Sportradar takes the premium approach to trading in year for cricket

Sportradar Cricket betting emerging market
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Cricket is quickly becoming big business in both mature and many emerging markets, writes Sportradar’s Head of Premium Cricket Services, William Howie. Any betting operator looking to make an impact “would be foolish to do so without having a fully-functioning offering.”


Sportradar’s approach to cricket has always been about more than just trading. Our Premium Cricket Services team is made up of 15 statisticians and mathematicians, who are all tried and tested cricket experts. Yes, they trade pre-match and live, but they are also responsible for building models by studying our betting data and huge database of cricket statistics that we have accumulated over the years.

William Howie Head of Premium Cricket Services Sportradar
William Howie, Head of Premium Cricket Services, Sportradar

We value the fact that we have the same people doing both jobs – this is something that is quite rare with a cricket betting service. On a day-to-day basis, they can be trading, inspecting betting data, looking at recent cricketing trends, and improving our models and systems. All our work is done with bookmakers in mind, with the aim of increasing pricing quality, and the steady increase of our success over the years is testament to this approach.

As part of this approach, we combine what we learn from our data and models with intelligent comparisons to the rest of the international market. This way we are able to generate the most accurate prices and therefore deliver the biggest Gross Gaming Revenue (GGR).

Our clients experience this accurate pricing across all 1,400 matches that we cover. In each of these matches, over 175 markets are offered for pre-match and live. We ensure our clients’ customer experience is by far the best around, with the lowest suspension times in the industry, and markets that continue throughout the match.

It’s a huge year for cricket this year, with another huge exciting IPL season in full swing and the World Cup and Ashes almost upon us. We know that such big tournaments invite smart punters and syndicates to turnover large amounts. However, our pricing protects our clients against this activity, meaning a higher overall hold.

But it’s not just the big events that those in the industry should be looking forward to, it’s also the potential of emerging markets – South Africa and Africa for example. We’ve helped clients launch operations in Ghana, Kenya and Nigeria, and, so far, have been impressed by the amount of activity we’ve seen.

The potential size of the Indian market is also highly anticipated. As a country that lives and breathes cricket, we know that it will make up a large amount of future licensed betting activity there.

As such, any operator interested in entering the market, would be foolish to do so without having a fully-functioning cricket offering that is backed by the best product around. Given our position as a market leader in cricket, this is a great opportunity. As such, we are adding more India friendly markets like back and lay match-betting and Lambi sessions. We are also preparing to expand our coverage to matches such as The Ranji Trophy, and The Syed Mushtaq Ali should the Indian market open to legalised betting at some point.

The European Cricket League this summer will also provide plenty of opportunities, and should hopefully be a big step for cricket on the continent.

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