Sporting Risk, a company renowned for its sports analytics and predictive modeling, has announced an expansion of its Promotional Markets suite with the introduction of SureSub, which features the most extensive array of player prop markets available in the industry. This offering is accessible through the Sportradar Unified Odds Feed.
SureSub enhances the user experience by extending eligible player prop bets beyond simple substitutions, automatically transferring selections to replacement players. This innovation provides customers with increased opportunities to win and maintains engagement throughout the sporting event. Additionally, operators can customize the feature’s branding and nomenclature to better fit their product offerings and customer expectations.
This launch complements Sporting Risk’s existing Promotional Markets portfolio, which already includes offerings like 2Up and various enhanced settlement mechanics. These innovations aim to help operators set themselves apart from the competition without relying specifically on bonuses or price-driven promotions.
By utilizing Promotional Markets, operators can create tangible value for customers within the betting experience itself, rather than just competing on marketing expenditures. These developments enable them to provide betting scenarios that are straightforward and appealing to users.
The SureSub solution provides a wider range of substitution-enabled player prop markets than ever before, allowing operators to offer significantly more betting opportunities compared to traditional methods. The product is designed for quick deployment, whether directly or through the Sportradar Unified Odds Feed, and can be easily scaled across various competitions and leagues.
Andy Phillips, Chief Business Development Officer at Sporting Risk, commented on the launch, stating, "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."
