Online streaming is an extremely powerful acquisition tool for the betting industry, but only one-in-twenty operators is currently taking advantage of it. With the launch of FeedConstruct’s Friendship Platform – a marketplace for live matches, where content providers can sell streaming rights direct to operators – this could be about to change.
It’s official: television is dead. Online streaming has revolutionised the way audiences consume media, and its growth in popularity shows no sign of slowing down. In the United States alone, experts have estimated that the number of people streaming their favourite shows online will soar to 232 million by 2020. With millions of sports fans among them, it’s becoming clear that match-streaming is set to majorly disrupt the sports-betting industry, too.
Until recently, however, sports streaming has been viewed as the preserve of only the largest firms in the industry – a prohibitively expensive luxury that remains out of reach for most operators.
It was this situation that prompted FeedConstruct, the data feed wing of betting solutions supplier BetConstruct, to dream up the Friendship Platform. With the goal of delivering streaming to a wider segment of the industry, the platform offers a flexible and mutually beneficial model for both operators and content providers.
“Streaming is not affordable to many operators. Seeing a huge increase in demand, we decided to offer a pay-per-match and pay-per-competition model, which will allow more betting partners to join our rapidly growing list of platform users,” explained George Arabatlian, head of FeedConstruct. “Now, as we continue to develop the product, we are adding even more video streaming content which is available to a huge network of our betting partners.”
Breaking with the status quo, operators who want to offer streaming to their customer base now no longer have to purchase universal rights from sports content providers at a multi-million-dollar price-tag. Using the Friendship Platform, they can find the relevant streams they want to offer in a matter of clicks, look for offers and discounts, and purchase the right to show games or tournaments only in the markets that are relevant to them.
“By joining Friendship Platform, sports content providers are becoming decision-makers for their own content, with the ability to build their own pricing strategy and offer discounts in order to increase brand awareness in the market,” explained Arabatlian. “Equally, all the federations, leagues and clubs get detailed reporting regarding match sales, helping them to understand their level of popularity versus that of their competitors.
“Instead of selling content in bulk to resellers, they set the price per video, get income from each individual purchase and benefit from the location tracking of their sold streaming.”
The benefits of streaming as a potent marketing tool have been well-documented, with operators using live games to drive online traffic and promote their offers to the right fansegments. In their own investigations, FeedConstruct was able to trace a strong uptick in turnover in sports types where streaming was available alongside an operator’s odds.
“Friendship Platform users are looking for any way to drive traffic to their websites, and they are also looking to cash in on the very lucrative in-game betting market,” said Arabatlian. “By offering live sports streams, the bookie achieves both of these goals. It also attracts casual bettors to get more involved. Many recreational gamblers like to place a wager and just sit back and enjoy watching the game. They benefit from our pay-per-match model, as it allows them to purchase single videos instead of getting expensive packages.”
Currently, a mere five percent of B2C betting firms are tapping into the growth that streaming can provide. But with operators now able to access the matches and competitions they require, when and where they need them, at an affordable cost, this could soon be set to change.
Meanwhile, FeedConstruct has been developing innovative new ways to integrate live streaming seamlessly with in-play sports data and markets, premiering its new feed solution, ANJA, at Sportel Monaca this October.
An AI/ML-enhanced feed solution, ANJA is able to track and present sporting data in a faster and more efficient manner via an augmented live video stream. The solution takes its name from the third-eye chakra in Hindu philosophy, which is traditionally seen as the gateway to higher consciousness.
During the match, AJNA recognises the full gameflow including events like ball possession, danger and many more. It also offers extended personal tracking and insights that are undetectable to a human eye like player’s speed or distance run per game. Such collected statistics can be converted into a number of exciting markets to bet on.
To introduce its latest concepts to partners around the globe, Feed-Construct has been running a series of workshops in multiple jurisdictions, highlighting the intuitive interface and potential benefits of its products. At present, the betting solutions supplier offers more than 11,500 live events per month covering more than 15 types of sports, and according to Arabatlian, their range of exclusive streams is growing all the time.
“We offer a huge range of sports, including esports, and our easy-to use platform makes it easy to find every stream instantly,” he said. “By having enough statistical information to hand and the most competitive odds to maximize entertainment value during the match, the end-users can already enjoy live video streaming of the match in a few clicks, simply by signing into the Friendship Platform.”