The United States is the current burning hot epicenter of the global sports betting market, but are American players ready for “disruption”? That’s what the folks running Betthouse, a Las Vegas-based sports betting startup are aiming to find out as they strive to expand their footprint in the red-hot American market in Iowa and beyond.

Company officials recently announced that they have secured a new round of outside investment to help fund their dreams of bringing a product that’s, “designed for sports fans who want to feel the buzz of the bleachers when they bet.” More specifically, they’ll be applying that investment cash to IP development and breaking into new regulated sports betting markets.

Steve Berman, BettHouse CEO touted the company’s marquee product in a recent press release saying, BettHouse’s mission is to create a simpler, more profitable and engaging betting experience all fans will love. From the moment a consumer opens our app they will see and feel the difference. BettHouse is simple, fan-friendly, intuitive and positioned to speak to a sports fan first. By offering that instant gratification, we will appeal to everyday fans and traditional sports bettors.”

So how does Betthouse plan on differentiating their product from the blizzard of sports betting apps currently flooding the US market? Their calling card is a, “micro-betting price engine, which uses machine learning and automation to enable every moment of every sporting event to become a betting opportunity.” That definitely seems where the collective US sports betting hive mind is heading anyways, so they may see some success.

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