From the moment a user logs onto the site they are presented with clean and simple graphics that allows for faster bet placement. The new promotions page also allows the customer to see what the best promotions are depending on which sport or game they are interested in.

Blue Square was acquired by the Rank Organisation in January 2003 and is their primary interactive betting company. Blue Square was traditionally a bookmaking business, however, their product offering has changed over time. Whilst the Blue Square Sports book will always remain at the core of the brand, other elements have seen tremendous growth in recent years such as their soft games section (Mecca Games) and their poker and casino section. These sections have been given more prominence throughout the site to reflect this growth. Customers can now use one account to gamble on anything from Blue Square TV to football matches. Thanks to advances in technology customers are spoilt for choice on ways to access the site, including internet, interactive TV, WAP and telephone

The site has been developed in order to utilise future cutting edge technological advances which are due to be incorporated on the site in the near future. Blue Square remains one of the most technologically advanced websites on the net and was recently a recipient of the 2005 egaming multi-channel operator of the year.

CEO Martin Belsham commented:

“This week Blue Square has embarked on an exciting and necessary overhaul of the entire front end of the Blue Square website. We have made noticeable and significant changes that customers will appreciate and have requested.

Blue Square will continue to be at the forefront of technological advancements in web design and innovation so that customers can fee comfortable that they are experiencing the best online gaming experience possible.”