Interactive
OVER THE TOP - SPORTS BETTING SPORTRADAR
A safe bet: the opportunties presented by OTT
G3 discusses the hot betting topic, Over The Top Streaming, with Sportradar’s Steve Byrd
Steve Byrd Head of Global Strategic Partnerships, Sportradar
The streaming landscape has become ultra- competitive. How can OTT service providers give the younger generation of fans the consumption experiences they crave?
You’re right to say streaming and OTT is part of an increasingly competitive modern landscape, with bookmakers, sports leagues and publishers all trying to keep audiences engaged with their content.
While different stakeholders are using some of the same types of content to tap into broadly similar audience segments, there remain opportunities when it comes to personalisation and providing features designed to enhance user engagement among younger and more tech- savvy generations.
Tese audiences increasingly want elements of interaction, social features and gamification as part of their viewing experience. It’s a case of building on that desire for second-screening by incorporating betting overlays, odds and other betting-centric content to keep users engaged
P102 NEWSWIRE / INTERACTIVE / MARKET DATA
while also establishing and maintaining direct- to-consumer relationships.
Betting features are proven to keep people watching for longer, without taking users off platforms for the latest lines and odds updates, while, as part of the democratisation of betting, eventually the ability to bet live within platforms will become more commonplace.
What personalisation opportunities are out there for OTT sports coverage?
Opportunities are plentiful when it comes to personalisation, whether that’s for sports, betting operators or publishers.
By using data to learn more about audience consumption habits, you can begin to tailor output based on what users want to watch, for how long and when. Not only does this enable the streamlining of content production through more informed decision making, it makes platforms a much more attractive place for sponsors such as bookmakers.
By using data to learn more about audience consumption habits, you can begin to tailor output based on what users want to watch, for how long and when. Not only does this enable the streamlining of content production through more informed decision making, it makes platforms a much more attractive place for sponsors such as bookmakers.
Being more aware of your viewers’ preferences – whether that’s in terms of sports, teams or players – also allows bookmakers to be increasingly targeted in their approach, platform owners to enhance their monetisation formula and viewers to be delivered more relevant and specific content.
How has the US Supreme Court’s repeal of a federal ban on sports betting in May 2018 impacted real-money gamification opportunities in OTT sports coverage?
Development since the repeal of PASPA has been going incredibly well, and we are seeing certain trends begin to form.
In terms of OTT and audiovisual’s role stateside, we will begin to see a greater variety of productions aimed at different people in much the same way that many of the regional
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