Sports betting odds comparison site OddsChecker has confirmed that it will be launching a rebrand of its US-facing business today. According to the firm the move seeks to ensure that its product offering is best suited to the needs of its US customers and will see improvements across a number of areas of the site.

This will include a restyling of the odds comparison’s name itself – from ‘Oddschecker’ to ‘OddsChecker’ – as a result of extensive interactions with users and customers.

Craig Balsdon, Head of International Product, explained: “We have been working tirelessly to adapt our product and brand to serve the needs of our customers – both present and future – over the past nine months. As part of this we have undertaken multiple rounds of research with nearly 15,000 participants across the US to allow us to try to understand the needs of our users.”

Sam Eaton, Head of US Marketing, added: “Our focus will be educating US bettors on the importance of getting the best odds on every bet they place using our free platform and expert handicappers. We currently have 11 bookmakers on our grids with more waiting to be integrated and we are excited about working with more key partners as states continue to open up across America.”

Based on this research, OddsChecker US has been relaunched with not only a rebrand but a range of new features across the site, including Next Up Games – the next games to begin and who’s offering the best price across spread, moneyline and total markets.

The reboot also sees the launch of Popular Bets and Picks covering off what’s popular among OddsChecker users and who is being backed by their expert handicappers alongside. Additionally, it includes Top Betting Sites, enabling bettors to compare and sign up to sportsbook offers, or combine featured sign up offers with one of their handicappers’ picks.