32 B 2 B “”
Expanding the range of bets that are available, as well as giving the punter more information to use in placing smarter bets, but still at the best price is the right way forward.
Marcel Puyk CEO, Cellectivity
CONTENT “ Sportsbook
Cellectivityhas launched a new version of Bet2Gowith more sports, and new betting mar- kets in time for the start of the new Premier league season. It is the first step in a major upgrade and expansion programme which will see the ad- dition of live scoresand re- sults, more bookmakers, im-
proved bet account information and more payment methods that will be implement- ed by the end of the year.
BettingBusinessInteractive • SEPTEMBER 2011
NFL and Rugby World Cup the big plays in September
The number of sports that operators are offering their customers is growing rapidly, but that doesn’t necessarily mean they can provide them with a quality in-play service. Sporting Index Group’s CEO Warren Murphy discusses Sporting Solutions’ increased focus on NFL and the upcoming Rugby World Cup.
It’s been a relatively quiet summer for book- makers, but my company has had no time for rest as we’ve been very busy with our B2B in- play fixed odds pricing operation Sporting Solu-
tions. We now have 22 sports that we supply in-play to our partners and two of the biggest ones have just swung back into action with the start of the NFL season and the Rugby World Cup.
US sports have always been important to us as a busi- ness and I have no hesitation in saying that we have the best American Football traders in Europe, if not the world. Trad- ing NFL in-play is hard to do well as it is a complex and high- ly tactical game, with a multitude of game play scenarios potentially occurring. Many have tried and failed to model the game successfully. We have developed a highly sophis- ticated model, and this alongside our trading expertise means we can provide an extensive NFL in-play service. Most partners take our US in-play sports package which covers all the main professional and college sports. US sports are becoming increasingly important for UK and
European sportsbooks. Customers love them and it obvi- ously extends the betting window. We cover a huge num- ber of games, and with NFL for example, if it’s televised, we’ll cover it. The Rugby World Cup is always big business. Whilst the match timings aren’t ideal from a European perspective, the tournament is sure to see huge in-play volumes. Our traders come into their own in these types of tournament. We produce our own prices and don’t scrape others, or blindly spit out an algorithmic price. The variable micro cli- mate is bound to be a factor in New Zealand and our traders can rapidly move prices according to tactical game changes due to unexpected weather conditions. Price ac- curacy is therefore assured. We offer a unique in-play service that marries up model- ling, pricing and trading expertise. Outsourcing in-play services is a quick, flexible and cost effective solution, and all our partners are seeing really positive growth in in-play betting. It’s going to be a busy autumn for us and them, par- ticularly from an oval ball perspective.”
NFL coverage extended S
porting Solutions is also extending both the number of games and the quantity of markets offered in-play ahead of the new NFL season. This is the third full season that Sporting Solutions will be supplying American Foot- ball to its growing list of partners and it will now be cover- ing 12 NFL games in play each weekend in play, with up to 20 markets updated in real time and supplied with vir- tually no latency. In addition, it also provides in-running prices on the US College Football league, the NCAA - adding a further five games each week. Dave Grogan, business development director at Sporting Solutions, commented: “We believe we have the best American Football traders in Europe, if not the world. American Football is difficult to trade in-play - not only is it a very tactical sport but the magnitude of game- play scenarios is huge.”
ACTION IMAGES / PAUL CHILDS
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