“After an outstanding performance at ICE London 2024, Sportradar is looking forward to new opportunities in ICE Barcelona 2025”, Mateo Lenoble, Sportradar

Could you describe how your presence at the ICE booth was? What novelties have you presented at the last edition of ICE in London?

Sportradar presented products that form part of our new ATP Service+ product portfolio. Augmented streaming, among other visualization products on display, is just one innovation.

Augmented streaming is the next step on the innovation journey, building on the Computer Vision technology we displayed last year, showing how we captured deep data for the first time in the industry, processing live sport images at 120 frames per second. This technology was rolled out later in the year on our Enhanced Table Tennis product and this very deep data is now at the core of our new products and services.

Augmented streaming is powered by such deep data, which then has AI models applied to create dynamic visual overlays on live streamed content, including real-time betting statistics, performance insights and 3D animations. This provides valuable commercial opportunities for sportsbooks and viewers can also choose the streams and overlays that are most relevant to their content preferences. Augmented streaming is the next step in the trend towards 100% data-driven streams.

Other solutions on display included ALPHA ODDS. This is our AI-driven odds recalculation service, which allows operators to adjust their betting prices in ‘real-time’ to stabilise their trading operations. Since this was made available, evidence across 2023 shows it can improve trading efficiency by 11%.

The pricing models within ALPHA ODDS more accurately predict the probability of a game event taking place, enabling operators to manage their risk more effectively. We’ve just been awarded independent certification of it from auditors PwC, achieving the International Standard in Assurance Engagement for matching and client invoicing calculation systems.

What aspect can you highlight about the changes and the future of the industry? How is the company preparing for it?

Advances in technology are really propelling the betting industry forwards. We said at the beginning of 2023 that AI would continue to drive true innovation and for Sportradar, last year was all about Computer Vision.

Taking the technology from an innovation project to the stage we're at now incorporating it into our core products and services, it’s having a real business impact. Looking at the year ahead and there's going to be increased application of the technology. It's enabling us to collect a deeper level of data, which we're using to power the next generation of betting products for clients.

As already mentioned here, augmented streaming uses this deep data.

Micro betting is another example. The speed at which Computer Vision collects and processes data allows for the creation of new markets, faster bet types and more of them. This opens up new possibilities for operators to offer their customers a whole new betting experience.

Sportradar’s role in all this is to be the innovator, working closely with rightsholder partners to continue to develop the next generation of betting products that will transform the industry.

We have more than 20 years’ worth of historical data and now the capability to collect deep data. That’s a powerful combination and an unrivalled jump off point for product innovation. 

When talking about new trends, do you use artificial intelligence for your products, services or user experience?

The digital ecosystem cannot be understood without AI. At Sportradar, AI is embedded into the core of the ORAKO solution.

Since the company’s 2022 acquisition of Vaix, the artificial intelligence specialists for the igaming industry, we have integrated the technology extensively across our range of services, and I believe it’s going to transform the user experience, changing how bettors engage with sports betting products in the future. 

Moving forward, operators will personalize their products to meet the interests and preferences of individual customers rather simply include customers in segments.

With ORAKO, the AI-driven player journey starts when the player gets the first time to the site or application, and not when the customer registers and logs-in, which helps not only in personalizing but in the conversion of those visitors into customers.

The technology allows us to provide different components with different preferences and filtering capabilities, while also helping us make sure that the product the customer sees is relevant to them.

It is how I think the user experience should be. The actual interaction between the player and the product should be intimate and to achieve that, AI is allowing us to process much faster and to understand much better in real time what the user is going to do.

What aspects can you highlight from the last edition in London? And how are you preparing for Barcelona 2025?

Sportradar will be present at all the main events in the sector. Regardless of the city hosting the event, I would describe ICE as a truly global event that attracts operators from across the world.

ICE brings the industry together and provides an opportunity for everyone to showcase their latest products, services and innovations.

The expectations of the world betting industry for this edition of ICE were very high and the event once again surprised us.

We continue to be the industry leader and its trusted partner because we have developed enduring and valued relationships with our clients and partners that only deepen due to our innovative capabilities. Our best-in-class content portfolio is the fuel that powers our existing products and robust recurring revenues. It is also the catalyst for further core revenue growth, product innovation, deeper monetization, and value creation.

After an outstanding performance at ICE London 2024, we are looking forward to the opportunities ahead of us next year, in Barcelona.