Do you think that the rising popularity of betting on NFL games will push the development of in- game products?
Te sheer popularity of NFL betting means that it will continue to be a consistent driver of in-play innovation. A quality in-play offer is a key differentiator for any sportsbook, and this is true across not just for NFL but all sports – it is a cornerstone upon which successful sports betting delivery can be achieved. It goes without saying that to stand still in this regard is to risk being left behind, and as such developing new and engaging in-play experiences will continue to be a core priority. One example of where you can anticipate new developments is in stats betting. Te manner in which fans engage with sports is increasingly driven by an appreciation of statistical models and trends – for example, expected goals in soccer has gone from being fairly niche to find inclusion in mainstream sports broadcasting.
How do stoppages in NFL games affect the way betting lines are calculated and adjusted? How can you ensure that these adjustments are made in time?
When a stoppage is reached in NFL game, be that the end of a particular play or a quarter drawing to a close, the state of the game has changed, and therefore so have the probabilities and patterns which inform how a sportsbook prices particular outcomes.
Being able to account for these changes rapidly to unlock greater levels of market availability is a key factor separating an excellent sports betting experience from a merely serviceable one. It requires a supply chain capable of delivering on all levels - with access to high-speed data crucial - alongside the capability to swiftly process that data and the quality of modelling to reflect the change of game state in the pricing. Kambi’s technological strength, coupled with proven trading expertise means that we are able to reconcile these adjustments at speed, delivering consistent uptime across outrights, instant markets and player props.
What unique challenges does NFL sports betting offer when compared to offering bets on other sports? What kind of new in-play products can we expect to see?
Tere is definitely a greater level of complexity to the modelling required for pricing NFL events
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than there is for a number of other sports, which is a result of the intricacies in how the sport is played and the variety of permutations that contribute to the make-up of each team.
To offer a practical example, an NFL team can have an excellent offence, but lack a kicker who offers consistent quality. Te kicker doesn’t impact the team’s moment to moment attacking output, but can limit its ability to convert opportunities into points on the board. Building a model capable of expressing these kind of interrelated intricacies and reflecting them accurately in the price is a big undertaking, and why some sportsbooks can fall short of the required standards.
Tese intricacies do also mean there is a big interest in player props, and the scope to offer an extensive range of player-related bet offers to keep our partners’ customers engaged. You can definitely expect to see the extent and availability of these offers continue to increase across both the pre-match and in-play offering.
“Being able to
account for these changes rapidly to unlock greater levels of market availability is a key factor separating an excellent sports
betting experience from a merely
serviceable one. It requires a supply chain capable of delivering on all levels - with access to high-speed data crucial - alongside the capability to swiftly process that data and the quality of modelling to
reflect the change of game state in the pricing.” Simon Noy
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