ACN Spotlight: Sportradar’s Role In Global Sports Betting

Discover how Sportradar's exclusive data and AI technology powers sports betting for top leagues and enhances the betting experience globally.

Author Name: AC Coloma

Sportradar has been a household name in sports betting technology, having partnered with major leagues like the NBA, NHL, and MLB to develop cutting-edge betting solutions.

How do these technologies work exactly, and how do they help keep the integrity of the world's biggest sporting leagues? Asia Casino News sat down with Sportradar Asia-Pacific Managing Director Oscar Brodkin to know more. 

What is Sportradar? 

Sportradar, based in St. Gallen, Switzerland, collects sports data primarily for bookmakers, national sports federations, and media companies. They cover 900 sports leagues and organizations across the globe, including Asia-Pacific. They also provide sportsbooks and sports betting operators with tools that enhance profitability and engagement. 

How Does Sportradar Do This? 

Sportradar obtains data straight from the leagues. They have pre-match odds, live odds and also allow users to make small bets and custom bets wherein players can customize their wagers by buying or sell points instead of going with the default odds. Sportsbooks are able to leverage Sportsradar in order to get the fastest and most accurate data.

"Our partnerships with the NBA, NHL, and MLB grant us exclusive rights to the leagues’ data and enable us to create a variety of products and the fastest data available on the market," Brodkin told Asia Casino News. 

"This includes live odds, micro markets, and our line of Custombets." By integrating real-time official data into sportsbooks, Sportradar improves odds-making and in-game betting experiences, giving operators a significant advantage in an increasingly competitive market.

AI-Driven Innovation in Betting and Fan Engagement 

Sportradar does more than just odds; they use artificial intelligence (AI) to make new betting and fan tools. Sportradar takes the raw data from sports games and turns it into engaging experiences for fans, whether they're watching from home or betting on the action. This includes 4Sight, which uses AI to add data to sports shows. Sportradar often integrates betting information directly into live streaming, so fans can easily follow their bets.

“Our long-term collaboration with these major leagues allows us to develop innovative fan engagement solutions, such as the AI-driven 4Sight streaming experience for ATP and NBA, where we enhance audiovisual screenings with advanced data overlays," Brodkin explained. Another example is the Virtualized Live Match Tracker, which transforms official NBA data into interactive 3D visualizations, giving bettors and fans a more immersive experience,” Brodkin shared. 

Sportradar's reach extends beyond traditional sports, covering esports as well, reflecting the growing importance of this segment in the betting market. "We leverage advanced technology to enhance fan engagement through solutions like our Virtualized Live Match Tracker, which delivers a hyper-personalized stream with customizable angles that keep fans engaged," Brodkin added.

The Impact on Sports Betting Operators 

Sportradar’s exclusive data and AI-driven technology directly benefit sports betting operators. 

The combination of real-time, official data and machine learning enables bookmakers to optimize risk management and boost profitability.

Sportradar also provides integrity services to sports leagues and federations, helping to detect and prevent match-fixing and other forms of corruption, underscoring their commitment to fair play. "With more than 20 years of experience in this industry, we understand the unique priorities of our diverse client base," said Brodkin. 

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