Digital Sports Ltd Executive Director Ari Lewski spoke to SBC News about Quick Pick Accumulators (QPAs), a request a bet style accumulator product launched by Digital Sports Tech ahead of the new football season.
SBC: Are you expecting QPAs to be popular with a particular demographic?
AL: Our new Quick Pick Accumulators (QPAs) takes request a bet markets to the next level. These types of markets have rapidly grown in popularity with punters recently, particularly with a number of tier one operators offering the service via their own social media channels. However, no one has been able to automate these kinds of requests yet.
Not only does our automated service ensure punters never miss out on an opportunity to place a bet, it also means operators can greatly enhance the markets they offer for these in-game accumulators.
With the new football season kicking off shortly, we predict these markets will become a key battleground in the months ahead as sportsbook operators look for a competitive advantage.
QPAs also provides a solution to overcoming the challenge of personalisation. Operators understand the need to offer their customers what they want, and QPAs does exactly this by allowing sportsbook users to create their own accumulators based on a wide range of game markets.
SBC: How easy will it be for operators to integrate the new solution into their platforms?
AL: Our proprietary technology stack was specifically designed to facilitate fast, seamless and painless integrations with operators. We’re also extremely flexible with our integration options, which is something that has definitely been appreciated by our clients.
SBC: How carefully are you having to monitor these markets to ensure the pricing is correct?
AL: We monitor all of our betting activity very closely as part of the risk management service we provide operators in connection with our product, so that doesn’t change for an offering such as QPAs.
The major challenge operators face right now when pricing up request a bet markets is that they are still done manually by the trading teams. Not only does this significantly restrict the volume of markets operators can offer their players instantly, but more importantly these traders simply can’t compete with the computing power of platforms such as ours that have the ability to analyse big data sets and apply sophisticated calculations all in a matter of milliseconds.
The use of data and algorithms plays a crucial role in what sets our offering apart from what is currently available in the industry. The algorithms analyse each customised bet or accumulator to generate odds, as well as automatically resulting it.
This is a real game-changer as it will open up new opportunities for operators and provide players with unique customised accumulators never seen before. For instance, fans can now create accumulators based on a mix of outcomes such as the team result, anytime goal scorer and total match goals over/under, as well as DST’s proprietary player prop betting markets.
SBC: Do you expect this product to give bookmakers an edge, as users chase bigger profits with more expansive accumulator bets?
AL: It will most definitely lead to incremental turnover and profits for sportsbooks as accumulators by their very nature are very operator-friendly given the higher margins embedded in the pricing. At the end of the day, I would say it’s a real win-win situation for the operator and customer given many recreational punters love the jackpot-style betting accumulators provide, where for a small wager they have the opportunity of winning big.
Anything that can be done to improve the accumulator offering for the customer is going to benefit the operator, and that’s precisely what we’ve set out to do with QPAs.
Interest in QPAs has been very high from operators, especially as they recognise the appeal of request a bet markets to a large section of their audience. There’s only so much operators can offer when taking these requested bets via social media channels, and our new solution gives them the perfect platform to build on what is an increasingly popular type of bet.
SBC: The rollout of QPA follows last year’s launch of Player Props; can you provide a hint as to any new solutions on the horizon for Digital Sports Tech?
AL: The launch of Player Props last year was hugely successful with many operators, including Coral, integrating the product into their sportsbooks. Handing control over to the player to create and customise their own bets based on player performance had never been seen before in the industry.
There’s still a lot more to come from us, with plenty of new and exciting products in the pipeline. The sports betting industry has been crying out for innovation and we’re in a very strong position with our experience and technology to meet this demand, while also helping operators acquire and retain the next generation of punters coming through via new and exciting betting products.
We’ve only scratched the surface with how technology can greatly enhance the personalised sports betting experience, and you can expect Digital Sports Tech to be at the forefront of driving innovation into the industry.