Sportradar has added three major esports odds providers to its Unified Odds Feed as it continues to broaden its business.
It will expand the range of betting content available to operators following a launch with DATA.BET, Esportsbull and GRID.
Operators will be able to choose their preferred odds provider on a title-by-title basis, subject to availability and commercial terms.
Initial content available on launch will include Counter-Strike 2, Dota 2 and League of Legends. Sportradar plans to add other titles, like VALORANT and Mobile Legends: Bang Bang, at a later date.
“Esports’ fully digital nature creates an expectation for fast, deep live betting experiences,” said Roman Garin, Senior Vice President of Innovation at Sportradar.
“The providers that have built the market across Counter-Strike 2, Dota 2 and League of Legends each bring their own strengths and trading style, and the best fit can differ from title to title.
“By bringing them together through our Unified Odds Feed, we’re giving operators greater choice and flexibility through a single integration, and we’ll continue adding providers and titles as the market evolves.”
Sportradar’s focus on the fan
The move comes as Sportradar looks to diversify its offering with a particular focus on fan engagement.
Chief Executive Officer, Carsten Koerl spoke at the SBC Summit about how Sportradar is optimising AI to understand fans more deeply.
“It’s an AI journey. We are using technology to build around what the fan wants,” he said. “We are beginning to learn who is sitting on the other side, what kind of sport you want to consume, and how we enrich it with data.”
The emphasis on fan engagement was later cited as a key growth driver during Q3 trading. The quarter saw Sportradar increase revenue by 24% year-on-year to €363m and profit by 20% to €27m.
Koerl cited the increase in fan engagement upon the results, and also said that Sportradar needs to “capitalise on new opportunities” – these opportunities identified by the firm include prediction markets, but also esports as the arrangement with DATA.BET, Esportsbull and GRID shows.
