SPONSORED EDITORIAL / B E T T O R L O G I C
FUTURE OF BETTING IS
PERSONALISED
ANDREW DAGNALL, CEO OF BETTORLOGIC, EXPLAINS THE
IMPORTANCE OF ANALYSING CUSTOMER BETTING HISTORY TO
OFFER A PERSONALISED BETTING EXPERIENCE
ANDREW DAGNALL
t CEO
t BETTORLOGIC
Andrew Dagnall is CEO
of Bettorlogic, founder
of StatsOnSport in 2004
which was rebranded
as Bettorlogic in 2008.
Andrew Dagnall is also
CEO of Football Form
Labs, which offers a
range of B2C software
products and manages
a proprietary trading
fund, Fidens, on behalf
of investors.
eGaming Review (eGR): How has Bettorlogic
developed in 2014 and what challenges have
you faced along the way?
Andrew Dagnall (AD): We have seen a
significant increase in the take-up of our
services, which ranges from different territories.
The take-up has been for both online and
mobile so we have had to integrate into mobile
more than we ever have previously.
The reason for this is because sportsbooks
are looking to engage with their customers
much more than they used to historically.
They have finally realised they have to provide
services at different levels in order to attract
and retain customers. I think one of the areas
where we have noticed particular significance
is in emerging markets such as Africa, where
there has been a tremendous growth in sports
betting, and this is an area where operators
feel their customers need to be educated with
information that supports the various markets
that they offer. By using our information they
can gain a better knowledge, of a particular
football league for example, to help inform their
betting.
eGR: The idea of fully understanding your
customer and their betting habits is at the
core of what you do. How do you go about
gathering this data?
AD: Initially, we are given historical betting
data by a sportsbook and at its most basic this
contains about 10 pieces of transactional data.
For example, it will tell us: the event being bet
on; the market involved; the odds that were
offered; the customers stake; the time the bet
was placed; the type of bet, single or multiple
etc; and whether it was a winning bet or not.
From that data we can create a profile of that
individual which has fairly broad parameters.
We will know when they are most active,
whether they favour specific sports and leagues
within a sport, or even specific teams. We can
also see how active they are generally and how
they react when they are on a winning or losing
streak.
The more micro-managed detail we can
achieve is matching that historical betting data
86
to the specific sports database that we have.
For example, if you take horseracing we can
see if there are specific types or races someone
likes to bet on and whether they are backing
horses that won their last race or were narrowly
beaten, or perhaps were unlucky in their
previous race, or even the type of race such as
handicap or group race. We can even see how a
player is affected by price movements.
For football, on the other hand, we can see
the triggers in-play that attract someone to
bet. For instance, if they bet right after a goal
has been scored or wait until 20 minutes to
go. By creating these quite specific profiles,
sportsbooks can target bettors with quite
tailored information that they know a bettor will
appreciate because it is going to fall within their
sphere of interest.
One of our clients sends out a weekly email
aimed at specific groups of people and fed
into that email is some of our bet prompts
that are based on what a bettor’s personal
betting habits are. Players very often fall into
a category based on their betting habits. The
real value to this is not only that it provides a
level of personalisation, but it ultimately means
that when I use my mobile or tablet what I’m
presented with may well be very different to
what someone else is presented with when it
comes to their homepage and available links.
eGR: How do you start to analyse and harness
this information for your users?
AD: At the moment, for a lot of sportsbooks the
majority of their app or webpage homepage has
no direct relevance to an individual customer,
and as a consequence people will have to
repeatedly navigate to their preferred field of
betting when it could all be there for them on
one page.
A personalised homepage could show me
the markets I am interested in, along with
relevant information to inform my decisions.
It may include live feeds of specific events I
am interested in, and could potentially allow
me to communicate with other bettors that
have similar interests. That would be quite an
important development for the betting industry
W W W. E G R M A G A Z I N E . C O M