Novomatic enhances its betting operations through a partnership with Sportradar.
Novomatic, a gaming company, aims to expand its involvement in the sports betting industry. To accomplish this, they've partnered with Sportradar, a data expert company. The goal is to create flexible betting terminals that will launch initially in Italy.
In this partnership, Novomatic will contribute the distribution channels using their network of betting shops and arcades, along with providing potential hardware for the terminals. Sportradar, on the other hand, will offer their Betradar Managed Trading Services - a comprehensive software system for automatically providing betting markets and odds. The aim is to develop a turnkey terminal system easily distributed to various locations. Once tested in Italy, these systems will likely be used in other markets.
Novomatic entered the sports betting market in the '90s through its subsidiary, Admiral Sportwetten. They're primarily present in Austria and, via Löwen Entertainment, in Germany. However, they're not relying solely on their in-house expertise for growth; instead, they're choosing to collaborate with external specialists. The Austrians believe the combination of their physical presence and Sportradar's software will be successful:
"We see significant growth potential in sports betting and we want to capitalize on it. Our unmatched sales channels are unbeatable. In Sportradar, we've found not only a company well-established in the betting sphere, but also a perfect partner for a joint offering." - Bartolomäus Czapkiewicz, Managing Director Novomatic
Sportradar provides services to many well-known bookmakers, including bet365, Ladbrokes Coral, William Hill, and betfair. Admiral Sportwetten also uses their data. Additionally, their fraud detection system is used by the DFL and DFB in Germany.
Automated and simplified
By utilizing Managed Trading Services, Novomatic is outsourcing much of the operational work. This software not only provides markets and odds from over 50 sports, but it also assesses risk for the bookmaker, adjusts odds accordingly, and can even reject bets independently. The desired outcome is a balanced book, avoiding the need for manual intervention. Sportradar aims to simplify the complex betting industry by automating processes. Customers merely need to set basic parameters, then the system takes over, achieving the desired targets.
This backend will enable Novomatic to focus on marketing and sales, potentially reducing costs. As a result, Sportradar gains from the partner's widespread distribution network through a revenue share. The potential impact multiplies if the system is adopted in existing Admiral betting shops or expanded internationally.
Merging Novomatic's strengths in hardware, technology, and reach with Sportradar's expertise in odds, data, and risk management should make competitors take notice. Initially, the focus is on the Italian market, but they'll actively support Novomatic in product development and market expansion.
"The combination of Novomatic's strengths in hardware, technology, and reach with Sportradar's experience in odds, data, and risk management is sure to turn heads. For now, our priority is the Italian market, but we'll actively support Novomatic in product development and market expansion." - Carsten Koerl, Founder and CEO of Sportradar
Attendees at the ICE Totally Gaming trade fair in London can view the first iteration of the system from Feb 6-8, 2018, at the Novomatic Italia and Betradar stands.
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Source: www.onlinecasinosdeutschland.com
