The use of features like ‘request a bet’ can be crucial in helping operators meet the rising demand for personalized markets, explained Joe Lee, Head of GB&I – Sportsbook Trading at Paddy Power.
Lee was speaking during the Creativity in Market Making panel at the SBC Summit Barcelona – Digital, sponsored by Sporting Solutions. He was joined by Dinos Stranomitis, COO at Altenar, and Philippe Joos, Head of Product & Innovation at Napoleon Sports & Casino. The session was moderated by Bettorlogic CEO Andrew Dagnall.
A key theme throughout the discussion was the importance of reliable data and a smooth user experience—not only to meet player expectations but also to deliver a unique offering in what is an increasingly saturated market.
However, Stranomitis noted that a common mistake is placing too much emphasis on the number of markets offered. “Quantity is important, but standout quality is key,” he stated.
“When an operator sets pricing for a sport, you then need a framework to determine which markets are best suited for bettors,” he added. “In highly competitive markets, many try to offer as many markets as possible. While that can be a valid approach, it’s essential to ensure high quality as well.
“When I say quality, I mean you need the mathematical models, the expertise to derive the markets, and the awareness that your customer might come from a completely different background—so education is crucial.
“For example, if you have a customer in Mexico, you must tailor the market layout for that audience. Adding something to an existing offer is not simple—it requires deep analysis, significant discussion, and a thorough understanding.”
Lee pointed out that tools like request-a-bet and ‘Ask Paddy’ are instrumental in understanding customer demand—highlighting how Paddy Power has seen shifts in bettor behavior.
“We’ve seen a recent shift in patterns. Request-a-bet features used across the industry are revealing what customers truly want to wager on,” he explained. “It’s been a powerful tool for us to determine which markets we should provide.
“We’ve also seen a rise in player props and player-focused markets. For sports like the NFL and UK football, interest in stats such as ‘shots on target’ and ‘assists’ has surged—driven largely by request-a-bet mechanics.
“In terms of specialization, the two most important elements are data and the people who interpret it. With these in place, you can build a product that is user-friendly.”
While data availability is key, Joos emphasized the need for accurate, real-time data that keeps pace with bettor expectations—especially when launching live betting markets.
“During COVID, many major sports were canceled or postponed,” Joos said. “But since their return, data quality has remained decent. When launching a new market, however, fast data is critical—especially for live betting.
“If a market is frequently suspended or limited, bettors will become frustrated and the market will fail. Live betting markets demand real-time data that is immediately accessible to the user.”
For more information—including the agenda, full list of 200 speakers, and details on the 100 virtual exhibitors—visit the official SBC Summit Barcelona – Digital website.
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Written by SBC News
