SAM HOULDING Managing Director, B2B Spotlight Sports Group
Content is at the heart of everything we do at Spotlight Sports Group, and we are evangelists of the absolute need to deliver a highly engaging experience for all end users. Now more than ever, it is a must have in the competitive battlefield across attracting and retaining a valuable sports betting audience.
Spotlight Sports Group Superfeed Content
Sam Houlding, Managing Director, B2B, explains how Spotlight Sports Group is separating itself from the standard, less purposeful and error strewn AI content in the marketplace.
Spotlight Sports Group offers a breath of services in the sports betting space. Having done so for decades, how has Spotlight's portfolio evolved and adapted to suit the demands of modern sports bettors?
Te way in which audiences engage with sports and betting has changed vastly over time, and we have always been sure to adapt our portfolio of services to move with those changing demands of the end user, and therefore the needs of our partners. A great example is our commitment to retail betting which has existed for decades in the form of the print Betting Shop Display but over time has been expanded to Digital Displays and various touchscreen products, live in many major bookmaker retail outlets and now racecourses such as York. Another great example of ensuring that we cater for evolving needs of bettors is the recent introduction of Smart View in the last year, the racecard of the future, which was created with two main aims.
Te first is to break down the barrier to entry that many of the sport's prospective fans face with a traditional racecard. Te second is to include in this stripped-back presentation everything that a serious punter would consider about a race. Ultimately innovation is key and having this always at the heart of what we do, ensures that we always adapt and evolve our services in line with marketplace trends and habits, from both a content and technology perspective.
Could you tell us more about Superfeed and the process through 52
which data scientists work with sports experts to serve impartial, insight driven betting content that resonates?
We have been at the forefront of using data science since 2017 and have created some amazing and scalable outputs over that time. Te key part of Superfeed is the data and analysis our experts put into it - we ensure that we cater all outputs to the most popular markets, events and bet types, which is where the constant guidance of our sports experts comes heavily into play. As we have developed AI driven content across racing and sports betting, the amount of refinement and guidance that goes into this by our longstanding industry content experts is vast, and guides all of the end output to make sure it is highly meaningful content of the highest quality. Tis is where we separate ourselves from lots of very standard, less purposeful and error strewn AI content that the marketplace is now seeing. By these two teams working hand-in-hand through the planning and generation phase, it allows Superfeed to provide impartial, relevant and data led insights, served in a highly natural way, how audiences love to consume written content.
What unique personalisation opportunities and new avenues does Superfeed present to clients?
Spotlight Sports Group is a global company and we operate in many international markets. As a result we have personalised our products to be delivered in any language, including Superfeed. As the product is
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