The mobile gametech group launched a variety of markets for featured matches at the biennial golf contest – won by Thomas Bjorn’s European team by a 17½ – 10½ scoreline, including ‘hit the fairway’, ‘find a bunker’, ‘land in a water hazard’ and ‘nearest to the pin’.
In a week characterised by the Americans’ comparative errancy off the tee, the ‘hit the fairway’ came out as the most popular of these new markets, but there was also significant interest in the hazard-based markets on the water-laden Le Golf National course.
Traditionally, the sport has been quite limited to a set of outright markets, but as soon as Europe took charge of the match with a clean sweep in Friday’s foursomes, many of these markets would have become quite unattractive to the players. Providing these additional betting markets helps an operator such as LeoVegas to maintain interest right up until the last shot.
Therefore, it was quite fitting that US veteran Phil Mickelson, who endured a nightmare 12th Ryder Cup outing, ceded the point that confirmed European victory by finding water on the 16th hole.
The success of these new ‘shot by shot’ markets means they will now become a feature of LeoVegas’ enhanced golf coverage, which has grown by more than 100% year-on-year leading into 2019, a year in which Tiger Woods will resume his quest to better Jack Nicklaus’ record of 18 major titles.
Bradley Callus, Sports Manager for Growth Markets at LeoVegas, said: “LeoVegas is gearing up for a big 2019 of golf. It should be a great year for the sport, with Tiger back on the prowl, and already installed as one of the big favourites to win the US Masters at Augusta in April.”
A spokesperson for Kambi added: “Our extended in-play markets for the Ryder Cup were a huge success for LeoVegas, as well as other operators on the Kambi network. Our shot-by-shot markets offered bettors relevant bets at moments that mattered, and enhanced the overall viewing experience.
“For instance, bettors could see golfers were struggling with the water hazards and, as a result, we saw increased betting action on players to find the water as the tournament wore on. Additionally, as Europe took hold of the competition, the shot-by-shot markets gave in-play bettors interesting markets to bet on when they may otherwise have not bet at all.
“It’s the relevant betting opportunities we bring to a wide range of sports, from next occurrence in football, to outcome of current drive in American football, and next field goal – two or three points in basketball, that drives engagement and delivers additional turnover for our customers.”
These shot by shot markets will also be available when Tiger Woods takes on Phil Mickelson in a $9 million winner takes all match at Shadow Creek in Las Vegas on 23 November.