Pulse
Sports Betting SPORTRADAR
Blaž Zitnik, VP Betting Entertainment Tools at Sportradar, details how AI and automation
technologies can streamline the user experience to engage the next generation of bettors.
snackable insights are the way forward
You can’t underestimate the impact that sports data has had on the betting industry. It’s hard to imagine that 20 years ago, when Sportradar was in its infancy, we captured just five data points from a soccer match, those being team, sport, country, tournament and start time. Tis information was used to create a basic pre- match betting offering of win, lose, and draw markets.
Te application of technology within our industry, most significantly the increased use of artificial intelligence, has significantly grown the amount of data we’re capable of capturing from a sports match. Today, we collect an estimated 2,750 data points from a standard soccer match which we use to power more than 185 pre-match betting markets, and more than 196 in-play betting markets per match.
But the customer relationship with data and insight is changing. In today’s distraction rich media landscape, bettors seem less inclined to scroll through match statistics and league tables to find an insight that they can place a bet on, preferring to engage with snackable insights delivered in real-time, like the insights delivered by Sportradar’s BET Insight tool.
Tis is something that appears to be particularly true amongst the next generation of bettors, those mobile first digital natives most likely to be under 35 years old, who view this process as too much like hard work. It’s an interesting development. Te appetite for data and insight amongst bettors remains high, we know they engage with sports data more deeply than casual sports fans do, but they want ease of access to content that’s relevant to a match their interested in.
Te industry is increasingly moving to meet the needs of Next Gen Bettors. With a shorter
P104 WIRE / PULSE / INSIGHT / REPORTS
group with friends, as well as receiving updates on how their bet is performing.
Blaž Zitnik VP Betting Entertainment Tools Sportradar
attention span compared to their millennial counterparts, there’s an influx of short form betting content hitting the market. Micro- betting markets, with their fast-betting cycles and instant gratification, have a growing customer base, while there’s a shift towards bettors choosing to watch match highlights rather than a full competition.
What’s more, in today’s attention economy, operators are competing with a multitude of brands for the attention of sports fans. Te typical bettor is likely to follow their team on social media, be involved in a team WhatsApp
Narrator betting, a phrase we use to describe the process of providing bettors with the insights they need to inform their betting decisions during a sports match, has proved an effective means of engaging a generation of bettors. But increasingly we're seeing that Next Gen Bettors are shying away from the stats rich, real-time widgets such as Live Match Trackers and dynamic Match Centre widgets, that have helped bettors to make informed wagering decisions.
For operators, the process of streamlining their insights into something more snackable presents a challenge. Tere are billions of data points captured in sport each year, it's not humanly possible to go through that volume of data manually and pull out everything that will add value to the sports betting experience.
Tat’s where Artificial Intelligence and, in the case of Sportradar’s BET Insights, automation technologies are coming into play, making it easier for operators to serve bettors useful content. With BET Insights, operators can process the data and push out something
Narrator betting, a phrase we use to describe the process of providing bettors with the insights they need to inform their
betting decisions during a sports match, has proved an effective means of engaging a generation of bettors. But increasingly
we're seeing that Next Gen Bettors are shying away from the stats rich, real-time widgets such as Live Match Trackers and dynamic Match Centre widgets, that have helped bettors to make informed wagering decisions.
Sportradar:
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