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IMG ARENA introduces a new generation of sports betting with Golf Event Centre


IMG ARENA’s Event Centres, an innovative new front-end solution, brings sport to life by providing more content and increased engagement through fully exclusive, official data. Having pioneered the mainstream introduction of official data rights, IMG ARENA’s Event Centres combine official data with state-of-the- art technology to deliver an immersive fan experience – that feels like the next generation for sports betting. Following in the footsteps of the UFC launch at G2E in Las Vegas, IMG ARENA’s Golf Event Centre was the latest product to be showcased at ICE London 2020


Only through experiencing IMG ARENA’s Golf Event Centre first-hand can you comprehend the power of data to bring in-play betting to a whole new level. Golf’s first official betting product harnesses official Fastpath Data feeds alongside an interactive experience to ensure consumers have all the latest and most relevant information on everything from player stats to ball lies and course conditions at their fingertips.


Delivering every player, every shot and every hole in low latency from up to 80 tournaments per season, the Golf Event Centre creates thousands of new markets and betting opportunities.


“We have come to the end of a two-year research and development cycle and are now entering the launch phase of the product,” said Martyn Richardson, Operations Director at IMG ARENA. “We hold the long-term rights to exclusively distribute official PGA Tour and European Tour scoring data. Tere are more than 80 tournaments a year between the two tours, this will enable us to offer over five million new betting opportunities over 320 days of live play a year.”


IMG ARENA undertook 25 full test events last year in anticipation of the Golf Event Centre going live. Te visualisations of the Event Centre are stunning, providing a unique gamified experience that empowers players in a user-friendly way. Te investment into the product was significant and highlights IMG ARENA’s quest and commitment to inform sports bettors with as much information as possible in an easily accessible, cutting-edge interface.


“Te Golf Event Centre brings golf and golf betting to life,” confirms Martyn. “Nobody else has shot by shot data, let alone the GPS accuracy we can provide. We have over 80 people at these events to enable a seamless operation and to ensure there are no integrity issues.


What this delivers is, quite literally, millions of betting opportunities per event. From the score on a Group of Holes, Par 4 Winner, and Number of Greens in Regulation through to Distance from Pin, To Hit a GIR on the Next Hole and Number of


Martyn Richardson, Operations Director, and Freddie Longe, Senior Vice President, with the Golf Event Centre


Drives to Finish on the Fairway, the number of betting markets available is staggering. Te categories alone, under which market types can be found, are endless; Main, Group, Outright, Over/Under, Individual, Match Play, Multiple, Approach, Yes/No, Drive, Putting, and Score. Alongside pre-event outright markets, it is an ‘always on’ golf experience, which is something the industry hasn’t seen before.


“Te Event Centre enables fan engagement. Te leader board module empowers players with global text commentary, filters, configurable columns and a scrollable content area,” explained Martyn. “Te player module has individual player tournament and round statistics with gamified statistics to reference against placed bets, with four focus areas of the game being driving, approach play, around the green and putting.


“We also have a dedicated two/three ball modules per group in our group detail section of the Event Centre, meaning approximately 180 groups per tournament. Here, players can access text commentary, a two/three ball scorecard to compare and place shot-by-shot bets, a player focus selector and shot history.


“All these modules are complemented with a GPS accurate 2D top view of the golf course that can be zoomed in on, which provide the perfect complement to the stunning 3D course maps. As well as a quick top-down view of the green.


Furthermore, if players wish to watch the event live, we have three cameras capturing the action from tee to green on two par three holes for both the PGA and European Tours.”


Elsewhere on the IMG ARENA booth, delegates sampled the UFC and Tennis Event Centres, the latter of which remains in development. Te UFC Event Centre enables live in-round betting for every global UFC event, with an official data delivery time under two seconds and immediate bet settlements. Te Event Centre also offers comprehensive data on event schedules, fightcards, fighter records, weight classes and rankings.


“Te UFC Event Centre immerses fans in unique and official content every second of every round,” commented Freddie Longe, Executive Vice President and Managing Director at IMG ARENA. “A wealth of live, time-stamped data points opens up a huge range of new betting opportunities, including reversals, knockdowns, submissions, takedown attempts, and takedowns landed. It delivers 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. Te UFC brand is extremely well aligned with the typical sports betting audience. We are very excited to see the product live in- market within the coming months.”


IMG ARENA’s Event Centres proved hugely popular with visitors to their ICE stand. NEWSWIRE / INTERACTIVE / MARKET DATA P79


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