Die Gewinnung von neuen Kunden - Potentiale für die Wettindustrie - /Nikolaus BEIER /October 2021
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Die Gewinnung von neuen “z”: 6.35
“y”: 2.95
Kunden - Potentiale
für die Wettindustrie
/Nikolaus BEIER
/October 2021
“dir”:47.65
Sportradar at a
glance
2
About us
Driving deeper sports engagement worldwide
15+ years in
Comprehensive data coverage
400,000+
sports industry worldwide matches covered per year
Specialists in over
60 sports 1,000+
clients and partners
3,000+
employees
280,000+
matches monitored for integrity
“z”: 6.35
“dir”:47.65
3
4
Starker Österreich-Bezug:
Sportradar • Büros in Linz & Wien
• 400 MitarbeiterInnen –
höchst qualifiziert
Company & Product Setup • Größter Standort von SR
(ex data coll.)
Sports Entertainment Betting & Gaming Sports Solutions
• Live Streaming for Bookmakers • Odds and Data Services • Integrity Services for
(„AV“); both online as well as for (PreMatch Odds, Live Odds, API Federations, Leagues and
land-based Operators Data, etc.) Clubs
• Marketing Services • Managed Trading Services • Automated Production
Products („Sportradar ad:s“) („MTS“) Services
• Services for (online) Publishers • Betting Entertainment Tools • Web Services for Sports
& LAOLA1.at (Widgets, Match Tracker, etc.) Right Holders (Websites,
• Online Streaming Platforms • Virtual Gaming Solutions Apps, CRM Systems, etc.)
(„Sportradar OTT“)
• Vienna • London • New York
• Munich • Ljublijana • Melbourne
• London • Bremen • Vienna
Key Locations • New York • Las Vegas
• Data Collection: Minneapolis,
Montevideo, Gera, Tallin, Manilla
5
Industry trends, conclusions,
why efficient user
acquisition is important and
what to do about it
6
Market Data
• Global Sports Betting Market is set to grow by Betting Market as well as Global Interactive Sports
6,4% p.a. from 2022-2025, growth rate from 2016- Betting Market from 2022-2025 is expected to be
2019 was 7,55% p.a. below growth rates from 2016-2019 (7,0% vs.
• European Total Sports Betting Market is set to 12,3 in Europe; 8,6% vs. 11,9% globally)
grow by 5,0% p.a. from 2022-2025, growth rate • Key Growth driver in absolute numbers is North
from 2016-2019 was 8,12% p.a. America where GGR from Sports Betting is
• European Land Based Market is expected to expected to almost tripple from 2021 to 2025
grow below inflation (i.e. 1,5%) from 2022 – (reaching almost USD 13 bn)
2025 after having grown by 4,75% p.a. from 2016
– 2019
• Both growth rates of European Interactive Sports
7
“The current product landscape is characterized by its high
availability of substitute products and negative switching
costs. M&A is the most efficient mechanism by which industry
stakeholders can achieve vertical integration and product
differentiation”*
*https://sportshandle.com/mergers-acquisitions-casino-betting-world/,
Lloyd Danzig, founder and managing partner of Sharp Alpha Advisor, a
firm specializing in sports betting startups, technology, and M&A
8
Regulation & Licencing
Constant changes in
New Markets going from
regulations in established
black/grey to regulated
markets
9
Key Market Trends
Ongoing Growth in Global Sports Betting New, large Markets opening up on a
Market – but slowing down global basis
Sports Betting Business is further and Further Market Consolidation through
further digitalized increased M&A & public market activities
Further Licencing/Regulation Consequence:
Requirements in established Markets Need for increased EFFICIENCY
10What are your top 3 priorities to improve your business?
Customer acquisition 50
Marketing & branding 35
Top-line
Customer retention 35
Cross-selling 25
Improve VIP programs 20
Customer intelligence 10
Regulation & compliance 40
Operations
Coverage 25
Risk management 10
Odds management 5
Efficiency of marketing 35
Cost
Cost of operation 10
(in % of respondents)
11→ There is significant opportunity in optimizing
digital marketing channels!
12The Challenge – Solve „Attribution“
…because he likes what he
sees, he searches Google for
the best welcome bonus for the
operator he has seen an ad
for…
A user sees a billboard or
watches TV and sees the ad of a
sports betting company…
…he keeps on surfing and gets
exposed to numerous formats of
ad banners as we understand he
is sports interested…
…through google he lands on an odds
comparison website and clicks on the
…he surfs the internet, is
profiled as being male and
Now, who will be made operators site as he gets an additional
bonus there!
sports interested and thus gets a
sports betting video ad… „responsible“ for the
„conversion“?
13The Challenge – Buy Advertising
Spaces data driven & efficiently
Digital Media Buying US 2021 by Digital Media Buying in European
purchasing model: Bookmaking Industry:
95%
5%
Source: Statista Source: Sportradar
14The Challenge – Personalization
vs.
https://www.laola1.at/de/red/motorsport/formel-1/news/lewis-
hamilton-kassiert-startplatzstrafe-im-istanbul-gp/
Increased interaction rate by
up to 30%!
153 Things to take away
1. In Marketing, there is presumably the biggest
opportunity to increase efficiency
2. In order to improve Marketing Efficiency,
understanding and measuring Attribution in
the right way is key
3. Data based, automated acquisition of
advertising spaces and increased
personalization can increase performance and
thus efficiency significantly
16Thank you
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