Ladbrokes is teaming up with Digital Sports Tech to bring custom prop bets to the massive Australian sports betting market. It’s a move that, if successful, could add a very profitable vertical for bookmakers worldwide.
The new partnership will allow Ladbrokes to implement a new level of personalized sports betting by letting punters build their own prop bets using a proprietary algorithm developed by Digital Sports Tech.
For example, if a punter wants to wager on a head-to-head statistical match-up between two players in a rugby match, the system would analyze the wager and spit out odds in real-time. That seems like a slam dunk for Australia, a country that embraces live betting like none other.
That sentiment was echoed by Digital Sports Tech Executive Director Ari Lewski who described his product’s potential in Australia to Betting Business saying:
We’re thrilled to be able to offer our game-changing player proposition betting product to Ladbrokes Australia, one of the most respected operators in the industry…Naturally, we’re highly confident that our product, which takes player proposition betting to a whole new level, will prove to be a great success for Ladbrokes and their customer base.
Over at Ladbrokes, Dean Shannon, CEO of Ladbrokes Australia was excited to have a new tool to help his firm stand out in the crowded Down Under market saying:
This product provides us with a meaningful point of difference in the marketplace from our competitors and enables us to further enhance the personalised betting experience that we continually strive to offer our customers.
Digital Sports Tech’s systems is already in use by an Australians bookmaker called MadBookie.com. So far there’s no word on when Ladbrokes plans to launch it on their Australian-facing properties.