Delve into the World of Betting: Evidence-based wagers in lesser-known sports
In the burgeoning sports betting landscape, the demand for precise, real-time data in up-and-coming and niche sports has reached an all-time high. At the forefront of this transformation is Abelson Sports, which powers some of the most innovative integrations within the industry.
During an interview with Talk Gambling, Jeevan Jeyaratnam, the Chief Betting Officer at Abelson Sports, shared insights on how the company’s unique role as a technical intermediary between cutting-edge third-party data suppliers and top-tier sportsbooks is driving market expansion, fueling the rise of women's sports, and shaping the next generation of betting experiences.
Question: What are the key challenges in delivering accurate and reliable data for emerging and niche sports, and how does Abelson Sports overcome these?
Answer: Abelson’s third-party partners, such as ALT Sports Data, Pro League Network, Rimble, SailGP, and nVenue, work diligently to provide data for niche or rising sports. Abelson simply offers a technological bridge, granting access to their sportsbook clients.
In order to access accurate and reliable data for niche sports, Jeyaratnam explained that the key lies in the relationship between the sports proprietor and the data provider. When an accurate source of data rests solely with the rights holder, constructing robust data frameworks with unblemished integrity is essential. Without the sports owner’s consent, locating reliable data sources can be challenging. To overcome this, strategic partnerships are crucial. ALT Sports Data, for instance, works closely with the sports originator’s governance to develop solutions that resonate not just with bettors but also help cultivate social media followings.
Question: You were the first to offer full goalscorer pricing for the NWSL. What did it take to bring this to market, and what does this say about the evolving demand for women’s sports in the betting space?
The addition of NWSL goalscorer pricing was prompted by client demand, following the league's significant growth in terms of team numbers and increasing interest. A recent $240 million television deal highlights the media's agreement that the product is in high demand.
Abelson Sports has been covering women’s soccer for some time now, and adding the NWSL was a straightforward process given the numerous data sources available. The league was prepared for week one of the new season as well as the Challenge Cup (a championship opener featuring last year's winners) within approximately two weeks.
The growing interest in women’s football is largely attributable to savvy media placement, according to Jeyaratnam. Offering a well-defined and attractively packaged product through free-to-air TV or streaming services increases exposure to audiences seeking sports entertainment without expensive media subscriptions.
Question: How do you identify which emerging sports or leagues are worth investing in for data coverage, and what’s next on your radar in terms of growth or new partnerships?
Every league added to Abelson’s Football Player Markets product originates from client requests. While data providers may approach emerging sports and markets differently, having an array of unique sports in their offering can attract operators, enabling them to tap into new demographics at lower cost per action (CPA) than traditionally expected.
Looking ahead, Abelson is closely monitoring developments in Paraguay as the government moves to regulate sports betting. Expansion into Mexico is also a possibility, as Abelson currently covers only the top tier of Mexican football (Liga MX). With growing demand, Abelson could add the second tier, as well as the women’s football league, particularly since Liga MX mandates that all its member clubs also have women’s teams, helping shape an intriguing women’s product.
Question: With player props becoming increasingly popular, how is Abelson ensuring its GPS and PIPS offerings remain competitive, especially as operators demand more depth, faster settlement, and seamless integration into bet builders?
Abelson Sports strives to deliver a premium product to sportsbooks focused on quality and excellence. Partnering with official data suppliers is vital for creating a robust and speedy product with unwavering accuracy and integrity.
The company works closely with clients to offer markets and competition coverage that cater to their needs. This summer, for example, Abelson expects to introduce numerous additional goalscorer-based markets in response to customer demand.
The Abelson feed includes four primary pricing attributes: price with margin, raw price, player rate, and player expectancy. Player expectancy enables seamless integration into a bet builder algorithm. The company is set to launch its own football bet builder, showcasing the capabilities of its feed and not requiring an Abelson Sports subscription, as it utilizes the operator’s input feeds.
As the sports betting industry continues to diversify, Abelson Sports demonstrates that nimbleness, precision, and strategic partnerships are the keys to unlocking value in overlooked markets. From the rise of women’s leagues to niche sports building dedicated fan bases, the future of betting isn't just broader—it’s bolder.
Abelson Sports partners with various technology companies to access accurate and reliable data for niche sports, overcoming the challenge of relying solely on the sports proprietor for data by fostering strategic partnerships with data providers like ALT Sports Data.
To identify emerging sports or leagues worthy of data coverage, Abelson responds to client requests, recognizing that having a diverse array of unique sports in their offering can attract operators and tap into new demographics at lower cost per action (CPA).
