Micro-betting is one of the fastest-growing
trends in sports betting. Across football and other major sports, we’re seeing fans gravitate towards narrative-related betting markets, linked to
moments rather than just outcomes, especially on TV games.
and markets that link to broadcast or social media narrative add much stronger value than countdown-style markets like “goal in the next minute”.
Te pace of change in sports data is faster than ever, and this makes the potential for innovation in micro-betting genuinely exciting. Te most engaging opportunities though will still follow the broadcast, fantasy and social trends that fans are invested in. As real-time data and interfaces mature, the potential for growth with micro-betting will be from personalised and timely betting options, be that in short match windows or during high impact moments such as a penalty or VAR.
How is your business evolving its product offering to capitalise on the swelling demand for micro-betting?
Tomas Holland: Te answer is really all of the above. Automation of data collection and trading, smart modelling and a UX that can bring it all together to engage users. To keep pace in today’s world of in-play betting, operators can’t just react. You need to be predictive. If you’re suspending every time a dangerous attack builds, or a striker shapes to shoot, you’re losing out. We’re investing heavily in our trading models to apply Monte Carlo simulations and AI. What this means is that we can run simulations of millions of possible scenarios, to
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THOMAS HOLLAND Vice President of Product Genius Sports
forecast the most accurate probabilities of each outcome. We can do this for all in-play markets thanks to our access to official, low- latency live sports data from venues across the biggest leagues.
For example, we’re building the ability to predict the likelihood of Erling Haaland taking a shot from inside 18 yards, before he even takes it, and then the subsequent ripple effects this will have on all related markets. Te end result is less downtime, less bet delays and better pricing accuracy across every in-play market. BetVision, which merges live streaming, real-time stats, and frictionless betting into one single interface is also the ideal product for the future. Live across NFL, Serie A, Ligue 1 and 120+ other competitions, we can pair our modelling technology with powerful video augmentation technology to create a truly seamless and connected betting experience.
Crucially, we will decide what to show next by looking at what the customer usually bets on and what is happening in the game. If a customer likes shots and Salah has not had a shot for ten minutes, we surface “Salah to have the next shot.” If he has had several quick attempts, we surface the same market or a small cluster like “next shot on target” and “Salah over shots.” Everything we do comes back to the point on context and BetVision as an interface is perfect for this.
Matthew Ferrera: Altenar works with two best-in-class products for
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