Sporting Risk, a sports analytics firm focused on predictive modeling for pricing and betting content, has augmented its Promotional Markets suite by introducing a comprehensive SureSub offering, which features the industry's largest selection of player prop markets. This enhancement is available through the Sportradar Unified Odds Feed.
The SureSub feature automatically transfers bets to a replacement player when a substitution occurs, allowing bettors to maintain engagement throughout the game and increasing their chances of winning. Operators have the freedom to tailor this feature, customizing its branding and naming to fit their unique product and enhance user experience.
This launch is part of Sporting Risk's expanding Promotional Markets portfolio, which includes other innovations like 2Up and various enhanced settlement mechanics. These products aim to help sportsbook operators stand out by creating betting experiences that do not solely rely on bonuses, free bets, or discounts.
By incorporating Promotional Markets, operators can provide players with immediate value directly within their betting interactions, rather than solely competing on customer acquisition costs. This strategy enhances their appeal to bettors seeking engaging experiences.
The launch of SureSub yields the largest array of substitution-enabled player prop markets currently on the market, enabling operators to broaden the scope of betting opportunities beyond what traditional methods could offer. With deployment capabilities through the Sportradar Unified Odds Feed, SureSub can be integrated swiftly into existing sportsbook frameworks and expanded across various competitions and leagues.
Andy Phillips, the Chief Business Development Officer of Sporting Risk, commented, "Operators are constantly looking for new ways to stand out in increasingly competitive markets. Promotional Markets do exactly that. They give operators a differentiated betting experience that keeps customers engaged throughout the match, without relying on bonuses or free bet campaigns. SureSub is a natural addition to that portfolio. It’s a mechanic customers already understand, but we’ve expanded it across a much broader range of player prop markets. Combined with our distribution through Sportradar, operators can now roll out SureSub at a scale that simply hasn’t been possible before."
