How BetVictor is differentiating its football markets with WhoScored.com

How BetVictor is differentiating its football markets with WhoScored.com

Monday, August 22, 2016 Posted by Andy McCarron
A new style man of the match bet might be the start of more data based markets

BetVictor believes its new deal with data firm WhoScored.com will provide better value and choice to its customers who like to bet on football.

The WhoScored.com Man of the Match market is based on statistical data rather than pundit opinion, meaning the result is consistent, objective and available within 10 minutes of the full time whistle.

The partnership provides BetVictor with a unique data-driven market for football and Chris Edwards, head of automated trading at the bookmaker, believes its customers will embrace the new opportunity.

He told TotallyGaming.com: “Host broadcasters often omit announcing a MOTM and so punters are left in limbo as we wait to see if an announcement is made on their website before voiding all bets. Pundits picks are often criticised as being too subjective; our challenge is to make sure our customers are aware they are placing their wager on the data-driven, objective stats produced by WhoScored.com.

“There is a strong appetite among our customers for a Man of the Match market that is objective and consistent, rather than one that relies on subjective pundit opinion and is often overlooked. The MOTM market was only previously available on televised games in the EPL but we already expanded that to all EPL games over the first weekend.”

Edwards even suggested that the data markets could come in real time: “I noticed at the weekend that punters could see who was leading at half time. Perhaps it is a market going forward we could bet in-play although that is not something we are prioritising at present; our aim is to give the football punter the best value and choice and we believe the WhoScored.com MOTM market is a perfect fit.”

Whilst the market is currently only available for games in the English Premier League, the scalability of the product ensures BetVictor will soon be in a position to roll out a similar market on other popular worldwide football leagues.

BetVictor has flirted with WhoScored.com for betting markets before, but Edwards says that the latest deal will last: “The plan is to roll out to all major footballing leagues and we certainly look upon the partnership as being for the long term. The data is consistent, objective and a decision will be made within 10 minutes of the final whistle; Simple As.”

Totally Gaming Says: There is always a push to offer unique content to differentiate brands from the rest of the competition in what is largely a homogenous betting market. By partnering with WhoScored.com, BetVictor has also provided its customers with the reassurance that events will be resulted by a respected third party, and not by the bookmaker itself, which may have left it with integrity questions to answer.

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