AI
Predictive AI modelling at Sportradar
Sportradar states artificial intelligence is undoubtedly the most powerful tool of all. As part of its extensive line of technology, the company highlights its capabilities for strengthening player retention.
D
ata and technology are at the forefront of what Sportradar is all about. The provider helps operators to maintain close relationships with their players by providing services for their sportsbooks. Not only this, but they assist media companies with tools, provide data for sports teams and leagues, and detect fraudulent behaviour in the industry.
Out of Sportradar’s line of tools, artificial intelligence is one of the most prominent. Strengthening player retention is something desired by every operator or media company,
and AI can assist in delivering tailored experiences for players. Not only this, but a singular artificial intelligence tool can arguably prove more efficient than having a large team, and it can simplify the process for operators in many ways while bringing profitability and reducing dependencies.
The strategy that Sportradar uses for player retention with AI is predictive modelling. This algorithm allows bookmakers and casinos to predict the future betting activity of players. “If you can use AI tech, you can go extremely deep on specific individuals, helping you to
Alberto Alfieri
better understand every single customer,” said founder and CEO at VAIX (a Sportradar company), Andreas Hartman. Although, in the past, Hartman claims that “this had to be done manually,” now, AI assists with the personalisation of around 100,000 users and can “personalise specific messages based on where and when a player is most susceptible,” while aligning with the customer’s profile when preferences are changed. Predictive models can take many forms; Player lifetime value prediction, VIP player prediction, player churn prediction, player activity prediction and personalised bonusing. Jay Kanabar, chief operating officer at VAIX, states that predictive modelling “allows you to be more proactive in today’s world,” and this is enabled by collecting valuable insights about customers to analyse behaviours and interests. They also allow millions of data set analyses in quick succession, with Sportradar stating that timing is everything.
Being quick off the mark can be beneficial if the operator knows what to suggest for the players. It is less sustainable if the players are told exactly what to do, but the operators can forecast the near future, Kanabar suggests, “The right partner will provide you the relevant tools and data, they’ll also tell you how to use it and where to use it.” With this, the betting markets are revolutionised to give customers a greater betting experience. The AI suggests related bets on relevant events throughout the year, which encourages the bettors to discover new organic teams and leagues, “it opens up the customers’ eyes, allowing them to migrate to other products, which in turn, boosts profitability because not all of your money is on one specific match, but spread out across numerous events, sports and markets,” explains Kanabar. Andy Mace, head of casino
personalisation, added, “AI allows you to identify what your most profitable players and channels look like, which helps you fine-tune your acquisition strategy and obtain customers that are more valuable to an operator.” Personalisation can also lead players to engage with games that they have never played before, through subtle suggestions with certain similarities that align with the player’s preferences, therefore reducing operators’ dependencies for just one game.
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