are at the heart of what we do. Our focus has been on streamlining the way we store and access that data to ensure it is usable across the organisation - not just by data engineers, but by traders, analysts and executives who need insight on a standard device in near real time.
We are also starting to deploy AI to improve processes right across the business. Underpinning all of this is our strategic relationship with Microsoft, which allows us to take a best-of-breed approach to technology - combining the stability and scale of enterprise infrastructure with the flexibility to innovate fast.
How does Bettormetrics perceive current U.S. market dynamics and the role of data analytics?
Te US market is still young and evolving fast - and with that comes a lot of noise. Before prediction markets, it was sweepstakes, and before that, offshore and unregulated operators, including crypto- based platforms. Prediction markets are just the latest craze, and while they have certainly captured funding and consumer interest, the reality is that trust still sits more comfortably with established, household sportsbook brands.
Te strong focus on parlays and player props has not gone away, with these products being hugely successful in driving hold, but they also introduce complexity in managing exposure and pricing accuracy. Most operators now have large in-house teams but there is an increasing recognition that strong internal capability still needs to be supported by robust external analytics.
Te latest 20 per cent drop in listed market valuations leaves a hole that seems to be based more on expectation than delivery. Whether that gap will be filled by the prediction markets remains to be seen. What is clear is that performance will decide who thrives - and that is an area where data analytics becomes critical.
As competition intensifies and margins come under pressure, sportsbooks will rely more on analytics to protect market share, optimise product, and adapt to a maturing customer base. And the backdrop of money still flowing offshore only underlines the need for operators to get this right.
How significant is real-time data integration for maintaining competitive advantage in the analytics space?
Bettormetrics is not a trading engine but a retrospective, albeit near real-time, analytics service designed to help sportsbooks optimise their trading strategy. Our strength lies in analysing and visualising large volumes of data across wide cohorts, identifying patterns and
performance trends that simply cannot be seen in the moment. Nowhere is that more important than the US.
Real-time data absolutely has its place, but trading desks are often overloaded and firefighting minute-to-minute decisions. We are here to prevent the fires rather than put them out - to help teams understand where and why issues occur, and how to adjust processes, limits or models to avoid them in future.
Our collaboration with OpticOdds has expanded our US sports coverage and improved the freshness and granularity of our inputs but the value is not just in speed but also in the quality and clarity of the insight that follows.
How does Bettormetrics ensure transparency, fairness, and responsible data usage in its analytics processes?
Confidentiality is paramount for us. We do not share client details, and all client data is protected within ring-fenced, secure cloud environments. Every operator’s environment is fully segregated, so there is no overlap or risk of data exposure between clients. We are also completely agnostic in how we handle and interpret data.
Our role is to ensure accuracy and quality so that meaningful insights can surface, not to take a view on how any client chooses to operate. While we remain at arm’s length from any B2C relationships, we also go above and beyond within our B2B engagements to make sure there is no leakage of information and no sharing of names or datasets between partners. In short, our clients trust us because we take data ethics as seriously as the analytics itself.
What are the immediate and long-term goals for Bettormetrics in terms of product development and market reach?
We are incredibly proud that we have built a best-in-class platform, powered by some amazing technologies and an equally impressive team, and that gives us real scope to expand what we do. In the short term, we are focused on deepening our core analytics offering and continuing to help sportsbooks get the most from their trading data.
Longer term, we see clear opportunities for our data and capabilities to serve adjacent areas where insight really matters, exploring sectors like player profiling, rights protection, and other domains where data tells the most powerful story. Te same analytical and engineering strengths that underpin our trading analytics can deliver entirely new and compelling tooling for our customers. Tat is where the next phase of Bettormetrics’ growth will come from.
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