Online bookmakers Bet365 and Sky Bet have adopted new data technology that promises to redefine in-play betting.
Developed by Perform, which specialises in digital sports content, the Fast Player Statistics Feed allows operators to provide up-to-date facts and figures via their online and mobile betting interfaces.
“If you’re a bettor following in-play events like shots, tackles and passes, it’s like you’re watching an entirely new game,” said John Harlow, SVP Betting at Perform.
“Goals are still the most important thing of course, but shots happen 10 times as frequently as goals, and from a wider spread of players, so the new Opta feed has given a way for operators to create compelling new player-focused experiences that occur throughout the 90 minutes.”
The news comes as British betting operators prepare to scale back their advertising of live betting and other online wagering products.
Last year, the nation’s major gambling operators agreed to a voluntary ban on adverts in pre-watershed hours during live sports broadcasts.
Sky has also vowed to limit gambling ads to one per commercial break on televised English Premier League games as of next season, which starts August 2019.
Bet365’s marketing department may have more freedom in the United States, where legal gambling is on the rise after the US Supreme Court’s landmark ruling on the Professional and Amateur Sports Protection Act (PASPA).
The company has already pounced on the New Jersey sports betting scene in partnership with Hard Rock Casino and also has a deal with Resorts World Catskills in New York, which is close to legalisation.
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