Interactive ODDSLIFE
ties to gain access to users in the market,” com- ments Mr. Sojmark. “We are establishing a net- work from scratch that I’d describe as a mix of fantasy sports, social sports-betting and the kind of sports-managerial games that you can find on PCs, Xbox and PlayStations. The software offers different experiences from different sports- games, and tries to find a way to mix those experi- ences together.”
In Spain, for example, an Oddslife player is moti- vated to increase their engagement with missions, profile badges, virtual trophies, leaderboards, prize systems, and, during the summer, World Cup competitions. These features are available across the Web, iOS, Android and Facebook Apps, with players having fun locally also having the chance to qualify for access to the global sports-gaming network. In this way, Oddslife allows players in Spain to play both locally and to represent their country against other players and other countries around the world. It’s a new concept and one that is driven by a goal to find within each country a media partner with access to a vast, knowledge- able and sports-specific user-base.
“We create partnerships with media channels to establish a global sports-gaming network through which players fight it out together to be recog- nised as the best-of-the-best,” says Mr. Sojmark. “It’s a level of engagement that is much more than simple social betting. We are identifying players who are recognised for their skills and can progress to representing their country within dif- ferent sporting categories. We create a story from these sports events, which is different from social gaming, which is very short on what I’d describe as stories. Social gaming is about instant gratifica- tion, whereas sports-betting ties into real sports
events, with real people involved in real out- comes. There have been previous attempts to cre- ate these networks, but they have proved to be universally uninteresting. Oddslife builds story- lines into the events; we fully engage with promo- tions and with the players themselves, offering trophies to the most skilful players and building a timeline in which they’re able to qualify for global competitions. We are tying together sports con- sumption and gaming, and expanding that world with social networking.”
The Oddslife software enables
players to test their skills within a social gaming space, with
rewards linked to their account in such a way that Oddslife is
both educating the player-base and gathering data that it can utilise in the future.
Importantly, the media partners Oddslife is tar- geting do not come from real money backgrounds. The offer is one that provides casual sports-bet- ting, offering fun and entertainment, which is far removed from a real sports-betting experience. Oddslife views its partnerships with media providers as a joint venture in which both sides share their experience and user-acquisition details, after all, acquiring users, capturing data and registering players is all part of the bigger pic- ture. “It’s all about getting more data,” underlines Mr. Sojmark. “We are focused upon understand- ing who the players are and what sort of sporting
events capture their attention. The aim is to very accurately profile the players and, further down the road, apply specific dynamics to those players to be able to monetise them.”
As in any good partnership, there has to be some- thing in it for both parties. Improving and ulti- mately monetising the social player-base is an end goal for Oddslife. Taking the Dutch market as an example, which is expected to regulate online gaming in 2015, the ability for both Oddslife and its media partner to create a database of sports ‘enthusiasts’ today, educating players in all aspects of sports-betting in a non-regulated social environment, is a huge opportunity for operators in the future, and, of course, for Oddslife too. The Oddslife software enables players to test their skills within a social gaming space, with rewards linked to their account in such a way that Oddslife is both educating the player-base and gathering data that it can utilise in the future to monetise its network of players. The players within this social space readily supply large amounts of data about their playing preferences as Oddslife creates environments in which it is a natural progression to give player information as part of the game set-up.
Creating bespoke software solutions for individ- ual countries and markets doesn’t sound like the most time-efficient of solutions, nor the cheapest, but according to Mr. Sojmark, it’s the software itself that presents the solution to the issue of scalability. “The beauty of Oddslife is that it’s based on Artificial Intelligence and cloud technol- ogy,” explains Mr. Sojmark. “We have followed how the industries are evolving with big data, but we have specifically engineered the software to ensure that we don't have a ‘big’ problem, instead
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