GMB - What did you think of ICE here in Barcelona after so many years in London?
Santiago Mizraji - For me, as a Latin American, the vibe in Spain is much better. This change was very positive. Just like Sportradar's positioning with its stand, the ease of moving around inside the pavilions, the fair was very well organized, it was easy to get around and find the spaces. I really liked it, it was the ICE I enjoyed the most so far.
And what are the new innovations that the company brought in terms of benefit to operators?
This year, we brought a basketball demonstration on the court to show how technology can be applied to generate more accurate data and better statistics. This allows us to create entertainment spaces within betting sites.
Our company is a technology company, and we want to take advantage of the advances in new cameras to automatically capture data and process it in real time. This way, the user can arrive at a betting site and feel like they are in an entertainment environment, and not just a place to place bets. That was our focus this year: innovation and technology.
What are the main trends in the industry this year?
Artificial intelligence is being applied to everything. When we log into Netflix, for example, AI recommends content to us based on our preferences.
The same is true in the sports betting industry: data that was previously more difficult to process can now be applied in real time to offer personalized products. If a user is a tennis fan, they should receive streaming and betting suggestions related to the sport.
If their favorite tennis player plays on Friday, they can be notified of the best odds for the match. This type of personalization is what we are looking for.
Is the current scenario of the industry and sports betting combined with technology ideal for Sportradar to continue growing?
Since I joined the company, Sportradar has been constantly innovating. The company started out as a data and odds provider, but over the years it has applied technologies from other industries to enhance the experience in the sports betting sector.
This year, we focused on showcasing the interplay between data and real-time. During the event, we saw many people interacting with our 3v3 basketball demo, where new markets were generated every three seconds. Our path is to apply new technologies to continue growing.
Was the basketball event created to demonstrate real-time betting?
Yes! We staged 3v3 basketball matches with cameras that captured real-time data and adjusted the odds automatically. Every three or four seconds, new markets were generated, such as "who will score the next basket?"
The audience followed along on their mobile phones and could bet instantly. All of this was done without scouts manually collecting data, just with AI cameras feeding our odds algorithm. The result is a product that enables fast and dynamic betting.
How can Sportradar continue to add value to its partners while expanding its services?
Our partners are used to seeing constant innovation. It is practically impossible for a firm operator to contract with us and not see any new developments in four years.
We follow the trends in each market, as demands vary between Brazil, Peru, Colombia and Argentina, for example.
Our global presence allows us to develop customized products for each region. This way, we ensure that operators have the right solutions for their needs, adapting the technology as user behavior evolves.
What is the profile of the Brazilian bettor?
Brazilians are sports fans, especially football. They like quick bets, such as cash-out markets and live bets. Over time, operators have also matured and started offering more innovative products.
Brazil is a dynamic market, full of opportunities, but also challenges. Given the number of sports fans and the engagement of bettors, the country has enormous potential for the sector.
Source: Exclusive GMB
