Speaking to Luke Massey of SBC Media, Spotlight Sports Group Head of Digital Will Fyler, emphasised that the challenge for the firm extends beyond the major sporting events and arises when it comes to delivering the same level of content across the board.
It came as Fyler looked back on the first three months for the Group’s flagship betting-centric content engine, which was designed to combine data science with expert opinion to produce increased betting engagement.
He stated: “Firstly you’ve got your verdict, which is the expert’s best bet of the match. So out of all the markets on an event, we pick out our best bet and give some valuable reasoning why that is.
“The next is the insights, which is the most relevant information and stats for each specific betting market. So if you’re looking at, for example, the spread market or the total points market, we’ll provide you with the information needed to make an informed decision.
“And then the final element is computer science, which is where our models project how each market will pan out. This might be the chances of Man United winning the next game, or the expected number of passing yards for Patrick Mahomes.”
There is perhaps an irony in that he highlights one of the biggest football clubs in the world and a SuperBowl-winning quarterback to explain how the science behind the Superfeed works. That’s because the product’s biggest value may ultimately be in casting the content net much wider.
Fyler continued: “We did a bit of research a few months ago. And we found out that the average bettor only has enough knowledge to bet on about 5% of the betting market. And we want to provide our clients with the capabilities to keep the audience informed for all of them, because – as we know – sports betting is a 24/7 product.
“What’s interesting now is when companies contact us about wanting content and products, initially perhaps for the major tournaments, the demand starts permeating down into the perceived lesser events. And there’s an argument there’s more value in this, the content relating to the events that less people know about. Yes they might come in for the major events but it’s then how they spread their tentacles to smaller events as well.”
But that’s not to say that the value will fall completely away from the top end sports, which is where the three key elements to the content are so important.
“It all depends on the player, and how much knowledge they have about the sport,” explained Fyler. “So if you’re looking at an event you don’t know much about and just want a quick opinion, the verdict would be your answer there. But if you’re more statistically based, and want to dig a bit deeper into a market you perhaps already know more about, then you’ll be looking more to our insights and projections.”
If scaling up the content is the number one aim for Spotlight Sports Group for the rest of 2021, the second lies in the ease of integration for its customers.
“We want to provide products and content that can be easily integrated, making it really simple for our clients. And that’s something we’re working on, both for major sportsbook operators and publishers, where we can provide them with essentially a plug in solution which enables them to convert their audience through betting.
“We know there are huge roadmaps at the moment. And these are constraints that we’re up against. But what we want to do is make it so the Superfeed product is easily ingested and obtained by our customer base. We have the plugin solutions that mitigate the roadmaps.”
To watch the full interview with Spotlight Sports Group’s Will Fyler, click HERE.