"We'll highlight the biggest benefits of Sportradar's application of AI and how it can help sportsbook operations at G2E"

Global provider of sports data intelligence and technology solutions Sportradar is gearing up for a significant presence at this month's Global Gaming Expo (G2E), one of the premier events in the gaming and entertainment industry. 

In this exclusive interview, Yogonet sat down with Dominic Atkinson, Head of Regional Sales, North America, at Sportradar, to delve deeper into the company's participation in G2E 2023 and its strategic initiatives.

Atkinson provides valuable insights into Sportradar's thought leadership panels, the key themes they intend to spotlight, and the cutting-edge technology that underpins their offerings. Furthermore, we explore how Sportradar leverages artificial intelligence (AI) and data-driven solutions to stay at the forefront of the sports and technology industries.

Could you provide us with an overview of Sportradar's presence at this year's G2E? What products and solutions does the company plan to highlight?

This year, we will be participating in two thought leadership panels at the show. Our Chief Commercial Officer, Eduard Blonk, will be participating in a panel about The Dominance of the Player Narrative in Sports Betting, which will explore the significance of same game parlays as a successful avenue and gain insights into the pivotal role of effective bet tracking and a player-centric approach in creating engaging experiences for customers. Additionally, our President and Chief Operating Officer, North America, Andrew Bimson, will be speaking on a panel about Legal Sports Betting: Where We Are Headed. 

At the show, we plan to highlight our comprehensive suite of offerings for the sports industry, including some of our next-generation trading & risk management tools. For example, ALPHA Odds, Sportradar's new odds re-calculation solution, enables operators to manage their betting prices automatically in real time.

The artificial intelligence-driven algorithms alleviate some of the operational burden facing operators by allowing them to trade their prices instantly and minimize the associated financial risk with a particular bet market or sports event in line with their trading strategy, subsequently increasing profits.  

Additionally, Sportradar's Insight Tech Services is a suite of standalone artificial intelligence-led solutions for in-house use by sportsbook operators to optimize the performance of their trading, risk management and marketing functions. Insight Tech Services is a complement to Sportradar's Managed Trading Services (MTS), allowing us to support all sportsbook operators in the marketplace, regardless of their operational preference.   

Sportradar at G2E last year

What specific objectives and goals is Sportradar aiming to achieve at the event? Are there any particular themes or focal points that the company intends to spotlight? 

Our objective is to position Sportradar as the ideal partner for sports betting operators, broadcast and media companies, and sports federations and leagues to create immersive fan experiences through the power of technology.

Given AI is a big theme at this year's event, we will communicate the importance of artificial intelligence to sportsbook management and how bookmakers can best leverage the technology now and going forward. We'll highlight some of the biggest benefits that Sportradar's application of AI brings and how it can help sportsbook operations, including improved customer insights and analytics, enhanced operational processes, creation of more reliable odds, and more. 

What are some of the most significant developments currently influencing the sports and technology industries at the moment, and how is Sportradar strategically positioned to address or leverage these trends?

New technologies like AI and Computer Vision can automate the process of capturing more data faster, and that will accelerate and sharpen its curation and ultimately its distribution downstream to sportsbooks. The faster we move to capture data in an automated state enhances the accuracy and efficiency related to our ability to aid sportsbooks in growth and management, as well as the variety and fine-tuning of the markets they offer to their customers.

Computer vision can also enable player tracking and greater data capture opportunities to support the creation of even more sports betting markets, as well as broadcast storytelling and sports performance applications. 

As you mentioned, Sportradar's Andrew Bimson will be taking part in a panel on legal sports betting. What will attendees be able to learn from his speech at the session?

Andrew will be speaking on a panel that is all about where we are headed when it comes to legal sports betting. He'll touch on current trends and what to expect going forward as the legal sports betting market continues to grow and mature in the US. 

One thing Andrew will touch on is market convergence as sports betting continues to create massive opportunities for multiple sectors of the sports industry. Sports teams are gaining new revenue by providing licensing and media rights opportunities, while also having the opportunity to engage with fans more frequently. Additionally, sports betting helps media and broadcast companies retain and increase viewer interest, driving increased advertising revenue and various new content opportunities.

As a result, the various sectors of the sports industry are converging, creating organizations that cover all aspects of fan engagement, from content to betting, and beyond. Andrew will also discuss how sports betting is expanding to serve new audiences when it comes to new sports, such as pickleball and MMA, as well as women's sports, such as WNBA games. 

Sportradar at G2E last year 

Ahead of G2E, we have seen the company expand its Americas portfolio through deals with U.S. Soccer and CONMEBOL. What opportunities do these partnerships unlock? What makes Sportradar the ideal data partner for sports organizations? 

As an official betting partner for both US Soccer and CONMEBOL, we're granted exclusive rights to collect, license and distribute their official betting data to our sportsbook clients. We'll also be able to distribute streams of US Soccer competitions to our sportsbook clients outside the U.S. These deals are key for both US Soccer and CONMEBOL as they make a more focused foray into the sports betting landscape. 

Our recent partnerships with US Soccer and CONMEBOL are truly comprehensive partnerships in which we look at what assets these federations can provide in terms of data and content and how we can combine that with our own tech and products to see how we can innovate the fan experience and ultimately drive growth. Through these partnerships, we'll be able to increase opportunities and develop new markets for bettors to keep them engaged throughout the duration of a soccer match. 

Sportradar is the best-suited partner because of the scale and reach we have in the US and globally. We partner with over 900 sportsbooks and over 250 media companies, aiding our partners in their efforts to maximize business opportunities in the downstream market. 

We have seen Sportradar sign new partnerships with leading operators such as Caesars Sportsbook, expanding an existing relationship to include exclusive NBA optical tracking data in July. How does the company's proposition help sportsbooks leverage opportunities in the growing in-play space? 

Prop and parlay style wagering is trending amongst bettors. By providing NBA optical tracking data to sportsbooks through Sportradar's exclusive partnership with the NBA, sportsbooks can create new props and support additional growth of same-game parlays, ultimately enhancing in-play betting opportunities.

Our offering of NBA optical tracking data demonstrates the value of our strategy in delivering products and services on top of data rights, while reflecting our ability to monetize our NBA partnership with the downstream market. 

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