As the World Cup looms closer and the anticipation of sports bettors elevates, innovation in the space takes centre stage. 

At the Betting on Sports Europe Conference, which took place earlier this year, Andy Wright, CEO of Sporting Group, sat down with Jessie Sale of SBC to analyse the company’s partnership with Stats Perform and the forming of the Betting Innovation Center. 

As part of their collaboration, Sporting Solutions and Stats Perform will work together to explore and develop new B2B products with the launch of the Betting Innovation Centre.

Wright emphasised that the offering has already fuelled significant interest from clients old and new, who are looking to maximise engagement at the tournament. 

He added that although the offering will initially cater to football fans, it will eventually expand to embrace other sports, with it being something that modern sports bettors simply demand as the sector continues to evolve. 

Specifically, the product has drawn engagement from the younger demographic, something that will be key to a successful World Cup for operators.