Insight SPORTS-BETTING
those of their skins and so they are not attended to in the way they should be.
If you choose one of the odds suppliers you need to understand how it derives its odds and how successful it is. Can it offer a tailored solution for you? You may only want basketball, you may only want in- play, or you may want to work to six per cent margins as opposed to others working to eight per cent in your jurisdiction. Can it understand your customer and provide them with a bet to suit your requirement? Also can it help you with your marketing and customer retention? For example we work with our clients to help them keep up with market trends such as offering money back free bets and keeping in line with the amounts of markets offered by the larger groups. We can explain some of the points above in more detail below:
We understand that sports books like to treat different customers in different ways. So if they have a VIP client they may want to lay him a big bet at a different price no matter the standard limits deployed on a particular event. Because we trade in such large volumes (up to €900m in a year) we are able to accommodate any volume of bets, and can have an agreement with our clients as to handle certain VIP clients.
So what are the choices today for this software? Well you do it either in-house and develop the software yourselves, you can buy / lease software from others or you can take a form of managed service. If you do it in-house you will have to support it with a large support team. Or you could take a “skin” from one of the existing operators like 888 did with BlueSq.
Considerations for running an online sportsbook include:
• Software/hardware • Hosting • Licencing • Payment processing • Odds compiling • Risk management • Customer services • Marketing
Like managed service casino and poker many of the above can be outsourced and are done so by many new and established operators. The problem for sportsbetting
operations has always been the odds compiling and risk management as this was not something that could easily be outsourced in the past. Unlike casinos and poker products where RNG’s run the product sportsbetting requires constant changing and monitoring. Every sportsbook has its own levels of risk. This is something only Betting Promotion has really addressed in that is can really provide an outsourced solution for both the odds and the risk. We can provide each client with different odds to their competitors and manage the risk accordingly.
We can profile players so you can let VIP’s on and restrict shrewder clients and assist in looking for those who maybe fraudulent or arbing. We are also able to help with marketing and promotional offers such as money back specials (on a 0-0 result on a football game for example). Other data suppliers are not providing this level of service. If you go down the route of taking a skin from another operator then you are unlikely to get any differentiation in terms of odds so why would people come to you? For your bonuses maybe? Then you are instantly attracting the wrong type of customer. Also the staff at these companies are traditionally rewarded on their own company’s website performance and not
Betting Promotion makes markets, manages risk and
provides liquidity for bookmakers and
betting exchanges. Actively trading in
sports since 2003, Betting Promotion
have a proven track record providing a tailored service of bespoke prices at any specified margin. Betting
Promotion provides this service via their two products:
BETPUSH for a fixed monthly fee and
BETPOWER on a risk free profit share
model. Trading up to €1 billion
annually, Betting
Promotion creates thousands of markets for
sporting events both pre-live and
live, including over 2,500 live events every month.
We are able to provide each client with their own specific pricing. Unlike others we understand the need for localisation and thus ensure clients can go to market with a product, which will be competitive in their market place. Of course we back these up with our trading services which ensures they aren’t at risk from losses. We market make on the exchange sites. We provide them with prices and are not dependent on their prices. We do not take their prices and over round. We can set margins differently for each and every client we have. And maybe extract more margin for existing bookmakers. We also help with in play markets where bookmakers may not have the resources or ability to make profitable markets for example. Neither do we copy or aggregate prices from other bookmakers.
In addition to the services Betting Promotion offers, we have partners with some very good sports betting software for both online and mobile propositions so we can offer a full turnkey solution. Our own trading software has been built in-house and has withstood the test of time as well as varying trading environments.
Betting Promotion is celebrating 10 years in 2013 and will be at all the major trade shows throughout the year in London, Europe and Asia.
February 2013 PAGE 61
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