SBTech boosts betting action by contextualising in-play offers

SBTech boosts betting action by contextualising in-play offers

Monday, December 18, 2017 Posted by Joseph Streeter
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Action Betting creates instant notifications during live matches

Sports betting solutions provider SBTech has enhanced its range of in-play products with the launch of Action Betting, a mobile-first feature which dynamically suggests markets of interest to players through contextual alerts and call-to-action betting options.

Powered by SBTech’s machine learning algorithm, Action Betting creates instant notifications when a specific incident occurs in a match, whether this is a free kick, red or yellow card, corner or dangerous attack. A dynamic market is then displayed on-screen, enabling players to ‘quickbet’ on outcomes directly from the widget, with the selection added to the bet slip instantaneously.

Ian Bradley, Chief Product Officer at SBTech, told “Action Betting is the result of extensive research into players’ live betting habits and the rationale behind it is to improve the live betting user experience. While it may seem like an obvious statement, making it happen requires a lot of thought about how that is achieved. In other words, how do we promote markets without being too intrusive or, even worse, too pushy or annoying?

“We believe we have achieved this by contextualising the offers, in other words, when and where it is relevant to the event (i.e. corner leads to ‘corners market’, goal scored leads to over/under market and so on) and will stimulate a direct interest from the player. This increases the likelihood of their placing a bet and thus increases betting volumes for the operator and SBTech.”    

Action Betting is live with partners from this month and is part of the continuous development process undertaken by SBTech and its clients.

Totally Gaming says: Innovative mobile features like this are of the utmost importance as sportsbooks continue to evolve and grow, providing a more well rounded offering to sportsbook consumers. Furthermore, the Action Betting feature can help heighten levels of personalisation for players utilising the sportsbook.

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