mobile' category at the mGaming Awards. Recent innovations at Betfred Mobile include mobile apps for popular fixed odds football coupon Goals Galore as well as Lotto and Virtual Sports. These have all been developed at the Sharp Project in Manchester. Head of Betfred Mobile Stuart Magowan says the company are determined to make further strides forward over the course of the next twelve months. "Our customers will find that the user experience on our new sportsbook is second to none," Stuart said. "We won't be resting on our laurels though. We've enjoyed some major developments over the course of the last year, but we will continue to strive towards establishing Betfred Mobile as a best of breed among mobile platforms. Betting through mobiles is only going to get bigger and already accounts for 50% of our online business."