Tennis betting is huge. It ranks as one of Sportradar’s top five betting sports by turnover globally and last year we offered clients coverage of more than 90,000 matches. From a customer perspective, it’s a simple sport to bet on; there are only two players who can influence the outcome and the scoring format is easy to follow.
Given its established position among operators and bettors alike, the big question is how to develop and grow the product offering, while elevating the customer experience. That’s the core focus of our multi-year agreement with Tennis Data Innovations (TDI), a joint venture vehicle of ATP and ATP Media.
We’re working together to develop new betting and media products for the market. Our approach combines previously unavailable deep data from the ATP with Sportradar’s proprietary artificial intelligence technologies to engineer the next generation of value-add betting products and services.
The first aspects of ATP Service+, the name of Sportradar’s purpose-built suite of tennis betting solutions, went live at the end of December. For the initial launch, our focus was on having the core offering of live data, odds, trading, and streaming products available for clients to use.
Since launch, the team has released several new elements of ATP Service+ to the market. From a pure betting perspective, we’ve introduced a raft of new odds products for operator clients, increasing the number of betting markets they can offer their customers. Our markets are designed to engage bettors throughout the match; for example, ‘points scored after a specific number of games,’ ‘both competitors to win a set,’ and ‘tie break correct score.’
We’re also integrating ATP data into our Alpha Odds solution, which recently expanded into tennis. Alpha Odds provides operators with liability-driven markets that are uniquely tailored to each individual sportsbook and by further enhancing our models with deep data we can engineer sharper prices.
ATP deep data, which is available for the first time, allows us to predict the probability of an event taking place more accurately. When this is combined with an operator’s real-time and predicted liquidity, via Alpha Odds, we’re able to provide the best possible way for them to maximise trading efficiency.
In addition to increasing the volume of tennis betting content available on the market, we’ve strengthened the connection between our data and live odds offering, and the streaming world. We know streaming has a positive impact on fan engagement, with live sport increasing customer dwell time on betting platforms. What’s more, studies suggest that sports fans and bettors want data incorporated within streams to enhance their viewing experience and are more likely to watch if real-time statistics are displayed within a live match.
We’ve been mindful of these insights with the introduction of Sportradar 4Sight, our AI-driven streaming technology which transforms the viewing experience for fans by incorporating real-time match data into a live stream and visualising the data as dynamic digital overlays.
With Sportradar 4Sight we want to create new markets and push the boundaries away from typical in-play betting categories. Historically, 80–90% of tennis bets have been placed on three markets – game, set and match. Fundamentally, the contextually relevant insights displayed within the stream will enrich the sports betting experience, providing bettors with a deeper understanding of what’s going on the court and help to shape their betting decisions.
Our partnership with TDI/ATP has gotten off to a strong start, but there’s so much more to come throughout 2024 and beyond. This is a long-term, strategic partnership that will continue to innovate and evolve. Within the next 12 months, the market can expect further new pre-match and in-play markets, including Player and Micros, as well as combining different betting selections with Custom Bet.
With a global tennis audience of 1.6 billion, Sportradar’s ATP Service+ suite of products provides operators with the tools they need to realise the full potential of tennis betting.
