Pulse
Sports betting SPORTRADAR
now. I don't think it's a culmination because we've got a lot more coming down the pipe. We're learning fast, sometimes failing fast, but certainly learning quickly in what we do.
What Alpha Odds has done is it's taken the excellent work we do as a product from odds. We were pioneering the movement around odds models into the live environment and driving live products in the industry. What Alpha Odds has done is enable doing that in a much more customised way and allow them to reflect their own liabilities, their own positions in their sportsbook, whether that's from smart money or recreational customers.
For that to then be transferred into the price/odds they offer the market, subsequently improve trading efficiency resulting in opening the opportunities to make strategic sportsbook decisions. Te results have been fantastic with some of our biggest customers. It really transforms the impact on their trading volatilities.
Tere are more than 60 bookmakers now using Alpha Odds as a product on their pre-match and live betting for soccer, whilst our Managed Trading Services are with over 200 operators. ALPHA Odds have managed well over 100 million betting transactions in the last year which has resulted in a 1.5 per cent point uplift on their margin (if a sportsbook was operating at six per cent, we would improve this to 7.5 per cent), an absolute profit increase of around 10 per cent for our clients.
Tis isn't a theoretical simulation - we know it's working. Tink back to October when the sports betting industry took a battering. During a period of two weeks, 90 percent of the odds favourites were winning across the top five European leagues which had a significant impact on the profitability of sportsbooks. Te sportsbooks using Alpha Odds to control their pre-match and live markets returned a flat, if not positive, return for the month, whereas those that were not using Alpha Odds saw a negative return, losing money during that period.
Because of Alpha Odds' impact on the way odds were adjusting - the build-up to liability and reductions in exposures - we managed to flatten out some of that volatility. In turn, this meant that the books returned a much more efficient profit margin for the whole period. We've got good evidence both in a regular month where everything goes as expected and we've returned a nice uplift, but even in the bad months when things are difficult, we take out volatility.
You've spoken about maximising trading efficiency, but what does it do for personalised pricing?
P178 WIRE / PULSE / INSIGHT / REPORTS
There are more than 60 bookmakers now using Alpha Odds as a product on their pre-match and live betting for soccer, whilst our Managed Trading Services are with over 200 operators. ALPHA Odds have managed well over 100 million betting transactions in the last year which has resulted in a 1.5 per
cent point uplift on their margin (if a sportsbook was operating at six per cent, we would improve this to 7.5 per cent), an absolute profit increase of around 10 per cent for our clients.
Every bookmaker that uses Alpha Odds will offer a different price from another bookmaker. Teir price is adjusted to reflect their liability. Bookmaker A and Bookmaker B will have slightly different liabilities in our book, which means the price on the same outcome may differ slightly.
We then start to attract betting interest to certain areas of the book where an operator may want to try to alleviate some of the pressures. Extrapolating this out, say 500-plus bookmakers use Alpha Odds. Tey would all individually have a slightly different offer across the book, not because we're clever about the way we distribute our odds keys but because the intelligence of the model would perfectly reflect the mathematical and financial position the sportsbook requires.
What is your team working on right now?
Tere's a lot we're doing around artificial intelligence and our machine learning processes inside MTS which we are now exposing to clients who may not need a risk-managed product but still want to have customer profiling or a back-end management system. Trough our API’s, a client can deliver their tickets in real-time, and we respond back with information around whether customer A is recreational or not, and subsequently whether to change the intended approach toward the customer or event in question.
Our profiling can now run with bookmakers that don't need or want to have any risk management, which ties to what I said earlier about the way we've evolved as a business. We try to give the client as much help or as much passive interference as they want. We can do it all, we can pull back but give them the support of the artificial intelligence products that we have.
Our Insight Tech Services work with our clients across all manner of areas. Just to give you an example of one - as a customer places a bet on
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