BetBuilder
DraftKings and Genius Sports Sign Transformative NFL, Official Sports Data, Single-Game Parlay, and Fan Engagement Agreement
- Genius Sports and DraftKings strike multi-year sports data supplier agreement
- DraftKings will gain access to Genius Sports’ full portfolio of global sports data and content, including official NFL data and content
- Genius Sports’ data-driven advertising tech to be used by DraftKings for customer acquisition and retention
Genius Sports Limited announced a new supplier agreement with DraftKings Inc., a leading sports betting and gaming operator in the U.S., to provide its full range of official sportsbook data and content and fan engagement solutions, including a complete suite of NFL-related products.
The agreement with DraftKings signifies the international adoption of official sports data across the sports ecosystem. As part of the agreement, DraftKings will leverage Genius Sports’ unique technology to help power immersive and personalized live experiences for millions of fans. DraftKings will also gain access to Genius Sports’ proprietary, official data and live video feeds from over 170,000 events per year, including its official NFL data products, dynamic content and player acquisition and retention solutions.
In April 2021, DraftKings was selected as one of the NFL’s tri-exclusive official sports betting partners. In the same period, Genius Sports became the league’s exclusive distributor of real-time official play-by-play statistics, proprietary Next Gen Stats (NGS) data, and official sports betting data feed. DraftKings will also become one of the first betting operators to implement a full Genius Sports NFL offering, including NGS, that powers the full player lifecycle, from new acquisition to pre-and in-game engagement, as well as long-term retention.
With this collaboration, DraftKings will expand its official sports data portfolio, allowing customers access to secure, authorized, and official data from top-tier leagues beyond the NFL such as the English Premier League, Liga MX and NASCAR. Through these official live streams, DraftKings users will be able to wager on hundreds of new competitions, including Argentine and Colombian soccer, and the American Hockey League, further reinforcing the business’ position as a provider of world-leading live betting products.
As part of this partnership, DraftKings will also deploy BetBuilder, Genius Sports and Sportcast’s fully automated single-game parlay solution for the NFL, NBA, NHL, MLB and major soccer competitions.
“Our customers are at the forefront of all we do and we are always working to better their experience and our products,” said Ezra Kucharz, Chief Business Officer, DraftKings. “The mutually beneficial terms of this agreement allow us to leverage Genius’ technology for years to come. We are excited to expand on the capabilities of our products and provide new and exciting features for our customers like single-game parlays, while having confidence in the integrity of the data we utilize to fuel our offerings.”
“Being selected by DraftKings, one of the most prolific sportsbook brands in the U.S., is another historic achievement for Genius Sports,” said Mark Locke, CEO at Genius Sports. “This partnership reinforces our commitment to official sports data and demonstrates its intrinsic value in helping our sportsbook partners stand out from the competition. Our data, trading, streaming and marketing services deliver a complete set of sportsbook solutions that are backed by the largest leagues in world sports, including the NFL.”
“We have invested heavily to ensure that our official data is the fastest, richest and most accurate available, and are committed to continued innovation,” said Christopher Halpin, NFL Chief Strategy & Growth Officer. “With Genius, DraftKings and the NFL working together on official sports data, we will help create a highly engaging, secure and sustainable sports betting environment for fans to enjoy.”
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BetBuilder
2024 Predictions: A Deep Dive with Jonathan Power, MD of Voxbet, into the Future of Tech and Gaming
In an ever-evolving digital landscape, 2024 stands on the brink of groundbreaking advancements. Join us as we explore the future through the insightful lens of Jonathan Power, Managing Director of Voxbet, who brings a wealth of knowledge and foresight into the emerging trends and technologies set to redefine the tech and gaming industries. This exclusive interview delves into Power’s predictions for 2024, offering a glimpse into what’s next in this dynamic sector.
Voice betting and navigation for sportsbooks
2024 will be the year the penny drops that sportsbooks need to be as easy to use as everything else. A sportsbook now has as many things to bet on as the internet had websites back when Google first showed everyone how much easier it would be to just type what you want, rather than navigate Yahoo’s menus. “Why wasn’t it always this easy,” will be the question asked in gambling’s own lane of ecommerce before 2024 ends.
