Technology SPORTS-BETTING - ASIAN MARKETS
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wiss-based sports-data supplier Betradar is a true global player in the sports betting industry. With over 450 bookmaker clients
in over 80 countries across five continents, the company serves all types of market participants, from small retail outlets to the big globally operating market leaders. Having this customer base in mind, Betradar’s product and service portfolio is very well positioned to cater to regional peculiarities, needs and operator’s requirements.
A comparison between the very well established European and Asian sports betting market shows that being adaptable for all types of operations across regions is only possible with an extensive sports data coverage of leagues. At the moment, Betradar is providing up to 20,000 live events per month, an impressive number that is a result of the dynamic growth of in-play betting in Europe and especially Asia over the last few years. Asia is seen as the world’s largest gambling market which
Asia is seen as the world’s largest gambling market which comes as no surprise
seeing that 60 per cent of the world’s population live in Asia, making it one key markets for Betradar.
comes as no surprise seeing that 60 per cent of the world’s population live in Asia, making it one key markets for Betradar. According to the “Global Betting and Gaming Consultants”, regulated betting in Asia accounts for around 40 per cent of the global betting market, in line with Europe.
In Asia, betting is almost entirely on 2-way markets such as Asian Handicaps and total goals (over/under) for soccer or point spreads for basketball, while the 3-way match result dominates the European market. This means that the average Asian punter is far more price sensitive making it a very tough region to set-up business. In Asia, offering attractive low margin odds is essential as a long term strategy, and the concept of increasing profit margins after punters have been activated is not really an option.
For Betradar as supplier of both European and Asian bookmakers, this difference requires to continuously add more betting markets with odds keys below the market average. Betradar’s portfolio has been extended to over 350 unique bet types, with the odds being calculated keeping these three factors in mind: mathematical modelling, live trader information and Betradar’s complex market
monitoring. As a matter of course, optimising the existing Asian handicaps and totals as well as enlarging the Asian offering is one of the key priorities for Betradar to further strengthen its position in the Asian market.
The focus of Asian punters is on soccer (70 – 80 per cent of placed bets) and basketball, and there is no big interest in other sports from a betting perspective, while in Europe tennis is seen as the clear number two behind soccer. Due to the massive demands of sports wagering in the Asian market, matches of soccer leagues and tournaments of all divisions, no matter how minor they are, are offered in Asia. There is no sporting event that one cannot place a bet on in Asia, while Europe is more conservative in offering lower leagues. Betradar is currently providing up to 20,000+ live events per month which means a 24/7 daily coverage of 18 sports worldwide. A global network of highly qualified quality-controlled data journalists is collecting this data fast and accurate, and transmitting it within one second from the venue to Betradar’s clients adhering to highest security standards.
Aside from providing Asian focused betting
markets and increasing the sports coverage, mobile betting has become hugely popular in Asia. There are more than 2.3 billion smartphones in use in Asia, an amount that is ten times the amount of mobile phones used in the United States. Asian bookmakers can widely be seen as specialists in providing an impressive mobile betting experience. Betradar is assisting bookmakers in developing mobile optimised betting offers. The company’s Live Match Tracker for example enriches the attractiveness and bet-stimulation of all mobile solutions. It helps make the live betting offer even more interactive and entertaining as it is a unique visualisation of all the live-match action in real- time, currently available for nine sports and fully customisable with unlimited branding opportunities.
Providing Asian sports events to European sports books is also becoming increasingly popular. With starting times being in the morning hours in Europe,
The focus of Asian punters is on soccer (70 – 80 per cent of
placed bets) and basketball, and there is no big interest in other sports from a betting
perspective, while in Europe tennis is clear number two
leagues such as the Indonesian and Philippines soccer league and Chinese basketball are perfectly filing the off-peak hours in European sports betting offers. These leagues therefore form an essential part of Betradar’s Live Channel. The live streaming solution for online, mobile and retail sports betting platforms provides daily live sports with focus on time slots where there is no further live sport available. And this concept pays off: Nowadays, over 2,000 retail betting shops across Europe are using this service, and the turnover on Asian sports is growing above-proportionally.
Michael Maerz Managing Director Betting, Betradar
Having started his career in the online gaming industry in 1996 with Intertops, after 20 years as an operator Michael joined Sportradar as MD Betting where, amongst other areas, he is responsible for Sportradar’s in-play betting products.
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