Pulse
EURO 2024 SPORTRADAR
Sportradar:
Hyper-personalise your EURO content
Rainer Geier EVP Group Product Sportradar
Few things engage bettors like a summer of tournament football. Te excitement of a month-long, knock-out competition featuring top international teams and high-profile players provides sportsbooks with an opportunity to engage customers, both old and new.
In today’s highly competitive marketplace, operators are deploying increasingly sophisticated technologies across their businesses to gain an advantage. Tools and solutions powered by artificial intelligence and machine learning are being used to create differentiated experiences, drive operational efficiencies and elevate the sports betting experience for customers at this critical time.
From a customer acquisition standpoint, automation technology is changing the dynamic of digital marketing. In the last few years, we’ve seen betting operators move away from traditional display advertising and embrace programmatic solutions, which allows them to automate the buying of online advertising space in real-time and deliver acquisition messages to relevant audiences at scale. It’s an efficient, nimble and effective way to gain new customers.
Today, operators are applying that automation technology to the creation of the adverts themselves. With a multitude of matches taking place at different times over the course of the tournament, operators are using personalisation and individualisation capabilities, like those within Sportradar ad:s, to generate an unlimited supply of advert variations.
Tis allows operators to scale their marketing activities quickly and efficiently across multiple digital marketing channels like Paid Social or Programmatic – and not limited to display advertising, but also covering video or audio. Te basis for this is artificial intelligence and machine learning capabilities combined with anonymised customer insights, intent and context which allows operators to serve personalised adverts to individual customers.
P84 WIRE / PULSE / INSIGHT / REPORTS
Sportradar’s Rainer Geier explains how AI and machine learning capabilities combined with
anonymised customer insights allows operators to personalise adverts to individual customers.
Operators that deliver personalised content in this way enhance the user experience for individual customers, deliver higher click- through-rates and boosted campaign performance, whilst the creative output is consistent with their brand identity.
Tat theme of hyper-personalisation is key ahead of this tournament, more so than in previous years. For the uninitiated, personalisation is the customising of a content offering based on a player’s interests and preferences. It’s something that’s grown in importance over the last two years, evolving from an emerging trend amongst savvy sportsbooks in 2022, to a key component of an operator’s playbook today.
We’re seeing operators integrate AI-driven personalisation tools as they seek to differentiate their betting offering at this highly competitive time. Solutions that allow operators to engineer a personalised frontend user experience for individual customers have the edge over their competitors.
By displaying content that is relevant to an individual bettor and their betting history, operators are creating an immersive experience for their customers and building a 1-2-1 relationship with them. It’s through personalisation technologies that operators can make it easier for their customers to navigate the abundance of betting content there is to choose from at the EUROs.
With more than 190 betting markets for both pre-match and in-play bet types across each of the tournaments 51 matches, as well as 330+ outright markets, some bettors find the task of picking a specific event or market to wager on tedious and time-consuming, which can result in being off-putting.
Te AI within solutions like Sportradar’s in- play bet recommenders decide which markets a particular customer will be interested in and combine those insights with in-game events to serve relevant content that includes a link towards a specific betting market - a process
carried out at ultra-low latency to meet the requirements of in-play betting.
Tis removes the need for customers to manually search for their next bet and streamlines the user experience. For operators with these technological capabilities in place, the benefit is increased betting intent, increased bet diversity and enhanced retention rates. Understandably, a large section of the industry is focused on customer acquisition and retention strategies at this time, but an efficient approach to trading and risk management is required to ensure operators are optimising the performance of their bet offering during this popular wagering event.
Increased use of automated and customisable odds tools underpinned by artificial intelligence are helping operators to adjust their trading strategies in real-time and safeguard against significant losses as a match unfolds.
Take Sportradar’s Alpha Odds as an example. Our AI-driven personalised odds technology enables operators to manage their risk more effectively. Te combination of real-time and predicted liquidity allows operators to generate bespoke betting prices in line with their risk and exposure. Te solution is proving to be a game changer for our operator clients.
Over the course of the EURO 2024 Qualifying matches, Alpha Odds boosted client profits by an average of 15 per cent. It’s the predictive capabilities within Alpha Odds tha t will enable operators to improve profitability and deliver higher margins across their football betting this summer.
We’re seeing that technological advances across the sports betting industry are allowing operators, big and small, to be more competitive at key moments such as this. With the Copa America and Olympic football competition also to be played this summer, operators need to lean into innovation and technology to realise the full potential of these popular betting events.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124
