SBC News Voice of the Sports Betting Industry
Holding universal appeal is certainly not an ambition that comes laced with simplicity, however, for Bayes Esports, this is the exact vision that drives its Live Odds marketplace as it looks to be a crucial connection between suppliers and operators.
Fresh off the back of new partners and customers, the product continues to elevate its appeal as the company looks to plug any gaps in player appeal and revenue potential.
With this in mind
Martin Dachselt, Co-CEO and Managing Director of Bayes Esports, gave SBC News the lowdown on how the all-in-one solution can elevate a portfolio, explains the critical advantages that can be gained, and details how additional alliances will elevate their Odds Marketplace to new heights.
SBC News: To begin, could you offer a little background on Bayes Esports’ Live Odds marketplace and strategies in play to ensure that this product becomes a must-have for betting operators and sportsbooks?
Martin Dachselt: Esports is an industry unlike any other, and therefore demands a product created for its unique landscape. For example, each esport is different, but new player props markets are what make betting on the games so interesting.
But due to the dynamics of the industry, esports odds providers are always changing, and the quality of the product is always fluctuating. With integration work being such a long and tedious process, it’s impossible to select a provider, trial it out for a few months, and move to a different one if you are unhappy with the results. Equally, there isn’t a one-size fits all solution. Each sportsbook has its own demands which need catering to.
This is where Bayes Live Odds comes in – a marketplace with multiple odds providers, all unified into a single odds feed. When developing this product, we wanted to eliminate as much hassle for our customers while still allowing them to adapt their product as they see fit.
Through a single integration, our customers can get access to an entire ecosystem of esports content while Bayes Esports acts as the middleman between the providers and customers. If one provider goes down, switch to another while our team of data scientists and esports experts navigate the challenges.
Our ecosystem continues to grow to this day. As we forge new partnerships and add providers, game titles, and tournaments, our customers won’t need to perform any additional integration work. We handle all the mapping of new providers, markets, and titles to our unified format, so they can enjoy new content seamlessly.
SBCN: What would you highlight as the major advantages offered by the solution? Particularly when it comes to crucial aspects such as customisation and player retention.
MD: Two of the major advantages of a marketplace are the content and the customisation.
In esports, niche or smaller game titles are often pushed to the side because the additional integration work can be challenging.
However, this means very few sportsbooks offer a complete portfolio, which leaves gaps in their revenue potential. Player proposition markets, eLeagues, or other unique offerings help sportsbooks stand out from their competition.
Since our marketplace has a range of providers, our content offering is extremely wide, providing options and therefore, very little downtime.
Imagine a sportsbook in Poland that wants all of the top Polish tournaments, or a larger sportsbook looking to offer 24/7 coverage which includes lower tier tournaments.
Mainstream odds providers may not offer this so it would normally require several additional integration with a specialised service. By working with a partner like Bayes Esports, sportsbooks can immediately fill these gaps and offer a complete solution.
The marketplace’s interface and extensive partnerships also allow sportsbooks the flexibility to customise their portfolio. They can mix and match markets from different providers, explore niche game titles, and adjust their margins.
This allows our customers to adapt to regional differences, or tournament variables effortlessly. We have margin management so sportsbooks can manually adjust their risk exposure or offer advertisement activities like no-margin betting on a specific game or market.
We also provide very detailed metrics of each provider. You can get a very clear picture of your options in an unbiased way. To expand your bettor engagement even further, we have ensured our widget and video solution works alongside any provider selected.
SBCN: When entering into fresh partnerships regarding Bayes Live Odds, what are the key things that you consider essential regarding such alliances?
MD: We are looking for providers that cover at least one of the following qualities that we are looking for: stability, high quality, innovative, or has wide coverage.
We then conduct extensive audit’s of each new partner to ensure they are up to our standards. This is done by measuring various data points which continues throughout the duration of the partnership.
Data points include uptime per market, how many matches covered, frequency of updates etc. This data is then provided to the sportsbooks, enabling them to make the most informed decisions and select the best odds provider for them.
We also look for providers based on the demand from our customers or filling a gap in our offering, whether that’s specific game titles, tournaments, or unique player props. We also want to ensure there is a backup option for all essential pieces of coverage, ensuring the highest level of reliability.
SBCN: You recently announced partnerships with both BETER and DoxxBet. Why were these of particular importance? And what do they bring to the table in terms of taking this to a new level?
MD: BETER and DoxxBet are both valuable customers. While they play very different roles, they are equally as important in the development of the product. BETER is an odds provider on the marketplace, whereas DoxxBet is a customer, consuming the odds.
BETER, a long-term partner, has received official live match data from Bayes Esports for many years to generate their odds. The company has now come onboard as an odds provider to our marketplace. This means that our odds customers get access to the unique content and markets that BETER supplies.
DoxxBet, on the other hand, has integrated with Bayes Live Odds unlocking an entire ecosystem of odds providers with a single integration. Alongside the big three esports titles, they have also gained access to odds for popular eLeagues like Fifa.
Both of these partnership announcements signify big steps forward for the development of this product. As more providers and customers come onboard, our product grows in strength.
SBCN: What can we expect moving forward from Bayes Live Odds in terms of staying ahead of the game and becoming increasingly driven to elevated heights?
MD: Our goal for the next year is to continue onboarding new providers onto the platform. There are already six providers, spanning the very best esports has to offer, but the more we provide, the more choice and stability the platform will offer. We also want to cater to all markets and specialise our offering for even the most niche cases.
Our product team is focused on monitoring the performance of the odds feeds, widening our coverage, and deepening the integration with bettor engagement tools.
We are also expanding our margin management capabilities, helping customers easily set their margins specific to their needs.
We are in the process of developing together with our partners a risk management solution to cover everything offered on the platform. Our product and engineering team are making great progress on all fronts.
