Exclusive interview.- Mateo Lenoble, Regional Sales Director – LatAm at Betradar speaks with Focus Gaming News about the present and future operations of the company.
Sports betting just keeps growing and companies all over the world have to quickly evolve to adapt and keep up with the industry. As a top company in the segment, Sportradar sure knows what the game is all about, which is why we sat down with Mateo Lenoble, Regional Sales Director – LatAm at Betradar to discuss about it.
Can you tell us a little about how Sportradar’s Managed Trading Services (MTS) is helping bookmakers to future-proof their businesses?
Sportradar’s MTS is improving business performance for bookmakers by allowing partners to extend their trading capabilities and capitalise on the latest technology. The impact of Covid-19 on the sports betting industry, including the need to manage internal costs, has driven the demand for third-party trading support as operators have revisited their business models. No longer do they need to be restricted to the constraints of purely in-house functions, instead understanding how the right balance between internal and external capabilities can be highly beneficial.
Sportradar offers a unique and flexible MTS solution that can be utilised across any sport and tailored to required service levels, which is enabling operators across the globe to expand their trading proficiencies and keep control in their own hands. Bookmakers can differentiate themselves in a crowded marketplace cost effectively, while outsourcing functions in their own way, as granular as they want and to whatever extent they need. Utilising the latest in artificial intelligence and machine learning, we are constantly developing our services, adding new features and functionalities that strengthen every one of our customers’ operations.
What response have you seen to Sportradar’s advertising solution, ad:s Marketing Cloud? How is it helping operators in terms of efficiency gains?
The ad:s platform is an effective marketing tool that can add significant value, with its ability to deliver efficient and highly targeted marketing campaigns proving to be a very attractive proposition for businesses. It has demonstrated consistent and significant performance improvements for many operators across different markets to acquire new customers more efficiently but also the right type of customer.
“We are constantly developing our services, adding new features and functionalities that strengthen every one of our customers’ operations.”Mateo Lenoble, Regional Sales Director – LatAm at Betradar.
The recent partnership with Forza Football is an example of how ad:s is delivering improved marketing efficiency. Our global network of betting operators connect with the football technology firm’s live score app, which allows them to reach Forza’s audience of highly engaged, sports fans.
Sportradar recently signed a new deal with the Asia Football Confederation (AFC) for audiovisual services. Do you expect that to help the AFC reach a wider international audience?
Our partnership with the AFC is an important step to drive increased fan engagement for AFC matches in Asia and around the world. As the official video and data distribution partner for the confederation, Sportradar will play a key role in delivering unmissable football experiences to a territory that is extremely passionate about the beautiful game, as well as bringing Asian football to the attention of more people across the globe. The eight-year contract covers all the key premier football competitions, including International (AFC Asian Cup) and Club (AFC Champions League) competitions across the Asia region.
“Latin America is an important focus for us.”Mateo Lenoble, Regional Sales Director – LatAm at Betradar.
We are immensely proud of this new partnership which demonstrates the continued expansion of Sportradar within the Asia-Pacific region. More recently, we have launched a new OTT platform with the Korea Professional Football League (K LEAGUE), which is available for the international market throughout the 2021 season. The launch of K LEAGUE TV is another example of how sports rights holders are turning to Sportradar to help broaden the appeal of their content to a wider international audience. Through our global media experience and data-driven insight, the K LEAGUE is in a strong position to grow its global online viewership figures even further.
How do you see growth in Latin America? Do you expect Sportradar to expand further in the region?
With a number of countries across Latin America looking to embrace online regulation in the near future, this undoubtedly will pique the interests of many operators and suppliers from across the globe. Sport is hugely popular in this area of the world and will present huge opportunities for sportsbook operators looking to expand their business. For Sportradar, Latin America is an important focus for us as we continue to maintain our position as a global leader within the industry.