Jonathan Smith: Betbuilder the growth tool for wide open Euros

Jonathan Smith – Sportsbook Models

Sportsbook growth strategist and risk management expert, Jonathan Smith, founder of Sportsbook Models, tells SBC that this summer’s UEFA Euro 2021 Championship will be no easy ride for bookmakers and why trading teams should power up their betbuilder inventories. 


SBC: Hi Jonathan, thanks for this interview. From your pre-market observations, how have bookmakers been preparing for this tournament?

Jonathan Smith: With a degree of uncertainty. Doubts continue to persist around the ability of some countries to safely host matches with fans in attendance. For those teams fortunate enough to be playing at home, the advantage that home games will bring them is also open to question as stadiums will not be full to capacity.

SBC:  Surprisingly, England have been priced as pre-market favourites. Who do you see as the major threats to England in the competition?

JS: The tournament is wide open, but world champions France are major contenders and haven’t done much wrong since winning the World Cup in 2018.  In Kylian Mbappe they have a prodigious striker at the top of his game; Griezmann remains a quality attacking forward and we can expect Pogba and N’Golo Kanté to rise to the occasion for their country even if their club form is somewhat patchy.  The next best would be Belgium, though much will depend on the fitness of Eden Hazard.

SBC: Following its 2020 postponement, bookmakers are anticipating record wagering activity for this summer’s Euros. What has Sportsbook Models done in preparation for this tournament?

JS: Well, we know how popular the Betbuilder markets have been for individual matches in the last few years.  We decided to apply the idea to the tournament markets in order to make them more attractive and have come up with an easy to use, subscription-based model that will provide users with all the long term markets they will need as well as limitless Betbuilder tournament options as well.

SBC: You have earmarked Betbuilders as the difference-maker for engaging fans with the tournament’s matches. Can you give us an example of what’s on offer from the Betbuilder side?

JS: You can combine selections from all the main markets – tournament winner, top goalscorer, group winner, to qualify, team match bets, tournament forecasts and stages of elimination – into one bet, the same as you would do for an individual match.  We think the idea will breathe some new life into the tournament markets. 

Users can access our model and price everything themselves, downloading as many markets as they wish to use for their own service, or they can let us do all the work instead for them.  All tournament markets are instantly updated after every match and new Betbuilder markets can be created as the tournament progresses.

SBC: Finally, give us a dark horse for the tournament? 

JS: Well it’s hard to look beyond the top eight in the market but if I had to pick someone, it would probably be Sweden. The impact of Ibrahimovic’s return to AC Milan has been huge. Could he have a similar impact on his return to Sweden?!


Jonathan Smith – Founder – Sportsbook Models 

For more information on this service, contact Jonathan Smith at [email protected]


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