INSIGHT
SPORTS BETTING SPORTRADAR
example, augmented streaming will go live for Indian Wells in March, which is the first ATP Masters tournament of the year.
At the same time, we’ll introduce a new package of betting markets. Operators can expect a package of, say, six different types of markets and then we will release the next package shortly after. It's important that this innovation is done gradually because we're conscious of flooding the market with new markets that bettors don’t recognise or understand. It would be the wrong decision to release a lot of markets at once.
It's too much choice for the customer. We need to first create an affinity for certain statistics and betting markets. We could offer markets on
markets the operator is offering, so showing bettors relevant augmentations whereas in an OTT solution the focus would be on providing insightful information about what's going on that enhances the broadcast experience and create a more engaging experience for the fan.
Tat personalisation angle is an important factor we're addressing within ATP Service+ because there's so much choice now it's important that operators are getting as much information about what the specific individual is interested in and then adapting what they’re showcasing to them, rather than simply offering one single product that they hope will suit a wide audience.
In the betting space, we can help operators
Betting is where we have a very large distribution so for us it's natural that we would place a lot of focus on the betting space. But we also have, for example, Challenger TV, which is our OTT solution for ATP to
offer on Challenger matches, as well as our partnership with the Tennis Channel. Over time, we will feed in augmentations there, too.
shot speed but first operators need to create a connection between the customer and that statistic so they understand what a typical shot speed is, what should the expectation be, and so on. Tey're not just going to bet on that type of data without any context because it's too much of a risk. Tey don't understand it enough to really make an informed decision.
It's important to educate over time and that's where the work we're doing on the media side comes in. If we can offer more of this information within broadcast or mainstream media it really helps to create an affinity for certain statistics - then you can offer betting.
Beyond betting, what does this mean for fan immersion and entertainment?
Betting is where we have a very large distribution so for us it's natural that we would place a lot of focus on the betting space. But we also have, for example, Challenger TV, which is our OTT solution for ATP to offer on Challenger matches, as well as our partnership with the Tennis Channel. Over time, we will feed in augmentations there, too. As long as our partner wants to do it, whether it's Tennis Channel, whether it's ATP, you can absolutely do it in that space.
I think that's the beauty of what we can do. We can heavily customise an offering depending on who the end user really is. So, is it someone consuming the sport via Challenger TV, which is ultimately just a customer who wants to watch tennis, or is it a customer that is on a betting website and placing bets? What’s more, we can adapt the augmentations to suit that audience. In the betting space, the focus would be on the
personalise the types of bets or content they promote to their customers, and on a wider scale we can utilise our MTS data to really assess what is interesting for punters and what isn't. Tis ability to personalise can also aid federations enhance their sponsorship value, which is what our recently launched FanID marketing solution addresses.
As an example, if a customer has a subscription to something like NBA League Pass, the League will be able to collect a lot of information about that person. So, if NBA is happy to share that information, we can ensure they are
By that I mean the player performance and getting a deep understanding of every element of an individual player's performance and a team's performance, plus the ability to compare with all the other teams and players that they're competing with.
We are delivering a coaching solution to all NBA teams. Additionally, we have broadcast visualisations currently in development which will be launched later this year. We also have various betting solutions like ATP Service+ with short form video highlights and augmented streaming. It's all about driving traffic and enhancing the NBA betting experience. With NBA, there is a slightly different angle to ATP because of the dominance of betting in the US being pre-match versus in-play.
Driving more turnover towards in-play is important for rights holders such as NBA as it increases the connection to live sport and unlocks additional revenue. How can we make it more engaging bearing in mind that the betting industry is less mature in the US? It’s important that you simplify betting as much as possible to make it accessible as fans get more comfortable with the activity.
Driving more in-play activity means triggering more betting opportunities and making them as straightforward as possible. We have this nice feature called Swipe Bet which is basically Tinder for betting where customers can just swipe left or right if they want to add the bet to their bet slip or skip it. Solutions like that work nicely in the US because bettors there don't necessarily want to have a long list of markets to choose from like in more mature markets. Intuitive features like that just make it straightforward.
Our VAIX team developed it; they mainly work
Driving more turnover towards in-play is important for rights holders such as NBA as it increases the connection to live sport and unlocks additional revenue. How can we make it more engaging bearing in mind that the betting industry is less mature in the US? It’s important that you simplify betting as much as possible to make it accessible as fans get more comfortable with the activity.
experiencing a highly personalised product, whether this is across betting, media, ticketing, merchandising and so on.
What does the NBA partnership mean for creating tools such as live match trackers and betting widgets, as well as player tracking data to create props and support the growth of same game parlays?
Tere are similarities between the work we’re doing with ATP and NBA. Again, it's a holistic approach. Te element that we have with our NBA partnership that is not there with ATP - but could be in the future - is the coaching element.
on solutions which use AI to understand the punter and personalise their experience. Te VAIX offering is highly innovative. For example, we have a tool that can predict how valuable a punter will be to a client, helping the client decide how to engage with that punter and when to trigger offers to avoid churn.
What’s the focus at ICE?
Last year there was a big focus on what we were doing in table tennis and our Computer Vision technology. Tis year the focus will be heavily around how we're using AI and virtualisation in our end products.
WIRE / PULSE / INSIGHT / REPORTS P119
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