Totally Gaming’s write up on Jeeve’s talk in Amsterdam….Underrated asset: Making the most of the goalscorer markets
In the second talk of the iGaming Super Show’s SBC Betting Forum on Wednesday, the head of compilation at Abelson Info, Jeevan Jeyaratnam, detailed the importance of goalscorer markets and their potential – if done right.
In an informative and visual presentation, Jeyaratnam underlined the value in sourcing comprehensive and strong goalscorer market data. He pointed to the high margin derivatives, which means a large range of betting options such as doubles for First Goalscorer and Correct Score, and an enhanced knowledge of other, smaller leagues leading to an even wider set of options for punters.
One interesting statistic Jeyaratnam highlighted, courtesy of The Times, was that 90% of the world’s data has been created in the past two years. With this, he backed up the current assertion sweeping the gambling industry that more intense and accurate customer personalisation is “the next big thing”. This is a priority among a wide range of companies already in the gambling space and this will increasingly be the case moving forwards, he said.
Understandably, Jeyaratnam also pointed to the fantasy link: the ongoing growth of DFS and its adoption by sportsbooks and how it fits in perfectly with goalscorer market offerings.
Jeyaratnam went onto explain that automation does not work well in this market. He explained the problems that come with ‘scraping’ the market, which is something that some third-party providers continue to choose to do.
Showing a number of different examples from unnamed operators, he quickly proved this point. The inclusion of players that were out injured and the omission of others showed this all too well. One example from the Belgian League saw a match with Anderlecht in which the league’s then top scorer, Lukasz Teodorczyk, was not quoted in the odds, despite being fit and due to play.
Jeyaratnam moved on to compare the UK and Italian markets, which he said were in essence one mature market and one that is rapidly maturing. He noted the difference between live and pre-match bets: Italy is 75% pre-match and 25% in-play whilst the UK is the opposite. He also pointed out how Italy is quickly becoming a saturated marketplace, too, and pending regulation could prove an issue.
Later, Spain was suggested as a market with significant potential, but that there is a generally increasing interest in goalscorer bets throughout Europe.
The Asian market was also briefly discussed with Jeyaratnam noting that his company recently agreed a trial for the goalscorer product with a major operator in this region. The Asian market is traditionally low margin, high volume with little interest in exotic bets, but perhaps the tide is turning.