INSIGHT
SPORTS BETTING SPORTRADAR
Sophie Tomas Director, Group Product Operations Sportradar
Sportradar’s suite of services, known as ATP Service+, features augmented streaming, which transforms live streams with immersive 3D animations, expanded in-play betting markets, short-form video highlights for registered users and an extensive range of personalised and targeted betting products to drive sportsbook performance for Sportradar's global network of more than 900 operator clients. Simultaneously, Sportradar is continuing to work closely with long-time partner NBA to use sports betting as a means of enhancing the fan's experience and driving greater in-play activity.
Sportradar’s suite of services, known as ATP Service+, features augmented streaming, which transforms live streams with immersive 3D animations, expanded in-play betting markets, short-form video highlights for registered users and an extensive range of personalised and targeted betting products to drive sportsbook performance for Sportradar's global network of more than 900 operator clients.
Simultaneously, Sportradar is continuing to work closely with long-time partner NBA to use sports betting as a means of enhancing the fan's experience and driving greater in-play activity. Te newly available skeletal tracking data has seen the company extend existing data agreements with Caesars, FanDuel, and BetMGM.
Overseeing the development of the holistic strategies that benefit all parties is Sophie Tomas, VP Group Product Operations at Sportradar, who explains the latest developments with the ATP and NBA, respectively.
Could you tell us more about your remit as VP of Group Product Operations?
I focus on overall product delivery for our clients, making sure we have an aligned strategy in place and overseeing the end-to-end execution to meet our clients’ needs. Sportradar has a wide portfolio of products across sports performance, core betting products such as odds services and live data, Managed Betting Services, fan engagement - each of which has its own large team of people.
For wider initiatives, such as our partnerships with the ATP and NBA, we consider how best to monetise the product proposition across the full scope of the value chain. To do this you need a team of people with a holistic view of the entire product portfolio rather than just focusing on one area. Tat's what I work on - delivering holistic strategies that cover the full value chain aimed at how we can best support the federation, the operator, and the fan or bettor directly. Basically, the whole scope of our product in one.
What is ATP Service+? What became clear through the RFP process
with TDI is that they’re really ambitious and required a completely unique ‘go to market’ strategy compared to some of the other major tier one rights holders. Tey're truly interested in innovation and not only how they can maximise the potential of their rights but also how they can increase the audience of tennis and innovate in the betting space, especially.
Tis was at the centre of the proposal we offered them and that's the approach we’ve taken with them ever since. From Sportradar’s perspective, the key thing is that we have the tools to complement the work they have done to build up their data collection. Tis means eventually having tracking data for every match, including the Challenger Tour from 2025, and also the contextual data that they're creating through one of their partners, because it's a combination of the federation really wanting to drive innovation and having the available raw material to make that happen.
For us, it was quite a straightforward process of identifying the value-add products to address the full breadth of market, whether it's media, betting or solutions directly aimed at fans. Te partnership that we have with them was strong from day one, so, it was a collaborative process of determining the products that we think are not only going to innovate this space and drive a bigger audience for them, and get more eyeballs on their sport, but also then drive revenue.
Ultimately, that is what is underpinning this partnership. Tis meant looking beyond the typical content supplier offering, which would be live data, odds, MTS, and streaming, and looking into how we can create more engaging products that are more targeted and increase stimulation for betting. Something like augmented streaming, for example, helps to
retain the attention span, engage, trigger, and stimulate betting opportunities by displaying betting augmentations on top of a live stream.
For example, if an operator wants to push a market such as ‘Total Aces – Nadal in 2nd Set’, the operator has to give the customer contextual information such as the number of aces Nadal has scored per set across his last five matches or how many he scored in the previous set. One of the benefits of augmented streaming is that it can deliver this information without forcing the bettor to look elsewhere, therefore engaging them to stay with the stream for longer.
Te bettor doesn't need to leave and look for that information on some other part of the operator's website. It helps to acquire customer attention, but then also to retain it. Tat's important for operators, but also federations now, because there's so much choice out there of what bettors or fans can put their attention on that these stimulating products are required to create engagement and storytelling more than just the traditional means of watching a video or looking at data.
Has ATP Service+ gone live?
We are already rolling out elements of ATP Service+. We went live with ATP on 30th December, with the initial launch centred around making sure that our core services were available so that we have live data running, odds and trading available for our clients to use, and streaming available.
Now that the official launch is complete, we will start to release different elements within ATP Service+ across the year and beyond because this is a long-term partnership - six years - and we will continue to innovate and evolve. For
For us, it was quite a straightforward process of identifying the value- add products to address the full breadth of market, whether it's media, betting or solutions directly aimed at fans. The partnership that we have with them was strong from day one, so, it was a collaborative process of determining the products that we think are not only going to innovate this space and drive a bigger audience for them, and get more eyeballs on their sport, but also then drive revenue.
WIRE / PULSE / INSIGHT / REPORTS P117
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