A LOOK BACK – AND FORWARD
BetitRight Henry Newman,
Sporting Risk Co-Founder
This year was all about the launch of BetitRight, the gaming arm of C&N Sporting Risk. BetitRight has evolved out of C&N Sporting Risk’s profitable betting syndicate, now in its seventh year of operation, which leverages key data outputs from predictive modelling to bet on football. A core catalyst of BetitRight was a Joint Venture with Spotlight Sports Group to build their In-Play Bet Prompt Product, where Sporting Risk combined its predictive models, with live event feeds and bookmaker price feeds to create engaging in-play bet prompts. The product covers over 50 football markets, with 10-25 prompts generated per match only of the most interesting, engaging and relevant content. The analytical service amalgamates
pre and in-play content in one place to empower consumers with the opportunity to gain valuable insight into data, enhancing user engagement and to help them to ‘Bet Better.’ Over the past 12 months data taken from several operators and organisations reveals that 24% of sports bettors who engaged with the in-play content added to their bet-slip. Furthermore, there was a 450% increase in usage of the product by customers between launch and the end of the football season. These results have enabled BetitRight to enter a second year providing its market-leading bet prompt service to bookmaker Betfred.
Several other partnerships have been signed with some of the UK’s leading operators and will be announced once the contracts have been completed in 2022. Plans are afoot for further in-play product development over the coming months focused initially on a revolutionary
Real Dealer Shane Cotter, Chief Product Offi cer
There has been a lot of development at Real Dealer this year, but if I had to pick the single most exciting thing it would be our move into specialisation. By the start of 2021, we’d already cracked the code for how to create roulette, baccarat and show games using our recorded-video-meets-RNG formula and had begun moving on to blackjack. Against this backdrop, we started really flexing our moviemaking muscles by creating products for specific markets and specific uses. In autumn, for example, we released three roulette games with Spanish-speaking dealers. We’ve since branched out into season-specific titles. Real Spooky Roulette, our Halloween release, has been a huge success and we’re expecting to see the same for Real Christmas Roulette.
Now that we’re close to completing our portfolio of standard casino table games, we’re looking forward to innovating and having some fun in 2022. That’s going to mean more specialised and themed games, but also cool new variations like a roulette game where the dealers change every twenty spins to provide variety for players. The players can even choose and change dealers themselves. We’re also exploring the idea of integrating some of the more popular aspects of slots into our games so you can expect to see a lot of thrilling things like multipliers, collect features, in-game achievements, free spins and maybe even global jackpots. The continued rise of crypto and esports are certainly exciting developments for the wider
commentary feed and improved in-play visualisations that will make the current options pale in comparison. Our expertise in data science and predictive modelling is the driver for BetitRight’s development and the engagement results we’ve seen prove the product is having a significant impact for both operators and consumers. Next year will also see BetitRight build out the product as a B2C service for players wanting to gain an edge on the market by democratising the data behind football betting to deliver an exceptional user experience.
iGaming industry, and we can safely predict that changing regulation will continue to have a major impact on how games reward players. As a table games producer, we’re also keeping our eyes firmly fixed on the ongoing tug of war between bricks-and-mortar casinos and the online world, watching how the industry handles player retention and shifting habits during the pandemic. In the medium term, we think the outcome will depend on the extent to which online can lure land- based players with improved video quality and more immersive experiences. Virtual Reality and Augmented Reality have a lot of potential in this arena and are becoming more mainstream. We expect a lot more producers will start seriously looking at using this new tech as a way to up their game in 2022 and beyond.
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