Then, with a bet-mic potentially on every sportsbook, what will happen subsequently with the real estate this frees up? Everything. We will finally see differentiation in our industry as operators put their creative talents to work in using this space in a way that best engages their audience. Finally, my sportsbook and your sportsbook will be as different as my Spotify is from your Spotify. At Voxbet, we can’t wait to see the results, as we help accelerate this near-future for the sector.
Legitimate machine-learning techniques and AI advance
Voice does one thing for the customer: it simplifies their journey. However, it does something more profound for the operator: it frees space for personalisation. How that space is filled will be determined through the use of AI. They’ve had the data for over a decade. They’ve had the tools for almost as long. They’ve only lacked the space. A Google-style sportsbook interface creates this space and AI will populate it with tailored UI which truly recognises and understands your customer from the log-in, with an ensuing frictionless personalised journey is now an attainable reality.
BetBuilder & multiples (including in-play) in the ascendant
Single-game parlays (SGPs), or BetBuilders as we know them on this side of the pond, have quickly manifested their presence in the US already where margins have almost doubled. There’s a clue to the gap in the market with them, though – hardly any are in-play. As an operator’s most profitable product, more must be invested in making them easier to place. Then this rising tide will also lift all the in-play boats.
BetBuilders are the fun bet of a generation. And this generation already use voice technology every day. Voice can take the BetBuilder and request-a-bet model to another level of convenience and popularity. Accordingly, speaking a BetBuilder will be the breakthrough product of 2024.
Marc Crean, VP for LatAm and Canada at OpenBet, outlines how BetBuilder products present a golden growth opportunity for operators in LatAm looking to boost engagement.
Brazil has football running through its veins and sports betting brands currently sponsor 19 out of 20 of the Campeonato Brasileiro Série A (Brazil Serie A) teams. The LatAm betting boom continues amid an expected market increase to $3.4bn by the end of 2025, and operators are likely to face a battle to attract bettors in the near future as competition within the region intensifies.
The LatAm market is expanding exponentially, and Brazil remains the focal point of discussions for the industry given its recent progress in making regulation a reality. The overall potential of this passionate sports nation is huge, which means having the right product offering is essential.
Campeonato Brasileiro Série A continues to be the main driver of engagement for sportsbooks given its local appeal. This is despite the increased popularity of some of the world’s biggest football leagues, including the Premier League and La Liga, which play host to Brazil’s biggest stars such as Real Madrid’s Vinícius Júnior and Arsenal’s Gabriel Jesus.
From a betting perspective, we are finding that BetBuilder products are delivering increased value for sportsbooks and helping them to attract a wider audience. The product itself allows sports fans and bettors to create a single betting slip that incorporates multiple match outcomes, ultimately leading them to build their own narrative during a sporting event. As we have seen across mature European regulated markets, this low stake/high margin product is incredibly valuable to sportsbooks.
OpenBet’s pioneering BetBuilder solution, powered by SportCast, has proven to help local operators create engaging experiences that pique the interest of bettors with revenue-boosting results. The product, connected with the player protection expertise of Neccton, enables operators a way to capture revenue from sports fans.
Since the Brazil Serie A season began in April, approximately 1.9 million bet slips have been processed by the solution in the LatAm region alone, making up 28.3% of all LatAm soccer slips during the last six months. With nearly $3 million (AUD) staked on the league already and the popularity of BetBuilder growing amongst bettors in the market, sportsbooks have an opportunity to expand their revenue streams for this intriguing betting concept.
Furthermore, the product continues to evolve with new markets being added that are already resonating with bettors. Player stat markets were introduced in July, including Shots and Shots on Target, with top scorer Tiquinho Soares of Botafogo receiving the most backing from bettors due to his impressive recent form.
Period markets are also attracting significant activity, with bettors enjoying the ability to wager on outcomes such as the next corners, cards and goals. Ultimately, it provides an alternative to more traditional betting product types and helps to elevate the overall user experience.
What lies ahead?
Looking to the future, BetBuilder products will continue to develop and operators offering more targeted markets to players should enjoy a continued boost in engagement.
