Sportsbet launches the ‘Locker Room’

Sportsbet has become the latest online betting site to team up with data analytics company, iSport Genius.

The new partnership will enable Sportsbet to offer information on betting markets via the iSport Genius consumer-facing platform.

Punters can use the analytical data for a particular event to make an informed decision when it comes to placing a bet. For example, punters can search how National Rugby League (NRL) teams will perform at a stadium among other results, stats and predictions.

The product works by processing trillions of data points into easy-to-understand information and calls to action. It can also be personalised by the bookmaker.

Punters will be able to access the product known as the ‘Locker Room’ at Sportsbet via the bookmaker’s mobile site and apps from last August. It will cover a range of major sporting events including the Australian Football League (AFL) and the NRL, as well as European football/soccer games and major sporting leagues in North America.

Co-founder and partner at iSport Genius, Nathan Rothschild, said the deal with Sportsbet “is another significant vote of confidence in iSport Genius; our product will now be available to more punters in Australia than ever before.”

“With the AFL and NRL finals approaching it is pleasing to see that Sportsbet truly understands the role iSport Genius has to play when it comes to acquiring and retaining customers around the biggest sporting events on the calendar.”

General manager for product at Sportsbet, Doug Brown, also commented on the benefits of the deal.

“The depth of data and betting insights now available across our platforms makes us not only the market leader in this space but adds a new level of excitement for our customers,” he said.

Ladbrokes was the first bookmaker to team up with iSports Genius when it signed a three-year contract in 2016.

“This level of deep-dive data has never been available to the consumer before,” Rothschild said when the deal was announced.

“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.”

Unibet jumped on board earlier this year which allowed iSport Genius to expand their product internationally via the UK licensed site. Unibet Australia also utilises the platform.

iSport Genius was founded in Melbourne in 2014 and continues to grow its client base as more betting companies find they need sophisticated data.

“We are always looking to partner up with forward-thinking product and content service providers,” head of sportsbook at Unibet’s parent group, Kindred, Erik Backlund, said when they announced the deal.

“iSport Genius will be an exciting addition for our Unibet customers, and the tool will add a different dimension to the all-important packaging of our offering across all channels.”