SPORTRADAR
players, their online presence can be analysed weeks or months before a key sporting event, right up to the matchday, so that they receive the most relevant material which suits them better.
Data can be accessed through certain emails or social medias, engaging with websites to view team news and updates, or even researching which train or airport they will need to use to get to the match. All these situations provide opportunity for an individual to come across personalised adverts featuring the teams of their interest. As well as attracting new customers, personalisation also means maintaining the same experience for existing players, by using the individuals interests in certain games, odds, markets and favourite teams to sustain their engagement.
Much of a casino operator’s content may go undiscovered due to limited promotions for certain titles. With Sportradar’s casino games recommender, the AI-driven personalisation software ensures operators can provide more content for their customers which is tailored more towards their preferences, Geier states, “The true power of personalisation comes into play here.” In addition to that, Sportradar recorded that there was a 41% increase in portfolio penetration, meaning that customers are kept interested by discovering new content and exploring new sites.
ANTICIPATING TRENDS AND SPORTRADAR BEING A DIFFERENTIATOR
“Our ambition isn’t to stay up to date with trends but to anticipate them and innovate in advance with solutions that will deliver benefit for our clients or help them solve their challenges,” Highlights Geier. Sportradar’s differentiator is their work within all aspects of the sports ecosystem globally and having a significant amount of data due to its heritage in the sports betting industry. Sportradar combines this with its knowledge as a technology company, which enables the company to deliver tangible results for clients. Sports betting continues to grow in popularity, which means there are an increasing number of casino operators opening a sportsbook, as well as offering casino games. This is an example of convergence, which is becoming a trend in the industry for relevancy.
As a technology company, Sportradar looks to parallel industry development to provide clients with solutions from an all-in-one sportsbook solution that can integrate existing player management systems, its marketing services acquire customers, then finally, use its AI solutions to
retain them.
Adding to Sportradars repertoire and further distinguishing the company from other brands, is its iCAP offering. Sportsbooks can now choose to take Sportradar’s iGaming Content Aggregation Platform, making 1000 casino games available from ten providers via one
integration. A wider range of content promotes further engagement for existing customers, but also acquires new ones who are looking for sports betting opportunities and casino games in one place. Anticipating these trends, Sportradar is well-prepared to deliver relevant and meaningful products to stay ahead of the curve.
GIO JULY 2024 7
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