New betting platform puts customers in control

New betting platform puts customers in control

Friday, June 3, 2016
Ari Lewski of Digital Sports Tech believes in a 'personalised betting experience'

The firm behind a new betting interface that puts the player in control has said it is working hard to develop in-play capabilities for the international market.

Digital Sports Tech has this week seen its innovative Player Props product launch with fellow Australian company MadBookie.com, but given the current ban on in-play betting online in the country, it has initially gone live with just pre-event markets.

Player Props sits on the world’s first technology platform that enables sportsbook customers to create and customise their own performance bets on any player and teams for sports including football, American football, basketball, rugby league and Australian rules football.

“We are launching with only pre-event markets, but we’re in testing mode for our in-play offering,” explained Ari Lewski, executive director at Digital Sports Tech. “The real power of the product is that it is a personalised betting experience that puts punters in control by allowing them, for the very first time, to bet on exactly what they want and are most interested in.”

Customers are given three options a statistic bet on player performance (for example Tom Brady will have at least 320 passing yards against Green Bay), a combined statistic bet (eg Wayne Rooney and David Silva combined will have at least four shots on target against Liverpool and Tottenham respectively) or a Head-to-head bet (LeBron James will score more points than Stephen Curry).

Once the customer has chosen his preferred bet from the drop down menus, the platform uses its bespoke algorithms that have been developed over the past 18 months and instantly generates the odds for the player’s selections.

Brett Luntz, founder of MadBookie.com, said: “The modern day punter quite rightly demands more and Player Props gives them the perfect opportunity to create interesting, personalised bets. We’re expecting our customers to absolutely love this new product and we’re delighted that we’re the first operator in the world to be offering it.”

A major attraction of Player Props for sportsbooks is the sheer number of player markets that can be made available to users without any extra trading manpower. Factoring in all the possible bet permutations and combinations, there are over 1.3 million unique markets available for users to create over a single round of English Premier League matches, and over 2.3 million in a weekend of NFL.

Lewski added: “Flexibility is a key component of the platform. Bookmakers can set margins, minimum/maximum odds and exposure, as well as overrounds. They can also adjust any player’s price whenever they want to by simply adjusting their statistical projection.

“The system automatically results all the bets with 100% accuracy and pays out as soon as the outcome of the bet is determined without the need for trader input.”

Totally Gaming Says: "As the quality and variety of data feeds from sporting events increases, the range of market options that bookmakers can offer players will broaden even further than they are now. With the right data feed and the right analytical model, customers could soon be able to bet on even the smallest events that happen during a game. And increased consumer choice is good for business."

 

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