Guilherme Frioli, head of advertising and business at UOL, is very excited about the demand that the new product of the main news portal in Brazil has just presented to the market. “We already have the sponsor for the Brasileirão, which will be announced in the next few days, and the demand from bookmakers for the other competitions is very heated,” he commented to GMB.
For him, UOL taking the lead was a home run in the sports betting market. “More and more the activity has been standing out in Brazil and sport is a national passion. In the case of UOL, we have all the expertise to offer innovative proposals and following navigation on our website, we realized how much a new product, focused on betting, could add content to our visitors and bring them closer to bookmakers. The market is very heated and we are one of the main assets to achieve this interaction.”
“With 110 million unique users per month and 33 million just for sports, we are offering bookmakers a highly qualified audience,” he commented, highlighting that UOL's commercial and IT departments were very well integrated in the development of the offer and launching the new product on the market right now, as the portal highlights the solution even more with sports on the rise especially because of the World Cup.”
To arrive at the final product now available, Frioli said that UOL approached bookmakers to understand their needs and how Live Odds could contribute to the growth of these companies' activities in the market. “Our goal is for the user to have the best experience possible at the bookmakers with our solution that directs them to exactly what they are looking for,” he said.
According to Frioli, sponsorships are being sold in blocks, as happened with the Braileirão, which involved Series A to D, Brazilian Women's A1 and the Copa do Brasil. The regional block comprises Paulistão, Carioca, Mineiro, Gaúcho, Baiano, Cearense, Paranaense, Pernambucano and the Northeast Cup.
The Libertadores of America, Copa Sul-Americana and Recopa Sul-Americana will be sold in the “Sul-Americano” package, while the “Europeans” package will have the Champions League, Nations League, German, English, Spanish, French, Italian, Copa del Rey, German Cup, FA Cup, Spanish Super Cup, European Super Cup, French Super Cup, England Super Cup and Italian Super Cup.
Proposed prices for packages:
Regional – BRL 6.2 million (US$ 1.15m)
South Americans – BRL 7.2 million (US$ 1.35m)
Europeans – BRL 5.8 million (US$ 1.1m)
Domestic – R$ 8.6 million (US& 1.6m), already sold.
The integration of the odds into the points table, as well as into the editorial content itself, involved numerous professionals in the technology area of UOL and, during the testing phase, it was possible to evaluate the product's functionalities and the way in which the odds could be shown to readers in the portal in order to arouse the interest of bettors, since UOL is the news portal with great penetration throughout Brazil.
The odds will be presented in real time and the great advantage for the partner advertiser is the fact that UOL has more than 100 million visits per month and according to the portal's data, currently 82% of the audience searches for information about the matches, which will to guarantee a great exploitation potential by bookmakers in the various championships available to sportsbooks.
UOL's studies, prior to the launch of Live Odds, detected that 70% of those who watch games look for information about the matches, before, during and after the game and that 33% of UOL's audience accesses sports betting sites.
Thus, in 2023, UOL will allow free user interaction with all sports content through odds natively integrated in the editorial environment and in a fixed space on the portal.
From a practical point of view, each championship will be available for bookmakers to buy unique sponsorship shares. After the championship is defined, UOL's technology team will implement the odds, through a connection via AIP from the portal's fixed space with the odds used by the bookmaker.
Among the benefits for the bookmaker is the guarantee of 50% of the media inventory in the championship channel acquired exclusively in the segment within it and 100% of visibility, through odds in the fixed areas in the points tables and game calls . After the game ends, the match odds banner will be replaced with a piece of bookmaker media.
On the “today's matches” page on the portal, the odds will be present on the current date as well as on future dates through user navigation and, for future matches, in case the bookmaker's database does not yet have the odd of the start, automatically the space will be covered with the advertiser's display media.
Source: GMB