LatAm is a diverse market with tastes varying across each country and the key to growth is differentiation and customisation. BetBuilder products, such as SportCast’s, get this right and have the relevant sports that appeal to local sports fans.
This was demonstrated recently when SportCast offered the industry’s first UFC BetBuilder product. Brazil has a particularly rich heritage in the mixed martial arts space, and UFC is estimated to have a fanbase of over 34 million Brazilians. The potential of this sport within the betting market is huge and we believe this product will grow exponentially as sportsbooks utilise it during quieter periods of the sporting calendar.
As the regulatory landscape evolves in LatAm and Brazil prepares to regulate sports betting, operators will understandably be preparing to hit the ground running.
Technology that enables players to personalise their experience will see operators stand out from competitors in a crowded landscape and those who can offer the widest range of markets will remain a cut above the rest.
- How do esports bettors differ from traditional sports bettors in terms of the size of stakes they place, volume of bets, type of bets, etc?
Imagine if a vast majority of football bettors weren’t just watching matches religiously, but if they spent hours and hours playing football as well. That’s the reality of esports betting, there is almost a complete overlap between esports viewers and gamers, and for gamers, experience is everything. This translates into a different betting patterns than an average sports bettor. One of the key differences being esports betting having a smaller average bet size, but higher bet volume per bettor. With each market, the storytelling aspect is richer – it’s not just who scores a goal, it’s about the adventure, for example, who will kill the first Baron Nashor in a game of League of Legend.
- Why do they bet in this way? Are their motivations for betting different? If so, how?
The esports bettors are fully immersed in the game. Games offer high level of interaction and custom experiences and this is what they look for when it comes to betting on esports as well – so the more markets the operator is able to offer in a single betslip, the more they will improve the experience for bettors, and pragmatically speaking, increase the volume of bets per bettor. Rather than splitting money across several individual stakes, punters can roll their stakes on a match into a single bet, offering a greater return on a win. It’s important to offer bets on a personal level too – this means markets oriented on the player props – for instance, how many kills will Team Vitaly’s ZyWoo have? More than 10? More than 20?
- You recently launched a dedicated esports BetBuilder product. Can you tell us more about it?
Enriching the bettor experience is the prime reason we decided to launch esports BetBuilder. The product has been in use in sports betting, but when it comes to esports, it hadn’t been done before. Our clients have already integrated and seeing impressive initial results. We’re already in production offering real BetBuilder product. This means not simply multiplying the odds, but robust data models to ensure the best odds on the combination of the markets from the same matches. PandaScore being one of the few to offer esports BetBuilder gives our partners an advantage against their competitors – the possibility to bet on multiple markets within one map is hugely sought after in the esports betting community and now with PandaScore BetBuilder, they can already do that. Combibets, the simpler version of BetBuilder was already showing the power of combining multiple bets – with margins hitting double digits, but BetBuilder takes this opportunity to a next level – now punters can combine markets from the same esports matches. Want to guess the correct round score in Evil Geniuses VS Fluxo match, but also if HexT will have more than 17 kills, and of his teammate NeaLan will have less than 16.
- Does it help improve the viewing experience? How does it add to their entertainment value?
With more engaging betting opportunities available to punters through BetBuilder, operators can better engage with esports fans through the means that work best for them: becoming a value add embedded within the whole entertainment experience of watching professional esports. Payers can combine Player Props with other big markets, build a story of their own – for instance, who will win and who will get more kills than the other player. The storytelling opportunities are rich with BetBuilder. You might be fully invested and supporting one team but might want to bet that the player from the opposite team will have the most kills – this is possible with PandaScore BetBuilder. For example, there is a big anticipation around the semifinals of the League of Legends World Championship, where Chinese team, JD Gaming is going against the Korean T1. Not only that, the community is excited to see JD’s 369 versus Zeus, who plays for T1. With an esports dedicated BetBuilder, the operators can build a campaign around the story – offer the users a possibility to bet on JD’s win if they support the team, and in the same betslip, go for Zeus having more kills than 369, because they think the opposite team’s player will score more kills.
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