SBC News Jörn Anhalt - Sportradar Group - Live Impacts

Jörn Anhalt – Sportradar Group – Live Impacts

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Jörn Anhalt MD Media Rights Sportradar Group

SBC caught up with Jörn Anhalt, Managing Director of Media Rights for the Sportradar Group, to discuss the impact of live-channel features on both digital and retail sports betting operations and consumer habits.

Sportradar Group are European market leaders at providing syndicated sports content and betting related data and insight technology and provisions.

Anhalt who leads strategic sales activities and media rights acquisitions for Sportradar Group’s Betradar live streaming services, sheds insight on developing and innovating live channel products and content, and how operators can leverage live content throughout their operations.

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SBC: Hi Joern Anhalt, pleasure to interview you, can you give SBC readers more insight into the latest updates of your Live channel feature and the new services and mechanisms it offers betting operators?

JA: Hi SBC, thank you for inviting me to share our thoughts with you and SBC’s readers. Let’s start directly: Since summer 2013, Betradar has been providing live sports streaming solutions to the betting industry, kicking-off with the Live Channel Retail for land-based betting estates. The Live Channel Retail is a unique combination of bookmaker’s live odds, Betradar’s live statistics and live pictures of sporting events around the globe. It aims at covering the opening hours of betting shops worldwide. We are happy to provide this service to more than 20 global clients. With a mix of top tier content like Italian Serie A and French Ligue 1, as well as off-peak content from all continents of the world we provide round the clock betting stimulation and entertainment.

Just recently, we have launched the Live Channel for online, mobile and tablet for sports betting offers. We will provide live entertainment 24/7 with up to 7,500 matches in 2015 to online bookmakers globally. This service fully subscribes to our strategy of being the world-leading one-stop-shop provider for the sports betting industry. Within the three months since we started, we have managed to integrate more than 15 new clients to this service.

SBC:  Betradar services multiple clients worldwide, how are live content and data services changing sports betting operations and sports betting consumer habits?

JA: Our bookmaker clients’ goal is to get the utmost revenue driving services in their business. Our deep data and odds services are driving the core business of the clients and are indispensable. Providing the most revenue driving services is crucial to our clients. This is our permanent mission to keep up our clients’ competitiveness with cutting-edge products. Of course, live content has become one of the significant entertainment and betting stimulating factors. With our Live Channel products we are driving the industry trend and supporting our clients’ interests in increasing the dwell time in shops as well as on online and the ever-growing mobile betting platform. Of course, the aim is to increase the turnover. And indeed, the increased customer experience leads to more time spent and increased turnover.

SBC: When developing a live content and data product what key features guide the development and innovation of your product and its services?

JA: Providing a dedicated streaming solution means more than just delivering live sport events as there already are existing products in the market. The key to success is formed by an intelligent combination of entertaining live action and sophisticated live data provided to the punter. This principle can be found unprecedentedly throughout the Live Channel Retail with its visualisation of live picture, live odds and statistics, as well as in the online solution through live stream combined with Betradar’s suite of sports data widgets. Our services pursue the target to stimulate bet shop and website visitors to place in-play bets intuitively, even on matches they normally would not have bet on – this is the principle we keep in mind while developing new services.

SBC: Live streaming issued primarily in sports betting product operations, but can these functions be used to service other parts of sports betting operators functions such as marketing, retention and player acquisition.

JA: There is one main reason behind using these streaming services: driving revenues. As in-play betting is growing, the need for live entertainment has increased significantly. In the meantime live streaming is more or less a must-have product to keep up the pace with competitors. Inherent with the main goal of driving revenues, the goals marketing, player retention and acquisition is a secondary target with a direct impact on the main goal – achieving increased turnover.

SBC: How do you envision data and content services such as Sportradar evolving in the near future, what should the sports betting industry be preparing for?

JA:   We believe that besides the discussed services, the area of gamification, virtual solutions and tools to increase the fast paced betting offers and simplified integration processes for our clients will be the most important near future developments.

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Jörn Anhalt – Managing Director Media Rights – Sportradar Group

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