SBC News Voice of the Sports Betting Industry
Sportradar has secured an extension of its partnership with Betway, continuing as the international operator’s sports data and technology provider.
The Super Group betting brand currently leverages Sportradar’s sports betting services, but the new scope of the agreement will incorporate the firm’s ad:s platform and Audio Visual (AV) services, featuring a global portfolio of live streaming sports content.
Regarding ad:s, Sportradar states it will support Betway’s acquisition and growth strategy through its proprietary technology that increases understanding of customer behaviour.
Anthony Werkman, CEO of Betway, said: “We’re really excited by our latest agreement with Sportradar that allows us to engage our customers across a variety of devices, platforms, and channels, which further enhances the sports betting experience.”
Betway renews its collaboration with Sportradar after closing 2022 in a strong position. The brand recorded a 4% rise in revenues to €168m in Super Group’s Q3 earnings call and renewing its German operating licence in December, whilst its parent company laid down the foundations for further US expansion by acquiring Digital Gaming Corporation (DGC).
Looking ahead, the partnership will see Sportradar provide Betway with more effective targeting and engagement to increase its acquisition, retention and customer growth across display, video and social channels.
By adopting Sportradar’s AV offering, Betway will provide its customers content from 400,000 live sports events per year, including the German Bundesliga, Spanish Copa Del Ray and popular US leagues such as the NBA, MLB and NHL.
Ed Blonk, Chief Commercial Officer at Sportradar, added: “Sportradar’s intelligence-driven technology, underpinned by AI and coupled with our deep understanding of the sports industry, supports global top tier operators like Betway in attracting new customers and engaging existing ones in multiple ways.
“By creating an enhanced, highly personal experience for customers, sportsbooks are now able to differentiate their offering to establish loyalty, drive growth and be distinctive in an increasingly competitive environment.”
