The amount of data available to sports bettors and fans can be overwhelming. On television broadcasts, as touts relay their picks, scrolling chyrons feature constant streams of information. Some displays are more complex than a financial news report about stock prices.
Increasingly, this type of data is also being used to assist sports betting companies in crafting finely tuned ad campaigns.
Betegy enables clients to upload ads and connect data providers to its platform. The company provides a new way to navigate the seemingly endless avalanche of data. When campaigns are scaled through Betegy and shared to digital channels, ads automatically reflect information such as the latest score, which team is leading, or current odds.
The result is visually arresting displays of unique, personalized information derived from data-driven automation.
“We deliver this data to the end consumer in a way that they can consume it and make it meaningful,” says Betegy CEO and Founder Alex Kornilov.
Established in Poland in 2012, and with an office in New Jersey, Betegy’s clients include ESPN, Yahoo Sports, the World Series of Poker, and Tipico. While the company launched by providing ad visualizations centered on popular European sports such as soccer, it’s now developing scalable ad campaigns for digital, retail, and broadcast outlets in the U.S.
Betegy CEO and Founder Alex Kornilov
According to Kornilov, Betegy developed its technology by creating ways to personalize content, depending on their favorite sports or teams, to make data more relevant and easier to process.
“You see a lot of data points and everyone puts them in a table,” he says. “And a table is something which our eyes are not used to reading. There are all sorts of graphs and charts, comparisons like X versus Y.”
Kornilov says the realization that gaming and betting markets needed to make data easier to read and understand helped his company’s development.
Betegy began to enhance its data visualization technology, recognizing that “this market has a huge problem, because they need to rely on data to create marketing campaigns,” Kornilov says. “Why? because they need to create something around various sports, games, athletes, and brands. This industry, like no others, should be data driven, especially in the ad business.”
Betegy’s technology evolved around concepts including:
- Automatic visualization of raw data
- Scaling ads banners and campaigns with dynamic data points that are automatically updated
- Sharing these campaigns to ad spaces including demand-side platform, program exchanges, and direct media buy, or otherwise.
- Built-in analytics that allow clients to track the success of their
According to Kornilov, this approach is a game changer for gambling industry advertising because of its precise customization.
And it’s also necessary given the complexity of the U.S. sporting landscape. Unlike Europe, which predominately features soccer and basketball, there are sports in the U.S., such as football and baseball, that require unique approaches.
Kornilov says that Betegy approaches each sport differently. For instance, they met with Major League Baseball to learn how to calibrate its products for baseball.
“For dynamic data visualization, or whatever dynamic you need to create, you need to have all the data points structured before you approach the visual part of it,” Kornilov says. “So if you want to create a banner that shows real time odds, you need to have the structure behind the system, which allows you to pull all the odds in, first.”
