iSport Genius has announced has a two-year extension to its current agreement providing a powerful consumer-facing data product to Ladbrokes Australia.
The Australian arm of Ladbrokes has been working with iSport Genius on the operator’s Infohub offering since the start of 2016.
The two are in the middle of a three-year deal and this contract extension means that the partnership between them will run for at least five years.
In parent company Ladbrokes Coral’s most recent results statement, Infohub was credited with helping the company to its achieve status as number two in the Australian sports betting market with net revenue growth in the first-half of 2017 of over 50%.
Nathan Rothschild, partner and co-founder at iSport Genius, said: “We are very pleased to see that our collaboration with Ladbrokes Australia has been such a success in drawing in the punters to our unique sports-data and betting insight offering.”
He added: “This deal extension, particularly with a significant amount of time remaining on the original contract, is a great testament to the work that has been put in by both companies to provide a truly engaging data offering to Australian punters.”
Jason Scott, the new chief executive at Ladbrokes Australia, said: “the company was impressed with the results it was seeing with Infohub with regard to the customer response.
“We were very keen to sign iSport Genius up for a two-year contract extension,” he said. “Infohub has proved its worth in the period it has been running and is a central element of our retention proposition and has helped us achieve market-leading growth rates.”
The news tops off a busy month for iSport Genius which in late August announced a deal with Sportsbet, the Paddy Power Betfair-owned Australian-facing bookmaker. Sportsbet’s ‘The Locker Room’ data offering went live in late August in time for the Australian Football League (AFL) and National Rugby League (NRL) finals.
Rothschild said in a recent opinion article that he believes the Australian online sports betting offerings had been “evolving at speed in recent years”, despite regulatory obstacles, adding that he thinks that engagement is central to the success.
He said: “This is what our product offers our clients, we give them the opportunity to connect with their customers via sports-based information that brings the punter closer to the game and ultimately gets them betting more with that operator.”
Rothschild will be speaking about innovation and data at the upcoming Betting on Sport conference at Olympia, London from 12-15 September. To find out more, Click here