The implementation of skeletal tracking points on basketball players is an interesting recent development, how does it change the wagering experience for bettors?
The skeletal tracking data allows us to create a more diverse range of markets for betting operators to offer their customers. The depth of data means that customers can bet on the nuances of basketball, such as ‘who will make the next shot’ and ‘where will the next shot be from the court.’
Some might consider these to be niche markets, but tracking data provides that level of granularity to bettors.
In what way is personalisation incorporated into your graphic display NBA betting product and how has this changed in the last 12 months?
We’ve seen personalisation grow in importance to the betting industry over the past two years
It’s an incredibly competitive marketplace and personalisation tools have become key in differentiating an operators’ sportsbook offering.
For operators, being able to understand who the customer is and consequently deliver personalised content that is tailored to a specific individual's interests and preferences based on their betting history is an extremely powerful tool. At Sportradar, we’re able to deliver this on a granular level whereby customers receive details of a particular betting market or bet type.
In terms of our Virtualised Live Match Tracker product, the ability to tailor the viewing experience and display only relevant data at the right time is something that will enhance customer engagement and create an immersive betting experience for individual customers.
Sportradar's NBA Virtualised Live Match Tracker
Why do you believe bettors will choose to watch a graphic representation and analysis of a match rather than watching the match itself?
Traditional methods of engaging with sport have evolved dramatically. What historically has been covered by traditional broadcasting or newspapers has shifted to streaming platforms and social media over time.
The next generation of bettors have access to deep data across a range of sports. They find significance in stories conveyed by statistics and dive into the details about players and performance, which increases their attachment to a sport. With these new products we’re tapping into the modern sports bettors’ affinity for data and insights to advance customer engagement. In fact, new tools like the Virtualised Live Match Tracker elevate customer engagement even further through hyper personalisation of content.
We’re using Generative AI to create unique graphical representations of a game that allow bettors to follow the action from multiple camera angles. It’s this customer immersion that will unlock new revenue opportunities for operators.
The way bettors, and fans more broadly, consume sport is changing
Live betting streams with match analysis have quickly become commonplace in the industry, but how do they benefit operators?
The dynamic features within Sportradar 4Sight, for example, allow sportsbook operators to elevate their live streaming proposition.
The addition of real-time, data driven animations into a live stream creates an interactive viewing experience that engages customers for longer and more deeply into the viewing experience. The benefit for operators is that this increased session time unlocks additional revenue opportunities by presenting in-play betting offers.
Sportradar's NBA 4Sight
Do you believe partnerships between betting technology companies such as yourself and organisations such as the NBA will change the way that the majority of operators approach sport betting in the long run?
The products and services that Sportradar is developing in partnership with the NBA will transform how betting operators engage customers with one of the world’s most exciting and bet-on sports.
The combination of deep NBA data, and our proprietary AI-technology is the foundation for a new era of products that redefine fan engagement and will empower operators to offer their customers the most interactive and hyper-personalised sports betting experience.
