Online gambling platform provider SBTech has launched a brand new sports betting product that will allow players to enjoy a fully customized experience.

The software developer unveiled YourBet Betbuilder just before the beginning of the NBA season, and one you may see in New Jersey soon.

This edition of YourBet Betbuilder will function for NBA games in the US. SBTech modeled the software after the success of the company’s soccer version.

More about Betbuilder

The software allows bettors to construct their own bets based on real-time odds calculations on their individual selections.

In other words, if a player wants to bet an unusual combination of teams, players, wagers, or any other feature during a game, he or she can do so. YourBet takes the granularity that in-game betting offers and adds a level of flexibility and customization previously unseen.

Operators will also like the fact that YourBet has flexibility on the backend of its programming, too. Operators can designate games or sets of games upon which players can fashion their own wagers.

SBTech has also designed the product to plug straight into an operator’s system. There is no need for the extra time and cost associated with hiring a third party company to integrate the software.

“I’m delighted Yourbet is live and available on basketball for both pre-match and live betting,” said Greg Karaolis, SBTech’s Head of Product Innovation, in a press release.

“We are the only B2B platform provider with our own proprietary technology powering the service for our partners.”

Where could YourBet Betbuilder show up in New Jersey?

If YourBet sounds like fun, you may wonder where you might be able to use the software. For New Jersey residents, the short answer to the question is: nowhere yet. But that could change soon.

The NJ casinos partnered with SBTech at this time are Golden Nugget and Resorts AC. Neither of them have online sportsbooks — yet.

This week, Churchill Downs announced its NJ plans that involve SBTech, via the Golden Nugget license. The horse racing giant will launch sports betting and online casino games in New Jersey sometime before the end of 2018.

But no NBA at Golden Nugget…

Unfortunately, under its license, Golden Nugget is unable to accept wagers on NBA games. Golden Nugget owner Tilman Fertitta is also the owner of the Houston Rockets; his casino is prohobited from booking the NBA under NJ law.

That means Churchill Downs and GN can’t offer NBA betting right now, leaving Resorts as the only immediate option for Betbuilder in the NJ market.

What is clear, though, is that sports betting software companies are eyeing US markets as a real-time testing ground for new products. More often than not, the innovations are a step forward for sports betting.