INSIGHT AFRICA SPORTRADAR
Could you provide a potted history of Sportradar's presence in the African market?
Sportradar has been active in Africa for more than a decade. We have a presence in each country where betting is legally permitted, and work with the region’s largest licensed sportsbook operators.
Africa is an interesting market for Sportradar and the betting industry more broadly. Regional disparities in internet penetration mean that whilst we have seen strong growth in online and mobile betting in some countries, others have been slower to adopt this but are in various stages of that journey.
High use of mobile devices to access the internet and place bets has created significant opportunity for operators in the region where the online gambling market is estimated to reach USD1B by 2026 from a CAGR of nine per cent since 2021.
What services are most in-demand amongst African bookmakers?
What we see amongst our clients in Africa is a real focus on delivering an engaging user experience for their customers. High quality, reliable and accurate data delivered at ultra-low latency are critical components of a modern sportsbook’s UX, so there’s significant uptake of our core betting products such as Data Services and Odds Services within the region.
Managed Trading Services (MTS), the company’s trading and risk management solution, is also a popular tool for bookmakers in Africa. In its most simple form, MTS is a bet validation tool whereby our team of traders review an operator’s betting tickets to assess the risk associated with each bet and determine which ones should be accepted or rejected.
MTS performs well for African-specific betting businesses because it allows operators to efficiently process the long multiple bets that are so prevalent amongst bettors in the region.
MTS is capable of efficiently and effectively managing the risk associated with very long multiple bets. It allows operators to protect their business by limiting their losses and reducing their liabilities.
Why is MTS popular amongst Sportradar’s African partners?
One thing that we’re acutely aware of is that each country in the region is different. Tere are varying levels of market maturity and a range of regulatory processes in place – so a ‘one size fits all’ approach isn’t appropriate if we’re going to work in true partnership with our operator clients in the territory.
I think one of the reasons why so many operators in the region have incorporated MTS into their betting businesses, is that it can be customised to meet very specific needs. For
P106 WIRE / PULSE / INSIGHT / REPORTS
Matthew Campbell VP Sales - Africa Sportradar
“One thing that we’re acutely aware of is that each country in the region is different. There are varying levels of market maturity and a range of
regulatory processes in place – so a ‘one size fits all’
approach isn’t appropriate if we’re going to work in true partnership with our operator clients in the territory.” Matthew Campbell
example, we work with some operators who have developed their own in-house platform and have a team of traders in place overseeing the operation.
Tey use the internal trading teams to integrate MTS capabilities and generate even more value.Other operators like the idea of outsourcing their trading because of the cost efficiencies it can deliver.
Gradually, operators are starting to realise that by partnering with Sportradar they don’t have to develop the sophisticated AI-driven components that feature within MTS, they can focus on other areas that are important for their business.
How have operators in Africa responded to Alpha Odds?
Our clients are using Alpha Odds to get their odds to line up directly with their sportsbook liabilities, improving their profit margins. What’s interesting is the performance of Alpha Odds against the unique betting behaviours of African customers. We know that bettors in the region place a high volume of these long, low stake multiple bets.
For operators to adjust betting prices manually across so many different outcomes in a real- time situation is not possible. Te sophisticated AI models within Alpha Odds allow operators to adjust their prices to better reflect their financial position and their liabilities, subsequently
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