Golf an opportunity waiting to be taken by bookmakers

Golf an opportunity waiting to be taken by bookmakers

Thursday, November 17, 2016 Posted by Andy McCarron
Metric signed an agreement with Sun Bets this week

The opportunity to become a perceived as the market leader in golf betting is awaiting the first bookmaker willing to take the bull by the horns, according to Metric Gaming commercial director Conall McSorley.

This week saw Metric announce an agreement with Sun Bets, one of the UK’s fastest-growing online betting websites, to provide an end-to-end golf pricing solution and McSorley believes that the sport can be a key driver for customer acquisition.

“I think the opportunity exists for bookmakers to grab a significant amount of market share with a golf product focus and a marketing appetite to match,” he told “We at Metric have been referring to golf as a betting product as a ‘sleeping giant’ for some time now. We have invested in the development of real time innovative in play golf markets that allow the customer to offer unique product to the end user and engage them better over a longer period of time.”

Metric’s offer will include pre-game prices across all Outright and Match markets, as well as its in-play proposition, which will include the full range of Metric’s unique SuperLive markets. Metric’s SuperLive platform has already garnered industry attention for its mobile-optimisation and seamless handling of the company’s flagship SuperLive markets, enabling in-game, instant gratification betting opportunities (such as whether a goal will be scored in the next 60 seconds) while customer accounts are credited in real time.

Sun Bets represents the combined forces of Tabcorp Holdings Limited, one of the world’s largest publicly-listed gambling companies, and News UK, the UK-based newspaper publisher and wholly-owned subsidiary of mass media conglomerate News Corp. Between Tabcorp’s gambling expertise and News UK’s massive customer base and media assets (including The Sun, the UK’s most widely circulated newspaper), the Sun Bets joint venture aims to make waves in the highly competitive UK online betting market.

McSorley said working with such big corporate entities underlined the quality of Metric’s proposition. “It’s a huge endorsement; we are delighted that these big names see our product strategy as aligned to their own and that we can provide solutions for them in acquiring and engaging customers.”

He added: “Sun Bets is a compelling new player in the UK online betting landscape, and a very welcome addition to Metric’s growing network. We are thrilled to count Sun Bets among Metric’s ambassadors.”

Sunbet’s sportsbook director Kevin Beard added: “As a newcomer to the marketplace we are focused on differentiation through technology. Metric Gaming provides innovative and exciting ways for our customers to engage with our sportsbook.”

Totally Gaming says: Metric Gaming’s refreshing approach to the live betting conundrum and its intelligent creation of a simple mobile interface was already a good example of what the firm was capable. Putting some focus on the sport of golf, which has always been a strong betting market despite the lack of attention in that area, helps the firm further differentiate from other providers.


Compliance focus slows LeoVegas growth in third quarter


High 5 and GVC target European growth with expanded partnership


LeoVegas reshuffles marketing and communications leadership

No alternative text provided

PokerStars previews virtual reality poker experience

Gaming Products & Services Directory

The essential directory for the gaming industry