Betsson becomes first operator to adopt Perform's Opta 3D

Betsson becomes first operator to adopt Perform's Opta 3D

Tuesday, November 14, 2017 Posted by Craig Davies
Perform Group to offer “infinite new stories before, during and after a match”

Perform Group have integrated their new Opta 3D football visualisation product into the Betsson Group platform, becoming the first operator to adopt the content vertical.

Beginning with Betsafe within the UK, Opta 3D, which tracks ball movement and every player on the ball, is due to be rolled out across its European sports betting portfolio.

John Harlow, SVP of Betting at Perform Content, has been speaking to TotallyGaming.com about the products offering, and how it can not only be used to boost visualisation on betting activity, but also as a retention tool: “The draw of data-rich visualisations for operators is that they provide advantages across both of these points. Our Visualisations powered by Opta data provides bookmakers customers with an unparalleled way to follow matches and the ability to effectively understand the flow of a game, and it’s influential players.

“Until this revolutionary product, the standard visualisations didn’t tell you exactly where the ball was on a football pitch, who has it, who it was passed from, and in what manner.

“Nor did you get much information about the goal, and where it was placed to score. All of this deep data now available to bettors and traders aids betting decisions on new markets bookmakers can offer, which in turn boosts betting activity whilst delivering a better customer experience, which keeps customers on a bookmaker site for longer.”

Adding:  “It’s critical to have both an entertaining and informative way of following an event. Customers no longer just want to know that the ball is in a particular third of the pitch, they want to know the passage of play, how many passes are taking place, and which players are involved.  

“With this information, available to them in one place, it offers them opportunities to place more bets on different markets. Request a bets, and betting on specific players is becoming more and more popular.

“To be able to follow these bets in-play from our data being visualised means they are getting more from their betting experience and therefore will come back to bet again. So they’re a booster to betting activity and a retention tool.”

Totally Gaming says: Opta are renowned worldwide for the accuracy and depth of its sports data, and by utilising this within sports betting presents a unique opportunity that could well be win win.  This product could also prove particularly crucial with the upcoming Russia World Cup, and could be a key way for operators to distinguish themselves within a busy market.

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