We've always traded esports in-house, and we've kept that going with our product offerings for traditional sports and virtual sports. Tis approach enables us to be more specific: we can ensure our pricing is more accurate and
localised for different markets, in turn allowing us to offer clients a more personalised offering.
improving the core product, which allows customers to deliver a better product for their customers rather than other areas of the business.
What are the technical challenges of offering an embedded solution? How much easier is it than a platform?
It is a lot easier. We have a new Single Page Application functionality, which is very similar to an iFrame. We need the capacity to work with lots of different clients with different technical integrations. Unfortunately, there is no sort of one-size-fits-all solution when it comes to these things. Our SPA allows us to be extremely flexible technically to do integrations both rapidly and at low cost.
I feel that if we having to deliver everything on a platform, this would slow us down far too much. Every release that we had to do would need to apply to every single one of our clients. Te testing phase would take such a long time, and the lead times would be too significant. Having an embedded solution allows us to react much quicker to the marketplace if we see new changes, new developments and requests from our clients.
Which specific features (Multi Widget, Bet Builder, Cashout, Streaming) have operators found most compelling? What impact have they shown on key metrics like retention and turnover?
We're always trying to update and modernise the product offering. I think we've been very good at delivering a wide range of new features. You mentioned a few there, the Multi-Widget tool, the Bet Builder, which has come out last year for esports, and recently has been released for traditional sports. Cashout and Streaming have obviously been in the industry for a while, but there's a lot of bookmakers that haven't had access to these features because they are quite costly to develop.
We've been able to develop a lot of those for our clients and deliver those reasonably quickly. Retention can always be a slightly different strategy – it depends on the type of client and the region they are operating in. For our clients, we've seen a huge upturn in
76
THOMAS DONSON Head of Trading
DATA.BET
revenue, with a particular uplift from Video Streaming. We can deliver the live action, allowing customers to click on any event, making them feel like they are fully involved in the tournament. Unfortunately, for a lot of esports operators and esports bettors they have to use several platforms. Being able to embed those streams from all the popular streaming platforms is useful for all parties. On the traditional sportsbook, being able to deliver full streaming aspects has been very positive.
Te Bet Builder remains a profitable player engagement tool and we’re proud to have been one of the first companies on the market to develop a Bet Builder for esports. Involving a mix of Player Props and other features into esports is difficult for a traditional operator – it necessitates a knowledge base which we have in abundance through our expert trading teams. For us, it has allowed us to deliver quality products that most customers require in today’s modern sportsbook environment.
Are there other highly requested features such as insurance, multi- competitive live events, or regional content expansion
DATA.BET is planning to roll out soon?
As a tech-first company, we're always looking at getting new features out into the market that can make our clients more competitive. We've recently released Hot Bundles, essentially a pre-canned Bet Builder which allows us to focus on Player Props for esports and traditional sports. Tese will be rolling out for several different sports soon and we’ll be iterating on those with mechanisms such as the Bet Booster which is rarely available on some of the larger sites. We plan to release improved options for in-play partial Cash Out.
Further, not all our developments are front-end. We invest significantly into our Risk Management offering and develop tools for in-house trading teams. Whilst these aren’t the most visible items, they have a significant impact on our capacity to deliver high- quality traded product for operators. Being able to automate some of our risk management processes and perfect our predictive models allows us to engage players and help our clients maximise potential revenue and retention from their customer base.
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