Mention the names Andrew Black and Nigel Payne in any Internet gambling circle and they will be immediately recognised as highly respected executives who have had a tremendous influence in eminently successful groups Betfair and Sportingbet. Little surprise therefore that when the two experienced execs are involved in a new enterprise, it is going to capture industry attention.
This week, Betterlogic - the form analysts backed by Black and Payne - signed a strategic co-operation agreement that will see them work with UK sports book services provider Sportradar on a number of collaborative product ventures.
The partnership will initially centre on the integration of Bettorlogic's range of betting and compilation tools within Sportradar's portfolio of sportsbook and media services. Specifically, Bettorlogic's white-label Form Labs – designed to stimulate betting activity amongst sports-book customers – will be made available through Sportradar's extensive customer network alongside their existing statistics, live scores and live multicast products.
Bettorlogic's range of Trader Labs will be similarly embedded, alongside Sportradar's event creation, odds suggestion, odds tracking and resulting services. The first of these will be Bettorlogic's 'Player Lab' tool, analysing the impact of individual players, player combinations and team formations.
The two companies will also collaborate on a range of new product development initiatives, focussed on areas where their joint skills and resources can most effectively create additional value for sports-books and media-owners alike.
Carsten Koerl - Sportradar CEO comments: “As the sports-book landscape becomes increasingly competitive, customer experience, bet stimulation and pricing efficacy are going to become critical considerations for any ambitious operator. In Bettorlogic’s product range, they’ve developed a range of highly innovative tools that address all of these areas and we’re delighted to be able to now include them within our portfolio.”
"This really is the perfect partnership," said Bettorlogic CEO Mike Falconer. "Our stimulation and trader products are a very natural extension to Sportradar's existing portfolio and I think the combination of our analytical expertise, with Sportradar's technological excellence and customer network, makes for a very exciting prospect indeed."
Sportradar is trusted partner to over 300 businesses in 40 countries of diverse size and set up. Starting in 2001 as a one man company operated by a former employee of football giants UEFA and FIFA, the firm has expanded and is now headquartered in Switzerland, with offices in Vienna, Linz, Stockholm, Singapore, Zlin, Mannheim and Gera, employing over 100 highly staff worldwide. The company is jointly owned by its senior management and operates Sportradar.ag, betradar.com and scoreradar.com.