Pulse
SPORTS BETTING ONIONSACK
Natural language technology has redefined the betting experience. Onionsack CEO, Jonathan Power, details the Irish software-as-a-service company's journey from niche provider to cutting-edge technology partner.
Word of Mouth
From working with the Tote, we first concentrated on horse racing and football, but we've been able to adapt the platform over time to understand bets on all major sports and have recently added the Big Four US Sports.
Jonathan Power, Chief Executive Officer, Onionsack
Watching Euro 2020 this summer, with England getting all the way to the final, brought back memories of another football tournament at a really important time for Onionsack. Te 2006 World Cup was when we started.
A technology company that enables businesses in the sports betting industry to take bets safely and accurately via natural language, our very first client was the UK Tote. And our very first bet? England to win that World Cup.
From that day until now over 100 million bets have been placed with betting operators via Onionsack, directly from customer expression. We've been processing bets sent in natural language since 2006 - now it's in the millions every month - and from that we've learned so much.
P90 WIRE / PULSE / INSIGHT / REPORTS
Onionsack took its first bet by a mobile phone SMS in 2006 for the UK Tote. Te big fear was putting the wrong bet on and a customer losing what would otherwise have won. Although as this very first bet was on an England World Cup win we had nothing to worry about!
With Tote Jackpots that was a lot of money at stake for a small bet. Tankfully it never happened. And still hasn’t.
Te most popular bets then were actually a lot different to what they are now. Apart from accas we would get a lot of bets on which teams would win their group. Tis was before in-play betting - which has really taken off - so most bets were team to win in 90 minutes and first player to score.
Now we see bets that didn’t exist then - such as win and both teams to score, over/under 2.5 goals and, of course, loads of in-play bets like who will score next.
From being a niche provider helping to reduce costs for retail and online operators of the bets placed on horse races at their telephone betting centres, Onionsack's platform has become
front and centre in today's messaging-app centred world.
Tanks to the expertise harnessed from our deep machine-learning algorithms, which process millions of bets each month to progressively crystallise patterns and distil instructive data points, Onionsack understands what a customer wants to bet on via messages written or spoken and then places it on behalf of the customer. We are the only company that does this.
As we've grown and developed we've become more expert at understanding punter expression. Instead of forcing a straitjacket on customers, making them bet in a certain way, we've learned
Onionsack:
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