“Take the initial impression of a sportsbook for betters – it changes frequently, with different competitions, events and prices,” says Stats Perform VP of sports betting products, Nick Cockerill. “Lots and lots of data used to be fine, but now it’s no longer attractive – certainly not for a mass market. We want what’s on-screen to be interesting – stimulating betting activity or giving insights to shape bets and capture the better ’s imagination.” Simplification is a real conundrum. Data companies want to collect extra game information and produce it faster for fans. “We know that data increases betting activity,” explains Cockerill. “But over the past one or two years, the industry has shifted from being very transactional – getting the customer in and having them make as many bets as efficiently possible – to something more mature.” YOU BETTER YOU BET For major broadcasters, like NBC Sports, there’s a commitment to serve all viewers, not just avid betters. “When we’re integrating odds
THE INDUSTRY HAS SHIFTED FROM BEING VERY TRANSACTIONAL – GETTING THE CUSTOMER IN AND HAVING THEM MAKE AS MANY BETS AS EFFICIENTLY AS POSSIBLE – TO SOMETHING MORE MATURE
and probability-based topics into live sports, it’s important to speak authentically,” says NBC Sports director of gambling content, Dan Pozner. “That means striking the proper balance between education for the newcomer, information for the veteran and entertainment for the casual fan.” Specialist sports streaming services, such as DAZN or FuboTV, are likely to pursue more complex on-screen graphics and statistics, targeting gambling-engaged viewers. The same is true of better operator sites, where customers largely accept that the usual live-stream experience – quality of picture and commentary, for example – is secondary to real-time data and betting options. Sports data delivered over OTT services is moving towards higher customisation, using IP-enabled architecture like ATSC 3.0. This provides interactivity, multi-screen options and the ability to deliver more on-screen information
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