Interactive SPORTS-BETTING - SIS
How bookmakers can derive greater revenues with new pricing derivative markets
Pricing derivative markets that utilise powerful data can greatly enhance the greyhound and horse racing betting experience and help attract a younger audience to the sport, says Adam Conway, Head of Trading at SIS
Te volume of sports betting markets which bookmakers can offer has grown significantly over the years. Tis is particularly the case in football betting, where in-play opportunities have been providing customers with thousands of wagers for some time.
Adam Conway, Head of Trading at SIS
In contrast, sports like greyhound and horse racing have traditionally been more limited in the markets they can offer, with the focus on race winner, forecasts and tricast and a couple of limited derivative markets.
It is interesting that these two sports, which are steeped in the betting heritage in the UK and across many parts of the world, are more restricted to the variety of markets they can offer.
The availability of an outsourced trading service can take some of the hassle away from operators by allowing them to either outsource everything negating the need to assemble expensive large trading departments or they can do more for less by enhancing their current offering by adding additional specialist markets.
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After all, we have seen from sports like football and tennis that pricing derivatives provide much-needed additional stimulation, as well as increases in betting revenue.
Te issue often for smaller to medium sized fixed odds operators can be the labour and time- intensive nature of pricing derivatives in-house. Despite many deriving the markets from the race winner’s price, these markets need to be closely managed throughout the day, and often aren’t as accurate as they could be.
Te availability of an outsourced trading service can take some of the hassle away from operators by allowing them to either outsource everything negating the need to assemble expensive large trading departments or they can do more for less by enhancing their current offering by adding additional specialist markets.
At SIS, we have developed a new fully-fledged greyhound and horse racing pricing derivatives
The spin-and-win experience is already very well-received internationally, and we’re confident that players from across the globe will soon enjoy the racing equivalent as customers don’t need any specialist knowledge for these types of bets.
service to support our data and live-streamed pictures, ensuring an end-to-end solution for operators.
Tis is possible following the recruitment of a specialist racing trading team, bespoke software, and sophisticated algorithms which are able to manage the derivative markets throughout the day, and allow us to build the markets to compliment the race winner markets.
Powered by a racing database built up over 30 years, the new service is designed to offer a full end-to-end service for retail and online sportsbooks of all shapes and sizes.
As a result, operators are now able to offer alternative markets on greyhound racing and horse racing, which for many would not have been practical if priced in-house.
By using a third-party provider, the costs and risks of offering derivatives have been reduced, and it becomes a much more profitable product.
For instance, additional markets such as match
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