SPORTRADAR
How Sportradar turns anticipation into innovation
Sportradar facilitates user experiences by providing them with everything they need to experience live sporting action, sometimes, without them even being aware. Rainer Geier, EVP, Group Product at Sportradar, provides insights into the use of Managed Trading Services and its ad:s feature.
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portradar has established itself as an expert in the intersection of betting, sports and media industries, with over 20 years’ experience on its resume. The global technology company contributes to developing the latest products and services using bespoke technology, with a reach of more than 900 global betting and casino operators. Its key aims include providing technology and data to keep operators ahead of the curve for their sportsbook, as well as giving the media tools to engage fans, allowing teams and leagues access to data, and to detect and prevent fraud.
Since its foundation in 2001, Sportradar has formed an advanced technology range. Originally limited to just five data points whilst covering football games in the 2002/2003 season, Sportradar was underpinned to a basic pre-match betting offering of win, lose and draw markets. Putting this into a modern-day perspective, Sportradar can now access more than 2,750 data points across the games they are covering, reaching more than 185 pre-match and 196 in-play betting markets per match. Sportradar believes that data fuels industry growth, and the ability to provide fast, accurate and reliable readings is the key to its success throughout the years. Rainer Geier, EVP at Sportradar, expanded on Sportradars early plans, saying: “We knew early on that we had to invest in technology, to increase the amount of data at our disposal and leverage it in a way that engages fans and addresses their evolving expectations”
Continuing from past successes, Sportradars development on its Managed
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Trading Services (MTS) and its partnership with Viax Technology offers comprehensive solution for operators, providing a liability management service and delivers risk assessment solutions across multiple sporting events. Along with this, it introduced ad:s, a robust marketing service which offers adverts specifically for highly targeted display campaigns, which enabled operators to greater efficiencies in their adverts and reduced wasted advertisements. Ad:s has also been introduced into multiple platforms, such as Meta and Snapchat, and offers display advertising, paid social, paid search and affiliation to casino operators.
SPORTRADARS EXTENSIVE AI SOFTWARE TOOLS
Sportradars aspirations for AI software include driving efficiencies for the company and for its clients. Using AI for automated processes like data capture, trading and placing adverts online can help process data at higher speeds and create a better understanding of betting behaviours. This helps Sportradar to speed up operations, improve latency and to inform how best to develop products to meet client’s needs. Geier gives an example of how Sportradar integrated AI into its work, “One example of how we’ve used AI to automate processes and increase operational efficiency is Alpha Odds, an odds recalculation tool. AI-driven calculation models provide bespoke pricing, helping sportsbook operators to maximise trading efficiency and increase margins. Sportradar say the tool boosted client profits by an average of 10% in 2023. “AI also provides insights into the preferences of bettors, enabling our ad:s
service to create personalised adverts, delivered on the right channel and at the right time. If a customer enjoys playing slots on weekend evenings and is a frequent user of social media, our algorithms process these insights to tailor relevant adverts that reflect their tendencies to optimise acquisition and awareness for operators.”
Operators using Sportradars AI-driven personalisation can allow them to engineer the user experience, so they receive relevant content using their betting history. This can bridge the gap between bettors and their operators to build a more meaningful relationship and immersive experience.
This tool can also benefit in-play bettors, making it easier to find relevant content during live games. The AI behind in-play bet recommenders decide what markets the users are interested in, then combines the data with in-game events to serve relevant content to a specific betting market – a process carried out at ultra-low latency to meet the requirements of live betting, therefore diminishing the time that users will spend manually searching for their next bets.
THE IMPORTANCE OF MAKING ONLINE BETTING
PERSONALISED FOR EACH PLAYER
Sportradar believes that personalisation begins with acquisition, helping clients understand fans, bettors, and gamers. Channel optimisation, early player life cycles and customer retention are also key factors in personalisation in the case of
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