Sportradar: how lottery operators can raise the bar
Jacob Lopez Curciel, Senior Vice President,
Managed Sportsbook Services at Sportradar, explains how lottery operators can create a
competitive sports betting offering that engages customers and delivers revenue streams.
Tere’s a long-established relationship between State backed or affiliated lottery companies and the sports betting industry. With a large base of customers who enjoy the thrill of a game of chance, lottery operators have an engaged and relevant audience to cross sell a sports betting offering to within the parameters of a state- level organisation, with clear reputational and social responsibility focus.
On the face of it, it’s an additional service for lottery operators to offer their customers which opens a new revenue stream and generates additional funds for the social causes they support, as is the case in Norway, Finland, France, and many other countries.
But the global sports betting landscape is constantly shifting. Changes to market regulation in some jurisdictions have seen an increase in competition from private sector operators, while the accessibility to offshore bookmakers continues to provide bettors with a significant level of choice online.
Given the increasing number of options available to bettors today, there’s real pressure on lottery operators to deliver an offering that is competitive and differentiates them from their market challengers. No easy task in a dynamic marketplace that continues to grow at pace. Global betting turnover was estimated to be more than €1.4 trillion in 2021, with that figure expected to increase year on year.
To be competitive in the modern marketplace, lottery operators need to consider the following:
TECHNICAL CAPABILITIES
Having a reliable, scalable, and secure technical infrastructure is key to delivering a safe and stable service to players. From a lottery operator’s perspective, their technical teams appreciate working with partners who prioritise the security and stability of the operating system within their core strategic technology
P112 WIRE / PULSE / INSIGHT / REPORTS
Jacob Lopez Curciel Senior Vice President, Managed Sportsbook Services, Sportradar
Partnering with a specialist sports technology company like Sportradar allows
operators to access a suite of
technically advanced products and services, reducing the need to invest in additional
technology or innovation. This frees up the operator to focus on the execution of their operation, scaling their business safely and responsibly.
frameworks. Te technical infrastructure also needs to be delivered in a number of formats, including cloud based, on-premises, hybrid- cloud, while meeting the high standards lottery operators work to.
Partnering with a specialist sports technology company like Sportradar, and using our ORAKO all-in-one solution for example, allows operators to access a suite of technically advanced products and services, reducing the
need to invest in additional technology or innovation. Tis frees up the operator to focus on the execution of their operation, scaling their business safely and responsibly.
When it comes to setting up their sportsbook platform, operators should focus on flexibility and scalability. Given the propensity for growth within our industry and the unpredictable nature of sport, having a platform which is optimised for intense data loads around big sporting moments and supported by infrastructure that can scale in real-time is crucial. Tis is important from a user experience perspective because it means bettors will always be able to engage with their sports and place a wager regardless of an event’s popularity.
In addition to scalability, operators require a stable and reliable solution that can handle real-time data to update the offer instantly. In an industry so heavily reliant on sports data, the slightest delay will have a negative effect on the customer experience.
INCREASED USE OF ARTIFICIAL INTELLIGENCE
As use of artificial intelligence increases, there’s huge potential for its application within sports betting. For example, AI is integrated deeply into the ORAKO solution and allows us to provide multiple components with different preferences and filtering capabilities, while also helping us ensure that the product the customer sees is individually targeted to them. Te actual interaction between the player and the product should be intimate and personal, and to achieve that, AI is allowing us to process player data much faster and to understand much better in real time what the user wants to do next.
Today’s AI landscape permits organisations that are heavily investing in this technology domain to improve the quality of their products by enhancing player protection, overall player
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