Sporting Risk, a company known for its sports analytics and predictive models, has enhanced its Promotional Markets suite with the introduction of SureSub, which offers the broadest selection of player prop markets in the industry. This feature, available via the Sportradar Unified Odds Feed, goes beyond standard substitutions by automatically applying bets to any replacement player, increasing the potential for customer engagement and winnings during matches.
Operators have the flexibility to customize this feature, including its branding and naming, to better fit their unique product offerings and improve the overall customer experience. This launch underscores Sporting Risk's commitment to providing a versatile Promotional Markets portfolio, which already includes products like 2Up and various enhanced settlement mechanisms that help sportsbooks set themselves apart without depending solely on bonuses or free bets.
The SureSub offering allows operators to create meaningful customer value within the betting process, fostering an environment where customers find engaging betting experiences they can easily understand and pursue. It significantly enhances traditional methods by incorporating a wider array of substitution-enabled player prop marketing opportunities.
The new feature is designed for seamless integration, whether delivered directly or through the Sportradar Unified Odds Feed, enabling rapid deployment across existing sportsbook platforms and scalability across different leagues and competitions.
Andy Phillips, Chief Business Development Officer at Sporting Risk, emphasized that as the market becomes more competitive, operators are in constant search of innovative strategies to distinguish themselves. He stated, “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."
