Pulse
Sports Betting 10STAR
suite of SaaS analytic tools for sportsbooks, called neural, which filters all aspects of an operator’s betflow to surface insights such as customer sharpness, strength of supplier models, trader performance, margin sustainability and customer welfare.
Since 10star entered the market in 2023 there's definitely been a growing focus on pricing and risk management as a topic of conversation. Why do you think the dial has moved like this?
In many respects, this can be summed up in the saying "you don't know what you don't know". Te way that the industry has evolved over the last 20 years has meant that odds compilation - i.e. the ability to make a price without an industry price to copy from - has become a dying skill. Very few firms in the world can now be regarded as price setters, with Pinnacle being the global line that virtually all sportsbooks refer to in some form or another for pricing information. 10star shares a joint owner with Pinnacle and, through Jasis, has been a supplier of tennis pricing to Pinnacle for nearly a decade, so we share a lot of trading practices, methodology and ethos when it comes to best- in-class pricing, trading and risk management practices.
Since 10star launched there's been a lot of noise from existing suppliers in respect of their risk management expertise, even though these suppliers do not come from a trading background and have never run risk on their own book. Given the strength of headwinds that operators now face, and the importance that price differentiation driven by risk management will play in overcoming them, it is understandable that incumbent suppliers want to position themselves as experts in the field in order to stay relevant in a changing market, even though they're lacking in more than 25 years' experience of trading skill and have no means to back the claims up.
How challenging is it to separate the signals from the noise when it comes to pricing?
Given the strength of headwinds that operators now
face, and the importance that price differentiation driven by risk management will play in overcoming them, it is understandable that incumbent suppliers want to position themselves as experts in the field in order to
stay relevant in a changing market, even though they're lacking in more than 25 years' experience of trading skill and have no means to back the claims up.
A common approach for operators offering sports betting is to buy in pricing from content suppliers who copy and track where the market is trading. Operators who haven't got knowledge of how these prices are being created generally limit deviation away from the market and manage exposure by restricting more knowledgeable customers from placing bets. Tis is a business model that requires very little in the way of processing real-time information, let alone deciphering what signals you need to listen to. However, as a price setter and a market maker, being able to react to relevant information is crucial for our business, and by consequence is a huge competitive advantage for the partners of our services.
Fitness, form, mentality, motivation, rule changes and such like are all elements contributing to a team or player's likelihood to prevail. Aside from a leading team of compilers and traders, 10star is unique in the way we extract relevant information from bet flow and automate this back into price generation. It is a unique business model based on decades of
P108 WIRE / PULSE / INSIGHT / REPORTS
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