Interactive
SPORTS BETTING IMG ARENA
Data is entered directly from the umpire’s chair, meaning real-time, official, point-by-point data goes from court to fan in less than one second. Te speed and accuracy are key components of the service that we provide for clients.
Beyond data, our premium, multi-sport streaming portfolio features a broad range of high-profile properties, including the English FA Cup, Football League and EFL Cup, Serie A and MLS (football), Roland Garros and US Open (tennis), EuroLeague (basketball) and NHL (ice hockey). In 2018, the business delivered 42 million unique views and what equated to over 70 million hours of content watched by fans around the globe.
IMG ARENA recently teamed up with UFC to launch the gaming industry’s first sports betting product created specifically for a major sports brand. Could you tell us more about what inspired this partnership?
UFC is one of the most exciting sports on the planet. It is among the fastest-growing and has an incredibly knowledgeable, passionate and opinionated fan base of more than 300 million people and 70 million social media followers. Importantly, when you look at the demographic, as many as 75 per cent of fans are male and in the 18 to 44 age category, meaning they have a strong propensity to bet.
When you compare UFC fights to a lot of other sports, it gets as little as eight or nine per cent of volume in-play, as opposed to around 55 per cent, or even higher in some cases, for other sports.
The UFC Event Centre immerses fans in unique and official content every second of every round. A wealth of live, time- stamped data points will open a huge range of new betting opportunities, including reversals, knockdowns, submissions, takedown attempts, and takedowns landed. It will deliver significantly more features and markets for UFC events than any other MMA betting product available.
We believe that all the ingredients are there for it to be a huge sport from a betting perspective and the UFC Event Centre is the product to deliver on that.
Te UFC Event Centre immerses fans in unique and official content every second of every round. A wealth of live, time-stamped data points will open a huge range of new betting opportunities, including reversals, knockdowns, submissions, takedown attempts, and takedowns landed. It will deliver significantly more features and markets for UFC events than any other MMA betting product available.
It is the gaming industry’s first sports betting product created specifically for a major sports brand. Branded content is proven to drive engagement and aid retention both online and in venue. Tis unique product will offer next level engagement for UFC fans.
How does fast and accurate data impact a sportsbook from an operator’s perspective?
Fast, accurate – and official – data is not only hugely beneficial but essential to operators. Without real-time data fast markets simply aren’t possible. Te introduction of official fastpath data for tennis was the catalyst for the growth of in-play betting on the sport. Crucially, because the data is official, it gives the sportsbook comfort to settle bets more quickly and also eliminates any concerns over subjectivity of the information being provided.
Players expect quick market and bet resolutions and an ultra-responsive data feed is integral to this. It creates a robust and reliable platform that improves back end trading management as well as a powerful front-end user experience, which ultimately boosts turnover and margins.
How does the provision of high-profile, official data benefit consumers?
Sports bettors are no different to any other digital consumer. Everything needs to be available on demand. Delays are unacceptable
NEWSWIRE / INTERACTIVE / MARKET DATA P93
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