Ladbrokes Aus launches sports data tool
Operator integrates iSport Genius product, supplier hires Lee Richardson for European push
Ladbrokes Australia says it is aiming for the top spot in the online wagering market after signing a deal to integrate a customer-facing sports data tool provided by nascent supplier iSport Genius.
As part of the three-year contract, Ladbrokes Australia will go live with the iSport Genius platform later this week with the launch set to signal the start of a TV advertising campaign.
According to the supplier, the product has the ability to convert data into sporting insights which can then be used to inform and educate customers’ choice of bet.
The deal sees Ladbrokes Australia become the first operator to take the data product and the bookie’s chief executive Dean Shannon was bullish about its potential impact.
“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,” Shannon said.
Ladbrokes last week launched a bet suggestion tool and iSport Genius co-founder and partner Nathan Rothschild said Ladbrokes’ thirst for innovation made it the “perfect first partner” to launch with.
“We are very pleased to see our product is going live in the Australian marketplace with Ladbrokes,” Rothschild, said. “It adds a new dimension to sportsbook provision, particularly in terms of mobile.
“This level of deep-dive data has never been available to the consumer before. 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,” he added.
iSport Genius also revealed it had appointed former BoyleSports chief executive and ONEworks European director Lee Richardson to lead the Australian firm’s expansion into Europe.
Richardson, who has taken on the position of international development director, said the Ladbrokes Australia deal was the perfect springboard to head into new B2B markets.
“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,” Richardson said.