The 2016 edition of the Betting on Football conference is taking place today in the conference suites at Stamford Bridge, the London home of reigning Premier League champions Chelsea.
With content management, in-play betting, e-sports, tackling corruption, fantasy sports and Euro 2016 all on the agenda, there is a definite focus on online betting.
Among the most engaging panel discussions was the mid-morning session on data – its use, distribution, control and overall value to the sports betting sector.
Nathan Rothschild, entrepreneur and a co-founder and partner of iSport Genius, told delegates: “Data is a driver of sports betting activity and we have found that a really good user experience is key.
“The landscape has undoubtedly changed in this regard. Punters used to make their own decisions and do their own research – which they did at third-party sites, away from the operator website.
“Now, by offering that content – that insight – operators can maintain a competitive edge and gain more conversions. Ladbrokes Australia is a good successful example of that.”
With regard to the growing availability of data to punters, Jeevan Jeyaratnam, senior odds compiler at Super Soccer, said: “What we’ve noticed is that our system of 18 different player markets per player per game generates a high amount of available information, so why not offer it?"
He continued: “But customers – bookmakers – come to us for additional league coverage more so than exotic bets.
“Certain bookmakers want certain leagues while others don’t because they don’t have the licensing to offer services in those countries,” continued Jeyaratnam. “The Danish league is a good example of a recent addition.”
Asked about the forthcoming Euro 2016 championship, Rothschild said: “The Euros are a different proposition as there is no home or away team, for example. So we’ve used our tennis data as a model; two teams with neither at home – like tennis players on tour.
“And our data has thrown up some interesting findings. For example, six of the last eight Euro finals have ended 1-0. Greece have never won a game other than a qualifier – except when they won the whole thing in 2004.”
He continued: “The prevalence of big data and powerful computing allows us to dig deeper and more accurately than we could have done even 10 years ago.
“Speed and ability to do this is now incomparable with a decade ago,” said Rothschild, “and it is changing the landscape permanently.”
