Inside Asian Gaming

JANUARY 2018 INSIDE ASIAN GAMING 29 the actual betting experience for the bettor is not what it should be,” he explains. Dagnall’s simple but salient observation came from his own experience as a bettor, where his interest in spread betting was stifled by a lack of readily available information to aid his bet selections. “I thought it would be very useful to know what one should consider when making a bet,” he continues. “I mean, with horse racing all you needed to do was pick up one of the trade papers and that would give you the form you required to study a horse race, but if you wanted to bet on something like the US Masters, what were the important considerations? Was it important that someone had finished in the top 10 at the Masters before or had won a PGA Tour event? “That was the idea I had to begin with – to focus on B2C, which was perhaps slightly naïve. We weren’t a tipping service, we just said ‘Here is the information as it relates to the betting market’.” As it turned out, there wasn’t a lot of money in B2C, but BettorLogic’s product did appeal to sportsbooks and their eternal quest to stand out from that crowd. And so, from humble beginnings, the company developed its range of data analytics products – easibet, livelogic, multibet and nextbet – which essentially provide bettors with statistical reasons to bet delivered directly through their sportsbook both before and during sporting events. “An example would be a Spanish La Liga game where it’s 1-0 to Real Madrid after 60 minutes and we might send out a prompt saying there will be at least two more goals scored in the match based on the historic statistical evidence,” Dagnall explains. “Just as importantly we take into account the history of the bettor in terms of how and when they like to bet. Sportsbooks have so much data on their customers, they know exactly what they like to do, they know what type of bets they like to place, what events and with a bit more intelligence they would know how they react when doing well and how they react when doing badly. To that extent, we use the sportsbook’s data to create a profile of the player and it identifies exactly what their preferences are.” The idea is to create a more personalized sportsbook experience for each individual user whereby they are directed straight iGAMING IN DEPTH iGAMING BLUE PAGES of fascinating differences between bettors in Asia and those in other parts of the world. “From the data we’ve had from our Asian clients, we’ve certainly seen that the timeframe when someone is betting quite often follows patterns and we would attribute that to their lifestyle or their work style,” Dagnall says. “We have noticed the fact that pre-event the parlays and the mixed parlays are very popular. And for the in-play Asian bettor the principal difference to the European or UK bettor is they will be much more active in a single event, whether it’s hedging what they’ve bet on or increasing their market position in a particular event. We’ve even noticed that quite often it is completely natural to see eight to 10 in-play bets on a single game whereas in the UK that tends to be restricted to one or two. “Obviously the main driver in Asia is football although there is less of a “We are driven by an inherent belief that the actual betting experience for the bettor is not what it should be.” BettorLogic CEO Andrew Dagnall to pages reflecting their personal betting preferences and provided with prompts known to appeal to them. But it also provides an opportunity to cross international borders, with Bettorlogic’s analysis having found a number