In-play betting is a winner for Sportingbet

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Gambling fanatics wanting to punt on the next corner, next throw-in, next fly-going-up-the-wall, helped push the company's profit for the three months to the end of October up 19% to £7.5 million.

The total amount wagered by customers rose 11% to £514 million.

In-play betting was up 27% - it now accounts for two-thirds of sports revenue in Europe.

Sportingbet hopes that the Ashes will also be a boon, as late-night viewers find the opportunity to bet on how many times Stuart Broad swears at the umpire irresistible.

Andrew McIver, chief executive, said: "Sportingbet continues to capture the growth opportunity in our industry that is ultimately being driven by ever-increasing broadband penetration, continuing customer confidence in transacting over the internet and a greater customer awareness of the opportunities presented by online sports betting."

The shares gained 1.75p, 3%, to 61.85p. That leaves the company valued at £311 million.