Sporting Risk, a company specializing in sports analytics through predictive modeling, is marking the one-year anniversary of its partnership with Midnite, coinciding with a successful World Cup campaign. Midnite, recognized as the UK’s fastest-growing sportsbook, has seen its turnover triple in the past year, solidifying its position as a fierce competitor in the UK market. A significant contributor to this growth was Midnite’s innovative Sub Hero promotion during the World Cup, which featured numerous betting opportunities.
During the tournament, Midnite provided players with access to 116 Player Prop markets, which included 26 Super Sub markets and an equal number of Extra Time Player Prop markets, accompanied by 269 BetBuilder-compatible options. The Sub Hero promotion, branded by Midnite from Sporting Risk’s SureSub, allowed bettors to benefit from a selected player’s substitution, with the replacement player carrying forward the bet. This initiative was backed by Sporting Risk’s advanced Player Props and player-centric betting content, effectively creating a unique and engaging betting experience.
Following the excitement generated during the World Cup, Midnite plans to extend the Sub Hero promotion into the upcoming football season, enhancing player-focused betting opportunities empowered by Sporting Risk’s innovative technology. Over the last year, Midnite has successfully integrated Sporting Risk’s Player Props and Next-Gen BetBuilder features, which together provide unparalleled coverage of player markets, enabling the brand to distinguish itself in a competitive sportsbook landscape.
The partnership encompasses various innovative products, including player head-to-heads, in-play multis, and micromarkets, featuring player-market support across over 150 global competitions. These tools aim to provide Midnite with real-time engagement opportunities for bettors, aligning with player behavior and market demands.
Andy Phillips, CBDO of SportingRisk.com, stated, “Over the past year we’ve both grown incredibly quickly and we’ve learned a lot along the way. The World Cup proved the ideal way to showcase our work together and demonstrate what’s possible when strong modeling and smart technology are combined with an operator that’s committed to product innovation. We’re excited for the new season ahead as we kick on with our Midnite partnership.”
On the other hand, Zach Amin, VP of Sportsbook at Midnite, highlighted Sporting Risk’s expertise, noting, “Sporting Risk’s expertise in modeling and contextualized football content has played a key role in our continued growth in the UK. Sub Hero delivered during the World Cup and we’re looking forward to its impact on the Premier League. Access to high-quality modeling and technology instantly enhances our platform providing a real competitive product edge to attract users.
