A high-profile supplier of sports betting data has provided more insight into how data on sporting events can help boost the performance of industry operators.
Sportradar, which supplies a range of sports data and integrity monitoring services to betting sector operators in multiple jurisdictions, has published a second white paper. The report focuses on the future of Over The Top (OTT) services, which include video and statistical streams used to supplement standard betting products in a range of sectors.
According to the white paper, the use of betting content of this type can help any organisation engage more effectively with modern audiences, persuading them to stay longer with a platform.
The report also examines how the holders of data rights and sports content can use sports data and statistical analysis to encourage engagement. Speaking about the report, the Director of Digital Platforms for Sportradar, Felix Blank, said that it followed the success of their first white paper. He also said it formed part of their commitment to share knowledge:
“In a splintered and competitive media landscape, publishers need to ensure their video strategy is as engaging and user-focused as it can be. By using data not only to keep viewers engaged but also properly monetise the overall strategy, rights holders can fully leverage their digital ecosystem.”
The paper shows that data has become increasingly popular in the sports betting industry, and that an ever-increasing number of operators are seeing it as a way to enhance their product. It also offers advice on the role of data in personalising content and in monetisation.
Sportradar have had a busy year in 2019, signing deals with multiple gambling jurisdictions as part of attempts by the global industry to improve the integrity of their sports data.