Sportradar, a sports technology company that develops products for the sports media and betting industries, unveiled micro markets Nov. 20. These bite-sized and quick-fire betting options amplify the in-play betting experience by allowing bettors to engage with small outcomes within a given game or match.
Micro markets offer fast-settling wager opportunities. A typical micro market settles in five minutes or fewer. Sportradar’s micro market offerings include ATP Tennis, NBA, MLB, NFL, NHL, and soccer.
“Micro markets appeal to the next generation of bettors,” said Sophie Thomas, vice president of group operations at Sportradar. “They can attract bettors who don’t have the attention span for a whole game and prefer to watch sport in a non-linear fashion, and they offer opportunities to instantly get in on the action. The only caveat is that these markets move quickly, so operators need AI-driven solutions backed by a large amount of real-time data and analytics from said match or game to prevent being exposed – something that Sportradar excels in due to our partnerships with leagues and federations around the world and our proprietary AI-driven odds models. Our innovation paired with a personalized user experience and immersive visualizations, is what makes Sportradar an invaluable technology and solutions partner for leading operators.”
Microbets can include outcomes like “Scoring Type, Home Run, Total Yards Gained, Next Ace” and more, according to a Sportradar press release. A football game, for example, might include such micromarkets as:
- – Total yards gained
- – Offensive play type
- – New first down
- – Play completion
- – Sack
A bettor could peruse the markets in real-time and select whether they believe their team will snag a first down, perhaps, or bet that the opposing team will sack the quarterback. These markets are fresh every minute or so, and they involve second-by-second events within a game.
Micro markets expand engagement
Sportradar says micro markets can enhance bettor engagement by keeping them invested throughout a given game or match. Further, micro markets drastically expand the number of bets a sportsbook can offer. The company’s customers can easily integrate micro markets through Sportradar’s existing Unified Odds Feed.
Micro market highlights from Sportradar’s product overview include:
- – Significant increase in live betting opportunities.
- – Casino-style betting, which allows for quicker settlement and higher bet frequency/turnover.
- – New bet cycles are available every minute, keeping players invested.
- – Micro markets work on desktop and mobile devices.
Sportradar already offers ATP microbetting, and other sports will roll out in late 2024 and early 2025, according to the company. Baseball and basketball are both slated for the first quarter of 2025, and Sportradar is aiming to launch its football in the second quarter. Hockey will follow in the second half of the year.
