Sports data platform provider iSport Genius has signed up Ladbrokes Australia as its first major client, as well as appointing industry veteran Lee Richardson to lead its expansion into the European gambling market.
iSport Genius provides customers with an interactive customer-facing tool that uses data to inform and educate online customers on their choice of bet. It is designed to stimulate sports betting activity by processing trillions of data points into easily-understandable calls to action.
This will be launched for Ladbrokes through a three-year agreement between the companies, which will centre on a new TV advertising campaign to highlight the solution’s benefits for consumers.
“We are very pleased to see our product is going live in the Australian marketplace with Ladbrokes,” iSport Genius co-founder and partner Nathan Rothschild said. “It adds a new dimension to sportsbook provision, particularly in terms of mobile.
“We couldn’t have hoped for a more perfect first partner to go live with the product. Ladbrokes has shown a genuine commitment to innovation and a keenness to bring new products to market,” Rothschild continued. “The landmark deal provides validation of the value of our product given the competitive nature of the Australian betting market.”
Ladbrokes Australia chief executive Dean Shannon added: “We are extremely confident this product will be an enormous hit with our customers and will help make Ladbrokes the number one choice in the market.”
The solution breaks down a team’s performance across a range of filters and categories, and has been designed to be fully mobile responsive. It covers all majors sports around the world, informing users how Manchester United has previously performed in wet conditions, for example, when the team is favourite in a game at its Old Trafford stadium, following a six-day break in a two-game winning streak.
“This level of deep-dive data has never been available to the consumer before,” Rothschild explained. “Until now sports data was fragmented and lacked context. Our product provides insight in an easily navigable format that engages fans at a level they instantly understand.”
The data is supported by curated content also provided by the supplier, such as Snapshots and Fun Facts summaries. A process called Trending Data automates the editorial process by collecting relevant statistics into bite-size chunks.
iSport Genius is now plotting expansion beyond Australia and into the European market, with Lee Richardson joining as head of its business on the continent.
Richardson has held a range of roles in the industry, including positions with Tote Direct, Coral Eurobet, Boylesports and ONEworks.
“This is a great time to be joining iSport Genius,” Richardson said. “The signing of the deal with Ladbrokes is a fabulous endorsement of the worth of the product and I can’t wait to get cracking showcasing this product in Europe.”