From Model to Product Sporting Risk's Next Move
Sporting Risk is expanding beyond its roots in sports data and predictive modelling with a growing portfolio of player markets, BetBuilder products and new betting mechanics. Chief Business Development Officer Andy Phillips talks to G3 about closing the product gap on Tier 1 sportsbooks, what the World Cup revealed about player betting and why differentiation increasingly needs to be something the customer can see.
When Andy Phillips joined Sporting Risk, the company was beginning to explore how technology developed around betting and predictive modelling could be turned into a broader B2B proposition. Te business had already taken its first steps through a partnership with Spotlight Sports Group, selling model outputs that could be used to generate fan engagement products. Phillips arrived with a remit that drew on his previous experience at Genius Sports.
"When I joined, it was with a view to replicating what I'd been doing at Genius many years before, which was selling odds feeds into betting operators," he explains. "It was quite similar to the time at Genius. We started building models for sportsbooks, then started serving the odds and then generating our own data. We've gone through that same iteration now."
Sporting Risk's starting point was Player Props, drawing on the granular player data already sitting within the business. "We could use the player action as the building block of betting product. Instead of thinking about the match and the teams, we've always had this really rich player data."
Te company had previously used that data in work with professional football clubs around player recruitment and performance evaluation. For sportsbooks, it allowed Sporting Risk to model individual player actions across areas such as passes, fouls, shots and other match statistics. Player markets have since grown across territories including the UK, Italy, Brazil and the US, alongside a broader shift in how supporters follow sport.
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"Te Instagram accounts of individual athletes can often have five times the number of followers as the actual club they play for," says Phillips. "Tat's becoming the way that people want to bet and that's where we're able to service different things."
BEYOND PLAYER PROPS Player Props were followed by Sporting Risk's BetBuilder proposition, although Phillips says the company initially questioned whether it needed to compete in an area already served by a number of established suppliers. "We thought BetBuilder was quite saturated and people had solved that problem," he says. Sporting Risk subsequently concluded there was still a considerable difference between the BetBuilder products available across the market. "When we can really show people what we've got, it's up at the same standard as Flutter and bet365."
Phillips points to the contribution BetBuilder makes to GGR at leading sportsbooks compared with operators where it may represent only a small percentage of betting activity. "Tey might say, 'We've got our own BetBuilder, but it's five per cent of the business. We don't really see the value in over-investing in it. But if you did, you're attracting a different segment of customer. Tose customers view it more as entertainment - almost a mini-lottery type product. Tey're happy to buy a ticket and win a bigger prize quite rarely."
Sporting Risk is now developing products around that behaviour, including Same Game Pick 'Em and FlexBuilder. Same Game Pick 'Em reverses the conventional process of constructing a BetBuilder.
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